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Winning The Moments That Matter
Understanding The Mechanics Of Search

There’s a universal truth worth acknowledging: most people do not think in words. Words are conventions to relay the thoughts that are present in our minds. Words may be how we communicate in daily life, but they are merely the vehicle by which we express the concept of our thoughts to others. A similar process of putting our thoughts into words is analogous to how we communicate with a search engine. We all think differently and we all ask questions differently. By taking time to understand how our audiences may communicate with search engines from the very beginning, we can establish meaningful keyword lists that convert. (Credit – Geddes, 2014)

Let The Data Work For You

Search provides an incredible amount of data that can be interpreted and acted upon. Quite often we see accounts that have a one size fits all approach, which vastly underestimates or seizes the potential within a business. We take a very analytical view of the account and establish if the maths and logic are sound and aligned with your corporate goals. It may be appear easy to steer the ship – but it may not be necessarily going in the right direction for your business.

Translate The Incredible Power Of Mobile

It may not be new earth shattering news – but we have seen seismic growth within companies who invest in their mobile strategy. We have a strong mobile background at Search Acquisition XYZ and understand this channel particularly well. Getting your mobile strategy right is essential and is only going to grow in importance and opportunity for the foreseeable future. With the increasing amount of mobile users and mobile shoppers, this channel could make or break your strategic growth plans.

Google has a range of advanced developer tools that can be implemented with Adwords. Some of these tools are extremely powerful under the right implementation conditions. We recommend each tool is carefully considered and understood in its role and valued added and contributed to the overall strategy.

The Search Process

Through taking time to understand the elementary basics of search behaviour and intent, it is possible to align multi campaign and multi channel device strategies. The user search process can be segmented, analysed and tweaked under the right guidance. Search can be simplified to a primary method of users searching for an answer & solution.

Goal Alignment 

Every search result has three parties trying to reach their goals; the search engine, the user, and the advertiser. It is important to examine and clearly understand each party and their specific goals. Once identified, and understood, we push them hard in conjunction with each other to ultimately deliver a successful and profitable paid search strategy.

Understanding User Intent

Understanding user intent is the fundamental principle of search management. By segmenting your data this allows directly actionable strategies. There are generally 3 types of search queries people make:

1.Transactional. This is where the user has the motivation to purchase, such as tickets, a product or a service. These users tend to be at the latter stages of the buying funnel- the low hanging fruit.

2. Informational. This is where the user needs information, such as the best restaurant in town, train times, or ideas for Christmas. Typically, these users are in the early awareness stages of the buying funnel.

3. Navigational. A situation where the user needs assistance in navigation to a specific website or destination. The user may be looking for company x, yet also interested in seeing the same offerings by company y.

Identifying Buyer Funnels

Every business has a user journey and a number of steps their users go through before converting into customers. For example, which touch points or search terms are better for awareness and micro conversions, which search terms are best for the final interaction and purchase? How have these touch points assisted the purchase funnel and decision making process? How can we capitalise on users at the purchase intent stage? How many site visits does it take to convert? How do I best use attribution models to help drive macro sales conversions? There are so so many questions that can be asked of analytics data and aligned with paid search data under the right management.

Understanding the buying funnel and the many questions within it has a considerable impact on the development of a profitable search strategy. Although the data is there, we often see accounts where all areas aren’t aligned or pulling in the same directions.

Define Objectives

One of the first important steps is to set clear objectives of what you want to achieve with your paid search campaign, and are there areas within the account that can have specific objectives set.  More often than not, the best managed search campaigns are those with very tight and clear objectives of what the account is working towards. Objectives may include building brand awareness, driving enquiries, growing loyalty, or primarily, growing sales.

Create A Measurement Plan

To use search effectively, it is important to understand the business goals you’re trying to achieve and the data that is most relevant to those goals. Once clear objectives have been established, it is important to establish how measurements of the strategies and tactics will be recorded. These are numbers that you’ll look at day-to-day, weekly, and monthly to understand how the paid search strategy is performing for your business.

Building A Keyword Strategy

Building a well thought out keyword list can be a very powerful way to reach potential customers. Ask yourself, ask your customers, “how would I search for my businesses products or services and what would I expect to see and why?” There can be dramatic differences in search performance for the almost identical keywords and discovering these key performers and capitalising on them, is critical to paid search success. Attention to granular detail within the search terms area can often yield substantial rewards. This may also be integrated with a dynamic search strategy.

Why Account Anatomy Matters

Implementing a well-planned account structure is often a key foundation to building success. Account structure can directly influence the relevance of your ads because it determines how your keywords, ads and landing pages are associated with one another. It is also important to consider how search engines understand the different themes in your account, and therefore, how your ads are targeted. A well planned account structure can effectively save you money by reducing wasted spend in your account and help all round account performance.

Ad Rank and Quality Score

Ad Rank is a score that’s based on bid, the components of Quality Score (expected click-through rate, ad relevance and landing page experience), and the expected impact of extensions and other ad formats.
Every time an ad competes in the auction, the search engine will calculate real-time measurements of expected CTR, ad relevance and landing page experience that, together with the bid and other factors, to produce an Ad Rank score. It is Ad Rank, not the Quality Score estimates you see in your account that determines where your ad appears on the page or whether it appears at all. Through understanding components of Ad Rank, it is possible to increase ad position and reduce costs at the same time and not just increase ad rank through unnecessarily raising bids (and costs).

Conversion Optimisation

Securing a targeted click is just the beginning and the start of the conversion journey. The quality of the user journey once the visitor lands on your site is paramount in driving conversions. The importance of Conversion Rate Optimisation cannot be underestimated or under stated. A higher conversion rate will result in a better return on investment (ROI). It is also a much more cost effective way to convert a higher percentage of existing traffic than simply acquire more traffic to over compensate a poor conversion rate. Landing page optimisation is big business for successful PPC campaigns. For example, Google factors in the quality of the landing page in determining Quality Score. We have seen dramatic differences in landing page success and fully recommend this is area of primary focus.

Algorithmic Bidding 

Flexible bid strategies give you automated bidding exactly when, where, and how you want it across multiple campaigns or ad groups.

For example, by applying the “Maximise clicks within target spend” strategy to your lower priority keywords, for instance, AdWords automatically optimises their bidding whilst you retain manual bidding control over your most important keywords. Similarly you can apply the “Target search page location” strategy to important keywords across your campaigns to increase the likelihood that your ads show as much as possible on the first page of Google Search. Target CPA can also a powerful and advantageous bid strategy when applied thoughtfully and strategically.

We have seen some significant results with flexible bidding strategies, but they aren’t suitable in some situations or conditions. Rather, we have found that to get the best out of such tactics, a deeper understanding is needed and applied.

Landing Page Optimisation

It is essential to care about CRO (conversion rate optimisation) and LPO (Landing page optimisation) for a number of fundamental reasons. Firstly, a high conversion rate means a better return on your investment (ROI). It is also much more cost-effective to convert a higher percentage of the visitors you already possess than to attract more visitors to compensate. In addition to improving your ROI, optimisation can help to defend against the limited attention span of your average visitor by giving them what they want before they tire of looking for it and clicking a competitor’s ad. You don’t want your visitors to move on.

It’s crucial to understand, however, that optimization is about getting more of the right kind of customers—not just blindly optimizing the conversion rate of a given page or campaign. It’s worth stressing that it’s highly damaging if the people you’re acquiring are the wrong fit for your business. Keeping the focus on optimizing to find more customers who will love your product is fundamental and will enable you to grow thanks to word of mouth.

Drive Mobile Apps

With Mobile app installs campaigns, it is possible you focus your entire campaign on getting more potential customers to download your app. Once you select the app that you want to promote, we can help you develop a strategy to increase app installs for your business. As an additional benefit of app installs, more downloads could substantially improve your app store rankings, resulting in greater numbers of people downloading your app.

Mobile app installs campaigns are available on both the Search and Display Networks. It is further possible to drive a mobile app promotion campaign to drive app downloads using TrueView on Youtube.

Automated Rules

Automated rules let you make changes in your account, as the name suggests, automatically, based on the settings and conditions you choose. You can alter your ad status, budget, bids, and more. For example, if you want to boost your keyword bid any time your ad falls off the first page of results, you can set a rule for that. In addition, you can use automated rules to trigger emails, without taking any other action, when specific conditions occur.

Although quite an old feature of Adwords, we find automated rules are often under used but may still play a role in advanced ways if combined effectively. They are worth considering in the account tactical decisions.

Powerful Scripts

Scripts can be a powerful feature. AdWords scripts provide a way to programmatically control your AdWords data using simple JavaScript. It is possible to use scripts to automate common procedures or interact with external data.

We have spent a lot of time researching and testing Google AdWords scripts and each have their merits and can be extremely powerful. We have an in house script resource which can be invaluable in tailoring scripts to suit specific business needs.

There are some fantastic scripts courtesy of Google Developers and although basic javascript understanding may be needed – they arent that scary once you get started and could well be one of the best decisions of time investment you ever make.

Russell Savage and Frederick Valleys are the pioneers in Adwords scripts – (credit where credit it is due). We have learnt a lot from their public scripts and apply their thinking in a more tailored way to each specific business we we work with.

Google API’s

The Google AdWords Application Programming Interface (API) is designed for developers representing large, tech-savvy advertisers and third parties. The Google AdWords API allows developers to build applications that directly interact with the Google AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage their large or complex AdWords accounts and campaigns.

The API is flexible and functional — you can use it to build an application that meets your needs. Using the API, you can:

Automatically generate keywords, ad text, landing pages, and custom reports.

Integrate AdWords data with your inventory system to manage campaigns based on stock.

Develop additional tools and applications to help you manage accounts.

The AdWords API SOAP interface is supported by all popular programming languages, including Java, PHP, Python, .NET, Perl, and Ruby.

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Search Acquisition XYZ

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WHAT WE CAN OFFER. All prices are +VAT



Who is this for?

This is a non sales introduction. We will introduce our company, services, our values and ask you about your company and current situation. We want to learn about you.

What You Get?

This introduction is designed to make acquaintance and be on your radar.  It is completely confidential. We want to demonstrate our friendliness and willingness to go the extra mile – we are known for relentless hard work. It is often a considered process outsourcing ppc or even reaching out for ppc trusted partners. We understand this time frame can be lengthy and this session helps each party understand a little more in a relaxed informal meeting. We will be there if you need support

1 Hour Live Session


Who is this for?

This is typically for account executives, managers or business owners who want expertise and a cost effective solution. This can be a one off session or a regular session in complete confidentiality.

What You Get?

This includes an hour face to face meeting at our office with the account on screen. We can tailor this session to meet your requirements. Often, this may include a deep dive assessment to address and identify improvements and form key actionable insights and takeaways.  This often thought provoking session provides a support platform and can frequently change the course of action within an account and often, stimulate improved performance.

ANGEL SUPPORT (Special Offer)


Who is this for?

This popular service is designed to be your specialist support. An account angel, a switched on opinion, reassurance, analysis to spot opportunities / errors with a proven record of growing accounts.

What You Get?

Once per month we check in with your account and provide recommendations.  It can be extremely beneficial to have an outside expert view on account strategy which often translates into positive performance. Often having that second opinion when starting a new campaign, or mid campaign performance analysis can be a great asset. The smallest decision could potentially significantly enhance campaign performance, or conversely, save you a lot of money.



Who is this for?

This popular flexible service is often used to support your existing team or contribute to the wider ppc strategy.

What You Get?

This is a completely flexible option and can be utilised in many ways. For example, it is often utilised to plan account strategy and formulate future campaign plans. Alternatively,  it is used during wider marketing / digital marketing planning and analysis days and to add a fresh perspective to the paid strategy. This is often combined with other services such as angel or 1 hour support sessions.



Who is this for?

You have a ppc account but want a different approach, or you are a brand new advertiser who wants to test pay per click.

What You Get?

You get £1000 worth of clicks in 1 month, £300 management, and a £200 one off set up. This service allows you to test the waters in your industry or a new approach to your existing ppc with Search Acquisition XYZ. We aim to grow this spend and ROI for you and have an excellent record in scaling up accounts and volume. This is approached a test to identify if ppc can be a key performer for your business.



Who is this for?

This extremely popular service is suited to you if you want to invest in a one off campaign with Search Acquisition XYZ.

What You Get?

You have budget available and want to implement a one off campaign for a select period of time, ranging from  few days to several months. All management and reporting will be performed by us and measured against pre set objectives. This option can be advanced purchased if desired and is often a great flexible option to lead / support your other marketing activity.



Who is this for?

You have an Adwords account(s) but want to outsource to a professional PPC specialist agency

What You Get?

This includes full management of the entire ppc accounts that can be immediately taken on board and running live. This includes all pre planning and discussing your objectives, applying maths logic, whilst following proven best practices we have implemented and understand to work well in our experience. This transitional phase of the account will be judged upon immediate improvements and ROI.



Who is this for?

You want to advertise on Display Networks (Remarketing perhaps) or Youtube but have no in house design team.

What You Get?

You will work with our in house design team to develop creatives that are on brand for you, to meet your brand guidelines and objectives. This process is open and flexible and can often add significant value to any campaign. In our experience the design can have a direct impact on campaign performance. For example, CTA, mobile, and clean coding are a few to mention that we test and consider.



Who is this for?

You run PPC in house but you are recruiting for a new member of staff or new team and need an interim solution.

What You Get?

This includes total account management and complete peace of mind while you find the right person for your team. We have the account under our control allowing you to continue business as usual. We will also help provide recommendations for the strategic development. No minimum terms or commitments required as we know fiddling the right person takes time. We are here to help!

About UsAbout Us


Search- To inquire after; to look for; to seek. Acquisition– The process of acquiring.  XYZ – (, Never stop questioning. Curiosity has its own reason for existing.


Proud to be a Featured Member in the official Google Adwords Community Forum See Featured Post

I am currently studying post grad Entrepreneurship theories and practice at Cambridge University.

Hi there! I’m James, welcome and thank you for visiting our site. Advertising on Google through Paid search, Remarketing, Shopping, and Display, are undoubtedly extremely powerful customer acquisition channels. Their ability to track and attribute revenue directly to clicks and conversions provides immediate ROI capabilities and often, strategic scalability. However, a crucial antecedent in delivering ppc success is rooted in understanding and getting the basics right- too many underestimate their incredible complexities! Are you getting the most from your ppc strategy?

After 5 years in leading digital and search operations for one of the worlds largest eGaming companies, I founded Search Acquisition XYZ. I have developed and implemented successful google ppc strategies for sole traders with £100 budgets to multi million pound spends for international brands. I am an award winning Masters Degree Graduate in Global Marketing Strategy, a Google Adwords Level 12 Community Member, an official Google Adwords Community Member of the week for my contributions and problem solving, and have completed the Google Partner specialist challenge. I lead, develop, and implement the strategy on each and every account we manage, with support and expertise from a small team of professionals worldwide who each specialise in their respective areas. Put simply; I am ultimately accountable for your results. I will work tirelessly with you to develop an account strategy built to win! I believe in the power of ppc (our entire business is dedicated to ppc) and hope Search Acquisition XYZ may bring you every success. 

£ Million Invested >
Mobile Transactions >
Largest Month Spend £k >
Accounts Optimised >
£m Cost Optimisations >
% Of Accounts Improved
Team Members =
Account Restructures

Search Acquisition XYZ Philospohy

We are proud to be different

You can know the name of a bird in all the languages of the world, but when you’re finished, you’ll know absolutely nothing whatever about the bird… So let’s look at the bird and see what it’s doing — that’s what counts. I learned very early the difference between knowing the name of something and knowing something.

Richard Feynman
US educator & physicist (1918 – 1988)

Pay Per Click. Three words that, for me, promised from the very beginning opportunity and potential. It prompted a plethora of questions I was itching to explore: How is this channel successful? And why? What are the elements that coalesce to produce results? And what does dynamic search have to offer? These queries were eventually distilled into one simple question: How can do we everything easier, quicker and better? 

I knew that, considered carefully, answers could be discovered to these questions and solutions found. Though at the same time I was aware that Pay Per Click search is a complex creature, requiring expertise combined with practical knowledge. It demands an attention to detail rare in an age of instantly accessible, easy-to-use technology. Our agency began with a commitment to understand and focus on Pay Per Click and it is this honing of one skill – this speciality in one specific field – that differentiates this agency. Our business has been raised on the successful application of ppc. 

Working with us, we can admit quite honestly that results can never be guaranteed, but what we can promise is the full application of our knowledge, understanding and power to deliver an efficient, winning strategy unique to your business model. The opportunity and potential Pay Per Click offers we can bring to you. That’s our quest, our mission: to be one of the leading agencies worldwide for specialist knowledge and performance driven Pay Per Click strategy.

  • You will get a honest assessment of your account
  • You may benefit from a different viewpoint
  • You can work with us from as little as 1 hour
  • There are no contractual or minimum commitments
  • We actually care about tremendous service
  • We have deep understanding of different sectors
  • We have spent millions of pounds on paid search
  • We are trusted by sole traders to PLC’s
  • Our entire business is dedicated to Pay Per Click
  • We’d be amazed if we cant identify key insights applicable for you to action