Importance:
AWA
AWA mentions a often-missed feature.
AdWordsAdvisor Says: [
Link to quote]
"I'm off to read the Adwords pages a bit better, been using for ages and never saw the end date! Wonder what else I'm missing...? "
Heh!
How about my personal favorite 'often missed' feature: the ability to specify Max CPC and/or Destination URL per keyword, rather than per Ad Group? ;)
AWA