Hey Eugene,
I actually had to contact Adwords myself asking for advice on how to gain a better quality score. I received quite a lengthy response that I will paste into here, I hope it can be of use.
- WHAT EXACTLY DO WE MEAN BY RELEVANCY OF A KEYWORD:
RELEVANCY OF A KEYWORD IS THE AVERAGE PERFORMANCE OF THE KEYWORD ACROSS ALL ACCOUNTS:
We look at the average CTR of the keyword in question across all accounts. CTR is used to determine the "relevance" that you see in the ads diagnostic tool. Why? The logic is that if people have clicked ads for this keyword, they must find it relevant. Otherwise, they wouldn't click. If a KW (keyword) has a bad overall CTR, it will be hard for the client to get a good QS number unless they have extremely good individual performance. Relevance, in this case, is NOT simply having the keyword on your landing page. This is a common misconception about relevance.
Relevancy is about how much users find it appropriate. In order words, how many users click on an advertiser's ad when they search for that keyword.
After thorough analysis of your account with our specialists, I have the following findings and recommendations for you:
1. CTR OF THE KEYWORD
As you can see from above points while defining the “Keyword Relevance” for a keyword we not only try to provide you with information on how “closely related” the keyword, ad and webpage are to each other/your service (defined by points 2,3 and 4) but we also try to provide signals about how good this keyword has been (in terms of performance) as a marketing keyword on google.com in general.
Please note, this keyword, I will like to confirm, has historically not performed that well in general on google.com and hence the same is reflected in the Quality Score of this keyword. However as we get more impressions and are able to keep a high CTR for this keyword in our account, this keyword’s performance in our account will start playing more significant role in terms of defining the Quality Score of this keyword and the same will improve.
2. EXACT MATCH CTR FOR KEYWORD IS LOW:
As you can see from above points (point 2) that the exact match CTR of the keyword also plays a significant role in determining the Quality Score.
I will like to inform you that besides the performance (read CTR) it is also the quantum of performance (read number of impressions) that impacts quality Score. The higher is the number of impressions you have the bigger role the CTR of that keyword will play in defining the Quality Score for that keyword. In this case, we can see that the keyword has received around 62 exact match impressions for the past 30 days, compared to around 1900 monthly exact match queries for this term, hence the CTR of the keyword is playing an important role here.
NOTE: It works both ways: that is to say a bad CTR with high impressions will impact Quality Score that badly and also a good CTR with high impressions will impact the Quality that well.
As this keyword receives around 0% of the traffic for this keyword in a month, the CTR at keyword level is not impacting the Quality Score of this keyword. However as the impressions will increase & if the CTR at keyword level is high it will have +ve impact on Quality Score.
As your Exact Match Impressions would increase and the number of clicks increases the Exact Match CTR would improve and will start impacting the quality score of the keyword positively.
3. GENERIC KEYWORD:
With broad matches, the Google AdWords system automatically runs your ads on relevant variations of your keywords, even if these terms aren't in your keyword lists. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.
