Making your keywords have a high quality score is very important. First quality scores are measured on a variety of factors. It looks at how relevant your keyword is to your ad text in a users search. When creating your campaigns make a number of adgroups with similar keywords, and ads that tie closely with the keywords.
By achieving a high quality score theoretically means that your keyword will trigger ads in a higher position at a lower cost per click. Which is extremely important to today’s competitive market.