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.

The term sounds quite sophisticated. It is. And it's nice to see people puzzled not knowing what the hell this is. But after you cut through the CTR, impressions, clicks, ad copy, and the technical issues, you end up like a traditional merchant in front of a salesman (been there before - the salesman that is). You would be evaluating each product, how much sales it might generate and how much profit margin it can get you. This is how it is in CPC affiliate marketing.