PPC how much to charge?

some sites are much more competitve than others

[eljefe3]

Anyone use a formula to determine how much to charge per click?

Do you compare to the top 10 per click prices in goto, or are there any other general formulas?

[Brett_Tabke]

Depends on how valuable the keyword is to the purchaser. Goto is a good place to start. Head for the middle ground.