In business, spending more money is not the best way to increase sales. This is also true with Google AdWords. Some of the simple strategies you can apply to reduce cost include:
1) Improve the quality score of your keywords – try to shot for 6/10
2) Use negative keywords to eliminate irrelevant traffic.
3) Use Ad Scheduling function – schedule the best times to show your ads
4) Leverage demographic targeting options to reach right audience.
Get a free AdWords account audit value at $499 here:by