The first factor of any new PPC Management account is to find way that money is being wasted. It is a common problem that there are search terms that trigger ads that are not 100% relevant or are too vague or general to produce decent results. Often campaigns are set up with broad or phrase matches that are triggered for a much larger range of search terms than many clients realise.
Below is an example of how a campaign can be optimised to produce a lower Cost per Click (CPC). We began management on this account on Dec 5th 2012 (black vertical line) - at that point the campaign have an average cost per click of £0.61 and 417 clicks with an overall cost of £254 for the week. After 6 weeks of management we had an average CPC of £0.39 with 473 clicks - an overall cost of £184 for that week. We had manage to increase clicks, reduce cost and decrease wasted clicks on the account.