PPC for ranking terms - quality score in only 'OK' ?

[Lydia]

I use AdWords PPC in conjunction with a reliance on organic searches to bring traffic to my site. What I find strange is, despite CTR's on the order of 5-10%, and that I rank front page for given competitive phrases, my quality score is only 'OK'.

I've struggled with this for a while and I'm not sure what I'm doing wrong.

For example, I rank for a 'city-state-real-estate' search (#4/#5) and a PPC using that phrase match gets only an OK.

The ad lands on the same page as the search. The title matches the phrase, the URL also has the phrase, and the keyword also appears in heading text on the page. Any suggestions? (Oh, the ad also has the keyword phrase)

[RonnieG]

If you have good CTR and relatively good average CPC for that phrase, I wouldn't worry about it. On the other hand, I have found that I sometimes have the wrong landing page coded in an ad, not the one I thought I had, or a very small typo somewhere in the chain.