Google Grants Account Creation Guide - Manual (Page 10)

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Optional Worksheet: Build your own successful ad group
Using the template below, fill in your organization's information to see how you would
build your first ad group.
_____________
(insert the name of your organization here) created a highly successful ad
group that resulted in qualified traffic to their website. We asked them to share their story
with us, and hereʼs what they had to say: “We had a variety of offerings we wanted to
advertise, so we decided to start by focusing on one theme. To start, we decided to
target ______________ (target audience) , in _____________ (specific geographic area) .
Therefore, the theme we picked for our ad group was ____________ (specific service
offering) . Next we thought “if we wanted ______________ (specific client need) we would
search on Google by typing in ___________ (relevant search query or relevant keyword) .” We
also thought that other Google users of this same mindset would search for
___________ (same service offering) by typing in ___________ (keyword) or ___________
(keyword) or ___________ (keyword) or ___________ (keyword) . As you can see, all of these
searches had one thing in common - they were all different ways of searching for
___________ (same service offering) . At this point we knew we had a number of good
keywords for our ad group.
It then occurred to us that there might be others who were searching on Google for
___________ (slightly unrelated service offering) and that they might type in _________
(unrelated keyword) and ________ (related keyword) to find what they were looking for. We
knew that our ad, geared towards ________________ (initial service offering) would not be
exactly what they were looking for which is why we decided to add ___________
(unrelated keyword) as a negative keyword in our account so that our ad would only show to