Answers
How do I lower my cost per click?
Improve relevance, tighten targeting, and remove the searches you should never have been in.
The short answer
Improve relevance, tighten targeting, and remove the searches you should never have been in.
CPC is partly the auction and partly you. Better keyword-to-ad-to-page matching lowers what you pay for the same position.
But the bigger win is usually not paying for irrelevant clicks at all. Read the search terms report — that is where the cheap gains are.
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