Great Advice on PPC Optimization, Anyone?

While I'd like to think that my skills as an organic SEO are reasonably well-tuned, I know that I have a long way to go on PPC optimization.

As I've recently started another ad buying project on a relatively large scale, I was wondering if the gang here has a few favorite articles or resources on optimization for Yahoo! Search Marketing (formerly Overture) or Google Adwords. I'm not referring to AdSense or publisher programs, just the search side...

Any great links would be appreciated (probably by more than just me). Thanks!

Andrew Goodman's e-book is a good place to start:

http://www.page-zero.com/products_asroi.asp

I read Catherine Seda's Search Engine Marketing - Buying Your Way to the Top two or three times - some parts maybe four or five times. Not light reading. Goes into PPC in waaaayyyyy deep detail. Was very worth readying although at some points was more tech than I was looking for - but for a person interested in being a pro it would be great. (This is a real book - not an ebook.)

Surprisingly, profit per day is the most important metric and it is rarely addressed in any of the writings on this topic. There's a sweet spot in the bidding that yields max profit per day and if you can master that out then you will be the man for PPC.

I know somebody is gonna beat the ROI drum but I'm sticking to PPD as THE metric. When you get to be my age you know you only got a few days left and farting with ROI isn't worth your time. Get the money while you can and let the accountants piddle with the numbers.

When I read things like this, I know why I come back to SEOChat again and again - couldn't have said it better myself EGOL, and I believe our age differences are almost noticeable (although I'm already going gray).

randfish,

Like Bernard, I also suggest that you read Andrew Goodman's ebook. It's a fairly light read and has some very valuable information. It was one of the first resources that I used when I first started with SEO/Affiliate Programs. Also I suggest googling the term "pre sell" + affiliate, you will find alot of websites with very valuable information about that.