1. Why is AdWords so important?
2. Understand your customer and how they think
3. The difference between sponsored listings and organic listings
4. Building a campaign from scratch, how to set yourself up for success
5. Mistakes to avoid when setting up campaigns
6. Keyword research and keyword tools
7. Broad, exact and phrase match keywords
8. Negative keywords
9. Researching bid prices
10. Creating ad groups for your products and services
11. Selecting keywords and placing them into the relevant groups
12. Creating powerful adverts
13. Split testing your adverts against each other
14. Secrets to make your ads work!
15. What is a good Click Through Rate?
16. Increasing your Click Through Rate
17. Quality Score and its impact
18. Lowering your bid prices
19. Customer value
20. What can you afford to pay
21. How to reduce conversion cost
22. Whether to use the content network
23. Campaign settings
24. Local vs National geographically targeted campaigns, and when to use each

NEW! This DVD includes recent updates, recorded in July 2010. These updates include:

1. Changes to the Google Interface
2. Researching your broad match keywords and tapping into conversion data
3. How to set up conversions