To become an effective and productive user of the Google AdSense and AdWords programs, you should:
Get a sense of Google’s gigantic extent
Spend some time getting a grasp on what the main parts of Google contain and how they relate to your advertising agenda
Understand the difference between content and search advertising
Learn the basics of Google’s search syntax
Think about the queries users are likely to use to find your products or services (or products and services similar to yours)
Understand Google’s brokering function between the AdSense and AdWords programs
Try to see the world from both viewpoints: AdSense publishers will make more if they understand how AdWords works, and AdWords advertisers will be more effective if they consider the position of content owners who are signed up with AdSense