4 Ways to Use Filters to Focus Your Search Query Analysis

Sifting through your search queries to optimize your AdWords campaigns is kind of like looking for gold in a river – you can find some valuable nuggets, but you’ll be a lot more efficient if you’re using the proper tools.One of my favorite tools to use within WordStream PPC Advisor is the QueryStream tool.

(If you’re not using WordStream, it’s analogous to the Search Terms Report on the Keywords tab in AdWords.) Using different filters in QueryStream to help you find useful insights is like using a good pan in a real-life stream when you’re looking for gold.While QueryStream is powerful, it can be a beast to examine if you have a lot of data. Here are four ways that I tackle QueryStream using filters to get the most out of my search query information:1. Filter out already exist... > Read more

February 20, 2013     |   Written by: Phil Kowalski   |   Posted In: AdWords Tips   |   Comments: 3

50 Things Every Content Marketer Should Know

Fancy yourself a content marketer, or want to become one? Here’s a big fat content marketing skills list and tactics you should know before you apply for that content marketer job or update the title on your business cards. Help yourself by highlighting the right marketing skills needed for your resume.

Good grammar and proper use of punctuation – Hopefully you learned this in school. If you weren’t paying any attention, it’s not too late. You can pick up a lot just from reading voraciously – like how the mermaid in Splash learned English from watching TV. I also recommend picking up a basic writing manual, because it would be very difficult to intuit all the finer points of grammar and punctuation through intuition. You’ll feel nice and superior once you know the difference bet... > Read more

February 19, 2013     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 32

Hero Conf: Special Offer for WordStream Readers

Hey WordStream fans!As you may know, the discount for signing up for the Hero Conference ended in January. If you didn’t get a chance to sign up yet, you’re actually in luck – for a limited time there’s a special offer going on for friends of WordStream!What is the Hero Conference? It’s a conference hosted by the knowledgeable folks at PPC Hero, and will be packed with 45 in-depth PPC management presentations and speakers.

The conference takes place in Austin, TX on April 8-10.Sign up now for the Super Early Bird Extension – Days 1 & 2 for just $1,100! The lowest price EVER!This special WordStream pricing ends on February 15. Just use the code “wordstream_hc” at checkout.To learn more about Hero Conf, check out:Interview with HeroConf Founder Pat EastWhy I’m Excited t... > Read more

February 15, 2013     |   Written by: Larry Kim   |   Posted In:   |   Comments: 0

AdWords Budgeting: Not All Campaigns Are Created Equal!

A half score and three years ago Google brought forth on this continent, AdWords, conceived in search, and dedicated to the proposition that not all campaigns are created equal.Your campaigns are engaged in a great civil war, testing whether that campaign, or any campaign you conceived and so dedicated, can long endure.

We are met on a great battle-field of that bidding war. We have come to dedicate a portion of that campaign, as a final resting place for those keywords who gave their max CPC so that that campaign might live. It is altogether fitting and proper that we should do this.But, in a larger sense, we cannot dedicate – we cannot consecrate – we cannot hallow – this auction. The brave campaigns, active and paused, who struggled here, have a budget, far above our marketing goa... > Read more

February 15, 2013     |   Written by: Lisa Wilkinson   |   Posted In: AdWords Tips   |   Comments: 0

I’m Speaking at SMX West!

What’s better than learning the latest search marketing strategies and insider tips on WordStream’s online blog? Hearing it all live, in person! If you’re getting goose bumps at the thought, it’s time to book your plane ticket.I’ll be speaking at the Search Marketing Expo West in San Jose, CA.

The event runs from March 11-13, 2013, and will be packed with over 50 panels and discussions detailing everything you ever wanted to know about search marketing.My session will be in a debate about pay-per-click marketing, entitled: “Forget What You Know About PPC – Best Practices Debate.” Speakers will engage in lively discourse over the value of Quality Score, the legitimacy of narrowly targeted landing pages, and much more. The truth is out there. At SMX West.I’ll also be the Q&... > Read more

February 14, 2013     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 0

4 Common Mistakes Advertisers Make When Transferring AdWords Accounts to Bing

Are you the one who transferred an entire Google AdWords account into Bing Ads? But do you actually manage your new Bing account? It’s now easy to copy an account from Google to Bing, but that doesn’t mean that your account will be performing the same in the Bing sponsored results.Bing Ads is a completely different system with its own set of rules, and it is doesn’t matter how thoroughly you work inside your Google AdWords account – that won’t necessarily help you in Bing.

As a Paid Search Specialist at WordStream, I work with many accounts and I hear all the time: “Do your work on AdWords and we’ll move it to Bing when you’re all done.” Yes, that is easy but it is not the right approach to utilize the different networks. When I actually log in to Bing accounts I can see m... > Read more

February 14, 2013     |   Written by: Sergey Rusak   |   Posted In: AdWords Tips   |   Comments: 4

Remarketing with Google Analytics

Back in December, Rich Griffin created a Google Remarketing Cheat Sheet which laid out a “how to” on setting up a remarketing campaign. For those of you who are not as familiar, Google remarketing allows advertisers to engage with users who were once on your website, giving you the opportunity to serve them with an ad as they browse the web.

These remarketing campaigns have proven to be effective in capturing those visitors who were once interested, but never completed the desired conversion we hoped they would.Piggybacking off of Rich’s post, Google has made setting up Remarketing campaigns easier and smarter by allowing us to use our Analytics tracking code and Analytics data to set it up. Here’s how to do it.New Remarketing CodeThe days of creating new remarketing codes for each... > Read more

February 13, 2013     |   Written by: Patricia Caltabiano   |   Posted In: AdWords Tips   |   Comments: 3

AdWords Geo Targeting Demystified – Advanced Location Options

I can’t tell you how frequently I receive frustrated emails from clients who encounter surprises in their geo reports. Why is Google showing their ads to people in India if their geo targeting is set to New Jersey? Geo targeting seems like one of the easiest decisions you can make when setting up an AdWords campaign, but it’s not as straightforward as it may seem.

Let’s say I run a website that sells baked goods within Maryland. By default, my geo-targeted ads would be eligible to show to searchers who:Are physically located in Maryland: This one is pretty straightforward. As long as the searcher’s IP address is located within my target region, Google can show my ads.Are located outside of my target area, but are looking for products in my area: This searcher could be in Boston, but... > Read more

February 11, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 17

It's Not Too Late. Capture Last-Minute Intent this Valentine's Day!

You might be thinking two things to yourself when you read the title. One, “I don’t sell flowers or hallmark cards - why should I have a Valentine’s Day game plan for my PPC account?” Or two, “It’s definitely too late to create a PPC campaign for the holiday coming up. It’s next week for crying out loud!” Well, think again!According to Google, this year’s projected Valentine’s Day sales are expected to hit $18.

6 billion with about 40% of smartphone owners doing shopping research online and 46% of tablet users joining the party. From my years of independent field research, I have concluded that there are two types of shoppers out there: Slackers (of which are mostly males) and planners.As an advertiser, you have 18.6 billion reasons to put some effort into setting up a f... > Read more

February 08, 2013     |   Written by: Nefer Lopez   |   Posted In: AdWords Tips   |   Comments: 12

Keep It Simple, Stupid – 6 Tips for Creating Clean & Simple PPC Landing Pages

When I was in high school, my geometry teacher said his favorite saying to live by was “KiSS - Keep It Simple, Stupid.” No matter what topic we were covering, he usually tried it squeeze it into the lesson plan. Although it might not apply to every situation, I find that applying it to landing pages always works wonders for my clients.

All too often I come across landing pages or websites that are overloaded with text, images, forms, animations, and so on and so forth. It becomes overwhelming and often times confusing – “What’s going on here? What am I looking at? Where am I?” Potential customers or leads take off before completing any actions because they don’t know what action they are supposed to take.What?Six Tips for Keeping Your Landing Pages Nice & SimpleWhenever cr... > Read more

February 07, 2013     |   Written by: Randi Lucius   |   Posted In: Conversion Rates   |   Comments: 3

AdWords Enhanced Campaigns: Google Announces Big Changes to Mobile Ad Campaign Management

Google today announced a bold and sweeping set of changes to their AdWords PPC management platform in a bid to greatly simplify mobile ad campaign management – at stake is the future of Google’s advertising business itself. All of the new AdWords Enhanced Campaign features – which I believe will greatly increase both mobile advertising adoption and Google’s revenues from mobile search – will become available to customers by the end of the month.

In this article, I’ll walk through AdWords Enhanced Campaigns in detail. If you’re interested in the growing mobile search space (and you all should be!), pay close attention. These changes will affect all advertisers before the end of the year and fundamentally change the online ad landscape as we know it.Table of Contents:Enhanced C... > Read more

February 06, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 45

You Have 30 Minutes to Work on Your AdWords Account. What Should You Do?

Everyone wants to know the "magic formula" to set up and manage your AdWords account. To put it simply, you're out of luck. There really is no "right way," but there certainly are ways that are "more right" than others.Figuring out how to spend the limited time you have in AdWords can be a daunting task.

Since no two accounts are the same, it is equally difficult to put together a workflow that will encompass every account. Keeping that in mind, below is my guide to optimizing and then maintaining your AdWords account in minimal time.Ensure Your Ad Groups Are GranularGoogle recommends keeping Ad Groups between 20-30 keywords. I find this misleading. The single most important thing I stress to my clients is to keep your ad groups small and defined. That means keeping every keyword in an Ad ... > Read more

February 04, 2013     |   Written by: Ben Cohen   |   Posted In: AdWords Tips   |   Comments: 8

Larry Page Confirms Google Knowledge Graph Conspiracy Theory

About six months ago, I proposed a conspiracy theory that Google created the Knowledge Graph in order to "train" Google users to pay attention to the right-hand side of the SERP. Google can't easliy monetize informational queries, but the Knowledge Graph could be a way to increase ad revenue across the board, by proactively changing the heat map so searchers start to view the whole page as useful, not just the organic results in the middle.

Remember when Google said "Ads are just answers"? They are subtly reinforcing that viewpoint with Knowledge Graph, by providing rich "answers" right where the ads usually go!What Is Google Knowledge Graph?Knowledge Graph, launched in 2012, is basically Google's version of Wikipedia. According to Wikipedia (ha ha), "The Knowledge Graph is a knowledge bas... > Read more

February 01, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 6

Our Best of the Month: January Highlights from the WordStream Blog

Look how much light these WordStreamers have in their eyes: That’s because January is a time full of promise and hope. So much potential! It’s the bright, shining morning of the year. You could go snowblind from all of the promise. For god’s sake, put some sunglasses on!Seriously though – we had an amazing year in 2012, and we’re betting that this year will be even better.

Here are our greatest hits of 2013 so far.25 PPC Tips & Tricks to Try in 2013 – I enlisted the help of our customer service team – 100% Google certified and 100% PPC badasses – to put together this list of tips for pay-per-click advertisers to try this year. Try one a few or all of them and watch your results go up!3 SEO Tactics We're Easing Up On in 2013 – As Google evolves, our SEO strategies ... > Read more

January 31, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 8

Buffalo Chicken Dip Wins the Search Engine Super Bowl by a Landslide!

New keyword research from WordStream suggests that buffalo chicken dip – apparently a dip designed to taste like buffalo chicken wings – owes virtually its entire existence to Super Bowl Sunday and the NFL season.WordStream conducted extensive research into the seasonality and trends of keyword searches on Google corresponding to chicken wings and hundreds of other popular Super Bowl snacks including:GuacamoleChiliNachosPulled PorkPigs in a blanketDoritosSeven Layer DipThe astonishing results revealed a near perfect correlation between the demand for chicken wings and buffalo chicken dip with the NFL season.

The results are illustrated in graphical form, here:Note that for the last 9 consecutive years, search volume for Buffalo Chicken Dip followed a similar pattern, increasing signifi... > Read more

January 30, 2013     |   Written by: Larry Kim   |   Posted In: Keyword Marketing   |   Comments: 2

Help, My Search Query Report Has Bieber Fever! Plus 5 Tips for Setting Negatives

 Imagine you’re managing a campaign for a product that sends videos over optical fiber. Would you think to set “Justin Bieber” as a negative keyword? I know I wouldn’t. As it turns out, this is one of the best moves my client, Rolands, has made.Rolands oversees paid search for AD Net, a Taiwanese manufacturer of Formosa cables.

A few weeks ago, as he was mining his search query data, he noticed that his ads were showing to searchers looking for videos of Justin Bieber—not exactly his target audience!He quickly realized that Google considered “Bieber” to be a misspelling of “fiber,” which is one of the most prominent keywords in his account. There were so many variations of Bieber queries that Rolands found himself “cleaning Biebers for the next few weeks.”If you... > Read more

January 29, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 12

6 Accounts to Follow on Pinterest (And What You Can Learn From Them)

 Whenever you are looking to improve or gain mastery in a particular area, it is always smart to carefully examine the practices of those who are already doing a top-notch job. You can learn so much just by picking the brains of existing experts – our ongoing Ask The PPC Experts interview series continues to be popular.

Social media networks like Pinterest are no exception – looking at how others successfully use social media in a creative way will help you spark your own masterful ideas.Today we are looking at six unique Pinterest accounts and assessing what these Pinterest users are doing that sets them apart from the pack. Learn from them, and you’ll probably witness improvement. With better referral rates than Google+ LinkedIn, and YouTube combined, Pinterest is a social med... > Read more

January 28, 2013     |   Written by: Megan Marrs   |   Posted In: Social Media   |   Comments: 15

How to Drive Google Image Search Traffic That's Actually Relevant

My personal blog gets a lot of traffic through Google Image Search. In fact, two of my top 10 organic keyword referrers are “jeff bridges” and “young jeff bridges,” thanks to a post in which I ask the age-old question, who’s the ultimate in “cocky-hot,” a young Jeff Bridges or James Spader circa Pretty in Pink? (Scientists have not yet reached consensus on this issue.

)Well, traffic is traffic, right? Meh – maybe for a blog that has no real business goals. But let’s pretend for a second that I am running a business and have goals to reach. As such, there are a few problems with this traffic:It’s irrelevant – People who search Google Images for pictures of Jeff Bridges don’t really care what I have to say, about Jeff Bridges or otherwise probably – they just want to... > Read more

January 23, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 42

20 Fast Facts About PPC Agencies

 Half of agencies reported improved ROI from PPC in 2012.>>Tweet This!<<  That increased ROI led to more PPC spending. More than three-quarters (77%) of agencies reported an increase in investment in Google advertising in 2012.>>Tweet This!<< 32% of PPC agencies report that their clients primarily use PPC to sell products or services directly.

35% use it to generate leads.>>Tweet This!<< PPC agencies report that the three most important metrics for gauging success of paid search marketing are return on investment (ROI), number of sales or leads, and cost per conversion. (This differs from the top 3 metrics as reported by companies: return on investment (ROI), conversion rate, and number of sales or leads.)>>Tweet This!<<&n... > Read more

January 21, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 14

New Webinar: Top 10 Ways to Outsmart Your PPC Competition in 2013

Join us for our next free webinar: The Top 10 Ways to Outsmart Your Competition in 2013. This webinar will take place next Wednesday, January 23 at 1 pm EST.I'll be presenting along with Amanda West-Bookwalter, Account Manager at Hanapin Marketing and writer for PPC Hero, to show you the top 10 tips, tools, and tricks to help you gain and maintain PPC success throughout the year, and stay ahead of your competition!You’ll learn how to:Improve your Quality ScoresGet through to potential customers at the end of the funnelSpend less per lead, and more!After registering you’ll receive a confirmation email with instructions to join the webinar.

Even if you can't make the live webinar at this time, sign up anyway. We'll send you the slides and recording of the webinar after the... > Read more

January 18, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 0

Don't Let FOG (Fear of Google) Kill All Your SEO – 3 Ways to Avoid Under-Optimization

There’s been a lot of talk around here (and everywhere) lately about over-optimization. There’s a feeling in the air that a lot of SEO tactics that worked in the past are becoming less effective, if not grounds for a straight-up penalty. Some ranking signals are falling out of favor and others are coming into the fore.

Earlier this week, in a post about viral content marketing techniques that can help any kind of content, I posted this jokey meme with a recent quote from Larry:A couple of people took issue with this remark in the comments; Chris Mayhew said “I wouldn't say that SEO's time has come and gone.” Neither would I! “Unoptimized is the new optimized” is an exaggeration (Overstatement! Used for effect! Yay, rhetoric!). We’re not actually going to de-optimize our whole ... > Read more

January 17, 2013     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 9

Why I'm Unimpressed with the Facebook Graph Search Announcement

Facebook today announced a new product called Facebook Graph Search, now in beta.Unlike Google and other web search engines, Facebook Graph Search will allow users to find Facebook-only content in four main areas (example queries from the Facebook press release below):People: “friends who live in my city,” “people from my hometown who like hiking,” “friends of friends who have been to Yosemite National Park,” “software engineers who live in San Francisco and like skiing," "people who like things I like," "people who like tennis and live nearby"Photos: “photos I like,” “photos of my family,” “photos of my friends before 1999,” "photos of my friends taken in New York," “photos of the Eiffel Tower”Places: “restaurants in San Francisco,” “cities visited by m... > Read more

January 15, 2013     |   Written by: Larry Kim   |   Posted In: Social Media   |   Comments: 8

Viral Content Marketing Tips for Non-Viral Businesses

 Herpes Simplex is a beautiful thingIt’s flu season, folks! Viral activity is high. And even if you got your flu shot and have Tamiflu stockpiled in your hall closet,  I wouldn’t be surprised if you or someone on your marketing team is secretly dreaming of the infographic or Gangnam Style parody vid that’s going to take off faster than H1N1.

Seriously though. I’d like to think that the obsession with viral marketing campaigns is going the way of small pox. It’s not a practical goal for most marketers, and if it happens once, you can go crazy trying to make it happen again.I may not be an advocate of viral content marketing, but I am an advocate of content marketing, the good old-fashioned non-viral kind. And I recently saw a great slide deck from Upworthy about how they ... > Read more

January 15, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 20

Sign Up for PPC Hero’s Hero Conference

Tonight (January 11, 2013) at midnight is the deadline for early registration of Hanapin Marketing’s Hero Conference, a 3-day, all-PPC conference in Austin, TX, April 8-10.Three great reasons to sign up for Hero Conf todayI’ll be speaking! And I’d love to meet you. Check out the full list of speakers to see all the PPC heroes you’ll be able to learn from – including my friends and colleagues: Bryan Eisenberg, Chad Summerhill, George Michie, Elizabeth Marsten, Jeff Allen, Joe Kerschbaum, Shawn Livengood, Noran El-Shinnawy, Matt Van Wagner, and many more.

And me! :)Bang for the buck. Hero Conf has a low speaker to attendee ratio for more one-on-one time, and is less expensive than similar industry conferences. (And you get the best price if you sign up today.)Total PPC focus. A lot... > Read more

January 11, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 0

Are You PPC Curious? An FAQ for PPC Beginners and Hopefuls

 Any questions?If you’ve been considering taking the plunge into PPC marketing, and you have some basic – very basic – questions before getting started, look no further. Here you’ll find answers to 10 frequently asked questions from PPC beginners and hopefuls – that is, people who have heard of pay-per-click marketing and Google AdWords, but don’t know much else.

Naturally, if you have a beginner question that isn’t answered here, let us know in the comments and we’ll do our best to help you.Table of ContentsWhat is PPC marketing?Nobody clicks on ads, so why have them?Why do people click on AdWords ads?Why use pay-per-click marketing?What type of businesses should be using internet advertising and why?How does Google AdWords work?Why is Facebook’s click-through rate l... > Read more

January 09, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 29

3 SEO Tactics We're Easing Up On in 2013

 Whoa there buddyThe changing SEO landscape was one of the most pervasive and controversial topics in Internet marketing last year. While some high-profile marketers maintained that good, legitimate, white-hat SEO has always been clear-cut, and claims to the contrary are just snake oil peddling, we believe that SEO is full of gray zones and judgment calls.

Although we’re primarily a PPC company, we’ve always believed in the power of SEO as a marketing channel, and in fact our business is highly dependent on organic search traffic, so we take this stuff seriously. Due to Google’s evolving algorithm and continuing battle against search spam, we’ve reconsidered some of the tactics that have seemingly worked for us in the past, for two reasons:Recent evidence suggests these tactics... > Read more

January 07, 2013     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 69

25 PPC Tips & Tricks to Try in 2013

The gym is always extra-crowded this time of year, full of people redoubling their fitness efforts and trying to stick to their weight loss resolutions. The good news is, you can apply the same enthusiasm to your AdWords account without having to park at a crowded gym and fight for a spot on a bench or in your favorite class!Are you ready to kick some AdWords ass in 2013? Try out these 25 tips from our Customer Success team to save time and money and get better results.

Enable SitelinksSitelinks! They are quick and easy to implement (through WordStream software or AdWords), cost no additional money and can have an enormous impact on CTR’s.Erin Sagin, Customer Success SpecialistLog Your PerformanceI track my results daily. First thing I do every morning is log yesterday’s account le... > Read more

January 03, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 37

5 Super-Basic Writing Tips to Help You Be a Better Web Copywriter

Writing! Anyone can do it (and I encourage you to) but not everyone is good at it (sorry).This is not one of those article that explains the difference between its and it’s or tells you why you’re using “literally” wrong. (Details, details.)Instead, I’m going to share five super-basic tips that will make all your writing better, including any writing you do for the web (AKA SEO content).

These tips will help you hone your writing structure and your writing style, leading to better organized, more readable writing, which will ultimately get more reads, shares and likes.1. Start with an outline.Not this kind of outline!It doesn’t matter how experienced you are. Whether you’re writing your first college essay or your 367th blog post (which I am, and that’s just for the WordStr... > Read more

January 02, 2013     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 12

WordStream's Year in Review: Our Best Posts of 2012

Well guys, we did it! WE BEAT THE MAYANS! We got through December and the world didn’t end. Or, if it did, one can hardly tell the difference. I hope you didn’t sell all your possessions or anything rash like that. Awkward!I’m all about looking forward – 2013 Ho! – but before we rush off into next year, let’s take a quick look back at what happened in 2012, the year that was almost the end.

Our top 10 most popular blog posts this year were:What Industries Contributed to Google's $37.9 Billion in 2011 Revenues? – For our first infographic of the year, we found the top 10 industries that lay out the most cash on AdWords advertising and delved in to figure out what it said about the state of economy in 2011 going into 2012.The War on 'Free' Clicks: Think Nobody Clicks on Google A... > Read more

December 26, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 4

Matching the Google Algorithm to Your Traffic Loss

When website traffic drops, and it’s clear that you were not the cause of it, it’s time to point your finger at Google, rant, and maybe even cut down that 6000 word rant into an informative 3700 word blog post. This SEO is spending Christmas Eve with Google so hopefully you won’t have to.This is the type of early Christmas card you would not want from Google.

 “It’s probably that darn Google Panda,”“I feel like it’s Penguin and negative SEO!”or “It might be those directory submissions/paid links that so-and-so did in the past”Before you go on a zealous “Google is evil” blame rampage, I understand that there’s a ton of ways to blame Google (or someone else) without proof. However, empty accusations will not get you your traffic back. Attributing traffic loss ... > Read more

December 24, 2012     |   Written by: Victor Pan   |   Posted In: Google   |   Comments: 22
 
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