Media agencies and search marketing agencies will take the exams, designed to ensure standards of account management and relevancy of search results. The system has already been introduced in the US and the search engine is now working on a UK version.
Yahoo! Search Marketing has an SEM accreditation scheme for agencies already, but it is understood this new programme will bring internationally recognised standards and new elements, including two levels of certification - the basic certified ambassador and a strategic ambassador certificate, which will require greater proof of expertise.
There is likely to be a minimum spend level for agencies wishing to take part, said an industry source.