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10 Underutilized Levers Across Google and Microsoft Ads



10 Underutilized Levers Across Google and Microsoft Ads

Part of what makes digital advertising challenging is that UIs change just as constantly as algorithms.

It can be tough to stay on top of all the changes and tasks required for peak account performance.

While these may be known to some, they represent the most common “hidden levers” I see in account audits.

Hidden Lever #1: Competitor Audiences

When someone seeks a product, what triggers their search?

Which brands do they gravitate towards for research, exploration, or confirmation?

How do these interactions shape their eventual purchasing decision?

An often-overlooked gem in the consumer intent space is “competitor audience segment” targeting.

Found under the audience manager, this tool enables advertisers to include websites frequently visited by their target audience.

This option is integrated into Performance Max (PMAX) and display campaigns but is not yet available for standalone search targeting, which is a tad disappointing.

You can list multiple websites or customer segments. Google then identifies users who’ve visited those sites (or similar ones) as prime targets for your ads.

Pair this with a placement exclusion list to ensure you’re not displaying ads on undesired pages. This could be your own site or potentially a direct competitor’s content.

You’re given the flexibility to either exclude or specifically target a competitor.

The brilliance lies in harnessing your competitor’s marketing efforts and budget, redirecting the interest they’ve cultivated, and potentially turning it into profit for yourself.

In essence, the “competitor audience segment” allows you to strategically position your campaigns, piggybacking off your competitor’s hard work and potentially capturing a share of their audience.

Hidden Lever #2: Using Search Term Filters

Over the years, the utility of the search terms report has waned.

Our visibility into search terms has diminished, making it cumbersome to introduce negative keywords or add new keyword targets, especially for extensive queries.

Image from author, September 2023

Comparing targeted keywords with the actual search terms ensures you’re bidding on the most productive version of the keyword.

As account structures evolve, with a heightened focus on audiences rather than just keywords, the search terms report becomes instrumental in discerning which keywords to prioritize, rather than merely relying on the suggestions from the keyword planner.

To harness this:

  • Navigate to attributes within your interface.
  • Filter by attribute and the specific search term in question.
  • Activate the column that displays the keyword that triggered the search term.
  • It’s also advisable to incorporate “match type.” This offers insight into the frequency of close variants being activated by your campaigns.

Depending on your campaign type and account structure, a surge in close variants might signal a lack of negative keywords safeguarding your ad groups.

This diagnostic is pivotal to ensure the presence of negative keywords at respective levels, and it seamlessly transitions into our next overlooked feature, which we’ll delve into next.

Hidden Lever #3: Negatives At Every Structural Level

Most seasoned PPC practitioners inherently understand the importance of negative keywords. However, I’ve recently observed a noticeable number of campaigns that either lack negative keywords entirely or employ them sparingly.

Why is the meticulous inclusion of negative keywords pivotal?

  • Close variants: Negative keywords act as a bulwark against these close variants, ensuring that your ads are being triggered by the most relevant search terms.
  • Budget optimization: Negative keywords play a crucial role in budget allocation. The vast majority of accounts need to steer the budget from one campaign or ad group to another.

In the absence of well-defined negative keywords, there’s a genuine risk of overspending on less impactful ideas while neglecting the more promising ones.

In summary, while negative keywords might not be a “new” concept for many, their consistent and thoughtful application can make all the difference between a well-optimized campaign and one that misdirects valuable resources.

So, regardless of how basic or advanced you deem this feature, it’s worth revisiting and refining your negatives regularly.

Hidden Lever #4: Audience And Placement Targets & Exclusions

It’s disheartening to audit campaigns and find glaring omissions of audience targets/exclusions or specific placement targets/exclusions.

Such omissions deprive campaigns of possibly their most potent tool to ensure budget precision and meaningful engagement with the ideal customer.

Here’s the breakdown.

Audience Targets

If you’re sidelining the inclusion of audience targets (whether “Target and Observe” or even “Observe” settings), you’re opting into a bigger traffic pool.

The reality is that not everyone is your potential customer.

Interface intricacies sometimes render these settings less evident, which might explain their occasional neglect. However, comprehending their placement is paramount.

Exclusions For Visual Content

Toggle between topics, placements, and content keywords to ensure needed exclusion rather than just defaults.

An additional tool, the “Where and When Ad Served” report (still in open beta for some users), offers insights on which placements to either target or exclude.

For PMAX Campaigns

Audience signals are paramount in the nascent stages of a PMAX campaign but tend to diminish in impact over time.

To tweak these, head to the Asset Group section and click the pencil icon on the right. Once inside, you’ll be equipped to edit your audience signals.

Though the layout is not as intuitive as other campaign types, familiarizing yourself is critical for optimizing Performance Max campaigns.

Remember, blending your data with Google’s signals based on various audience settings can amplify your campaign’s impact.

Audience Library & Manager

This is your gateway to crafting custom audiences. With this, you can integrate interest targets and even upload conversions, paving the way to generate audiences from past converters.

In a nutshell, while these functionalities might not be entirely “hidden,” their full potential is often overlooked.

Delving deep and employing them judiciously can be the difference between a campaign that simply runs and one that truly resonates.

Hidden Lever #5: Ad Group Versus Campaign-Level Settings Across Platforms

Navigating ad settings can be a challenging affair, especially when you’re toggling between various ad networks. Each network has its own hierarchy of campaign and ad group settings, making it easy to miss critical settings.

Let’s delve into this overlooked feature by breaking down the nuances across popular platforms.

Google Ads: Campaign-Centric

Google prioritizes campaign-level settings for schedules, budgets, location targeting, and negatives.

You’ll likely have to set up multiple campaigns with distinct budgets for each objective.

Fewer ad groups per campaign are advisable, usually between five to seven, depending on the volume you’re targeting.

Microsoft Ads: A Blend Of Both

While resembling Google in requiring most settings at the campaign level, Microsoft Ads offers more flexibility at the ad group level.

You can override locations and schedules, and make specific placement choices. This flexibility allows for a more tailored advertising strategy.

Facebook (Meta) Ads: Flexible Objectives

Facebook doesn’t constrain you to campaign or ad group settings. You can opt for either Campaign Budget Optimizer, behaving much like Google Ads, or allocate budget per ad and target.

The approach you choose significantly impacts your spending.

The flexibility means you can support general objectives or perform extensive creative testing but be prepared for varied budgetary implications.

LinkedIn Ads: Ad Set-Focused

LinkedIn prioritizes ad set settings, letting you make most choices at this level. Campaigns generally dictate asset association.

If you’re advertising on LinkedIn, expect to need a robust ad group structure that caters to each major part of your business.

Amazon Ads: Product-Based Budgeting

Amazon’s approach centers around the products you want to promote rather than campaign or ad group settings.

While you’re limited in location targeting, Amazon excels in providing a robust first-party audience network. Your budgeting is driven by product selection.

Regardless of the ad network you’re using, it’s crucial to understand these underlying structures for more effective planning and budget allocation.

Understanding these “hidden” settings can make a significant difference in the efficiency and effectiveness of your advertising campaigns.

Hidden Lever #6: Using Segments For Precision Analysis

Segments allow you to dive into the data of your campaigns. You can dig into:

  • Network.
  • Conversion Data.
  • Time.
  • Location.
  • Device.

These segments will help answer whether there are false positives/negatives in the averages.

For example, if you see a seemingly low click-through rate (CTR) or cost per click (CPC) and have Search Partners with Display Expansion turned on, you might be having your numbers skewed.

By using segments, you’ll get a more accurate view of what’s happening in your account and be able to make meaningful optimizations.

Hidden Lever #7: Conversion Tracking

Understanding and optimizing conversion settings can ensure that the data you rely on is both accurate and actionable.

The Importance Of Trustworthy Data

In a modeled tracking landscape, placing confidence in the data you acquire is critical. A typical oversight is the default 30-second window for phone call conversions, which is impractical for most businesses.

A more realistic threshold would be two to three minutes – or even longer for certain sectors.

However, if you don’t adjust that setting, you’re asking for bad data to flow into both your bidding and reporting.

Navigating Primary And Secondary Conversion Settings

Google automatically categorizes conversion actions as primary. While some can’t be modified, others should be adjusted according to business needs.

Primary conversions influence the algorithm and appear in reports.

Secondary conversions are tracked in ‘all conversions’ but don’t impact the algorithm or main reporting metrics.

Configuring Primary And Secondary Settings

Contrary to what one might assume, these settings are adjusted at the “goal level,” and not the “conversion action level.”

Once you’ve determined your desired conversion actions (whether imported from GA4 or using native actions), the process involves:

  • Selecting Edit goal.
  • Toggling between primary and secondary for each conversion action based on your preferences.

Properly adjusted conversion settings ensure that you’re measuring what truly matters to your business. By filtering by conversion action, you can discern the number and cost of the conversions you deem valuable.

Hidden Lever #8: Hidden Reports

Google Ads is as successful as it is because of the data it affords advertisers. Yet, in recent years, some of those reports have been depreciated or consolidated (making them tougher to action).

While not all of these reports are new or changed, they represent underutilized value:

Change History Report

The Change History report shows every modification made in an account, capturing who made each change. Additionally, it will share whether changes are manual or automatic suggestions from Google.

If there are a lot of auto-recommendations might prompt some advertisers to either switch them off or embrace them, contingent on the performance outcomes.

This report also reveals if the changes are consequential. For instance, seeing only IP exclusions without negative keyword additions or targeting tweaks could indicate the use of fraud-filtering tools but limited attention to campaign strategy.

It’s always best to consult with your team/vendor before jumping to any conclusions, as they may have a good reason for the limited human intervention.

Call Extension Report

This report delves into call details, such as listening to recorded calls (if activated) or assessing call durations. For those not leveraging call tracking, it’s an invaluable window to evaluate the efficacy of calls.

Located under ‘extensions reports,’ this report often gets a ‘wow’ reaction upon discovery and can be a way to diffuse account performance fears with data.

Insight Section & The Search Term Report

Google Ads underwent a redesign that separated core functions and insights. Consequently, the search term report now resides under “insights,” a move not mirrored by Microsoft Ads – yet.

The search term report is a cornerstone for understanding search behaviors and aligning campaign strategies.

Another notable report in this category is the “where and when ads showed, “a beacon for PMAX campaigns, offering respite from typical black-box reporting.

Hidden Lever #9: Shopping Attributes In Merchant Center

Google Merchant Center is often adding new attributes to customize feeds. Building in a once-per-month check-in can help keep you on top of your feed while helping to distinguish you from the competition.

Regularly updating and tailoring your feeds with enriched attributes can significantly boost the effectiveness of your campaign targeting and return on ad spend (ROAS).

Final Takeaways

Mastering every nook and cranny of ad networks may seem daunting. However, these platforms generally make choices based on user data.

Ad networks emphasize impactful changes over a bombardment of minor tweaks.

Notable shifts like the dynamic search ads transitioning towards Performance Max demonstrate the network’s intent to give users ample transition time.

If there’s an ad management aspect you cherish, keep it in regular use and voice your feedback. That might be enough to save the utility.

More resources: 

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4 Ways To Try The New Model From Mistral AI




4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.


Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.

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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X




OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI


OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites




ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.


Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

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