White Belt Certification – Detailed Curriculum

White Belt Level Certification

The White Belt-level is your introduction to data-driven marketing, and it will prepare you for the concepts that all the following training levels will build on.  By passing the White Belt-level, you will understand the fundamental “whys” and “whats” of digital marketing — you will then learn the “hows” in subsequent lessons. 

Here are some of the questions that you will be able to answer after you complete this level:

  1. What is the definition of search?
  2. What is Google Ads (formerly Google AdWords)?
  3. What are keywords?
  4. What is an ad group?
  5. What is the difference between Google Ads and SEO?
  6. What is one example of a limitation of SEO when compared to Google Ads?
  7. What is an example of an advantage of SEO when compared to Google Ads?
  8. Why do businesses use Google Ads?
  9. Discuss two ways that you might use Google Ads to reach people who are visiting the Washington Post.
  10. Describe the difference between the Google Search and the Google Display Network
  11. Which keyword match type is most restrictive?
  12. What role does a landing page play in a Google Ad campaign?
  13. Describe three of the most common ways to target people in Google Ad campaigns.


The Foundational Concepts of Data-Driven Marketing:

  1. An Introduction to Royku
  2. What is Google Search?
  3. What networks make up Google Ads?
  4. How is Google Ads organized?
  5. The difference between Google Ads and SEO.
  6. What is KAL Alignment?