What this assignment produces: A launch-ready T1/T2/T3 keyword list with intent rationale for every T1 entry, match type assignments, and a working negative keyword list.

Why it matters: This is the deliverable. When you hand someone a keyword list with rationale, you're demonstrating a process, not just intuition. And when you launch with this list, you'll know exactly what you're testing and why.

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Instructions

Step 1 — Run your raw list through the intent signals checklist (Lesson 3.2) for each candidate. Assign a score out of 5 and a tier.

Step 2 — Complete the table below for your T1 keywords. Aim for five to ten. If you have more than ten in T1, you're probably being too generous with your scoring — go back and re-evaluate.

Keyword	Match type	Intent score	One-sentence rationale

Step 3 — List your T2 keywords with match types. These don't need full rationale, but note what makes you less certain than T1.

Step 4 — List your T3 keywords and why you're holding them. Confirm you're not launching with any of these.

Step 5 — Finalize your negative keyword list. Combine the negatives you collected during your autocomplete research and SERP reading. Add any that surfaced during the tiering process (like "DIY" and "yourself" in the example above).

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Assignment complete when: You have a T1 list of five to ten keywords with match types and one-sentence rationale for each, a T2 watch list, a T3 holding list, and a negative keyword list you're confident enough to launch with.

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Module 4: The Search Terms Report as a Research Loop

Module objective: Understand how to turn live campaign data into continuously improving keyword decisions — so your research process doesn't end at launch, it gets better every week.

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