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How to Get Selling on AdWords Fast! Kindle Edition
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The advert heading and your keyword/keyword phrases.
How to help yourself by helping Google match your ad to a searched-for term.
How ad groups and keyword/phrases work and how to organise them.
Quality score and keywords
Search query reports - which keywords to ditch and how to find new keywords to use.
How to write ads - what words to use where. What not to include and why.
How to deal with competitors clicking your ads
Which position (top versus right) is doing better - and how to analyse it.
Search partners - are they working well or doing poorly - how to search to find out.
I followed this advice and started out with long tail keyword phrases on a tiny budget. The click-through rate on the first campaign using what Claire advised was many times better than the average.