I've pretty much specialized in organic search...but now I find myself in a position where my client wants to be on the first page with his ads (don't blame him). I have have four campaigns going on. Most of them are for $20/day. What do you guys think the bid rate should be per click? I'm in a niche(s) that's averaging around 100,000 - very small.
no way to really answer this one without looking into the niche and related KWs in-depth. A lot also depends on your QS - a high QS means you need to bid less for those first page positions, a low QS means you have to bid more... Assuming a QS of around 7 and a mid-level niche you're probably looking at £0.10 - £015 per click. Your best bet would be to use the integral Google keyword tool, look at the first page bid estimates and if your QS is higher than 4 then bid just below this amount. If your QS is 4 or below then if you need to be on the first page straight away bid at the first page page bid estimate. In both cases adjust your bids when you know what position you're at - I usually find positions 3 - 5 have the best ROI. In both cases work to improve your QS, which will mean you spend less for that first page.