So I noticed that my ads weren't showing for one of my keywords the other day. But I was getting some impressions.
eg. with "advanced" match, KW = RED ROUND WIDGETS - search for RED ROUND WIDGETS = no ad showing - search for ROUND RED WIDGETS = the ad shows
So the search with an exact match doesn't show the ad, but a search with the same words(different order) does show the ad.
So after talking with a rep, I get an email saying that the quality score for the keyword is too low on an exact match. But apparently OK for a close match. And of course there is no indication in the admin panels for this.
So their main suggestion is stuffing keywords into the ad.
I think they are confusing Advertising-101 with the "repeat the name 3 times" for brand awareness vs. the concept of "copy writing" ads for immediate sales purposes.