I shared this presentation during the last Social Media Forum in Abu Dhabi, and it was great interacting with AdWords users at different levels of expertise in CPC and online marketing in general.
My main frustration is with AdWords technicians who view it as a software that they just "use", instead of dealing with it as one of the tools available to them as online marketers.
Hence, the structure of the presentation is on how to best use AdWords for effective marketing, and didn't give much focus on the details of setting up accounts, campaigns, etc.
For simplicity, the concepts were presented in three main sections:
1. Understanding the market: using whatever AdWords provides in tools that help in research, and how to use the data for segmenting the market and inferring user intent from the keywords. The two main tools are the Keyword Tool, and Insights for Search.
2. Understanding your website: something I don't usually see in AdWords teaching materials, but I think is vital before you start any campaign or any marketing activity. Understanding comes in terms of what kind of website you have, and therefore what are the actions that you want your users to complete when they come. Another frequently neglected aspect of campaign is checking whether or not the content on your site reflects the needs of the market (you need to compare the understandings of section 1 and 2). Finally web analytics should be used to know what is already working and what is not on your site, so as to point users to the right pages.
3. Strategies and Tactics: based on the understanding of the market and your website, you are now ready to formulate your strategies and tactics and to decide on what tools you will use to maximize your results. This section explores the main options available.
Here is the presentation: