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How to get your cost per click cheap? Make sure Quality Score (”QS”) of your keywords are high. Read the overview from Google Adwords Help Center.
For high Quality Score we need to have:

a. Keywords with high historical CTR (good ad copy and appropriate use of negative keywords)

b. Relevant Ad Text with the keyword (I have done an experiment: Keywords that are included in Ad Copy give me a lower minimum CPC. Google wants advertisers to create more targeted Ads for smaller group of keywords.)

c. The quality of landing page?! This is a newly added factor. Google specifically gives guidelines on landing page for quality score. One of the criteria for a good QS is “Ensure that your landing page is relevant to your keywords and your ad text”
By now we probably realize one thing: For a high QS and cheap CPC keyword, make sure the keyword that trigger our ad appears in our ad text and appear in the landing page! (off course not forgetting to use negative keywords to drive up your CTR.)
It leads to one conclusion…more works in creating a finer and more focused Ad Group, relevant ad copies and landing pages for various Ad Groups.