Hi Gil
I would use two approaches - One optimistic and one pessimistic in both CPR and PPC
And the PPC should be 1$/5$ accordingly - more then 5 would have to be based on prices in very similar applications - assuming there are none, I wouldn't price it for more then 5$.
The CTR rate I would use will be 5%/10% at most - from the same reasons.
You can see the Youtube potential was estimated at CPM for 15$
I would take a humble approach...
Boaz
