HE3D EI3 Constant Extruder Clog

Hello I am new to 3D Printing and just put together a HE3D EI3 Printer. The build went pretty smooth but am having issues with PLA filament getting clog at nozzle tip and tube. I have tried to ensure the extruder tip and bowden tube are setup correctly and that the PTFE tube is cut square (even). I have tried various temperature settings and 3 different rolls of PLA. It seems to start to print the first layer ok but then start to have issues. The extruder motor will start clicking because it is unable to feed the filament due to clogging. Any suggestions would be very helpful.

Printer doesn't look to be designed for PLA, pla needs a fan directed at the print, but still shouldn't jam, will just get sub perfect prints.

The fan on the hot end, is it always on? as it needs to be on or PLA filament will get jammed at top of hotend. (needs to be cool before it hits PTFE.

Mostly im guessing its just a shit hotend... on the cheapest printer Ive yet seen.