An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?

An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?

A) Change keyword match types from exact match to phrase match.
B) Make changes to improve the Quality Score of the ads keywords 
C) Lower bids on keywords with high click through rates (CTRs).
D) Review Impression Share report data to identify missed opportunities