Your account is set up terribly to begin with. Here are a couple things to do which will help your CTR, as your LP looks great, dont touch it.
1.) Never set up a campaign as Search & Display. Separate them out, make one search and one display. In this case you only need a Search Campaign.
2.) Set up your keywords as a Broad Match Modifer Campaign and and Exact campaign. Make sure you put your exact keywords as negatives in your BMM campaign, so you dont compete against you self and jack up your own CPCs.
3.) In your Campaigns set up Single Keyword Ad Groups (SKAGS). This will allow you to create Ad copy that is exactly related to your Keyword. This will help with Quality Score and ultimately lead to a lower CPC. I cant stress this enough, MAKE SURE YOU SPECIFIC AD COPY FOR EACH KEYWORD. Dont be lazy and use generic ad copy.
4.) Never use Auto Bidding. Google is trying to make the most money they can and letting them control your bids is like having a Casino telling you how much you should bet. Set your bids to Manual and test your Max CPC. Remember the higher the Quality Score, the lower the CPC.
5.) Check your Search Query Reports regularly. This will show your what queries people are searching and clicking, that are triggering your ads.
6.) Make sure you are adding Negatives to your account often (found in SQR), to help control your costs. You have a few broad match "how to" terms, that can lead to just a bleeding of your budget.
Overall these are easy fixes for you to make. It is really that your account is too generic, broad, and unorganized. Take a day or two reorganizing, following Adwords Best practices, and you should see a drastic improvement.
Hope this helps..
