What is a reasonable amount to spend on Pay Per Click advertising?

Am launching a website to sell glasses and the client would like to use pay per click advertising to get going. I expect they will want to use PPC for the first 6 to 12 months. How much is a reasonable amount to drive people to the site?

I suppose I'm asking based on experience of what clients usually expect as I know it's down to how much they are willing to invest and what the ratio of conversions is.

Also, what are the best pay per click services to use?

Thanks
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Sam654Asked:
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Tony McCreathTechnical SEO ConsultantCommented:
With regard to Google AdWords

I've seen clicks cost from 10c to $15 (that's extreme).

Click costs can vary based on market and how well you build your campaigns.

As an initial complete guess I'd go for $1.50 per click.

You can use Google Keyword Tool External to get some slightly less guessy ideas on average click costs.
Sam654Author Commented:
>Click costs can vary based on market and how well you build your campaigns.
What do you mean by this?

What influences the price of a click and can you add a budget rather than writing a blank cheque?
Tony McCreathTechnical SEO ConsultantCommented:
With AdWords you have a daily budget and can offer bid prices per keyword (search term).

The cost of a click depends on the bidding between all the people fighting for the advertising space for that keyword.

So your average cost will vary based on what you are prepared to pay, how much competition there is and finally on how good Google estimates your advert to be (quality score).

The only way to know is to try it out and see.

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