Search theme template

Fill in every field below before the ad group is built. One filled copy is one theme, which becomes one ad group. For the reasoning behind each section, use the search theme brief instead. It is the same structure with a concept review on every section.

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Setup

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Intent

In one sentence, what is every searcher in this theme trying to do?

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Keywords

One-ad test. Could one responsive search ad be genuinely relevant to every keyword above?

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Boundaries

Terms that look like they belong here but do not:

• [add term]

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Customer profile

If no profile in the library fits:

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Landing page

Message match check. Does the page’s first screen answer the intent above before anything else?

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Copy

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Naming and tracking

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Measurement

What this theme is meant to prove:

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Status

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Related resources

• Search theme brief The same structure with the reasoning behind each section.
• Search theme concepts What decides where one theme ends and the next begins.
• Search theme register Where this sheet gets filed once it is complete.
• Google Search copy template The next document, once the theme is set.