What type of budgets should people consider for campaigns?
Goodman: If you are organizing your campaign properly, choosing the right keywords and phrases, writing prequalifying ad copy and bidding sensibly, then you want every click you can possibly generate, since every click should, on average, be a moneymaker for your business. Some technical words can be very expensive, perhaps $10 or more per click, because three or four companies dominate a very small space and all are trying to grab the attention of their client base. Click volume will often be small in such cases, though. Largely, B2B and technical types of campaigns are less expensive than retail because of low volume, and yet may be much higher per click on some phrases. I’ve had cases where a client has “tried” to spend $1,000 per month and the volume just wasn’t there and they could only spend $500. Someone in a decision-making role does have to perform a search for your keywords, and if they don’t, you don’t spend. Sounds like small potatoes, maybe spending only a few hundred doll
