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Your bullet points are pretty much right. There are more ways to promote than PPC. As for starting, campaign, divide keywords into related ad groups, then send it to one landing page or landing pages divided by ad group.
Its a lot more complicated than that. You can read free tutorials. Start with Google's Adwords tutorials., and go from there. You just have to learn from your own experience trial & error. Everything will vary by who you are using, what type of offers you are promoting, algorithm updates, account reps being a pain in the ass, and so on.
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