Pay-per-click advertising is largely driven around a fascination on how to lower CPC (cost-per-click) costs. If you’re able to pay less for a click, then your cost per conversion will also be less, right?
The answer is yes.
So how would you even start to reduce your CPC costs? Simply lowering your bid probably won’t do the trick (in the beginning at least), so what strategic steps can you take to improve your competitiveness while still keeping your wallet healthy?
Now, as with any industry, the potential profit from certain keywords definitely reflect the average CPCs of those keywords. If your industry stands to make $5,000 because of the intent behind a certain keyword, then don’t expect your CPC to come down to the $1 range. That simply won’t happen, because you won’t even be on the first page of Google.com. Remember that ad rank is Bid x Quality Score.
But that doesn’t mean you can’t have a lower CPC than your competitor, rank higher than he does, and laugh more on your way to the bank.
https://hakireview.com/reduce-cost-adwords-campaigns/