RhinoFish - 6:45 pm on Apr 22, 2012 (gmt 0)
+ctr is a much bigger factor that your landing page.
+what's the QS for your exact and broad (a trick question, but asking it anyhow)?
+yes, good to include the search term in your ad, adds bolding, will help get you noticed.
+adding some extensions may help (sitelinks, product extensions).
+your ad copy is poor (though the widget substitution makes my judging this arbitrary) - add more ad variants.
+add negs, lots of them. use the keyword tool to find high volume suggestions, but in this case, use the suggestions for neg ideas.
+further mine negs by playing the ABC game... go to google, type is 'widgeting a', view auto complete entries for G's search suggestions (they are high volume by definition), use the concepts presented there to compile your neg list... then type 'widgeting b', 'widgeting c'...
+when you tell us your CTR, know that it's absolute value can't be judged, it's relative to your competition... gotta be better than them to "look" good, so 1% could be great, or suck heiny - we can't tell (neither can you, but the low QS is a strong hint that your relative CTR sux heiny).
+consider chasing 2-word keyword phrases and beyond, 1-word keywords are often a very serious challenge for several various reasons.