How much should I budget for a pay per click campaign?

First of all, I don't believe in setting an ad budget. That's like saying that your advertising is a cost, not an investment, so you are going to put a lid on it.

When you write good ads that are targeted to your market and place them in media that reaches your target market you will likely make money. Why stop?

If you don't write good ads that are targeted to your market or you place your ads in the wrong media you will probably lose your butt. This use to be called institutional advertising (an ad agency excuse to clients for poor performance). Now they call it branding.

The point is, do not impose an artificial cap if your PPC ad campaign is yielding you a positive return. If it's not profitable, you should stop and make some adjustments before you continue.

The only way to evaluate the effectiveness of a PPC campaign is to track every keyword and action.

This doesn't mean you should spend an unlimited amount of money even if you have a positive return. We are seeking your most profitable level.

Of course, the perfect spending level is not an achievable goal. But with PPC advertising and the right analysis we can come closer than you might think.

Note: Due to time constraints, we only manage accounts with proposed ad spending of $2,000/month or more.