Lets sat My web site is sonyrepair dot com , and i also set display url like this sonyrepair com/RepairService . but quality score is still 7 . but for 'sony repair service' quality score is 10 . Actually for both of them i m paying high CPC . CPC for 'sony repair' is %15 higher .
Honestly, I would be happy with a 7. "sony repair" is a broader term than "sony repair service". If your quality score is high and your CPC is high that likely means your term is fairly competitive. You could use more specific keywords to try and reduce your CPC. ex) "sony tv repair" or "sony repair in [location]"
If your example is nearly identical to your situation, then enjoying a 10 or even a 7 on a branded query is great; especially if you don't own the brand.
Reducing cpc is a decent goal; but if I were to assume (probably not a good idea but I'm doing it anyways) that your goal is really to improve your profitability on those clicks, then I would say that focusing on lowering cpc with a 7 and 10 quality score should take a back seat to focusing on ad and landing page optimization. If those clicks cost a lot, then to make more money you will want to filter that audience with your ad copy and you will want to convert as many of those visitors as possible.
Hope you don't mind my treadjacking, but I'm faced with a similar, more serious problem.
On ad groups that seem pretty relevant to my theme, I'm constantly getting 3 or 4 QS. I optimized ads, added negatives and made sure the content on the page is relevant, but the QS stays the same. Anyone faced a similar challenge?
A big key is what your ads say. If you have boring, ho-hum ads, people are disinterested and are less likely to click. Which of these two ads for the same product are YOU more likely to click:
The Hunger Games Buy it for $14.99 at The Book Store. Free delivery over $25.
The Hunger Games 23 will die. One will survive. Will 16-year-old Catniss be the one?
I think you would more likely click the second one and yet, it's the same product. It will thus have a higher QS. And if more click on the second one and the landing page convinces to buy, the owner of that second ad is going to make more sales.
You also need the proper keywords. On the above, "the hunger games" will not do it. You want those who want the book. Not the movie or the DVD. So the better keyword would be "the hunger games book". I'm assuming it's the proper landing page but almost nothing you can do to it to improve QS. It's all about increasing your click rate and that means giving searchers a good reason to click.