Although we’re not exactly an SEM agency we always get asked for feedback on our customer’s ads. They want to know why their PPC campaigns aren’t working. The ads are usually fine, but their landing pages are usually much too complicated. The thing is users don’t actually read anything except as a last resort. So it’s important that your site (or landing page) be as simple as possible, so that the user can get the gist of your site by reading only a few words.