20 digital marketing certifications presented at the WorkHacker Conference April 11, 2016

1. CERTIFICATIONS

2. Overview
• There is no magic bullet with certs
• You will more than likely need one or more certs
• Certs go well with actual job experience
• It may take years to achieve the salaries listed
here, or never at all, if not combined with tenacity
and hard work, aptitude, and quality of work,
among many other things

3. Google Adwords
• What: Google analytics is a service that allows users to track their
website data.
• Cost: Free
• Length of Study: 3-12 months
• About the exam: T/F, multiple choice. 90 minutes
• Salary: $30,000 – on up
• Work Ladders Up To: Digital Marketing Manager, Digital analyst, PPC
Manager, SEO Specialist, eCommerce Analyst, Web Analyst
• Work Where: Agencies, enterprise, SMBs, at home
• Linkedin mentions for active jobs: 4988
• Official: https://support.google.com/partners/answer/6089828?hl=en
• Learn: http://analytics.blogspot.com/
• http://searchengineland.com/
• Good books: Google Adwords, Brad Geddes, Wiley

4. Google Analytics
• What: Google analytics is a service that allows users to track their website
data.
• Cost: Free
• Length of Study: 3-12 months
• About the exam: T/F, multiple choice. 90 minutes
• Salary: $30,000 – on up
• Work Ladders Up to: Digital Marketing Manager, Digital analyst, PPC
Manager, SEO Specialist, eCommerce Analyst, Web Analyst
• Goes Well With: AdWords Cert
• Work Where: Agencies, enterprise, SMBs
• Linkedin mentions for active jobs: 4988
• Official: https://support.google.com/partners/answer/6089828?hl=en
• Learn: http://analytics.blogspot.com/
• http://searchengineland.com/
• http://www.kaushik.net
• Books: Advance Web Metrics, Brian Clifton;
• http://www.payscale.com/research/US/Skill=Google_Analytics/Salary

5. Google Shopping
• What: Google Shopping allows users to search for online
products and compare them between each vendor.
• Cost: Free
• Length of Study: 3-6 months
• About the exam: 90 minutes, 63 multiple choice questions,
Need 80% or higher to pass
• Salary: $30k on up
• Job Lead: Great start that could lead to Director level with
the right experience, excellent cert for ecommerce media
positions
• Work Where: Ecommerce, agencies, online retail, from
home
• Pairs Well With: AdWords Cert
• Official:
https://support.google.com/partners/answer/6088110?hl=e
n
• Conference space: Shop.org, Internet Retailer
• Video Tutorials: Lynda.com

6. Google Photographer
• What: Google Trusted Photographers will take
high quality Street Images for Google Maps.
• Cost: Free
• About: Sign Up To Be Approved By Google Maps,
work with small to medium sized business
• Compensation: Varies
• Official:
https://www.google.com/maps/streetview/truste
d-signup/

7. Adobe Illustrator Certification
• What: Adobe Illustrator is mostly used for creating illustrations for
company and promotional uses in digital or print form.
• About: Most certification exams are computer-delivered, closed-book
tests. The number of questions and length of time to complete the
exam vary for each product
• Length of study: Varies
• Cost: $180 for certification exam
• Salary: $40,000 - 71,000
• Job Ladders Up To: Creative Director, Senior Graphics Designer
• Entry: Graphic Designer, Web Designer
• Official: http://training.adobe.com/certification/faqs.html
• Learn: https://helpx.adobe.com/illustrator/tutorials.html
• Video Tutorials: Lynda.com
• Book: Adobe Illustrator Classroom in a Book, by Adobe Team
http://www.itcareerfinder.com/it-certifications/adobe-certifications/adobe-certified-expert.html
http://training.adobe.com/certification.html
http://www.payscale.com/research/US/Skill=Adobe_Illustrator/Salary

8. Adobe Photoshop Certification
• What: Photoshop is editing software used to manipulate and
enhance photos, industry standard software for print, digital, and
many others media that require digital editing
• About: Certification exams are computer-delivered, closed-book
tests. The number of questions and length of time to complete
the exam vary for each product
• Length of study: Varies, 1+ years
• Cost: $180 for certification exam
• Salary: $41,000 to 61,000
• Job Ladders Up To: Art Director, web designer, associate creative
• Official: http://training.adobe.com/certification/faqs.html
• Learn: https://helpx.adobe.com/photoshop/tutorials.html
• Video Tutorials: Lynda.com
• Book: Adobe Photoshop Classroom in a Book, by Adobe Team
http://www.payscale.com/research/US/Skill=Adobe_Photoshop/Salary
http://www.simplyhired.com/k-entry-level-photoshop-jobs.html

9. Adobe Marketing Reports & Analytics Certification
• What: Adobe Analytics and related products provide users with helpful
data and marketing analyses about their websites.
• About: Certification exams are computer-delivered, closed-book tests. The
number of questions and length of time to complete the exam vary for
each product
• Cost: $180
• Time to study: 6 months to 1 year +
• Salary: The average salary for adobe analytics jobs is $49,000
• Job Ladders Up To: Digital Analytics Manager, Adobe analytics consultant
• Linkedin: 1561
• Learn: http://blogs.adobe.com/digitalmarketing/analytics/
• Official:
http://training.adobe.com/certification/exams.html#p=1&product=site-
catalyst
• Book: Adobe Classroom in a Book Series
http://training.adobe.com/certification/exams.html#p=1&product=site-catalyst
http://www.simplyhired.com/salaries-k-adobe-analytics-jobs.html
http://www.indeed.com/jobs?q=Adobe+analytics&l=

10. IAB Media Sales Cert
• What: Teaches concepts, guidelines and best practices in interactive
advertising
• Cost: $500 for IAB members, or $600 for non-members
• Length of study: 3-6 Months
• About: The IAB is one of the oldest and longest running internet
advertising organizations in the world, and highly respected at the
professional digital media level, with a worldwide footprint
• Goes Well With: AdWords Cert, Bing Cert
• Roles: Sales specialists, professional display media managers
• Salary: $35k +
• Official: http://www.iab.com/iab-digital-media-sales-certification-
works/
http://www.indeed.com/jobs?q=iab+media+sales+certification&l=

11. Bing Ads
• What: It helps reach customers with (PPC) Pay-Per-Click
advertising in Bing.
• Cost: Free
• Length of study: 3-6 months
• Exam: 100 questions
• Salary: $34,856 - $71,475
• Lead: PPC Manager, PPC Analyst
• Work: Great enhanced certification for PPC managers
• Goes Well With: Adwords Certification
• Entry: PPC Professional, PPC specialist, entry level media
manager
• Official: http://advertise.bingads.microsoft.com/en-us/home
• Learn: http://advertise.bingads.microsoft.com/en-us/blog
•
http://www.payscale.com/research/US/Job=Pay-Per-Click_%28PPC%29_Professional/Salary

12. Microsoft Office (Excel, PPT, Word)
• What: Desktop applications that allow for a variety of services.
• Cost: 149.99
• Length of study: 6-12 months
• Salary: $47,550 - 65,328
• Job leads: Information Technology (IT) Support Specialist,
Executive Assistant, wide variety of applications
• Work where: Wide range of opportunities, from enterprise,
SMBs, WFH, etc.
• Entry: Administrative Assistant
• Linkedin: 18,091
• Official: https://www.microsoft.com/en-us/learning/mos-
certification.aspx
• Book: Office 2016 All-In-One For Dummies
• Video Tutorials: Lynda.com
http://www.payscale.com/research/US/Certification=Microsoft_Office_Specialist_%
28MOS%29/Salary

13. Salesforce
• What: Software for customer relationship management, sales and
lead management, and social media enterprising.
• Cost: $200-400
• Exam: 60 questions, 90 minutes, 65 is passing.
• Salary: $41,000 - 104,000
• Ladders Up To: Sales Operations Manager, Director of Sales
Operations, Sales Coordinator
• Work Where: Wide range of opportunities
• Entry: Sales Administration
• Linkedin: 1908
• Official: http://certification.salesforce.com/
• Read: https://www.salesforce.com/blog/
https://help.salesforce.com/HTViewSolution?id=000186544
http://www.payscale.com/research/US/Skill=Salesforce/Salary
http://certification.salesforce.com/administrators

14. Constant Contact
• What: Providing online marketing services such
as email newsletters, surveys, events and more
to small businesses and non profit
organizations.
• Length of study: 3 months
• Exam: 40 multiple choice questions
• Salary: $30k +
• Work where: Any business that needs a
reputable Constant Contact manager
• http://www.expertrating.com/certifications/Co
nstant-Contact-Skills-Test.asp

15. Search Engine Academy
• What: In-person/Hands-on - SEO, AdWords, Analytics training
• Cost: $1095 - $2495 with group discounts
• 2 and 4 Day
• Ongoing coaching included
• Salary: $41,000 to $65,000 and up
• Features
• Deep dive into SEO – customized to students
• Basic Google Analytics, Google AdWords, and Google Search Console
• Typical Attendees
• Marketing or Digital Marketing Staff
• Business Owners/Entrepreneurs
• Job Seekers
• Official: http://www.SEOtrainingDallas.com
http://www.payscale.com/research/US/Skill=Search_Engine_Optimization_(SEO)/Salary

16. Copyblogger – Certified Content Marketer
• What: Teaches students Content marketing,
copywriting, landing pages, email marketing, SEO
Copywriting, Internet marketing, keyword research
• Salary Range: $35,126 - $84,596
• Job Ladders Up To: Content Marketing Manager,
Content Marketing Director
• Work Where: Independent, agency, enterprise,
SMB, WFH
• Entry Level: Content Marketing Coordinator,
copywriter
• Linkedin: 1,343
• Official: http://www.copyblogger.com/certified-
content-marketers/

17. Hubspot
• What: teaches students the inbound marketing fundamentals,
such as how to attract visitors, convert leads, close customers
and delight customers into promoters.
• Cost: Free
• Length: Twelve pre-recorded training classes tied to the
Inbound Methodology. Each class is around 20-40 minutes in
length.
• Exam: 60 minutes, 50 multiple choice and true/false questions
• Salary: Salary is $30,000+
• Where: Agencies, enterprises, SMBs
• Official: http://www.hubspot.com/inbound-marketing
http://academy.hubspot.com/inbound-marketing-certification-faq
http://inchoo.net/ecommerce/how-to-pass-hubspot-inbound-marketing-certification-exam/
http://www.simplyhired.com/salaries-k-inbound-marketing-jobs.html

18. Market Motive
• What: Teaches students the foundation and latest
in Digital Marketing, SEO, social media, and
conversion rate optimization, among other
specialties
• Cost: $299/month for self-paced membership,
$3500 total for Coached Master Certification
• Length of study: 3-6 Months
• Salary: $35k+
• Note: Reputable independent training organization
using top training talent.
• Official: http://www.marketmotive.com/
http://www.skilledup.com/articles/market-motive-review-learn-basic-marketing-skills-best-biz
http://www.marketmotive.com/online-marketing-professional-certification/

19. Marketo
• What: Marketo is marketing automation, consumer
engagement and marketing management software.
• Cost: $175
• Length of study: 3-6 months
• Exam: 100 questions, 90 minutes, 75% passing score
• Salary: $37,000 - 95,000
• Lead job titles: Marketo Certified Specialist, Marketing
Automation consultant, senior marketing manager, Marketing
automation specialist
• Linkedin mentions for active positions: 78
• Official:
http://www.marketo.com/services/certification/#EXPERT
http://www.marketo.com/services/certification/#EXPERT
http://www.payscale.com/research/US/Certification=Marketo_Certification/Salary

20. PMP Certification
• What: Teaches all aspects of project delivery, leading and
directing cross-functional teams.
• Cost: $405 for members, $555 for non-members
• Length of study: 1-2 years
• Exam: 200 questions, multiple choice
• Salary: $65,000 - 145,000
• Job title: Project manager, program manager, director of project
management, Sr project manager
• Where: Agencies, SMBs, Enterprise
• Linkedin: 7926
• Extra plus if you know digital marketing
• Official: http://www.pmi.org/certification/project-management-
professional-pmp.aspx
http://www.pmi.org/certification/project-management-professional-pmp.aspx
http://www.pmi.org/~/media/PDF/Certifications/pmp-certification-exam-outline.ashx
http://www.pmi.org/certification/project-management-professional-pmp/pmp-exam-prep.aspx

21. Optimizely
• What: Teaches students proficiency with the
Optimizely platform and key concepts of conversion
rate optimization (CRO).
• Cost: $100
• Length of study: 3 months
• Exam: 60 multiple choice questions
• Salary: $30k+
• Title: CRO specialist
• Official: http://success.optimizely.com/certification/

22. Magento
• What: Teaches students all business processes in Magento,
a widely used open source ecommerce platform
• Cost: $260
• Length of study: 3-6 months
• Exam: 100 multiple choice, 85 scored and 15 scored, 150
minutes
• Salary: $35k+
• Lead: Web Developer, ecommerce specialist, ecommerce
manager:
• Official: https://magento.com/training/catalog/certified-
developer-and-developer-plus#.VpbV0_krKUk

23. AMA Certification
• What: It teaches core marketing knowledge and
principles.
• Cost: The Professional Certified Marketer exam is $450 for
AMA members and $650 for nonmembers.
• Salary: $47,900
• Linkedin: 1,340
• Official: https://www.ama.org/events-
training/Certification/Pages/default.aspx
https://www.ama.org/events-training/Certification/Pages/default.aspx
http://www.payscale.com/research/US/Certification=American_Management_Association_%28AMA%29_Certification/Salary

24. Five Extra Certs

25. Kenshoo
• What: Teaches students about Kenshoo, a cloud-
based digital marketing solutions and predictive
media optimization technology, PPC and social
media management.
• Mixes Well With: AdWords Cert, Bing Cert
• Official: http://kenshoo.com/client-
success/training-and-certification/

26. Marin
• What: Teaches Students about Marin, an online
Advertising Management Platform for advertisers and
agencies
• Salary: $35k+
• Ladders Up To: Media Manager, Media Director, VP of
Media
• Entry Level Position Title: PPC specialist
• Mixes Well With: Adwords Cert, Bing Cert
• Official:
http://www.marinsoftware.com/resources/news/mari
n-software-introduces-certification-for-large-scale-
digital-marketing-agencies

27. Constant Contact
• What: Providing online marketing services such
as email newsletters, surveys, events and more
to small businesses and non profit
organizations.
• Length of study: 3 months
• Exam: 40 multiple choice questions
• Salary: $30k +
• Work where: Any business that needs a
reputable Constant Contact manager
• http://www.expertrating.com/certifications/Co
nstant-Contact-Skills-Test.asp

28. Media Math
• What: Teaches students about MediaMath,
an online marketing platform that helps
analyze and reach audiences across multiple
devices.
• Official:
https://open.mediamath.com/certification

29. CMI Training (no certification)
• What: Teaches students a comprehensive
education about content marketing.
• Cost: $995.00
• Salary: $41,000 - 92,000
• Ladders Up To: Content Marketing Director,
Marketing Manager
• Entry: Marketing coordinator, copywriter,
content creator, social media coordinator
• Official:
http://contentmarketinginstitute.com/content-
marketing-university/
http://www.payscale.com/research/US/Job=Content_Marketing_Manager/Salary

30. Various Company wide / Agency certs