When planning a PPC advertising strategy, brands should always give special attention to keywords and phrases. If you do not choose keywords that are relevant to both your ad campaign and target audience, your PPC ad is less likely to be shown on results pages. The ad itself also needs to be creative and powerful – if the ad copy is not compelling, then users might not click on it, despite it being featured at the top of the SERP. A strong, persuasive landing page is always crucial when it comes to pay-per-click advertising because you want users to visit your website, but also stay and take action.