I'm looking to improve the quality on some of my more generic keywords. 50% of my traffic comes from two keywords: "Bokförignsprogram" (accounting software) and "faktureringsprogram" (invoicing software). My ads relevance and expected CTR is only average but I wish to be more than average! ;)
With expected CTR, I understand that is only trial and error, but how could I make the ad for the exact match [bokföringsprogram], more relevant, other than using that exact phrase in my ad?