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+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.
+add negs, lots of them. use the keyword tool to find high volume suggestions, but in this case, use the suggestions for neg ideas.
+consider chasing 2-word keyword phrases and beyond, 1-word keywords are often a very serious challenge for several various reasons.
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?
And this low CTR is what's mostly driving the QS down here I imagine
Will adding search term to ad body boost keyword relevance, or is once in the ad title enough to cover that?
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?