AdWords detailed guide (58 pages), very newbie friendly, a must read ebook about PPC (pay per click) and AdWords.

Table of Contents ............. 4
Distribution License Information.............. 5
Disclaimer..................6
Sponsor Adverts............. 7
Introduction.................... 8
Credits...........8
Simple Advert Changes Can Cost You.................. 9
Google Algorithm Changes................ 10
Delivery Issues............. 11
Recommendation:............ 11
Campaign Name Optimisation List......... 12
Naming Schemes.................. 12
Campaigns...........12
Recommendation:............ 13
Campaign Setup Optimisations List........14
Separating Distribution Channels....... 14
Recommendation:............ 15
Disable Automatic Advert Optimisation......... 16
Valuable Intellectual Property....... 17
Recommendation:............ 18
Adgroup Naming Schemes Optimisations List................. 19
Naming Schemes.................. 19
Adgroups.............19
Recommendation:............ 19
Adgroup Keyword Match Inclusion........... 19
Optional Recommendation:........... 19
Adgroup Keyword Groupings ................ 20
Ad Group Keyword Grouping............ 20
Recommendation:............ 20
The Single Adgroup...............21
Recommendation:............ 22
Keyword Research................23
How about Misspellings?...............25
Recommendation:............ 25
Secondary Keyword Use............ 26
Recommendation.................. 26
Keywords Matching Optimisation List................ 27
Matching Options................. 27
Option 1: Broad Match.................. 27
Option 2: Phrase match.................. 28
Option 3: Exact match....................29
Option 4: Negative Match..............29
Negative Match Example...............29
So which is the best matching options to use?.........31
Incorrect Matching Side Effects................. 31
Correct Matching.............. 32
Recommendation:............ 32
Adgroup Adverts Optimisation List........ 33
Split Testing Adverts............. 33
The Importance of Statistical Significance.............. 34
What to change?................35
Recommendation:............ 36
Domain Name Selection........ 37
Recommendation:............ 38
Bid Pricing Optimisation List..................39
Best Bid Positions.................39
What position for you?...................40
Recommendation:............ 41
Conversion Analysis..................42
Tracking...................43
Step 1...................43
Step 2...................43
Step 3...................44
For example:.................... 44
Google Tracking............... 44
Recommendation:............ 45
Split Testing.............46
Recommendation – So Important I say it again!:................. 47
Landing Pages..........47
Recommendation:............ 47
Adwords Advert Exposure......... 48
Why Daily Budget Is Crucial..............48
Examples.............50
Summary..................53
What is Adsense?......... 54
Wrapping up................. 55
Questions?.................... 55
Marketing Experts..................... 56
Online Marketing Experts...................56
Offline Marketing Experts..................56
Resources......................57
Adwords...................57
Adsense....................57
Affiliate Marketing............... 57
Traffic Generation.................57
Autoresponder..........57
List Building............ 58
Ezines..........58
Web Host................. 58
Split Testing.............58
Glossary................... 58