In your experience, why would a keyword with a really high CTR have a low quality score like 3/10. I have a campaign set up with all single keyword adgroups, all exact match keywords in the SKAG. A couple of the keywords have really good CTR anywhere from 12-20% but the quality score is 3/10 These are hyper relevant keywords and for sure are relevant. Only thing I can think of is that some of the SKAG's are too closely related and I should them as exact match negatives of each other. EG 2 adgroups: -email marketing software (7/10) -email marketing platform (3/10) Google is favouring software, so I should add them as exact match negatives of each other? What you reckon?