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It depends on your budget, if you have a good budget then you try broad modified keywords. Using broad modified you have you keep an eye on the search terms for irrelevant searches you dont want your ads to be shown.
A good ad copy with a catchy phrase to get the attention of the customer...
Your CTR is about 3.2% which is average. You can check your ad copy, for reference please check the competitors' ads on Google. Also, note the relevance score of the ads.
Also if you are running your ads on a lower budget then you have to check if you are running your ads on broad modified...