Ok, in my newbieness I have goofed up and want to make some changes, how can I reset the quality score of some keywords that have gone really low? Do I just need to create a new ad and delete the old ones, do I also need to delete the keywords and re-add them (which I will be optimizing), or do I need to delete the entire ad group and possibly campaign? I started out at about 7 and am now down to about 3 and need to make some changes. Please help!
CTR is the key. Create ads with higher CTR and your QS goes up. Leave the keywords alone, unless you want to put them some in groups of their own. Even then, don't delete anything: pause and create a new ad. No need to "start fresh" by deleting and recreating. Your ads are the key. My Adwords FAQ may be of some help.