If you are frustrated by the exorbitant and ridiculous cost per click Google is charging you for certain keywords in Adwords, rest assured,
there is hope : there are several ways you can lower your quality score. By using Adwords properly, you may experience an impressive ROI. You'll discover how easy it is to lower your costs by simply increasing your quality score.
Over the years, Google has made adjustments to its Adwords policy. What worked a few years ago certainly wouldn't work today. But what hasn't changed is this fact: as long as your ads and landing pages are consistent with the keywords, you minimize your chances of getting punished monetarily by Google.

Adwords Help Suggestion #1: Use All Three Keyword Matching options
In Adwords, you're given three choices: a broad match, a phrase match, and an exact match. A broad match is the default option and appears when a searcher uses words in any order contained within your match. For a phrase match, your ad would appear when a user searches for the phrase in the order of the phrase match sometimes along with additional words. An exact match is just that. The user searches for the specific phrase in exact match. You can lower your quality score by using all three matches. For example, a keyword such as dog training should be entered in the following way: dog training, ?dog training,? and [dog training]. The first is a broad match, the second a phrase match, and the third an exact match.

Adwords Help Suggestion#2: Increase Your Click-Thru-Ratio (CTR)
Adwords rewards advertisers with a high CTR by lowering their costs per click while punishing advertisers with a low CTR by raising their click costs. If you have a high cost per click, this may be one of the reasons why? To improve your CTR, you need to write effective ad copy. You can easily do this by analyzing your competitors who are listed at the very top of the page (ads here have a high CTR). Look at the words, phrases, and questions in the add and incorporate that into your own ad as ideas. Study other high-placed ads using different keywords to see how they present their ads.

Adwords Help Suggestion#3: Use Call-To-Action
Google prefers ads that have a call to action. Words such as ?order? or ?buy? are examples. Be sure to incorporate call to action words in your ads. Doing so will also lower your costs per clicks.

Put these suggestions into use and you should see a reduction in your cost per clicks.