Keyword Clustering strategy that will work for SEO should be reversed for PPC.
If you are using keywords
“Video interviewing Software”
“Video scheduling software”
for your ppc campaigns , be sure that you use the negative keyword “Scheduling” in your “Video interviewing Software’ adgroup and use the negative keyword “Interviewing” in your “Video scheduling software” adgroup
The more focusesed your ad text/landing page is structured with respect to your keyword, the higher the CTR will be.