You launched the campaign last Tuesday.
Planner said $4 CPCs. Real CPCs are $9. Six days of budget, gone. The client call is Friday. The best answer you have is “Planner said.”
Start module one →Why your current process is broken.
What Planner is actually optimizing for. When paid tools are worth it. What a trustworthy launch list looks like—probably shorter than you think.
Start where the buyers are.
Five free research inputs in order: buyer language, autocomplete, SERP reading, competitor reconnaissance, Search Console.
The T1/T2/T3 tiering framework.
Turn a thirty-to-sixty keyword raw list into a launch-ready one. One-sentence rationale per T1. Match types assigned as part of the tiering decision.
Search Terms Report as a research loop.
The twenty-minute weekly review that turns a live campaign into the best keyword research tool you’ll ever have.
Putting it all together.
Full workflow, start to finish. The seven signals that tell you an inherited keyword deserves to be paused.
Three things you built yourself, not bought.
A T1/T2/T3 keyword list
One-sentence rationale per T1 entry. Match types assigned.
A starter negative list
Built from the five inputs—not copy-pasted from a blog post.
A 20-minute weekly loop
Promote, block, learn. The practice that compounds.
Start reading.
Works in a browser tab over coffee. Free. Bounce whenever.