What advertiser isn't interested in reducing PPC costs? After my last post about the benefits of setting a high daily budget, I thought it would be useful if I posted a couple of ideas about controlling costs without reducing your daily budget.

The best methods for cost control include pausing poor performing ads and ad groups, and lowering your CPC–not by cutting your daily budget. Also, try removing some of your general, higher demand keywords. These probably aren't your top converters anyway and they could be robbing your chance at better performance.

Don't rely on the obvious to control costs: the daily budget. Instead, optimize your campaign by pausing poor performers and general keywords, and lowering your CPC.