What this produces: Your complete keyword research output — the documented result of the full process you ran in this course.

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Your final deliverable is one document containing:

Section 1 — Research summary

One paragraph describing where you sourced your keywords and what the research process revealed about buyer intent. This is for your own records (or to show a client). It should be possible to read it in ninety seconds and understand the logic behind your keyword choices.

Section 2 — T1 keyword list

Keyword	Match type	Intent rationale

Five to ten keywords. One-sentence rationale for each.

Section 3 — T2 watch list

Keywords you're not launching with but will evaluate once T1 generates data. No rationale required — just the list and a note on why you're watching rather than launching.

Section 4 — Negative keyword list

Your starter negatives, sourced from your autocomplete research, SERP reading, and tiering process.

Section 5 — Search Terms review date

The date of your first scheduled Search Terms review (fourteen days after campaign launch).

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Assignment complete when: All five sections are filled in and you have a launch-ready keyword list you could defend with the reasoning you wrote in it.

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Resources

Glossary

Term	One line
Seed keyword	A core phrase from buyer language that anchors your research
T1 keyword	High-confidence, high-intent keyword you bid on at launch; non-negotiable
T2 keyword	Worth testing once T1 data is in; monitored with a budget cap
T3 keyword	Noted but not launched; revisit after T1/T2 generate conversion data
Search term	The actual query a user typed, which may differ from the keyword that matched it
Keyword	A term you added to your campaign; defines the matching rules, not the exact query
Negative keyword	A term you're explicitly excluding so irrelevant queries don't trigger your ads
Intent signal	Evidence — from autocomplete, SERP, or buyer language — that a query reflects commercial or transactional purpose
Match type	The rule governing how closely a user's query must match your keyword (exact, phrase, broad)
Search Terms Report	The live report in Google Ads showing every query that triggered an impression or click from your keywords

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Assignment Downloads

All five course assignments and the final deliverable template can be completed using the worksheets below.

• Assignment 1: Keyword source audit
• Assignment 2: Raw keyword list (30–60 candidates with negative keyword list)
• Assignment 3: Tiered keyword list (T1/T2/T3 with intent rationale, match types, negatives)
• Assignment 4: Search Terms review (three-column method, or pre-launch plan)
• Final Deliverable: Complete keyword research output (five sections, launch-ready)

Return to these worksheets on every new campaign. The process takes two to three hours the first time and gets faster each time you run it.

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Further Reading

From Google:

• Help center: About keyword match types
• Help center: Search Terms Report
• Help center: Negative keywords
• Help center: Keyword Planner (with this course's perspective on its limitations in mind)

From freak.marketing:

This course covers the research and tiering process. For what to do once your campaign is live — how to read performance data, when to pause keywords, how to interpret Quality Score, and how the Search Terms loop connects to your broader account structure — check the channel for companion resources on account structure and ongoing optimization.

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Online course version 1 — built from Safari/Keywords/Keyword Research & Tool Frustrations and Stop Flying Blind interrogation file. Five modules, sixteen lessons, five assignments plus final deliverable.