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AdWords to Use Mobile-First Bid Strategy and Increase Text Ad Length

It’s no surprise mobile has overtaken desktop as the primary venue for making search queries. So the news that Google will allow AdWords keywords to have device-level bidding is no surprise either.

Google recently announced it handles trillions of searches per month globally. Many of those originating from places in the world where users have a smartphone as their only internet connected device.

In this new landscape, it has grown increasing cumbersome to create AdWords campaigns that need to be mobile-optimized yet still require keyword bid adjustments to be anchored to an initial bid on desktop.

Target Keywords with a Mobile-First Bid Strategy

Those who advertise to a primarily mobile audience will be happy to know the maximum mobile bid adjustment range will soon reach +900%. (Up from +300%) In addition, bid adjustments for tablets are making a return, allowing advertisers to prioritize tablet users without creating a new campaign.

AdWords Text Ads Will Soon Have More Space

Google recently removed right hand text ads on the search results page leaving advertisers with less space to reach consumers. In a move to bring some real estate back to advertisers, Google is more than doubling the headline text length from 25 characters to two 30 character lines. The description text is also changing from two 35 character lines to one consolidated 80 character line.

google adwords text ad length chart

With the shift to mobile-first search and users asking  “I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments throughout the day,” Google’s move to give advertisers an extra 45 characters is intended to allow more space to answer consumer questions directly from an ad in the search results page.

When will it take affect?

Google was vague on the release date, saying it will roll out the new features “in the coming months.”

What does this mean for advertisers?

  • Bids can now be set for mobile first, and modifiers can be set for desktop and tablet
  • There will soon be more space to relay your message to your audience

At BEM, we’re already looking into how to work these features into our client’s campaigns to ensure they are capitalizing on new tools and changes to the Search Engine Results Page. If you’re looking to improve your company’s digital marketing approach drop us a line at (336) 421-2168 or send us message.

 

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Farewell, Right-Side Google Ads

How the removal of right-side ad placements will affect paid and organic search.

What happened?

In the past magical world of Google AdWords, when a user performed a search they could be hit with 11 different ads on the search engine results page (SERP). Now, you’ll only see seven. Ads used to show up in three places on the SERP: above the search results, below the search results, and to the right of search results. With the removal of the right hand side ads, there may be fewer clicks for people who advertise on pages that aren’t in the top three or four paid positions while impacting competitive auction organic traffic.

It’s important to note that this change is one of many for SERPs in the past few years. The Featured Snippet (text shown in some SERPs when a question-based query is entered to display content from a page one-ranked result that directly answers the question) and Knowledge Graph results have continued to add more distractions from the links that represent organic results.

Here’s what Google’s SERP used to look like with the right-side ads:

Old Google SERP

 

And here’s what it looks like now:

Google made this move for a couple of reasons; most importantly a much simpler user experience when searching. By cleaning up the space around the search results, Google is providing fewer options to users who get a more cohesive all-around experience from mobile to tablet to desktop. To those of us familiar with Google’s algorithm change from last year, we know the synchronicity of mobile to desktop experiences has been on the top of their minds for quite some time.

With the majority of paid clicks coming from the ads shown above the organic results, Google was able to clean up the user experience without removing the most popular ad unit. And with mobile search surpassing desktop search for the first time last year, creating a cohesive experience across all platforms is important.

What does it mean for organic traffic?

While the ads appearing below search results aren’t changing, there may be instances where the ads above organic search results will. In cases that Google considers “highly commercial queries” where they are confident in the user’s intent to purchase, Google increases the number of ads that appear above the organic search results from three to four. The addition of a fourth ad will push results down the first page or even to the second page. Considering the further down a result appears on the SERP the lower the CTR it receives, we can assume traffic will go down.

What can we do about these changes in our Paid Search Campaigns?

  1. Look at how your ad appears in SERPs

Preview your new Google search campaign results in the Ad Preview and Diagnosis tab under the Tools tab. Review how your ad is being shown by location, device, language or domain. If your ad isn’t the highest quality it can be from anyone of those views, pop into your account and make some ad tweaks.

 

  1. Check out your average positions for a specific keyword

We could see higher CPCs as bidding intensifies to achieve top spots, so it may be more difficult to maintain the same number of impressions and clicks. If your budget won’t allow for specific keywords to hit the top 1-4 positions (you can view your ad’s position in the “Average Position” metric in the Keywords tab) you may want to re-evaluate if those keywords are worth your efforts.

 

  1. Up your average position for relevant keywords

If you want to move up in the rankings quickly, either increase your budget or improve your Quality Score. Remember, your Ad Rank is not based on your bidding alone, rather your bid vs. the competition and your Quality Score (how relevant your ad/landing page is compared to the queried search term). Keep in mind, if you bid too high the resulting clicks could end up costing you more money but bringing in less profit. For conversion over clicks, use Cost per Acquisition or Conversion as your metric rather than CTR or position to keep your ads profitable while bidding for top positions.

 

Google’s main focus is always on the user to provide them with the most relevant content in the most streamlined way. As marketers, we want this too. While ensuring our ads are showing and ranking properly is important, with these changes it’s more important that we’re optimizing for top organic content as well. If organic search results are getting bumped lower, you want to ensure you’re staying in the top spot and in front of your potential customer.

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Better Content, Better Websites

Using the Content-First Approach for Great User Experience

content first approach

Content is arguably the most important thing on your website. In fact, it’s the main reason you have a website. If you are like most companies, you have a website in order to provide either content or functionality to your audience. For example, if you are a company that provides healthcare services, the main goal of your website is likely to communicate those services to potential clients, as well as provide some functionality for existing clients to do things like pay their bill. However, even functionality requires content to help the user understand what they can do on your website and how to do it.

Now you may be thinking, “I heard nobody actually reads on the web, so why is content that important?” Great point, this is actually a major reason why content is so important. It’s been well documented that users read very little on the web. It’s not that users don’t read at all, they just don’t start at the top of the page and read until they get to the bottom. Users will scan content looking for keywords or phrases until they find what they are looking for and then start reading. This is why it’s important to have content that is optimized for the web. Be concise in your writing and only post content that people will really care about.

Another perk of having great content is that it will help you get more traffic. According to Google, providing “quality content and services” will improve the SEO of your website.

So what’s the problem with existing processes?

 

The Problem: Waiting on Content

The traditional way of designing or redesigning a website is to understand just enough of the content needs in order to develop a site structure, and then start wireframing and designing the homepage and a secondary page using Greek text such as Lorem Ipsum. The actual writing and editing of the content is generally forgotten or not a priority until the website goes into development and the team starts seeing all the pages that need content. At this point, not having content starts causing issues that affect budget and timing:

  • The site launch gets delayed because content took longer to develop than expected.
  • The designs weren’t built for the actual content, so updates have to be made to the designs accommodate it.
  • Additional templates are needed because there is a wider variety of content than was first thought.
  • Content has to be re-written to fit the designs/templates better.

In addition to issues that cause budget and timing problems, waiting to develop content often results in poorer quality content. This means lost opportunities from potential clients that visit your site, and more calls from existing clients that aren’t sure how to effectively use your website. Both of which affect your bottom line.

 

The Solution: Content-First Approach

Creating great content to fulfill the needs of your users isn’t easy. It requires a lot of hard work and a deep understanding of your audience. That being said, setting up your website project to revolve around content is actually pretty easy. It’s often called the Content-First Approach. Basically, the content gets put at center stage rather than being an afterthought. Getting a strong handle on content should start as soon as the project starts. It generally goes something like this:

content first approach

Basic workflow for a content-first approach.

 

The key points illustrated in the above graphic are:

  • Start thinking about content as soon as possible
  • Understand the types of content that will be on the website before you begin design
  • Writing/Editing can happen simultaneously with design. Often it’s a collaborative process between the designer and writer to create content that is fully optimized for the user.

Getting Started

Here are some ways to start using the content-first approach:

  • Create a Content Inventory to help you and your team understand what content already exists. Tools like, Blaze, Screaming Frog, and Content Insight can help make this process easier.
  • Create a Gap Analysis to help you understand what content needs to be created.
  • Pull existing content from a current website, or printed materials as a starting point.
  • Use draft content in designs, content doesn’t have to be final to help designers create better mock ups.
  • Use a tool to help aggregate, organize and collaborate on content. Our favorite is GatherContent, but there are other options, such as: Google Docs, PenFlip, Draft, and JumpChart.

Don’t let content be an afterthought any longer. It’s an imperative part of the design process. Create better content. Build better websites.

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Remarketing – Bringing Back Potential Customers

So you’re driving a ton of traffic to your website. Fantastic. You can tell from your analytics that people are engaged, viewing multiple pages per visit and spending a lot of time digging around. Great. How about conversions? Maybe you’ve got a 5% conversion rate, which is awesome; however, flip that on its head. That means 95% of visitors to your site are leaving without converting. That’s a whole heck of a lot of potential business walking out the door. So how do you get back in front of them? The answer is remarketing, also known as retargeting. Remarketing allows you to get back in front of users who have shown interest in your brand or website, but left without converting. There are several platforms you can use for remarketing, such as Adroll, Chango, and Triggit, but for the sake of this article, we’ll focus on remarketing in Google Adwords. Let’s take a deeper dive. For the sake of a general example throughout the post, let’s say we sell sporting goods online.

Pay per click internet advertising model

 

Different Types of Remarketing

There are generally four types of remarketing:

  1. Site – The most common type of remarketing, this essentially involves following users who have visited certain pages on your site around the web and targeting them with ads. The goal here being reengagement. It’s great for staying top of mind and typically produces good returns.
  2. RLSA (Remarketing List for Search Ads) – Here, instead of following users around, we retarget users based on search queries within search engines. If Bill visited our Callaway golf clubs page and then searches for ‘new golf clubs’, we can show our Callaway ad on the search engine results page.
  3. Social – Similar to site remarketing, you can serve relevant ads across social media platforms.
  4. Email – If your business uses email marketing, you can retarget users who clicked through to your site and browsed, but didn’t complete a purchase.

Why should I be using this?

Remarketing helps you stay in front of your customers and keep top of mind presence even after they leave your site. In addition, because of enhanced segmentation and targeting abilities, coupled with the fact that these customers have already shown interest in your brand, remarketing produces high returns across fairly low CPC’s.

How do I go about it?

So know that you know the basics, let’s talk implementation.

  • First you’ll need to add a remarketing tag to your website. This tag is simply a small snippet of code that adds visitors to your remarketing list based on the criteria you’ve set up. If your site already has a Google Analytics tag setup, you can use that instead of adding the remarketing tag.
  • Once you’ve tagged your website, it’s time to create your remarketing lists. This is where you can begin to get very granular with your targeting. Each list contains a set of entry criteria. Take our prior example for instance – While we could setup a general list that targets all non-converters to the site, let’s get more specific. We can setup lists for all our product categories. Our basketball list will include visitors to any basketball related pages that did not convert. Our football list would do the same thing for all football related pages. By using rules, you can create as many lists as you want without adding more tags to your website.
  • Finally, build campaigns around the lists you’ve created. Each list will have its own distinct creative and messaging and you can set specific budgets and even select certain placements you want your ads to be seen on.
  • A best practice to use when doing remarketing is using smart burn pixels. If someone comes back to our site via one of our remarketing ads and buys some Callaway golf clubs, we don’t need to show them the ads anymore. We don’t want to keep marketing to someone who’s completed the conversion process.

Remarketing can be one of the most useful tools in your digital marketing arsenal. When used properly, it can provide some of the highest returns for your marketing dollars. Feel like something your company could benefit from but might need some help with the process? We’ve got you covered. Here at BEM, we’re experts in remarketing and all things digital. Give us a call at 336-421-2168 or contact us here.

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Getting Your Business Started on Social Media

When you prepare to take your business social, it’s important to look at the big picture and really understand why your business should be using social media—specifically which social platforms you should be on. There are numerous tools out there that will help you understand which platforms are used for what messaging and which audiences are using them. To get started, go through the process below and you’ll be well on your way to defining your social media strategy.

getting your business started on social media

  1. Define business objectives and goals—Are you looking to increase your brand awareness or drive product sales?
  2. Define your audience—Are you speaking directly to consumers or is your business more B2B?
  3. Pick your platform—Once you’ve defined your goals and audience, you can begin to narrow your social media platforms. This is a great cheat sheet for understanding the landscape of the top platforms:  Social Platforms Cheatsheet. Match up your objectives and audience along with what each social network can help you achieve. Now you’ve got the platforms you should be on.
  4. Create a tactical plan (specific content and publishing)—Marketo offers a nice template to get you started when you’re ready to take the leap into creating content. Having a tactical plan will make managing your time and resources much easier.
  5. Monitor and report—It’s imperative that you monitor your social platforms on a daily basis and respond to current and potential customers. Your social media presence is an extension of your business and many times a customer service tool. For reporting, we recommend a monthly reporting system to help you gauge how well content is working and constantly plan the next month’s content based on performance from the previous month.
  6. Adjust content and strategies based on performance—Social media is a medium that allows you to test and retest content very quickly. Find the content that works best for your company and amplify it.

It’s important to remember that social media is just one instrument in your marketing tool kit. Like all other pieces, it must be integrated into your overall marketing efforts in order to work at its full potential. If you’re interested in learning more or would like to speak with one of our social media experts, please give us a call at 336-421-2168 or contact us here today.

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5 Tactical Resolutions to Improve Your Digital Marketing Results in 2016

2016 goals

 

While you may be planning on some major initiatives next year, like new product launches, platform adoptions, or market research programs, it’s important to augment these with highly focused, down-and-dirty goals that are easy to attack and quick to show results. These items are typically smaller in scope and may be easy to lose sight of when considering big picture, strategic decisions, but small, iterative improvements here can have a direct impact on your results.
Below are a few key areas that you can focus on in 2016; for each area, remember to capture a benchmark KPI to monitor your results as you go.

1. Landing Pages – Fix Your Problem Child(ren)

Chances are that your website’s interior pages account for the vast majority of entrances. These can be major drop-off points for first time visitors, so improving them is key. Take a look at the top 10 most popular landing pages – what channels are driving traffic to these? Based on where your visitors are coming from, try to match their intent with the on-page content; many times, a disconnect between expectations and reality will drive your bounce rate well above the average 40% range. Make sure to look at page goals – when a user arrives on any page on your website, it should be clear what you want them to do.

How to Get Started: Use a tool like Google Analytics to pull data for your landing pages. Look at bounce rate, conversion rate, or content engagement (video plays, scrollmap data) – minor improvements to any of these can yield big dividends.

2. Embrace Conversion Optimization

While almost all aspects of a business can benefit from testing and optimizing procedures, this can be a huge top-down cultural challenge, which takes time and effort. Don’t let this hold you back; in the meantime, you should be taking advantage of tools like Optimizely and Unbounce that let marketers quickly design and deploy on-page tests. These don’t have to be complicated multi-variant tests with several conversion points; it’s much easier to focus on one specific element to test (and you’ll get results quicker too).

How to Get Started: Use your list from #1 to identify high traffic pages that can quickly start accruing data. If you’ve crisply defined your page goals, testing gets a lot easier – calls-to-action, such as buttons, are a logical place to start. You can also test supporting elements like headlines, or experiment with forms by adding or removing fields. But remember – start simple and try to test one variable at a time for quicker results.

3. Improve Product Data

Many ecommerce sites, especially those with a larger number of SKUs, struggle with product level information. Resellers may rely on descriptions and images provided by manufacturer, rather than generating their own – and when the same content is duplicated across multiple competitors’ websites, both sales and search engine visibility suffer. Unique and well-produced product information means higher conversion rates and greater differentiation within your market.

How to Get Started: Identify a set of high priority products to begin – for example, products that are frequently viewed but rarely purchased, or high margin items that you really want to push. While great photography is definitely worth the investment, it’s ok to start elsewhere – for example, with new descriptions and product titles (optimized for search engines, of course). If you’re sending your products via data feed to third party sites (like Google Shopping or eBay), a little time spent verifying attributes and adding additional ones can improve product visibility and click throughs.

4. Improve Decision Making with User Testing

When it comes to deploying new content or redesigning existing pages, most people on your team will likely come to the table with ideas for what will work best. However, it’s important that these ideas are validated at some point by the most important audience you have – your customers. By making user testing part of your design process, you can spot problem areas before releasing new content into the wild. Lessons learned here can inform your team’s work in the future, so it’s important to share your findings internally.

How to Get Started: Heatmapping and scrollmapping tools like Crazy Egg can be added to existing pages to quickly understand what elements are effectively driving clicks, and how much content is being seen by visitors – for example, users may not be seeing important copy because it’s placed too far down the page. In this case, you may have to rework content above-the-fold in order to entice users to scroll down further. Sites like UserTesting.com are a great way to quickly and cheaply get real-world feedback before deploying design changes to your user base. Finally, qualitative survey tools like ForeSee can be valuable sources of customer feedback (at the risk of annoying your users with pop-ups).

5. Monetize Your Work

For marketers working in the business-to-business space, determining the value being produced by lead generation campaigns can be a challenge. While ecommerce sites have a fairly straightforward way of determining website revenue, B2B or lead gen websites require a bit more planning – not all inbound contacts will be qualified, and revenue may vary greatly across lines of service. However, being able to assign a dollar value to digital activities is hugely important for determining which campaigns and channels are delivering a positive return – and it doesn’t have to be an insurmountable obstacle.

How to Get Started: Gathering the most accurate data for lead gen outcomes typically requires some infrastructure development – for example, ensuring that traffic source information is passed from the website into a CRM like Salesforce, and then closing the loop by pushing revenue data back into your analytics platform. For a quicker and simpler view, simply multiply two numbers from your accounting and/or sales departments:

• Average deal size
• Average close rate for inbound digital leads

For example, if the average contract for your organization is $10,000, and your sales team can close 50% of all leads from the website, one of these leads is worth $5,000. This exercise can be performed for different lines of service, and will immediately make your analysis and reporting much more tangible and actionable.

If you looking for some help with your 2016 initiatives, be sure to give us a call at 336.851.0040  or contact us today.

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An Infographic Guide to Building Infographics [Infographic]

While throwing around the idea of doing a post on building an awesome infographic, it occurred to us, why not build an infographic to show how to build an awesome infographic? So here it is, complete with mermaid examples, our guide to making an amazing infographic. Enjoy.

Click below to make the image bigger, and feel free to share or repost using the handy dandy embed code below the graphic. Happy building!

building an awesome infographic

Contact us today to see what other amazing things our design team can do.

To add this infographic to your site, copy the code below and paste it where you want it to appear on your site. Click here to tweet this now or share using the social icons below.

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Modernizing a Workflow in Magento – Part 2

This is the second piece of our look into modernizing a workflow in Magento. The first article can be found here. I want to also mention that this is really just a stream of consciousness on my process and not a definitive guide of any kind. Moving on.

Based on the previous post, I’m breaking out the task this way:

  1. Put all design files in one folder ( so we don’t jump around so much )
  2. Use Gulp to distribute them to where they belong
  3. Watch the folder and recompile when anything changes
  4. Pitch up a local server to view changes

Ok, so unsurprisingly, I decided to work backwards here and start with the server.

We’ve begun including our database files in the root of our project folders. Our project folders look something like this. I’m adding one more folder for the gulp build area. This way, the website root stays clean of development files.

magento build blog

So the first task is to set up a local server. Magento is a beast and it requires a database. I’m using MAMP PRO for this.

I was able to use this blog post to help me get things running:
http://www.grayboxpdx.com/blog/post/setting-up-a-magento-site-on-your-local-machine

Since I’m using the paid version of MAMP ( MAMP PRO ) I didn’t need to alter the hosts file. MAMP did that for me. After creating a local database via phpmyadmin, importing the Magento database, making a few alterations to it, editing the Local Magento config, choosing a url ( mysite.local )… all outlined in the above article, I was ready to go.

I should mention that we (BEM) are going to be automating this process using Vagrant and Ansible soon. Until that day happens, I can pretty quickly get a Magento build running locally.

Now that the site is up and going, I can configure my Gulp install. Gulp can be a little time-consuming to get up and going so I normally start with this gulp configuration:
https://github.com/chrisdavies/gulp_starter_kit
(Chris Davies is super smart and was my instructor at The Iron Yard)

It does a lot of great stuff right out of the box, obfuscate html, minify and consolidate javascript, push to github, gives hints, does a quick html server… it’s a lot. One of the things I didn’t want it to do was to minify or concatenate my javascript. The gulp build I’m using makes one javascript file to rule them all called app.js and a second file for all vendor scripts (jQuery, angular, etc) and compiles that into vendor.js. So instead of 50 js files, I use 2. It’s a best practice to load fewer files but would require refactoring the theme which is beyond the scope of what I’m working on right now. The next theme I write from scratch will work this way.

I also had to configure gulp to handle php and xml files since this build doesn’t do that.

So first, I need to tell Gulp where to look for my files. This gulp build has a really helpful config.js file. It’s great because I can pretty quickly tell gulp where to find all the important stuff. Normally, I have one destination folder but for this as you may recall, I want two: A skin/frontend directory and a app/design/frontend directory. So I started by setting up my config file like this:

// Build configuration, defining source and destination // directories and patterns // // srcDir is the source directory var srcDir = './src', skinDir = './../html/skin/frontend/dist', designDir = './../html/app/design/frontend/dist', bowerDir = './bower_components'; // src holds the values of source folders var src = { root: srcDir, vendorRoot: bowerDir, css: srcDir + '/scss/**/*.scss', js: srcDir + '/js/**/*.js', img: srcDir + '/images/**/*', fonts: srcDir + '/fonts/**/*', html: srcDir + '/**/*.html', php: srcDir + '/**/*.{php,phtml}', xml: srcDir + '/**/*.xml', ejs: [srcDir + '/**/*.ejs', '!' + srcDir + '/**/_*.ejs'], tests: './test/**/*' }; // dest holds the values of desination folders var dest = { root: designDir, css: skinDir + '/', js: skinDir + '/js', img: skinDir + '/img', fonts: skinDir + '/fonts', html: designDir, php: designDir, xml: designDir }; // Export our src and dest configurations so they can // be used in our gulp tasks module.exports = { src: src, dest: dest };

This variable: skinDir = ‘./../html/skin/frontend/dist’ tells gulp to go up a directory and then snakes down into the skins directory.
This variable: designDir = ‘./../html/app/design/frontend/dist’ does the same for the actual template and layout files.

I added a globbing pattern to find all the php files as well as one to look for xml files.

Next I created a task file called php.js to process all .php or .phtml files. It’s a pretty simple idea. In the tasks folder, there are a number of files that we can call to process our code. I’m adding one for php since that isn’t something that was in the previous build. In normal node fashion we include all of the dependencies we need to use and point gulp at where it should put all the files when done.

Since I’m not processing the phtml files, I didn’t bother doing anything extra. The task just looks in the appropriate folder, finds the php files, and copies them where they belong. Below you’ll notice a few places where you see something like this: config.src.php . That variable is the object we created in the above config.js file. It just makes life easier to put all definitions in one place.

The file I created looked something like this: // php and php:release build the php and ejs files var gulp = require('gulp'), addsrc = require('gulp-add-src'), connect = require('gulp-connect'), config = require('../config'); gulp.task('php', function() { return buildphp(); }); gulp.task('php:release', ['html:release', 'css:release', 'js:release'], function () { return buildphp(); }); function buildphp() { return gulp.src(config.src.php) .pipe(gulp.dest(config.dest.php)) .pipe(connect.reload()); }

I replicated the process for my xml files. I also had to work on the js.js task as previously mentioned. That was actually pretty easy. I just removed the calls to concatenate the files and unfortunately, I had to remove the jshint (error reporting). There is a lot of legacy javascript in these builds that makes the error reporting go wild and sorting through hundreds of errors to see if you made a new mistake isn’t terribly helpful.

So that’s pretty much where I am. The file is currently running and dumping all the theme files into a folder called a dist’ but I’ll change the current name dist’ to the package name of the particular project I’m on. I hope this series has been insightful. If you’re looking at using the Magento platform, give us a call today at 336-421-2168  or contact us here.

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