Quality is very important when doing any type of ppc. Specifically adwords. Quality score determines a range of factors that I really don't want to get into. The moral of the post is to make sure your landing pages offer quality to every visitor. I attached a picture of one of my campaigns. I dont even care about the niche but it gets around $200 profit every day simply because my quality score is 10/10 on some high competition keywords. Because of this I pay less and as a result my daily budget goes further.
So to recap offer quality that is unique and you will be rewarded for it. Hopefully someone takes this to heart and prospers from it.