The moment a keyword is uploaded into Adwords, it receives a quality score. Since the keyword does not yet have sufficient data ie. a CTR, Google estimates it’s quality score. Google determines your quality score from the entire performance history of that keyword in Adwords. With that said, initial quality score is a market estimate. Google often underestimates performance so, if your ad performs better than the industry average, your quality score is going to rise. If your keywords are not getting any impressions, raise your bids until Google has sufficient data. After your keywords have built up accurate quality scores, reduce your bids to a profitable level.