Keywords are the life blood of any good SEM campaign. Make sure you are tracking all of your campaigns down to the keyword level. If you are only looking at keywords on an ad group level you could be overpaying for keywords that aren't profitable, and not getting the maximum traffic from your extremely profitable keywords
When was the last time your tested new ad copy, new keywords, new landing pages or new call to actions? All of those aspects can have a significant impact on your SEM spend. While many companies focus exclusively on CPCs, new keywords, landing pages, and new call to actions can all help lower your CPA goals.
If the keywords you are trying to go after are too expensive or competitive, think of another way to say, spell, or think about the "concept" you are trying to target. Put yourself in the consumers shoes as they are searching for something. What are other keywords that have the same intent or desired action. Just like blind men trying to explain what an elephant looks like, SEM is much the same. Don't get stuck on just one side or group of keywords - look at the whole picture.
