LucidSW - 7:43 pm on Feb 15, 2012 (gmt 0)
You don't understand how QS works and is calculated. You're not going to get better QS simply because the keyword and title match. A huge chunk of QS is your click rate. Specifically, your CTR at that position compared to the CTR of competitors for that keyword. If people don't find your ad attractive, they won't click it and your QS is going to be low and that drives up CPC.
From the sounds of it, you have impressions and you are in a good position. That means that despite your poor QS, you are bidding higher than competitors to achieve that ranking. If you improve your ads and get a better QS, your costs will go down and your ads will improve ranking for the same bid.
Check my profile for my site where I have a document explaining it in more details or do a search on "lucid adwords faq". But it boils down to, your QS is low because your CTR is not as good as others.