It is a big subject. But there is a lot of information out there in blogs and in the Google documentation. Take a day or two to read and learn the basics and expect to spend lots of time tweaking. I have written a few articles here: http://successfulsoftware.net/category/adwords/

This one covers some of the worst and most common newbie mistakes: http://successfulsoftware.net/2010/02/10/5-great-ways-to-was...