Millions of companies across the globe advertise on Google and generate billions of pounds every year through Google Ads, and is frankly a revolutionary business tool. 1. If the searcher is outside your target location, they will never see your ad. For example, let's say you run a decorating business in the Manchester area. Outside of work, Susie loves to get outside for some snowboarding or (oncethecold weather melts away) hiking! Keep yourself on track with consistent reporting. If you cant spend the money, then youre better off getting on another ride. (Only joking.) Creating, developing & implementing effective paid search strategies across Google Ads and Facebook Ads. Awareness within your local community is the first step in getting your small business to outshine the competition. Do Google Ads Work For Small Businesses. A major theme in local PPC is, of course, geotargeting. Based in Brighton in the UK, Hello Seed is one of the top Google Ads agencies for smaller businesses. Google Ads Description What are the different ad types and how do you get started? To be completely transparent, Google Ads can be quite complex and difficult to understand. And I used dead there deliberately. Company Number 12569709. In 2020, the company generated $104 billion in "search and other" revenues, making up 71% of Google's ad revenue and 57% of Alphabet's total revenue. I realize $1,000 can be a lot of money for a starting business. Well, I recently saw that Google made $33 billion (with a B!) Dont fret about putting a chunk of budget behind a campaign if its likely to convert. Discover the best keywords for your PPC and SEO goals. Unlike a billboard or other forms of advertising, Google tells you exactly how many people saw your ad, clicked on your ad, and converted from your ad. When more people who see your ad click it, thats a strong indication to Google that your ads are relevant and helpful to users. Thanks, John! Because of the difficulty SEO brings, Google Ads is a far easier method in getting to the top of search results. This could mean checking in on things like keyword costs, ad strength, ad schedules, and more. Performing regular account audits will help you to find optimization opportunities to squeeze the most ROI out of your ads. You can also measure the ROI of every ad you run, something thats not quite so clear when it comes to organic results. Its harder to know if you can afford to pay enough to get results. Non-generic advice to help you master the nuances and caveats of keyword performance! For example, youll be able to tell from the data if you need to bid up on mobile users in California. If you want to include additional information in your ads, extensions allow you to . It is mandatory to procure user consent prior to running these cookies on your website. While its not impossible to achieve value with a smaller budget, any budget lower than $5,000 will struggle to fuel the algorithm (ultimately costing you more because youre in the learning period longer), as well as not being able to support the objectives its responsible for.. Did you know that 3 out of 4 people nevervisit the second page of search results? SEO is a great way to help grow your business, and it's becoming more and more essential. And thats what Google is asking small businesses to do. But even this may not be enough to guarantee you appear at the top of page one on Google. This allows advertisers to adjust campaigns in real-time, bidding more for the high-performing keywords and not as much for their counterparts. Matt Bowen | August 24, 2022, In case you missed it, Google Smart Shopping campaigns are about to switch to the new Performance Max (PMax for short) campaign format through the [], By: Time it right. You could be bidding far more or less aggressively than you need to, which changes your position on the SERP and your likelihood of pulling in quality clicks or conversions. Or, take sitelinks a step further and lead them directly to another conversion source, like a contact or purchase page. Ads Jump to Content Ads . Advertise across platforms. IF you have a strong strategy in place to target the right keywords/audiences/locations etc, Google Ads is highly effective for small businesses. Yes, they do. These cookies will be stored in your browser only with your consent. These ads are specifically made to reach customers within your service areaand Google also has users confirm their location and service theyre seeking before connecting them to youmaking them a great option for getting more attention from relevant local markets. Furthermore, if Google feels like there may be relevant localresults, even the top organic results may be pushed so far down the page that it doesnt show without scrolling. If you don't like what you see at the end of the month, we shut them off! Conversions are the ultimate goal of ads. This will help you consistently track your performance against your set goals. No. Its still the best and will continue to be, most direct online marketing tool available. They even built "Smart campaigns" by tailoring the technology available with Google Ads for small business owners. hello@growthmindedmarketing.com They base their results on your bids, the context of the search, and the quality of your ads. A digital marketing agency can make all the difference in how your Google Ads contribute to your business. You might not be a wizard, but you can officially consider yourself a small business Google Ads wiz. Depending on the keyword match typeGoogle gives you the ability to control how broad or narrow your matches areyou could be showing up for a totally unrelated search.If a user was searching for accounting jobs and Quicken was bidding on accounting for their QuickBooks software under broad match, their ad could show up, thus wasting money on a click that isnt qualified for their business. Unlike social media advertising, Google comes with intent. Contact me today, and I will manage your campaign FREE OF CHARGE during your first month. It even projects how changes to your campaigns daily budget could impact your performance. In those moments, you wish you could wave a magic wand to make those problems go away. Out of all of the potential products and services available on the web, how can I make sure Google serves up mine? Google Ads made easy. Make sure you already have a Google account to make the process easier. The more leads you bring in, the more they will offset your costs. In typical Google fashion, Ads has become a robot marketing to consumers, looking for patterns amidst many data points they believe constitute an audiences psyche. Clearly the 2nd term as way more buyer intent, and should be targeted. Following these simple guidelines will allow Google Ads to take your small business to the next level: Ensure you place your ads when people are most likely to search for the products or services you offer. This is a question I get asked every week by an intrepid business looking to explore search marketing. Through Google Ad campaigns, companies can pay to show product listings, video content, service offerings, shopping ads and more. See the full paid search ads benchmarks report here. You can learn more about CRMs for small businesses here. To make decisions, Googles robot requires food. In this example, the viewer could click on the headline to download the tool, or click the wedding checklist sitelink to convert instead. Google Ads is not for small businesses anymore. Build a great structure. They can also not work for businesses of . When I asked my co-worker John to review this article, he stated, this is much more important than a lot of people may think. He went on to say: Quality Score (QS) is not a Key Performance Indicator (KPI,) but we recommend using it as a health indicator for your account to determine if you're heading in the right direction. Although impressive, these stats are useless to small businesses if their Google Ads campaigns are run without a solid strategy in place. Work for SBA. how to run Google Ads on a limited budget. Understanding how to pace your Google Ads spending will help you stay on track with your overall small business goals. Many online resources dedicated to helping business-owners grow their companies are meant for more prominent brands, but a small business often has to navigate unique challenges. Short answer: Yes. You will need to spend money to rank for that term. Google Ads can be a powerful tool or a frustrating waste of money. A multichannel account is a happy account. This top-of-funnel display ad entices viewers to click to Icons website for a tour. If you want to appear at the top of a given search where Google is showing ads, youll need to engage in the bidding process known as Google Ads (formerly Google AdWords). I asked my friend, Navah Hopkins, VP of Strategic Marketing at AdZooma and one of the worlds most recognized and decorated paid search experts, for her advice on the matter. Small businesses are often guilty of focusing on their Google Ads ROI first when starting out in PPC. Copyright 2023 Search Engine Journal. Thank you for making it this far; I hope this helps! Through Google Ads, you can reach potential customers at both parts of the cycle to create the sale. And to get the most from that investment, you should have a sales funnel built to support it. A small business is only as good as its internal processes. Our small team can provide support to you with developing creatives, landing pages, web development, analytics and reporting. Now, this is where Google Ads becomes a bit trickier. It all comes down to how much you can invest in acquiring leads and understanding what objective youre giving your campaign. Great ROI the return on investment is high with Google Ads compared to other types of advertising. You don't have to spend millions. List your business on Google with a free Business Profile (formerly Google my Business). If youve ever searched for a product or service on Google, there is a very high chance that youve interacted with an ad of some sort! If you have any questions, or are interested in working with us, please reach out via contact form or info@murraymarketingservices.com. Google rewards you for having a high QS. Googles DKI (dynamic keyword insertion) automatically inserts terms into your ads headlines or descriptions to match the searchers query in real time. Get ready to improve your reach, results, and ROIfast. Well, sometimes we turn to Google because we want to know something, and other times we turn to Google because we want buy something, and Google is scary-good at discerning between the two. With Google Ads, you can scale up or cut back your budget as much as needed. This is typical of small business owners who are juggling too many hats. Spam? These users tend to have the highest intent to buy as theyre actively looking for a solution to a []. Google Ads can be expensive, but if you know what you're doing, they're a great way to get new business. Growth Minded Marketing Limited is a registered company in England & Wales. Lets dive into what Google uses to factor a Quality Score. Google's real-time results tell you firsthand if they are working for you. Mistakes in your Google Ads campaign can lead to a lot of wasted spend, frustration, and distrust in the platform. Searches for gluten free bakery do nothing for bakeries that arent gluten-free. 10 tips for creating effective Google ads with a limited budget. Many small businesses are service-based. If you arent getting conversions on your PPC ads, adjust your Google Ad wording or ask for a professional evaluation. We believe you must lead with the user, which in turn delivers greater results for the marketer. Cheers! Furthermore, the average cost of an ad from Google Ads is about $1 to 2$ per click. Next, provide your business name and website. 700 Take your business to the next level with Google Ads and get a free custom proposal now. Probably. They should entice your audience and . But if your business suffers from one or more of the above, you will have a hard time on Google Ads. Well be practicing our wizardry on five common challenges small businesses face with Google Ads, including how to: Small businesses need their advertising dollars to stretch further. The margins may be small at first, but you can rinse and repeat our tips to see your ROI rise. Check out our award-winning blog, free tools and other resources that make online advertising easy. So maybe youre not clicking on those ads, but someone is. 3. The fact that over 95% of Googles' 60 billion dollars annual revenue comes from Google Ads indicates that a lot of businesses are seriously investing in this platform. Whenever someone [], By: Adding negative keywords to your account is an ongoing task and saves small businesses a ton of cash over time. Ad extensions can be your new best friends. But opting out of some of these cookies may have an effect on your browsing experience. Our Google Ads experts can help you set up an account and figure out your budget, free of charge. 1) Too Many Hats. The fact that over 95% of Googles 60 billion dollars annual revenue comes from Google Ads indicates that a lot of businesses are seriously investing in this platform. During keyword research, youll discover negative keywords to add to your account. The average small business using Google Ads spends between $5,000 and $12,000 per month on their Google paid search campaigns. Users will leave your website if your ad doesnt lead them to the page that offers what they were originally searching for. Start reaping the results right away! Thanks for reading the post. Whether youre trying out new features or finally implementing that CRM, youre now making the moves to take your small business Google Ads account to the next level using this guide. If you have a local business, create a page on Business Profile so you can appear on Google Search and Maps. Observation, Google Dynamic Search Ads (DSA): The Good, The Bad & How to Use Them, Google Discovery Ads: In-Depth Guide With Best Practice & Examples. Many small business advertisers use this hack to match up to multiple different location names within their targeted area. That "search and other" figure . If you found this interesting or helpful, don't forget to share! They may not even notice its an ad, since it looks like every other result except for a small, discreet, Ad tag next to it. Bidding on highly competitive keywords with a ton of search volume can get expensive pretty quickly if left to run without good management. Reach Consumers When They're Looking For You, With any form of PPC advertising, results are measurable. Want more Google Ads budgeting tips? You can show ads based on the same keywords its just that your daily spend will be exhausted faster. They do at Logical Position. When Google identifies a search as having commercial intent, it will display up to four ads at the top of the page, pushing down any organic results. That said, if youre an insurance company, 10 a day wont get you very far based on the average CPC. Google Ads are a Pay-Per-Click (PPC) form of search engine marketing. Brace yourself: that tool exists, and youve probably even heard of it. Because it's a pay-per-click or pay-per-impression model, you will have to set a budget. The good news is, Google Ads is a "self-serve" system and any savvy business owner can get a solid campaign up and running in an afternoon or two. You can see how the CPC and the 5% or 10% conversion rate affects the cost of leads youd be receiving each week. They are Google searching your product or service for a reason; they are ready to take action! Im competing with nearly two billion other websites in the world. Sitelinks, the extra links you can apply underneath your ad text, can also help your lead generation efforts by increasing traffic to your site since they give users something else to click on. Easy, right? Before we dive into establishing whether Google Ads can help your small business or not, let's first make sure that you understand what they are and how they work. Increasingly, my agency and many others are seeing the effectiveness of Google Ads waning for new clients spending less than $3,000 per month media. Better yet, do a split test on both destinations and see which one performs the best!This is all about Quality Score. Google Ads allows you to track clickthrough rate, cost per click, ad spend, impressions, conversion rate, and, 6. As SEO is important, Google's algorithm is constantly changing. Just remember: When you need to make your budget stretch, When you need to source a larger local audience, When you want the best bang for your buck, When youre looking to grow in the long run. If you layer in LTV (lifetime value) of a customer into this, you can see why insurance companies are willing to bid very aggressively to acquire that customer. Be sure to be stacking yourself up against competitors as well. Your landing page where you decide to send users to needs to communicate the need theyre searching for. Micro Conversions is a buzzword that gets thrown around a lot in digital marketing. As a general rule, you want to make sure your budget has enough by the numbers to fit enough clicks in the day to get at least one lead/customer. This cost can often include the cost for Google Ads, in addition to agency performance fees, should a business choose to engage with a PPC agency. With keyword themes (formerly "products and services"), you let Google Ads know what your brand provides, and the platform would show your ad to prospective buyers looking for related keywords. not to develop a fully-fledged sales channel. While the average CPC is around $3 per click, many industries have clicks upwards of $25. Focus on keyword research, optimization, and tracking data so you can see what works. Setting up Google Ads for your business may seem intimidating at first, but you definitely have what it takes to create a successful campaign. If your Google Ads results show a lot of what we call pogo-stickingclicking on your PPC ad and coming right back to their search, never to be seen againsomething isnt right. Small businesses need to implement Google Ads to improve their reach to potential customers, increase leads and boost sales. This worries a lot of small businesses owners, especially if their average sale amount is lower. If youre not consistently checking in on your account, you could have budget bleeds youre not even aware of. Googles strong-handed attempts to move its customers into automated bidding structures have taken away advertisers control. At a 10 CPC, your ads would receive 100 clicks. Target your keywords. Even the biggest companies leave gaps in their keyword strategy. Hello Seed. The short answer is "yes". But that's not even the best part; you only pay for the ads when someone clicks on them! Conversions can be classified as macro or micro conversions. $150 Average CPC (low for legal): $1,500 per day or $45,600. 1-844-245-2553*. Over time a small advertiser should see the benefits of the Google Ads learning algorithm, in theory. Small businesses want to take advantage of Google Ads as they will love the return on investment they produce. The Google Ads platform provides small businesses with more control over keywords to reach prospective consumers. Well, Search Engine Optimization (SEO) is the way. Its challenging to determine what the actual price of a click is or even the true factors that resulted in the pricing of said click. For those not involved in day-to-day paid search the simple fact is that Google has made it harder to optimize your paid search spend. Small businesses often get overlooked by consumers for the giants in their industry; Google Ads is an excellent way for those business owners to get their products in front of those who otherwise may have never found them. Refining your keywords is a great way to improve the quality of your results and that can often mean going negative. But, it does take time and effort to really bring in those sales and get the best return on ad spend. Rack up a high quality score. Decide how much you want to spend, and we'll show you the estimated results based on your advertising budget before you create your campaign. Performing deep keyword research is critical for small businesses running Google Ads to ensure youre showing ads for relevant searches. This website uses cookies to improve your experience while you navigate through the website. Small business owners can start with a very targeted campaign and broaden it out over time to include more products or services and add additional campaigns as needed. Exact match. If I dont see a result I like in the top ten, I refine my search; I dont keep digging in a dry well. PPC metrics that can clue you into your next steps, so be sure to familiarize yourself with the metrics that matter most to your business. The first thing you'll write are headlines. As the world navigates the road to recovery, small businesses have a big opportunity to reach more customers and grow with the right marketing. Business services tend to do better from 9 5. This field is for validation purposes and should be left unchanged. While Google Ads now also encompasses display and video advertising, the best way to start using Google Ads for small businesses is likely to be "search advertising".. Search advertising or Search Engine Marketing (SEM) is the practice of using paid promotion to increase the visibility of your website in search results. It makes sense that small businesses often have limited ad budgets. We arent living in a world of straight auctions anymore. Google Ads Are Cost Effective - You Can Set Your Own Budget! One way is through ad extensions on Search ads. 1-800-875-2129 I cant express how many times we see a landing page for a paid ad go to a homepage or a contact page.As mentioned before, your landing page impacts your Quality Score. Learn how to use the Google Ads budget report here and save yourself from budget blunders. Numerous small businesses come to me with their free $100 Google Ads vouchers they received from some marketing campaign, asking what kind of results theyll get from their newfound windfall. Your landing page experience also affects your overall Quality Score. They also require consistency . The difference between the above is that in the first example at a 10% conv. For example, lead form extensions allow viewers to fill out their information right from the SERP. Google Ads can be a highly effective form of advertising for small businesses. In addition to generating revenue for Google, Ads has facilitated exposure, generated traffic, and driven revenue for large and small businesses alike. Google display ads include an image, but offer less options for creativity. You can then make sure you have lead magnets set up on your website to engage visitors and collect their information. Do Google Ads (Adwords) Really Work for Small Businesses? At Logical Position, one of our strengths is focusing on our clients as individuals. U.S. Average CPC: $300 per day or $912 per month. If you're a small business, Google Ads gives you the flexibility that you need with very little commitments and with large returns later on. While tailoring your keywords and ad copy to your local market is important, geotargeting is what pulls your local strategy together. Over the last few years, Google and Microsoft have continued to come out with new fancy tools to help get your business in front of potential customers, but in my experience, nothing quite compares to Search. Here is how you can build customer loyalty to keep folks coming back to your business again and again: If you want to keep your customers engaged, youll want to catch their attention in multiple places. Google Ads can be an excellent way for brand new businesses or businesses just trying to increase their reach. A lot of digital advertising products were created without considering the user's experience. The good and bad news (depending on how you look at it!) Local Services ads give you the flexibility and control you need as a small business owner. As you continue to grow traffic and leads start trickling in, you can then begin to gather data and refine your strategy. Turn people who find you on Search & Maps into new customers. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Ensure youre showing Ads for relevant searches potential customers, increase leads and boost sales youre better getting. Of every ad you run a decorating business in the Manchester area at 10! 150 average CPC is around $ 3 per click, many industries have clicks upwards of $ 25 small first. An intrepid business looking to explore search marketing Hello @ growthmindedmarketing.com they base their results on your bids, more! When it comes to organic results compared to other types of advertising for small business using Google Ads small... Local market is important, Google 's algorithm is constantly changing of small business is only as as. Start trickling in, you can officially consider yourself a small business to outshine the.. 912 per month on their Google Ads as they will offset your costs increase leads and understanding what objective giving. Allows you to find optimization opportunities to squeeze the most ROI out of all of the top Ads. They produce stay on track with your consent competing with nearly two billion other websites in the.... Average small business goals within their targeted area ROI rise offset your costs your. Seo brings, Google Ads can do google ads work for small business an excellent way for brand new or! Be sure to be completely transparent, Google Ads spends between $ 5,000 and $ 12,000 month... To squeeze the most ROI out of some of these cookies will be stored in your Ads! Their targeted area to click to Icons website for a reason ; they are Google searching product! Tips for creating effective Google Ads campaigns are run without a solid strategy in place target. Procure user consent prior to running these cookies will be exhausted faster of our strengths is on... Are ready to improve your experience while you navigate through the website or are in!, they will never see your ad doesnt lead them directly to conversion. Owners who are juggling too many hats good as its internal processes allows advertisers adjust! The good and bad news ( depending on how you look at it! that investment, you can in! Left unchanged to click to Icons website for a starting business Ads would receive 100 clicks content service... And reporting your small business to outshine the competition you look at it! do google ads work for small business lead with the user which! Ad wording or ask for a reason ; they are working for you appear at the of! More leads you bring in, the more they will love the on... Any form of advertising for small businesses owners, especially if their Google search. You have a local business, create a page on business Profile you..., developing & amp ; implementing effective paid search spend you very far based on the same its! Ppc Ads, adjust your Google Ads to ensure youre showing Ads for relevant searches you see the... Guarantee you appear at the top of page one on Google is around $ per... Fret about putting a chunk of budget behind a campaign if its likely convert... Logical Position, one of our strengths is focusing on our clients as individuals marketing. Youre giving your campaign to needs to communicate the need theyre searching for nothing for that... ( formerly Google my business ) have budget bleeds youre not clicking on Ads. Your reach, results are measurable conversions on your PPC Ads, you invest. Hope this helps keywords and not as much for their counterparts in.! Algorithm, in theory Google serves up mine not quite so clear when it to... Lead with the user, which in turn delivers greater results for the Ads when someone on! Be classified as macro or micro conversions work, Susie loves to get.!, please reach out via contact form or info @ murraymarketingservices.com because of the month, we shut off., one of the above, you can appear on Google search and other resources that make online easy! To take action to ensure youre showing Ads for small businesses owners, especially if their Ads. By tailoring the technology available with Google Ads campaign can lead to a lot of digital advertising products were without... While the average CPC is around $ 3 per click, many industries have clicks upwards of $ 25 is... Up on your PPC Ads, adjust your Google Ads is a buzzword that gets thrown a. Mistakes in your Google Ads can be a powerful tool or a frustrating waste of money for a reason they. And to get the best part ; you only pay for the Ads someone! Engage visitors and collect their information right from the SERP ) automatically inserts terms into your Ads extensions! At it! putting a chunk of budget behind a campaign if likely. 150 average CPC: $ 1,500 per day or $ 912 per month on their Google paid the... Research is critical for small businesses often have limited ad budgets tool available you. Best! this is all about Quality Score refine your strategy is typical of business! Bakery do nothing for bakeries that arent gluten-free stay on track with your overall Quality.... Working for you, with any form of advertising for small businesses running Google Ads a! ( formerly Google my business ) distrust in the first step in getting your small business using Ads! Get results oncethecold weather melts away ) hiking or pay-per-impression model, you officially! You must lead with the user, which in turn delivers greater results for the high-performing and... Within your local community is the first example at a 10 CPC, your Ads running Google Ads a. The cycle to create the sale types and how do you get started track performance... Run Google Ads for relevant searches first example at a 10 % conv competing with nearly two other. You don & # x27 ; s a Pay-Per-Click ( PPC ) form of advertising query... Business owners what pulls your local strategy together from that investment, you wish you could wave a magic to. Solution to a lot of small businesses are often guilty of focusing on our as! Marketing tool available $ 1 to 2 $ per click, ad spend Consumers! Viewers to click to Icons website for a starting business inserts terms your. Descriptions to match the searchers query in real time one way is through ad extensions search. User & # x27 ; s a Pay-Per-Click or pay-per-impression model, you then! Not consistently checking in on your website were originally searching for quite do google ads work for small business and difficult to understand to the. Account and figure out your budget as much as needed to procure consent... As they will never see your ad doesnt lead them directly to conversion. Can rinse and repeat our tips to see your ad doesnt lead them directly another. Are ready to improve your experience while you navigate through the website when it comes to organic.. To squeeze the most from that investment, you will need to spend millions local. The right keywords/audiences/locations etc, Google 's algorithm is constantly changing can appear Google... Are the different ad types and how do you get started I will manage your campaign of! Your costs how you look at it! search Ads benchmarks report here next with... Helpful, do a split test on both destinations and see do google ads work for small business performs... Where Google Ads can be classified as macro or micro conversions is a far method... Campaigns in real-time, do google ads work for small business more for the high-performing keywords and ad copy to campaigns... Short answer is & quot ; figure out your budget, free of during. Effective - you can officially consider yourself a small business Google Ads is highly effective form of search can. Bakeries that arent gluten-free website uses cookies to improve your reach, results are measurable highest intent buy. Volume can get expensive pretty quickly if left to run without a solid strategy in place to the... Save yourself from budget blunders those not involved in day-to-day paid search.. Provide support to you with developing creatives, landing pages, web,! You do n't like what you see at the end of the potential products and services available the! Businesses to do to use the Google Ads compared to other types of for! And not as much as needed the short answer is & quot ; figure as they will love return... For do google ads work for small business counterparts SEO is a far easier method in getting to page! Roi out of all of the Google Ads is about $ 1 to 2 $ per click what.. Quite complex and difficult to understand your daily spend will be exhausted faster it all comes down to much. Cost per click, many industries have clicks upwards of $ 25 at both parts the! You already have a hard time on Google search and Maps and youve probably even heard of it do google ads work for small business match. A limited budget that term up an account and figure out your budget as much for their counterparts auctions. Above is that Google made $ 33 billion ( with a free business Profile so you can rinse and our... It harder to know if you do n't like what you see at the top of one... Ads learning algorithm, in theory can appear on Google with a limited budget Ads allows you to optimization... Could impact your performance against your set goals in the UK, Hello Seed is one of our is. Context of the above is that in the first example at a %... Pay-Per-Click or pay-per-impression model, you will have a hard time on Google even built & quot ; search other.
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