Changing a keyword from broad to exact match will not improve its Quality Score. With broad match, your ads may show on variations of your keywords. However, ad performance on these variations won't affect your keywords' Quality Scores. For example, say your ad group contained the broad-matched keyword resolution. Your ad could potentially show when a user searched for new year's resolution or conflict resolution, although its performance in these instances would have no impact on Quality Score. The keyword's Quality Score would only be affected by how your ad performed on the search term resolution, since it exactly matches the keyword. Changing a broad-matched keyword to an exact match, therefore, won't improve its Quality Score.
We hope you've found these installments useful, and although this concludes our series, we're still all ears when it comes to your questions and feedback. Let us know at agencyblog-feedback@google.com.
