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Actually now you are actually challenged by company where things are already established. I would suggest first understand properly all business in’s and outs. You need to first do R&D in specific area not all at once. Also you need to study your market competitors very closely and offering. Lowering Cpc is one piece of puzzle .. important thing is are you actually giving your competitors tough time through offering .. How you setup funnel and are you utilising first party data to its full potential .. I just touch few pointers but you need to add more points through R&D and create proper plan .. PPC become complex with time mark my words
