yes, it is old. age old in terms of the internet, as it is from 2003 
but i have found this to be a very good ebook about adwords nonetheless. especially as most of the techniques outlined apply to ppc in general.
general location: Google Advertising
link to .pdf: http://www.google.com/ads/library/maximimum_effect_dec03.pdf
sorry, if this is a doublepost. but i did a search and have not seen this to be posted yet.
but i have found this to be a very good ebook about adwords nonetheless. especially as most of the techniques outlined apply to ppc in general.
general location: Google Advertising
link to .pdf: http://www.google.com/ads/library/maximimum_effect_dec03.pdf
sorry, if this is a doublepost. but i did a search and have not seen this to be posted yet.