It's very important to learn how to use AdWords properly. There is a huge amount of traffic available from AdWords - so if your campaigns are not set up properly, budgets can be depleted very quickly. It's key to know how to target your keywords effectively using match types, and how to make sure you are not wasting clicks on networks or advertising that is not appropriate for your advertising objectives. Campaign and targeting settings, as well as negative keywords and exclusions are important here.
The AdWords user interface is easy to use and navigate, but there are a lot of options to choose from and Google have set it up to help people with different business needs. This means that understanding the jargon and the way different campaigns fit in with each other is not particularly easy to understand, and is often the reason why many people find they can end up spending far too much from AdWords.
Google also have strict advertising policies and guidelines, which many advertisers accidentally cross, getting their ads or campaigns disapproved. Repeated violations can lead to getting the account suspended. Once this happens it can be difficult to get the account re-instated.
To help people understand the system, AdWords have created coursework and exams for people to pass. Once you have passed these exams you can use them to qualify as a Google business partner. This means that Google recognizes you understand AdWords best practice, and are up to date with the latest developments within the industry.