>plan a monthly advertising budget for GoTo
The advantage of PFP initiatives is that they are dynamic. Why not try this.
Let's say you know the sites conversion rate and are able to determine that you can afford 25¢ per paid introduction on average. The keyword tool is telling you that your KW set gets "a lot of action".
Now then, think of this as buying a full page ad in Time Magazine - a weekly publication.
That monthly budget might be say $150,000 and the response may come in on a weekly bases as well as months into the future as the old issue sits in the dentists office lobby. The ad may pull well or it may not and you adjust future ads accordingly.
Plan on spending "a budgeted amount" at GoTo. If you burn thought it in 3 weeks, you got what you paid for. If, on the other hand, you can see that you are not burning the budget at the rate you guesstimated you can then set up a FindWhat and/or Sprinks account and spend the rest of your budget of those programs.
If the traffic converts, great. If it does not, you adjust the program [modify title and/or description and bid amounts] or you stop. This approach assumes you fund your GoTo account on a gradual basis.
Anyone else have a method of planning a budget for a first entry into PFP?