Pricing and quotation guide
Negative keyword research cost
Negative keyword research is mostly review time, so its cost depends on how much there is to review. A launch list for a new account is built from knowledge of the business and common themes. A review of an established account means reading months of search terms, checking each candidate against searches that converted, choosing levels and match types and logging changes. Accounts that have run for a long time with few negatives take longer the first time. After that, regular reviews deal with smaller batches. The work is often part of ongoing management rather than sold separately.
Covered here: cost drivers, launch and review options, pricing approaches and how to judge value. No prices are given, because they depend on account and provider; LetGetGrow sets out the cost for your project in a custom quotation.
Illustrative diagram
What drives the cost
- Search terms history
- More months take longer to review.
- Account size
- More campaigns, more searches, more levels.
- Checks
- Comparing candidates with converting searches.
- Approvals
- Proposal rounds take time.
- Frequency
- Regular reviews are a recurring cost.
Costs paid to third parties (separate from our fees)
- Click spend while data builds
- Reporting tools
- Your time approving
Ask whether reviewing existing negatives for over-blocking is included.
Options compared
| Option | What it involves | Relative cost |
|---|---|---|
| Launch list | Business knowledge and themes | Lower |
| Review of an established account | Months of search terms | Moderate to higher |
| Ongoing reviews | Regular smaller batches | Recurring |
How it is priced
Project fee
Suits you when
- Launch list or one-off clean-up
Watch out for
- History covered
Within management
Suits you when
- Ongoing account work
Watch out for
- Review frequency
Hourly
Suits you when
- Occasional reviews
Watch out for
- Estimate first
Why the first review costs more
An account that has run broad or phrase match for a long time without regular reviews has accumulated a lot of search history. Reading it properly takes time. Once cleared, monthly or fortnightly reviews deal only with new searches, which is quicker.
Paying for care
Applying hundreds of negatives quickly is easy; checking each against searches that converted takes longer. Pricing per negative added rewards volume rather than care. Prefer pricing based on time or scope.
Example: clean-up then routine
Illustrative example — not a client case study
Situation: A carpet fitter's account has run for eighteen months with few negatives.
- A one-off review of the full period clears the largest themes of waste.
- Monthly reviews follow, covering only new searches.
- The fitter compares spend on irrelevant searches before and after the clean-up.
What this shows: A larger first cost was followed by smaller routine ones. This example is illustrative.
Comparing quotes
Check the history period, account coverage, over-blocking checks, review of old negatives, approval rounds, change log and review frequency.
Keeping costs down
Provide a clear list of services and areas you do not cover, flag searches you know are problems and review regularly so each batch stays small.
Judging value
Compare the share of spend on clearly irrelevant searches before and after, and check that enquiries from relevant searches held steady.
Launch lists
A launch list for a new account draws on what the business does not offer and common exclusion themes. It is a smaller job than reviewing history, but it needs a conversation about your services and areas. Ask whether it is included in campaign setup or priced on its own.
Reviewing old negatives
Existing negatives may block services you now offer or areas you now cover. Checking them adds time to a review but can reopen searches you want. Make sure it is part of the scope.
Change log
Keeping a dated record of each negative and its reason takes a little time and makes later reviews quicker, especially if a different person picks up the account.
Approval rounds
Reviewing proposals with you takes time on both sides. It is worth it for the first review; for routine work, agree which kinds of negative can be added without asking.
Linking cost to spend
There is no general figure for how much negative work saves. Your own comparison of irrelevant spend before and after is the measure that matters.
Levels and shared lists
Deciding whether each negative belongs at campaign or ad group level, and setting up shared lists for themes used everywhere, takes some thought in larger accounts. It prevents conflicts and makes later updates quicker, which lowers future costs.
How often to review
Weekly reviews cost more than monthly ones. For accounts with modest traffic, fortnightly or monthly reviews may catch waste early enough. For large accounts with broad match, more frequent checks can pay for themselves. Choose a frequency that matches how quickly new searches appear.
Questions about negative keyword research cost
What affects negative keyword research cost?
History, account size, checks, approvals and frequency.
Why does the first review cost more?
It covers accumulated search history.
Is it part of management?
Often; check how often reviews happen.
Should pricing be per negative?
Time or scope is better than per negative.
How can costs be reduced?
Clear exclusions and regular reviews.
How do we judge negative keyword work?
Less irrelevant spend with enquiries steady.
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