So, you’ve been in business a while now. You have built a reasonably strong brand for yourself off-line and are now looking at or your being told to look at online marketing. Your marketing budget is already tied up for the year in print advertising, tv, radio, etc.  You don’t know where to start as far as planning for your online marketing, or how much to spend, or where to get the money from.

The answer may or may not be this simple depending on your situation, however I would suggest that you break down your current marketing budget. How much do you spend per month now? How much business are you getting back in return? Likely you know how much you are spending but measuring the the return on traditional marketing tactics can be very difficult. So why not take a percentage, maybe 20-25%, of your existing monthly spend and apply it towards a Pay-Per-Click marketing campaign? Your money is still being spent on advertising, you are still advertising in your traditional mediums, and you are  expanding yourself online. You are also getting to see real numbers and data on your return per dollar spent.

I would suggest you also look at investing that 20-25% of PPC ad spending across Google and Yahoo. They are the two biggest  draws for you and both will bring a different type of user.  You can split your budget 50/50, or 60/40, or whatever you feel is appropriate.