IPA search certificate

The Search Certificate, designed by the Institute of Practitioners in Advertising (IPA), is aimed at individuals who are new to search, regardless of agencybackground, looking to build their knowledge about SEO and PPC.

Search Certificate




The qualification compromises of 30 hours of online learning, culminating in a 3 hour exam.

The qualification is suitable for those specialising in search marketing. Ideally they should take the qualification in their first year within a search agency or specialist department. We’d recommend that individuals have no more than two years’ experience prior to doing this qualification.

This qualification provides a 360-degree education in search marketing, from planning a PPC and an SEO campaign through to ongoing optimisation strategies and integrated media planning. It will cover areas such as engine planning and channel selection, content targeting, keyword strategies, bid strategies and bid management tools and many more, including a product overview of the top tier engine systems.




The Search Certificate gives participants the chance to truly understand the challenges and opportunities posed by search and to be acknowledged by the industry's leading qualification.

To gain the official qualification there is an online examination. You will need to choose the date of your exam at the time of booking.

For EACA members within Europe: learning and exam for 450 GBP (+VAT as appropriate).

For EACA members outside Europe and for non-members: learning and exam for 500 GBP (+VAT as appropriate).

Find out more about this certificate

  • To learn more about the registration process, please click here.
  • To browse through the Search Certificate website, please click here
  • If you are an EACA member within Europe, please contact us to receive the reduced fee.