Google Ads for small business StrategyBeam

As a small business owner, you know using every tool to grow your business is essential. You know you need to reach your customers, but you might need help understanding how different marketing channels like Google Ads can help your business.

Your marketing strategy will vary based on your industry, the products and services you sell, and your business goals. Because of this, it’s important to note that Google Ads is not ideal for all businesses. This means important to know if your products or services are a good fit for Google Ads before you invest in this strategy.

With its targeted approach, flexibility, and cost-effective pay-per-click model, Google Ads offers small business owners the tools they need to thrive in the digital marketplace.

In this blog post, we’ll explore how leveraging Google Ads can empower small businesses to reach their ideal customers, maximize return on investment, and ultimately drive growth and success.

What types of businesses work best with Google Ads?

While Google Ads has proven to be a game-changer for many businesses, it’s crucial to understand that some types of businesses stand to benefit more than others. In the upcoming sections, we’ll delve deeper into the factors that make certain businesses better suited for this advertising platform.

Google Ads is an investment into your business because this advertising strategy requires you to pay Google each time someone clicks on your ads.

In the coming sections, we will break down several components that you can consider in your business to see if Google Ads is a good option for your marketing efforts.

You sell a niche product

Businesses offering niche products or services often face the challenge of connecting with their specific target audience amidst the vast online marketplace. Searchers looking for these unique offerings typically have distinct preferences, needs, or interests and may not be satisfied with generic or mass-produced alternatives. Google Ads provides an ideal platform for addressing these needs by enabling businesses to reach their target audience effectively and efficiently.

Here are a few types of businesses that offer niche products and services:

  • Custom furniture makers: Businesses specializing in handcrafted, bespoke furniture tailored to individual customer preferences can benefit from targeted Google Ads campaigns.
  • Rare book dealers: Companies dealing in the antique, first edition, or collectible books can use Google Ads to reach a specific audience of avid collectors and book enthusiasts.
  • Eco-friendly products: Businesses offering environmentally sustainable, niche products like solar chargers, reusable straws, or compostable packaging can leverage Google Ads to target eco-conscious consumers.
  • 3D printing services: Companies providing 3D printing, prototyping, or design services for specialized industries or hobbyists can use Google Ads to reach potential clients.
  • Specialty food stores: Businesses offering niche food items, such as vegan, gluten-free, or exotic products, can benefit from targeted Google Ads campaigns to reach specific customer segments.
  • Artisanal craftsmanship: Small businesses focusing on handmade, artisanal goods like pottery, glasswork, or textiles can use Google Ads to showcase their unique offerings and reach a wider audience.
  • Vintage clothing boutiques: Stores selling curated selections of vintage, retro, or one-of-a-kind clothing can leverage Google Ads to target fashion-savvy customers.
  • Hobby & collectibles stores: Businesses specializing in niche hobbies, like model trains, action figures, or rare coins, can use Google Ads to connect with enthusiasts and collectors.
  • Adventure travel companies: Travel agencies focusing on niche adventure experiences, such as mountaineering, scuba diving, or wildlife safaris, can benefit from targeted Google Ads campaigns.
  • Personalized gift services: Companies offering unique, personalized gift items like engraved jewelry, custom-made photo books, or bespoke stationery can use Google Ads to reach customers looking for special and memorable presents.

To make the most of Google Ads for niche products or services, businesses should focus on crafting compelling ad copy that highlights their unique selling points and resonates with their target audience.

Incorporating niche-specific keywords, tailoring ad copy to address customer pain points, and utilizing ad extensions to showcase additional benefits can further enhance ad performance.

You offer an urgent product/service

Google Ads is a great option for your business if you offer a product or service that people need at that exact moment.

Think through the type of customers you serve, and if their needs require an immediate response or solution, then you can use Google Ads to get the right message in front of them right when they need it.

Here is a short list of different services and types of businesses that tend to do well with Google Ads if their products and services address urgent customer needs:

  • Emergency plumbing services: These businesses provide urgent repairs for burst pipes, clogged drains, and other plumbing issues that require immediate attention.
  • 24-hour locksmiths: Locksmiths who offer emergency services for lockouts, broken keys, and other security-related problems often benefit from Google Ads.
  • Emergency dental clinics: Dental practices that offer urgent care for toothaches, broken teeth, and other dental emergencies can attract patients through Google Ads.
  • Roadside assistance providers: Companies that provide immediate support for vehicle breakdowns, flat tires, and other automotive issues can find success with Google Ads.
  • Urgent care centers: Medical facilities that offer walk-in services for non-life-threatening conditions can increase their patient base through targeted advertising.
  • Towing services: Towing companies that provide fast response times for stranded drivers can use Google Ads to increase their visibility and reach.
  • HVAC emergency services: Businesses specializing in urgent heating and cooling system repairs can benefit from Google Ads, as customers often search for these services in times of need. Learn more about HVAC Google Ads strategies here.
  • Disaster restoration companies: Businesses that offer immediate assistance for fire, water, or mold damage can use Google Ads to target customers in need of their services.
  • 24-hour electricians: Electricians who offer emergency services for power outages, electrical hazards, and other electrical problems can increase their clientele with Google Ads.
  • Animal emergency clinics: Veterinary clinics that provide urgent care for pets and other animals can attract more clients by advertising their services on Google Ads.

To make the most of Google Ads, businesses offering urgent products or services should focus on optimizing their campaigns for maximum visibility and conversions.

This includes utilizing location targeting to reach customers in the immediate vicinity and employing ad extensions like call buttons, which allow searchers to connect directly with the business.

You sell a high-margin product/service

Customers looking for products or services with a high-profit margin are usually looking for luxury, quality, or exclusive offers. These customers turn to Google to find a product or service, and you can use Google Ads to showcase your premium offerings to this targeted audience.

You can use relevant keywords to get your Google Ads in front of a select audience and then build trust and credibility with compelling ad copy. Here is a short list of different types of businesses and services that tend to have higher margins and do well on Google Ads:

  • Luxury jewelry retailers: Businesses selling high-end jewelry, such as diamond rings, gold watches, and other precious items, often have significant profit margins and can benefit from targeted Google Ads campaigns.
  • High-end fashion brands: Designer clothing and accessory brands with exclusive, high-priced items can leverage Google Ads to reach affluent customers and increase sales.
  • Cosmetic surgery clinics: Aesthetic procedures like facelifts, liposuction, and breast augmentation can have high-profit margins, making Google Ads a viable marketing channel for these clinics.
  • Specialty software providers: Companies offering niche software solutions, such as enterprise resource planning (ERP) or customer relationship management (CRM) systems, can have high-profit margins and can benefit from targeted Google Ads campaigns.
  • Luxury travel agencies: Businesses specializing in high-end travel experiences and bespoke vacation packages can use Google Ads to reach affluent clients searching for exclusive travel options.
  • High-end electronics retailers: Companies selling premium electronic devices, like high-performance computers, home theater systems, and luxury audio equipment, can have high-profit margins and can target customers through Google Ads.
  • Boutique consulting firms: Specialized consulting firms focusing on niche areas like management, finance, or technology often charge premium rates and can benefit from targeted Google Ads campaigns.
  • Online education providers: Businesses offering premium online courses, certifications, or degree programs can have high-profit margins and use Google Ads to reach students interested in furthering their education.
  • Luxury real estate agencies: Agencies selling high-end properties, such as mansions, penthouses, and waterfront estates, can use Google Ads to target potential buyers searching for exclusive real estate. Learn more about Google Ads for real estate and how to make this marketing channel work for you!
  • Specialty food and beverage providers: Businesses offering gourmet food, high-quality wines, and other luxury food and beverage products can leverage Google Ads to target customers interested in premium culinary experiences.

To maximize the benefits of Google Ads, businesses with high-profit margin products or services should optimize their campaigns for maximum visibility and engagement.

This includes employing features like ad extensions to showcase reviews or additional information, as well as using refined targeting options, such as demographic and income level targeting, to home in on their desired clientele.

You have a high customer lifetime value

Customer Lifetime Value (CLV) is a metric that tells you how much revenue you make from customers over a period of time. Higher CLV means that your business generates lots of revenue from each customer, and you should invest in marketing strategies that draw high CLV customers to your business whenever possible.

Google Ads enables businesses to target and engage these high-CLV customers through tailored ad campaigns that align with their specific needs and interests. By leveraging advanced audience targeting options, businesses can reach potential customers based on factors such as demographics, interests, and past online behaviors.

Here are a few types of companies that offer products and services with high CLV:

Subscription Box Services: Businesses offering monthly or quarterly subscriptions for products like beauty boxes, gourmet food, or specialty items can benefit from high customer lifetime value and targeted Google Ads campaigns.

  • Software as a Service (SaaS) providers: Companies that offer cloud-based software solutions, such as project management tools, CRM systems, or marketing automation platforms, can enjoy high customer lifetime value and use Google Ads to reach their target audience.
  • Premium fitness centers: High-end fitness clubs that provide personalized training programs, modern facilities, and a variety of classes can benefit from high customer lifetime value and Google Ads campaigns.
  • Luxury automobile dealerships: Dealerships selling high-end car brands with strong customer loyalty can use Google Ads to target potential buyers and maintain long-term relationships with clients.
  • Financial services providers: Businesses offering financial products like insurance policies, investment management, and wealth management services can benefit from high customer lifetime value and targeted Google Ads campaigns.
  • Telecommunication providers: Companies offering mobile phone, internet, and cable TV services can have high customer lifetime value and can leverage Google Ads to target and retain customers.
  • Online education platforms: Providers of online courses, certifications, or degree programs with a focus on long-term learning can benefit from high customer lifetime value and use Google Ads to reach potential students.
  • Health and wellness centers: Businesses offering personalized wellness programs, such as holistic retreats, nutritional counseling, and alternative therapies, can have high customer lifetime value and benefit from targeted Google Ads campaigns.
  • Home maintenance services: Companies providing ongoing home maintenance and improvement services, such as landscaping, pest control, or cleaning services, can enjoy high customer lifetime value and use Google Ads to reach their target market.
  • Loyalty & rewards programs: Businesses offering comprehensive loyalty programs, such as travel rewards or cashback credit cards, can benefit from high customer lifetime value and leverage Google Ads to reach potential customers and retain existing ones.

To make the most of Google Ads for high-CLV products and services, businesses should focus on crafting compelling ad copy and landing pages that emphasize the unique benefits and value their offerings provide.

You sell products or services in a specific geographical area

Google Ads is an excellent choice for your small business if you offer products and services for customers in a specific geographic location. This can mean that your customers have to come to your brick-and-mortar store or you travel to their location.

Google Ads is an excellent option for this type of business because it gives you control over the geographic location where your ads appear. Here are a few types of businesses that do well on Google Ads when it comes to servicing customers in a specific geographic area:

  • Local restaurants: Restaurants serving a specific community or area can use Google Ads to target nearby residents and attract patrons for dine-in, takeout, or delivery services. Learn more about how to use Google Ads for restaurants here.
  • Home repair and Improvement services: Businesses like roofing contractors, painters, or HVAC technicians who operate within a specific geographic region can benefit from targeted Google Ads campaigns.
  • Dental and medical practices: Local healthcare providers, such as dentists, family doctors, and chiropractors, can use Google Ads to reach potential patients within their service area. Learn how to make great ads for dentists to grow your practice here.
  • Real estate agencies: Local real estate agents and brokers can leverage Google Ads to target homebuyers and sellers in their specific market area.
  • Apartments: Potential tenants are looking for a great apartment to meet their lifestyle and needs. Use Google Ads for apartments to help searchers find your listings and fill vacancies throughout the year.
  • Landscaping and lawn care services: Companies offering lawn maintenance, gardening, or landscape design within a specific geographic area can benefit from targeted Google Ads campaigns.
  • Local retail stores: Independent boutiques, bookstores, and other small retail businesses serving a specific community can use Google Ads to promote their offerings and drive foot traffic.
  • Pet care services: Local pet care providers, such as groomers, dog walkers, or pet sitters, can target potential clients in their service area using Google Ads.
  • Automotive repair shops: Local garages and auto repair businesses can use Google Ads to attract customers in need of vehicle maintenance and repairs within their service area.
  • Event planning services: Businesses offering event planning, catering, or party rentals for customers in a specific geographic region can leverage Google Ads to reach potential clients and showcase their services.

To ensure that your ads only appear to customers in a specific location, it’s vital that you set your location settings for the desired geographic location. You can do this in your settings, and this will prevent your ads from appearing to people outside of the desired location.

In addition to setting the location, it’s also crucial to optimize campaigns with relevant local keywords and ad copy that highlights the business’s unique selling points, such as fast response times, localized expertise, or community involvement.

Why Google Ads works for small businesses

Small business owners often face unique challenges when it comes to marketing, such as limited budgets, time constraints, and the need for a strong return on investment (ROI). Google Ads provides an ideal solution that addresses these challenges and empowers small businesses to compete effectively in the digital marketplace.

One of the biggest benefits for running Google Ads is that it gives you lots of flexibility and control for you to create tailored campaigns to meet the unique needs of your target audience.

Google Ads also gives you lots of PPC reporting capabilities so you can make data-driven decisions to improve the performance of your business. Let’s look at some of the reasons why small businesses use Google Ads in their marketing strategy so you can see if it is a channel for you to explore more.

1. Easily measure performance

You don’t have infinite money or resources, so you need a marketing strategy that you can monitor performance to ensure your marketing dollars return the highest investment possible.

The good news is that Google Ads gives you lots of insight into how your ads perform so you can optimize and tweak campaigns as needed.

This means that you can see where your advertising dollars are getting spent and gain insights into the effectiveness of your ads. You can then use this information to optimize your campaigns for higher ROI when reducing the amount of wasted money on campaigns and offers that don’t return a return on the investment.

By having access to this level of granularity, businesses can allocate their marketing budgets more effectively and focus on strategies that yield the best results.

Google Ads’ robust measurement capabilities address the needs of small business owners by providing them with the tools to make informed decisions and continually improve their marketing strategies, ultimately driving growth and long-term success.

2. Scale and modify campaigns

The needs of your customers and trends in the marketplace are constantly changing. You can use Google Ads to reach targeted audiences with Google Ads because this marketing strategy allows you to quickly build new campaigns or change existing campaigns.

Google Ads gives you the ability to shift your budget to new campaigns to promote a new product line or adjust your messaging to address a need in the marketplace. You can also create tailored campaigns within Google Ads based on factors like location, demographics, and interests of your target audience.

This approach not only maximizes your return on investment (ROI), but it also helps you stay agile and responsive in an ever-changing market, ensuring your advertising efforts are always in line with your business goals.

3. Quickly generate data

While some marketing strategies like search engine optimization (SEO) require lots of time before you receive valuable data, Google Ads will provide insights when you launch a campaign.

When it comes to marketing, you need actionable insights to enable your business to make informed decisions and optimize your bottom line. Google Ads provides you with real-time data by providing different metrics like ad performance, click-through rates, and conversion rates. This information can help you fine-tune your campaigns to maximize your marketing budget.

Even more importantly, Google Ads gives you robust targeting options so you can reach your ideal customer by analyzing data to learn about your customers’ preferences, behaviors, and pain points. You can use information from a variety of reporting tools to help guide your decisions, and you can use features like Google Ads auction insights to understand your competition to better position yourself in the marketplace.

Google Ads is a fantastic option for small business owners seeking fast results, allowing them to gain a competitive edge in the ever-evolving digital landscape. By harnessing the power of this platform, you can achieve better ROI and effectively grow your business in a shorter timeframe.

4. Customize your messaging

As a small business owner, you want to get the most bang for your buck when it comes to advertising. In order to do this, you need to get the right message to the right people at the right time.

Google Ads is a great way to address these needs because you can customize your message based on the unique needs of your target audience. You can craft compelling ad copy and headlines that showcase your products or services, and you can highlight the value of what you offer.

In addition to the ad copy, you can include various ad extensions to provide additional information about your solutions. These customizations create a comprehensive and engaging experience for your users, and this helps drive higher click-through rates and conversions.

5. Precision targeting

Focusing on local or niche markets can be a game-changer for small business owners, and Google Ads offers just the right tools to help you do that. By leveraging its targeting capabilities, you can zero in on your ideal audience and maximize your advertising ROI.

Firstly, Google Ads’ location targeting allows you to concentrate your advertising efforts on specific areas, ensuring your ads reach the local customers who matter most to your business. This geographical precision means you won’t waste resources on areas outside of your target market, keeping your budget lean and efficient.

Secondly, keyword targeting enables you to hone in on the niche interests of your potential customers. By choosing highly relevant and specific keywords, you can connect with your audience on a deeper level and stand out among the competition. This focused approach also leads to higher-quality leads, increasing the likelihood of conversions.

By utilizing Google Ads’ powerful targeting settings, small business owners can efficiently reach their local and niche markets, making the most of every advertising dollar spent. So, if you’re looking to supercharge your marketing efforts and drive business growth, Google Ads might just be the solution you’ve been searching for.

5 quick tips to help you run Google Ads for your small business

If you’re a small business owner eager to dive into the world of Google Ads, you’re in the right place! While the platform may seem daunting at first, fear not – with the right guidance and a few clever strategies, you can make the most of your advertising budget and start seeing results in no time.

To help you get started, we’ve compiled a list of 5 quick tips that will simplify the process and empower you to harness the full potential of Google Ads.

In this section, we’ll be covering crucial aspects of Google Ads without getting too bogged down in technical jargon. We aim to provide you with actionable insights and practical advice that you can immediately implement, regardless of your expertise level.

By following these essential tips for Google Ads, you’ll be well on your way to crafting effective campaigns that drive traffic, boost conversions, and, ultimately, grow your small business. So, let’s dive in and unlock the power of Google Ads together!

1. Set your goal

Setting a clear goal before building and launching your Google Ads campaign is crucial for small business owners seeking higher ROI. By establishing measurable objectives, you can tailor your advertising strategy to achieve the desired outcomes and ensure your budget is allocated effectively.

To start, identify your primary purpose for running the campaign. Are you looking to increase brand awareness, generate leads, or drive sales? Each goal requires a different approach and specific key performance indicators (KPIs) to track your progress.

Next, break down your goal into quantifiable targets, such as the number of leads or the percentage increase in sales you aim to achieve. Establishing these benchmarks allows you to evaluate your campaign’s success and make necessary adjustments.

Finally, choose the right campaign type and bidding strategy that aligns with your goal. For instance, if you’re targeting brand awareness, a display or video campaign with CPM (cost per thousand impressions) bidding might be more suitable, whereas a search campaign with a CPC (cost per click) strategy could be better for lead generation or driving sales.

By setting a well-defined goal before launching your Google Ads campaign, small business owners can effectively optimize their advertising efforts and maximize ROI, ultimately contributing to overall business growth.

2. Limit your geographic locations

Targeting specific geographic areas in your Google Ads campaigns can be a highly effective strategy for small business owners seeking a higher ROI. By focusing on a well-defined region, you can tailor your ads to resonate with your local audience, increasing both engagement and conversion rates.

To set a goal for your geographically targeted campaigns, start by analyzing your current customer base. Identify the locations where your products or services are most in-demand and prioritize these areas in your ad targeting. Consider factors like population density, demographics, and local competitors when determining your ideal target area.

Once you’ve defined your target region, craft ad copy and visuals that cater to the unique preferences and needs of your local audience. Use local language nuances, regional references, and images that evoke a sense of familiarity to make your ads more relatable.

Finally, monitor and evaluate the performance of your geographically targeted campaigns. Track metrics such as click-through rate, conversion rate, and cost per conversion to ensure that your efforts are paying off. Adjust your targeting and ad content as needed to continually optimize for success.

By implementing a goal-oriented, geographically targeted approach to your Google Ads campaigns, you can better connect with your local customers and achieve a higher ROI for your small business.

3. Hone in your keyword research

When it comes to Google Ads, small business owners can significantly boost their ROI by focusing on high-value keywords that resonate with their target audience. To achieve this, follow these actionable ideas that will help you pinpoint the most profitable keywords for your campaign:

  • Conduct thorough keyword research: Use tools like Google Keyword Planner or SEMrush to discover keywords relevant to your business, with a strong search volume and a cost-per-click (CPC) that aligns with your budget.
  • Analyze your competition: Identify the keywords your competitors are bidding on and evaluate their performance. This insight will help you uncover potential keyword opportunities and refine your bidding strategy.
  • Test long-tail keywords: Long-tail keywords are more specific and typically have lower competition, making them cost-effective. You can attract highly targeted traffic by targeting these, leading to better conversion rates.
  • Continuously optimize: Regularly review your keyword performance and adjust your bids accordingly. Stay on top of trends and seasonal fluctuations, and refine your keyword list to ensure optimal ROI.

By honing in on high-value keywords, small business owners can make the most of their Google Ads investment, attracting the right audience and driving higher conversions. Remember, a well-executed keyword strategy maximizes your ROI and propels your business forward.

4. Write ads that connect with your audience

To maximize your Google Ads ROI, creating ads that genuinely resonate with your target audience is crucial. Connecting on a deeper level with potential customers boosts click-through rates and fosters lasting relationships that drive long-term success.

Here are a few ideas to help you craft compelling Google responsive search ads:

  • Understand your audience: Take time to research your ideal customers. Identify their pain points, desires, and values to create ads that speak directly to their needs and aspirations.
  • Emphasize benefits: Focus on how your product or service solves a problem or improves your customers’ lives. Highlight your unique value and why they should choose you over the competition.
  • Use strong calls-to-action (CTAs): Encourage potential customers to take the next step, whether purchasing or requesting more information. Use clear and actionable language that creates a sense of urgency.
  • Test and optimize: Regularly test different ad variations, headlines, and descriptions to identify what resonates best with your audience. Analyze performance data and continually refine your ads to enhance their effectiveness.

By crafting ads that genuinely connect with your target audience, you’ll increase your click-through rates and conversions and establish a solid foundation for your small business’s growth and long-term success.

You can use AI to manage Google Ads, and you can use these tools to generate ideas for your ad copy. Be sure to check out how to use AI tools like ChatGPT and Bard to manage your Google Ads campaign to stay ahead of your competition!

5. Optimize your landing pages for customers

Small business owners know that every dollar counts, and optimizing landing pages for Google Ads campaigns are crucial for maximizing ROI.

A well-designed and targeted landing page can increase conversion rates, turning ad clicks into customers. Here are some specific ideas to help you accomplish this:

  • Match the message: Ensure your landing page content aligns with your ad’s message, reinforcing the value proposition that initially attracted your audience. Consistency between the ad and landing page creates a seamless user experience.
  • Clear call-to-action (CTA): Your landing page should have a prominent CTA that guides visitors toward the desired action, be it signing up for a newsletter, making a purchase, or requesting a quote.
  • Mobile optimization: As mobile traffic continues to rise, it’s essential to create responsive landing pages that look and function flawlessly across devices. This ensures a smooth user experience, no matter how your audience accesses your site.
  • Loading speed: Slow-loading pages can lead to high bounce rates and lost conversions. Optimize your images, reduce redirects, and leverage browser caching to keep your page load times swift.
  • Test and iterate: Employ A/B testing to compare different landing page elements and identify the highest-performing combinations. Regularly testing and refining your pages will help you stay ahead of the competition and keep your ROI on an upward trajectory.

By optimizing your landing pages, you can convert more ad clicks into valuable actions, ultimately boosting the ROI of your Google Ads campaigns.

Is Google Ads right for your company?

Google Ads can be a powerful addition to any small business’s marketing strategy. By targeting local and niche markets, optimizing landing pages, and continually refining your approach, you can achieve higher ROI and reach the customers who matter most.

Don’t let complexity hold you back; embrace Google Ads as a valuable tool to grow your business and make your advertising budget work harder for you.

Contact StrategyBeam today and let our expert team help you set up, optimize, and run a profitable Google Ads campaign tailored to your unique needs.

Together, we’ll drive growth and success for your business. Reach out to us now and take the first step towards transforming your advertising efforts with Google Ads. Let’s make your vision a reality!

Google Ads for small businesses FAQs

Budgets vary, but start with a modest daily amount and adjust based on performance. Analyze your ROI, industry competition, and campaign goals to determine the optimal budget.

Continuously monitor and optimize campaigns. Refine keywords, ad copy, and targeting based on data. Use ad extensions, and conduct A/B testing to identify high-performing ads.

While Google Ads can be beneficial for many small businesses, it’s essential to evaluate your specific goals, target audience, and market conditions to determine if it’s the right fit.

About the Author: Chris

Chis is the Lead Strategist at StrategyBeam with over 19 years of marketing know-how up his sleeve. He loves transforming business marketing campaigns into success stories by boosting efficiencies across all campaigns. When not strategizing, he can be found laughing at the monkeys at the zoo.

One Comment

  1. Avatar
    sowmya May 10, 2023 at 2:39 am - Reply

    Very interesting and different ideas you have put up in this article. Thank you for adding to our knowledge with these insightful points and everything is explained really well.

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