We're in poor economic times, and Google is looking for ways to help offset the burden. That's why Google has recently announced the publication of this Top Tactics for Tough Times document on how you can work with Google AdWords to make things easier.
Here are the categories (and the document explains them in depth):
1. Focus your ads on low prices and savings. 2. Use value-related keywords. 3. Make sure your ad groups are targeted and relevant. 4. Don't waste money on irrelevant clicks. 5. Make it easy for customers to buy. 6. Focus your money on your high performers.
Even if not in tough times, these are good guidelines to follow in general--but the article does prove to be useful now more than ever.
Forum discussion continues at Google Groups.