Google Adwords: Basic Optimization Strategies

If  you've already been through Google's Adwords Learning Center this video might be a good next step to reinforce what you learned there. Nearly half of this one-hour video is Q&A, where others ask some of the same questions that might be on your mind.

Much of the focus is on keyword campaign structure based on tight theming around keywords and relevance - and how that relates to ad text optimization and Quality Score.

In the Q&A there's some clarification on match types, misspellings and other common areas of confusion, and some brief discussion on the content network. The presenter stresses that the content network, while it's improved over time, is pretty much an art unto itself. If you pay attention to the rest of the presentation you're likely to realize that playing around with the content network may be premature if you haven't tuned your search network campaigns to the max.