CPC fluctuates and Click increase.
I'm really new to AdWords only doing a few campaigns and in the past month I've been getting really good results from one campaign but in the past 2 weeks or so the clicks have started dropping exponentially. my CPC was also very low (almost nothing) and not it has jumped 5 or 6 fold. So my clicks are dropping and the CPC has increased quite a bit.
I haven't really touched anything except I added some site links and increased the daily budget to see if I would get more clicks. It did but temporary and it went down
What can I do to increase my clicks?
Re: CPC fluctuates and Click increase.
It sounds like a quality score issue.
Quality score is a pretty complicated concept initially.
Have a watch of this video: http://www.youtube.com/watch?v=qwuUe5kq_O8
It explains the basics.
You're going to have to work on improving your CTR. A higher CTR indicates that your ad is more relevant, which means it's a better experience for Google users (searchers) and Google will reward you with more impressions (due to a higher ad rank) and lower CPCs for the same position.
I wrote an article (ancient at this stage) here: http://www.redflymarketing.com/blog/how-to-improve-quality-score-the-ultimate-guide/ which goes into it in a little more detail.
Suffice to say that you have to CONSTANTLY be working on improving your CTR. Always assume your competition are as Google rewards those who do.