Thanks for that RhinoFish ... some really useful stuff there. Especially the ABC autosuggest game was a new one on me.
I'm not getting any idea from what you said why the "keyword relevance" is reckoned to be "poor".
That's the one that really has me stumped. If the keyword is strongly in the ad and the main theme of the landing page, what's causing this?
+ctr is a much bigger factor that your landing page.
And this low CTR is what's mostly driving the QS down here I imagine, with a bit of help from "keyword relevance: poor"
+what's the QS for your exact and broad (a trick question, but asking it anyhow)?
The same as the phrase match
+yes, good to include the search term in your ad, adds bolding, will help get you noticed.
Will adding search term to ad body boost keyword relevance, or is once in the ad title enough to cover that?
+add negs, lots of them. use the keyword tool to find high volume suggestions, but in this case, use the suggestions for neg ideas.
Gotcha; get rid of all the lower CTR search phrases to drive up this keywords CTR; if I still want to have a punt on these phrases, have a different ad group for that.
+consider chasing 2-word keyword phrases and beyond, 1-word keywords are often a very serious challenge for several various reasons.
I'm doing some of that already for the most relevant ones, but maybe I need to expand that and give up on the catchall widgeting keyword.
I've got display and search running on the same keywords. I know this is not best practice as it makes budgeting and reporting clumsier, but it's not messing with G's appraisal of my true CTR and keyword relevance is it?