This part covers important stuff that didn't quite fit in the rest of the book. I gathered these tidbits and assembled them into top-ten lists.
I gathered the worst beginner's mistakes I've encountered in my years as an AdWords consultant and coach for Chapter 17. Avoid these and you shave two years off your learning curve.
Chapter 18 contains case studies that highlight the principles revealed in this book. You find a broad range of businesses, challenges, and solutions that are meant to bring the concepts to life and inspire you to make your own AdWords success stories.
Because I had so much fun writing Chapters 17 and 18, I wrote two more top-ten lists and made them into Bonus Chapters 1 and 2. You can view and download these chapters as PDF files at
In Bonus Chapter 1, I share a bunch of the online tools I use and recommend highly. Some are free and some aren't; start with the free ones and then pay for other tools out of your AdWords profits.
Bonus Chapter 2 was my excuse to contact some of the best copywriters in the world and get them to return my e-mails. You get a first-class education from these tips on writing great Google ads.