Increase bids on your ad groups, to achieve a higher avg. position and pay less per click.
The above example shows the improvement to the avg. position, from 2.9-3 to 1.1-1.1.
You can see the actual cost per click reduced by about 40%, from around £4.57 to £2.73.
Although we are bidding more we are actually paying less per click. This is because of the much higher click through rate and clicks.
The click through rate increased by over 364% and the actual amount of clicks by over 387%. Google is giving us a higher rank because of this and that’s what’s dropping our cost per click.
BUT remember to increase your daily budget to cover all those extra clicks…