One tip to increase relevancy is to use negative keywords to prevent your ad from being shown in cases where it doesn't apply. This may or may not happen depending on how you define your key words. If you use the broadmatching option, your ad can easily wind-up being shown for irrelevant searches. For a simplified example, say you sold cakes, and your broadmatched keyword was "cake". Searchers looking for information on "cake walks" might get your ad, until you added a negative keyword "walks".
Good stuff, Andrew2. The broad match seems like it's definitely a bit too broad.
relevancy is key even in the paid results.
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