Templates and Tools

Everything here is bundled with the site and works offline. Download the files, or use the UTM builder right on this page.

At a glance

Everything here is bundled with the site: download the CSVs and use the UTM builder on this page. Put UTMs in the campaign's Final URL suffix and leave auto-tagging on. Load the negative keyword list as a shared list and apply it to every Search campaign.

Downloads

File What it's for Used in

Negative keywords for B2B software (CSV) About 100 starter negatives grouped by theme: job seekers, piracy, students and research, existing users, investors. Rows marked “Review” depend on your product. Don't add the “free” row: your goal is a free trial. 6. Wasted spend

Weekly review sheet (CSV) One row per campaign per week, covering the numbers, CRM outcomes, wasted terms, changes and the decision. Two example rows show how to fill it in. 11. Monitoring, 9. Budget

Offline conversions upload (CSV) Template for sending CRM outcomes (SQL, closed won) back to Google Ads, keyed by GCLID and/or email. 7. Tracking, stage two

README for the downloads How to load each file into Google Ads or your spreadsheet tool. –

The geo bid calculator is in the Geographic targeting lesson. It can export its results as CSV.

Templates in your currency The files above use USD example amounts. If your region uses another currency, download a copy with the money columns converted at the course's illustrative exchange rate. Replace the example rows with your own figures either way.

UTM builder

Google Ads auto-tagging (the GCLID) already tells Google Ads and GA4 which click a visit came from. UTMs are still worth adding because your CRM, other analytics tools and anyone reading a raw URL can understand them. Pick one naming convention and never deviate: lower case, hyphens instead of spaces, and the same order of parts in every campaign name.

A convention that works:

region-network-theme for the campaign (for example us-search-invoice-approval). The ad group or creative ID in utm_content. Google's {keyword} placeholder in utm_term.

Where to put UTMs in Google Ads

Don't add UTMs to every final URL by hand. Put them in the Final URL suffix field at campaign level (Campaign settings, then Additional settings, then Campaign URL options). Google appends it to every ad's landing page. Keep the final URLs themselves clean.

Placeholders in braces, such as {keyword}, {adgroupid}, {campaignid} and {creative}, are Google's ValueTrack parameters. Google fills them in on each click. There is no ValueTrack placeholder for the campaign name, so type the campaign name into the suffix of each campaign.

Watch out Leave auto-tagging on (Account settings, then Auto-tagging). UTMs are in addition to the GCLID, not instead of it. Turning auto-tagging off breaks the GA4 link and offline conversion imports.

Do this now

Starter negative keyword list reviewed and added as a shared list. Final URL suffix built with the UTM builder and pasted into each campaign. Weekly review sheet copied and the first week's row filled in.

Next: Glossary