Advertisers can determine their daily budgets, so you can essentially spend as much as you’d like. However, it’s important to understand how much it will cost to bid on your target keywords. Google automatically appraises certain keyword themes based on the anticipated conversion value in which those keywords deliver. For lawyers in competitive legal markets like wrongful death, the cost per keyword could be a premium $30 per click. However, an online store selling shirts might only need to bid $0.30 for its target keywords. Conducting preliminary research and understanding the cost implications of certain keywords can help you understand how much budget you’ll want to allocate for paid search marketing.