What's your bid strategy? Googles automated ones are ok but I recommend switching to manual. That way you can adjust for effectiveness of terms. You want a broad match ad group that mines for terms with low bids. Once you find effective search terms create an exact match ad group. Add the term to the exact match ad group, and also as a negative exact match to your broad match group. Then give the exact match group a higher percentage of the budget. This way you'll be bidding more for terms you know work, and running a broad match campaign that helps you generate more effective terms.
Remember to test your ads. The simplest way to do this is always run three with 3 different themes (informational, humorous, emotional). At the end of the month pause the two which are underperforming and "copy and edit" the top ad. Make some small changes to it twice so you have 3 ads again, then repeat. This will improve your ctrs over time.
You need to improve your quality score as well. This will lower what you pay per click. You do this by increasing relevancy. If you notice people are searching "the Donald Reddit" for example in the broad match discovery group... Make an ad set called "Reddit exact" and mention Reddit in your headline. The more related and specific your ads are to the users search terms the less you'll pay per click.
I believe the goal is carved into a statue in a field someplace...