How Much Should I Spend Per Click?

When you’re launching PPC campaigns, you may notice that some people are paying ridiculous amounts of money per each click.
For example, the product for sale on the sales page is only $49, yet, people are bidding upwards of $15 per click!
That $49 product that you see is just the front-end offer (sometimes called a tripwire). It’s what gets people in the door. Once they’re in the door, they go through upsell after upsell … which tend to have high conversion rates, thus making individuals worth way more than the original $49 they spend.
https://www.linkedin.com/pulse/how-much-should-i-spend-per-click-nathan-williams