How to manage CPC at a lower level?

How to manage CPC at a lower level and what is CPA? Please suggest. I'm not so conversant in PPC.

to lower cpc you need to improve quality score and click through rate .

cpa stands for cost per acquisition i.e. cost to get one lead .

To improve your quality score you'll need to effectively organize your keywords and ad groups by relevance. Then review your landing page and make sure that your content is relevant to your keywords and ad text.

Think like a user and try to maintain a relevant flow from keyword >> ad text >> landing page.

I have recently created a campaign with a number of very specific ad groups, keywords and ads and still manage to have a 4/5/6 out of 10 on the quality score. Each ad group has no more than 10 terms, all terms are tightly related to the ad group of the targeted campaign. The ads all include the specific terms being targeted in that ad group. A new ad group was created for any variations.

I guess my point is, I wish Google would be more specific on their quality score guidelines and include more about what they factor in. It seems that they are pretty lax at using "Landing Page quality": no problems. I think more lies with an issue on your landing page than anything.

Also, more specific to the question, you need to make sure your terms strongly correlate to your ad groups. Create several ad groups and batch related terms within that ad group. Too many variations and your key words will drift from the ad groups and your quality score dips and your CPC will increase.

Read the sticky by seostew. Very solid resource still to this date IMO.

Edit: Egol, thanks for the rep. I actually reached out to him last week and asked him to come back here if he wasn't under a different alias.