> ## Documentation Index
> Fetch the complete documentation index at: https://docs.snowdoughnut.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Search theme template

> A blank fill-in sheet for one Google Search theme. Copy it per theme once the reasoning in the search theme brief is familiar.

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](/google-search-theme-brief) instead. It is the same structure with a concept review on every section.

## Setup

| Field                                                                                                | Fill in |
| :--------------------------------------------------------------------------------------------------- | :------ |
| [Owner](/glossary#owner)                                                                             |         |
| Media buyer                                                                                          |         |
| Theme name                                                                                           |         |
| Theme short form ([dictionary](/ad-set-group-naming-conventions#ad-group-theme-search-and-shopping)) |         |
| [Google campaign brief](/google-campaign-brief)                                                      |         |
| Campaign this theme runs in                                                                          |         |
| Brief name ([file naming conventions](/file-naming-conventions))                                     |         |
| Date created                                                                                         |         |

## Intent

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

| Field                                    | Fill in |
| :--------------------------------------- | :------ |
| Funnel stage                             |         |
| What they already know                   |         |
| What they do not know yet                |         |
| Why this theme is worth its own ad group |         |

## Keywords

| #  | Keyword | Match type | Note |
| :- | :------ | :--------- | :--- |
| 1  |         |            |      |
| 2  |         |            |      |
| 3  |         |            |      |
| 4  |         |            |      |
| 5  |         |            |      |
| 6  |         |            |      |
| 7  |         |            |      |
| 8  |         |            |      |
| 9  |         |            |      |
| 10 |         |            |      |
| 11 |         |            |      |
| 12 |         |            |      |
| 13 |         |            |      |
| 14 |         |            |      |
| 15 |         |            |      |

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

<Warning>
  If no, this is two themes. Split it and fill in a second sheet.
</Warning>

## Boundaries

| Neighbouring theme | What separates them | Terms negated here |
| :----------------- | :------------------ | :----------------- |
|                    |                     |                    |
|                    |                     |                    |
| \[add neighbour]   |                     |                    |

**Terms that look like they belong here but do not:**

* \[add term]

## Customer profile

| Customer profile | Link | Insight the copy pushes against |
| :--------------- | :--- | :------------------------------ |
|                  |      |                                 |
| \[add profile]   |      |                                 |

**If no profile in the library fits:**

## Landing page

| Field                                               | Fill in |
| :-------------------------------------------------- | :------ |
| Landing page URL                                    |         |
| [Landing page brief](/landing-page-brief)           |         |
| Page exists, or needs building                      |         |
| The promise this page has to carry                  |         |
| Phrase that must appear in both the ad and the page |         |
| Page owner                                          |         |

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

## Copy

| Field                                         | Fill in                                                     |
| :-------------------------------------------- | :---------------------------------------------------------- |
| [Copy brief](/copy-brief)                     |                                                             |
| Copy template                                 | [Google Search copy template](/google-search-copy-template) |
| Writer                                        |                                                             |
| Number of responsive search ads in this group |                                                             |
| Where the filled templates are filed          |                                                             |

| Element                             | Fill in |
| :---------------------------------- | :------ |
| Theme phrase to appear in headlines |         |
| Angle this theme takes              |         |
| What the ads must not claim         |         |

## Naming and tracking

| Field           | Value | Where it comes from                                                                         |
| :-------------- | :---- | :------------------------------------------------------------------------------------------ |
| Ad group name   |       | [Ad set / ad group / variant conventions](/ad-set-group-naming-conventions)                 |
| `utm_content`   |       | The ad group name, character for character                                                  |
| `utm_term`      |       | [UTM standards, section D](/utm-standards#d-content-and-term-standard-utm_content-utm_term) |
| Full tagged URL |       | [UTM standards](/utm-standards)                                                             |

<Warning>
  Every theme needs its own `utm_content` value. Themes sharing one tag report as one bucket.
</Warning>

## Measurement

| KPI        | Target | Actual |
| :--------- | :----- | :----- |
|            |        |        |
|            |        |        |
| \[add KPI] |        |        |

**What this theme is meant to prove:**

## Status

| Item                                                         | Fill in |
| :----------------------------------------------------------- | :------ |
| Added to the [theme register](/google-search-theme-register) |         |
| Built in Google Ads                                          |         |
| [Pre-launch checklist](/google-pre-launch-checklist) run     |         |
| Live date                                                    |         |
| Review date                                                  |         |

## Related resources

* [**Search theme brief**](/google-search-theme-brief) The same structure with the reasoning behind each section.
* [**Search theme concepts**](/google-search-theme-concepts) What decides where one theme ends and the next begins.
* [**Search theme register**](/google-search-theme-register) Where this sheet gets filed once it is complete.
* [**Google Search copy template**](/google-search-copy-template) The next document, once the theme is set.