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this is not a matter of a specific figure - $100 or a $2000. it's more about how you estimate the return of the money that you invest. just spend as much as necessary for the income you plan.
besides, it depends upon the direction that you stick to. SEO, creativity and link baiting or PPC, all of these ways mean different budgets.
in other words - it is totally up to you. i'm sure that your own analysis would be way better than any suggestion you may get.
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