There are many ways to improve your Quality score. Firstly, ensure that your landing page is relevant for the keyword/Ad in question. Also, try to improve your CTR (the most obvious way is to use Exact match only!) If necessary, put your most important keywords (in exact match format) into their own Campaign/Adgroup, so that you can tailor the ad's very specifically. Run several ads and split-test them... If you do use any phrase or broad match keywords, then set ALL your active exact matches as NEGATIVE keywords against them, and monitor the Matched Search Queries in Analytics, and add inappropriate negatives to your lists on a daily basis. Good luck! Jon
In addition to what JonR said above, I would recommend , if possible, that you give the ad some time to run. I would also recommend updating your ad copy and making sure it is grammatically correct. Click through rates can have a positive impact on what you pay per click.