Re: what amount
Remember you only Pay for clicks. So you can set your Budget to what ever you want.
I would start slow, make sure you have good keywords, use correct matching, Make great ads, and make sure you have a landing page that converts.
If a page doesn't convert from regular traffic, it is not going to convert using PPC. So do your research, did into your data, research keywords,. build negative keyword lists. Make several ad copies.
Read and watch the videos about adwords to learn the platform and all the parameters, so that you put yourself in the best possible position to be successful. Many that just think if they build it they will come, go away blaming the program, rather then taking the time to understand how it works and how it can work the best for you.
If that is too much work, look to hire a Certified Adwords Google Partner
Best of Luck Alex.
Re: what amount
Ultimately how much you'll pay per click should be determined by your Advertising Goals and what you want to achieve via AdWords. CPCs and competition will vary and all advertisers and Keywords will be different; you should choose a bid amount that works for you.
First, I think it'd be good to understand how Actual CPCs work. How much you end up paying per click depends on your Max CPC Bid, your Quality Score (along with Extensions this makes up your Ad Rank), and what your competition is bidding.
Second, while you cannot find out exactly what your competition is bidding, you can use Google's Keyword Planner to get a better understanding of what your CPCs might be.
When determining your CPCs, evaluate what your Conversion Rates are - ideally you'd like to pay CPCs that help you be profitable via AdWords.
Finally, since it appears that your newer to AdWords, below are some links that you might find useful:
- Growing your business with AdWords (aka AdWords for Beginner’s Guide) – Simple, yet thorough explanation of the AdWords platform and how to set up an Account. I particularly like this resource because it’s linear and gives you examples and tips.
- AdWords Help Center – All you ever needed to know about AdWords in one place with great on-site search functionality. Recommended: Set up your account and start advertising
- AdWords YouTube Channel – If you prefer watching videos vs. reading, this is the place for you.
- AdWords Community - Yes, you're already here, but besides posting questions, take time to review questions that advertisers have previously asked, and their solutions.
- AdWords Step by Step - Another simple, easy to understand walkthrough on the basics of setting up an AdWords Account.