Search Marketing - Course

Strategy and Planning

Free Lesson
Global Authority

The Global Authority

12 years delivering excellence


75,000 + Members

Join a global community


Associate Certification

Globally recognised


Membership Included

Toolkits, content & more

Digital Marketing - Study Notes:

Output reports

Performance measurement is crucial. You’ll need to know whether things are going to plan, and where you need to put certain levers and move things up or move things down a little bit to make sure you’re delivering on the objectives that you have set.

From an SEO perspective here, you’ll need to look at Google’s search console, but also Google Analytics. And, in the case of the former, you’re looking at search queries and impression volume, mainly. We’ll also combine that with some of the data we get from Google Ads, from paid search.

Looking at Google Analytics, we can see which landing pages are performing well. We can see user engagement rates, and we can also get a geographical summary of where our ads are performing particularly well.  

Back to Top
Clark Boyd

Clark Boyd is the VP of Strategy at Croud, a global digital marketing agency with clients including Netflix,, DKNY, and the Guardian. Clark has eight years of search marketing experience setting strategies for American Express, ASOS, and General Motors.

Clark Boyd

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


Strategy and Planning
Clark Boyd Clark Boyd
Skills Expert

This module covers the key steps for planning and implementing a search marketing strategy for your organization. It addresses the key components in an effective search marketing strategy and outlines best practices for planning and research. It also covers how to execute a strategy and evaluate the performance of a search marketing campaign.

Content Locked

Want to know more about this course?
Check out the full course details or sign up for a FREE course trial, and get access to more great content to help you level up your digital marketing career.

View Course Start a Free Trial