1. Check the Search Terms Remove irrelevant search phrases by integrating negative keywords directly related to reducing CPL.
Keywords that "Phrase" Match This ensures that your ad is only saved to relevant audiences, reducing waste clicks.
Keyword Bids The quickest and easiest way to reduce your CPL is to spend less on keyword bids, it can be accomplished by using an automated bid strategy.
A/B testing should be used for ad copy and landing pages. A/B testing is the practice of serving two comparable ads to test groups with different ad copy and determining which one performs better.
Use Ad Extensions Extensions can improve overall ad rank, and a higher ad rank equals better positioning.
Increase your Quality score. To improve your quality score, first improve your CTR and relevance by including clear, concise, and targeted ad copy.