Google Adwords - What are you bidding for?

When advertising on Google AdWords it isn't always possible to measure directly the outcome of the advertising, beyond a visitor reaching your site. It may be that you don't have an e-commerce site, or are selling business to business and a purchase requires a phone call, a meeting or more. It may also be that you view the campaigns as brand awareness and don't intend to measure directly the outcome.

If this is the case, then consider using the budget maximiser setting within the relevant campaigns - 

This feature controls your CPC settings for all adgroups and keywords within the campaign and quite simply extracts as many clicks as possible for the budget you set. This saves time monitoring or "optimising" the campaign aand can prove very effective at lowering your CPC across a campaign.