My QS on these keywords range all the way from 1 to 9. Yes 1 to 9. But mostly down at the bottom 1's, 2's, 3's. On words that are very similar, with everything set up the same. For the same exact keyword, I'll have random crap like landing page = above average for the phrase match and below average for the exact match. Same randomness with expected CTR, same randomness with ad relevance. I'll have ad relevance of above average with a kw that is almost exactly similar to another kw, like the only difference is one is a plural and one is singular, and one will have above average ad relevance another will have below average. And I'll even account for the plural/singular in the ad.
This is frustrating as h***. I have spent a long time analyzing and tweaking and trying to optimize, but nothing makes sense. There is no rhyme or reason to how google reacts to my changes.
This is my best theory. Google has found someone they can rape who will lay back and enjoy it, increasing CPC's over and over and over to maintain top position. And they're using QS as a way to force me to increase my CPC.
What do you think?
I think google should add a fourth column "allows google rape". I get above average on that.