Operating in such vertical is like high stakes gambling on occasions, but there are some things you can do to get ahead of the poker game, so to speak:
Using Proper Tracking
The author remarks that some companies still don't track phone calls generated by PPC campaigns. Doing so can concentrate the budget where it's best spent.
Make Some Effort with Keyword Matching
Keyword matching has changed considerably since Google made Exact Match. You should check everything - not just your broad or modified broad.
Use Aggressive Negative Keyword Lists
With Exact Match not being as exact as it once was, coupled with the current lack of transparency about how your keywords get matched, figuring out negatives from the start helps mitigate the impact. The author says one irrelevant click can be costly, so use keyword research in reverse.
Evaluate Device Relevance for Conversions
Users might use their mobile while trying to figure out how to fix the refrigerator, but their laptop while they're searching the web at work. That makes mobile users potentially more valuable.
Employ Remarketing to Drive Lower Click Costs
The author says that Remarketing Lists for Search Ads (RLSA) is a method for showing your ads for highly competitive keywords, but possibly for less money. Open auction means you have to outbid everyone, whereas RLSA narrows things down.
Use Audiences to Bid Based on Relevance
If you're targeting foodies, for example, you can zone in on relevant groups, meaning your dollars at least get spent on the right audience - increasing the chances of a click.
Google Ads has taken flak for removing some of the control PPC practitioners used to get, but you can still make a difference. Stick to basic marketing principles like user habits, interests, and existing relationships with your brand to reduce CPC expenses.