Many online advertisers have a problem getting their ads to show on AdWords, or getting a reasonable CPC, instead of $5, or sometimes $10.
While there are several possible reasons for this, I'm going to emphasize the importance of selecting landing pages in the initial process (as opposed to having it as the last decision in the campaign).

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.

It took Google some time to figure out how to make money with their innovative search algorithm. When they figured it out it was one hell of a model. Although they didn't invent search advertising, but they are the ones the most famous for superbly helping advertisers, and later on publishers to make great profits.