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Scale Your B2B Google Ads Strategy Across Multiple Languages

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Scale Your B2B Google Ads Strategy Across Multiple Languages

Humans are incredibly diverse – and it’s marketing’s job to respect, engage, and nurture that.

Expanding a B2B business from English-only strategies to regional, multi-language campaigns can absolutely be the turning point of your success. In fact, it’s hard to believe that not everyone’s taking advantage of it.

Mass-market, English-only campaigns cost a ton of money. And, with today’s expectation for a high level of personalization across the customer experience, they don’t really bring much to the table.

Multi-language ad campaigns are more effective as a whole and can even help save you money over time.

Why?

Because diverse markets help diversify income and lead to long-term business sustainability.

As more people throughout the world recognize your brand, you have the opportunity to build brand authority and reduce customer acquisition costs.

This is especially true if you’re in the B2B world. Larger deal sizes and complex buyer committees mean longer sales cycles and more opportunities to either impress or irritate local audiences.

And one of the best ways to turn this opportunity into reality is through the strategic use of localized Google Ad campaigns.

Because Google Ads drive conversions quickly, you can show proof of concept to new markets, which establishes a great starting point for long-term international expansion and increased ROI.

Let’s now dive into how this all works.

Localization > Translation

Before you load up 100 new Google Ad campaigns for your B2B target market, there’s one crucial concept to integrate into your processes: Focus on localization over translation.

Here’s a basic overview of the difference:

  • Translation involves putting the exact keyword into Google Translate or Deepl and getting literal, word-for-word translations back. I don’t know if you’ve ever tried that when traveling around, but it doesn’t get you much further than asking for directions to the nearest restroom. And when applied to PPC, chances are that directly translated keywords either don’t have search volume or mean something entirely different when used in search (bringing about search intent mismatch).
  • Localization is the act of identifying keyword intent and finding an equivalent with search volume in the target language of your choice. To do this, you’ll need to deeply understand the local market, its nuances, and the language they use.

Remember, local competitors are already matching local buyer expectations, so if you don’t start off by already doing that better, you won’t have much success. You can’t copy/paste global campaigns and then sit back, wondering why you’re not seeing the conversions roll in.

Mass website translation alone is not international expansion, and it’s often an efficient use of time and resources when there’s no localized strategy to back it up.

Steps For Developing A Multilingual PPC Strategy For B2B

Developing a multi-language Google Ad strategy takes time, but with the right approach, you can see success rather quickly.

Here, I’ll go through eight steps to help you scale your B2B business across multiple languages and regions.

Step 1: Localize Your Operations

Many companies successfully localize their marketing but forget to make changes when it comes to sales and operations (which actually need to be in place before marketing begins in order to guarantee ROI from the marketing efforts).

The reality is that people buy things differently in different countries. For example, in the US, you can purchase almost anything with a credit card, but in Germany, people don’t use them and much prefer payment by invoice.

The buying cycle in Germany is also much longer in B2B because the work culture is highly process-oriented.

If you don’t localize those areas and expect leads to talk to a salesperson in English with a 9-hour time difference, you definitely won’t do well in closing those leads that marketing has worked so hard to get.

To truly be successful when entering new markets, here are the elements you’ll want to localize:

Brand Strategy Buyer Personas Content Operations
Your USPs Pain points SEO keywords Sales and customer service
Your competitors Buying process & customer journey Important words and phrases Product
Messaging & cultural relevance Buying obstacles and how to overcome them Website in the local language Payment process

Step 2: Localize Market Research And Competitors

The next essential step when scaling your multi-language B2B Google ads strategy is to spend time actually learning about your target audience in local markets.

Rather than copy/pasting a generic global strategy, you need to see what brands resonate with locals and which local companies are seeing success.

To help you navigate this process, follow these steps:

  • Start by exploring the competition within your chosen market and see what they’re doing to market to local audiences. You can gain access to key metrics using tools like Semrush Advertising Research to see if your competitors are running any paid ads and what keywords they’re bidding on.
Screenshot from Semrush, July 2023

To give you a visual idea, the screenshot above shows an example of PPC competitor research solely in the Swedish market.

This is useful because you’ll likely see that not all competitors have localized sites, which is an opportunity that major competitors have missed – good news for you and your niche!

  • Then use Semrush Advertising Research to dig into the keywords competitors are bidding on and the types of pages they are using to target these keywords. It’s important to note that some companies may offer a similar service or product but may not necessarily be direct competitors, so you’ll need to filter out any who don’t match.
Keyword listScreenshot from Semrush, July 2023

From this screenshot above for the French market, you can see that one competitor is bidding on a mix of French and English keywords, such as their brand “hyland software.”

  • Lastly, take a look at what the competitor’s ad copy looks like. This will give you insight into the types of phrasing used and give you ideas for what you can improve on (as it should always be the goal to surpass competitors, not just match them).
Ads copiesScreenshot from Semrush, July 2023

This particular example shows how the competitor has only used English ads for the Norwegian market.

So there’s again an opportunity for you to offer a better customer experience through localization and target local keywords so that your Google Ads have a better quality score.

Overall, the more thorough you are with localized market and competitor research, the better you’ll be prepared to implement tactics that enable you to outpace them.

Step 3: Localize PPC Keyword Research

All local markets have some element of variation between them, which means that you can’t directly translate keywords. Direct translations don’t capture the differences between search intent among various languages, dialects, and regions.

This is where the concept of localization becomes absolutely crucial.

To effectively localize keywords, follow this process:

  • Adapt keywords for localized PPC strategies by identifying keywords that match search intent and have search volume. If you don’t check local search volume and consider similar phrases, it’s easy to lose valuable conversions due to linguistic nuances.
  • Interestingly, don’t overlook the power of English keywords as well as localized keywords. Some markets may have English keywords with more search volume than the localized language, and you’ll need to ensure you have ads running for both languages. I’ve found this to be especially true for the B2B tech industry that uses English phrases within the local language.

keyword lists and ad groups

Keyword and EN translationsScreenshots from author, July 2023

For example, in the screenshots above, you can see that document management keywords have been compiled in both Swedish and English. All the keywords came back with different search volumes, but there’s enough to warrant campaigns in both languages.

Note that the keyword “EDMS” is not used in Sweden, so consequently isn’t included in the chosen keywords for Sweden – hence the importance of understanding the market nuances through localization!

ad groups and keywords with EN translationScreenshot from author, July 2023

Another example of the importance of localization is the term “GED,” a common French abbreviation of the word “gestion électronique de documents.”

This is why you can’t just simply translate English keywords, as some of the highest search volume and conversion-focused keywords may end up being excluded from your strategy.

Step 4: Localize PPC Ad Copy

Ad copy localization is where it pays to collaborate with someone who speaks the native language. You’ll need to localize ad copy for the following:

  • Brand messaging guidelines.
  • Google Ad character limits.
  • Local unique selling points (USPs).
  • Local pain points.
  • Local cultural nuances, both within the language and keywords targeted.

If you were to write ad copy for some of the French keywords compiled in the previous section, it might look like this:

Ads CopiesScreenshot from Semrush, July 2023

Step 5: Localize PPC Landing Pages

The copy across the pages needs to contain local keywords in order to maintain a high-quality score (the higher the quality score, the lower the bid costs are).

You’ll also need to focus on addressing the different issues or pain points audiences have across different regions.

To stand out from your competition, prioritize your USP within that particular market. Creative angles can help engage new markets, especially when in comparison with local competitors.

Furthermore, make sure to add some social proof to your landing page. This can be anything from case studies, testimonials, or use cases that match the target audience market. Social proof, in particular, helps your message resonate more strongly.

Step 6: Organize PPC Ad Groups Based On Purchase Intent Stage

Once you have your landing pages localized, you’ll want to organize ad groups based on which part of the sales funnel they’re in, i.e. their level of purchase intent.

A successful Google Ad strategy creates content for and targets keywords based on both transactional and informational search intent.

To organize your campaigns accordingly, use the following steps:

  • Define your keywords based on transactional search intent. These will be keywords that precisely describe your products and services and are most oriented toward direct lead generation (or contact with sales).
Ad group Screenshot from author, July 2023

For example, the keywords above describe the main services that a compliance management company wants to run ads for. They’re very conversion-focused and capture the user when they’re looking to make a purchase.

  • Then, define your keywords based on informational search intent. These will be keywords that describe topics that your audience needs information on and are relevant for selling your products and services, but your audience isn’t quite ready to buy yet. These types of ads are particularly useful for nurturing users toward conversion in combination with retargeting campaigns.

Splitting out campaigns like this allows you to manage budgets better, as informational keywords tend to be higher in value due to search volume and broadness. However, you still want to own this space to help nurture users toward conversion, so we do need ads here.

And with the correct bid strategy, you can ensure you get the most clicks within your budget. Targeting keywords with both types of intents is more successful than just going for direct conversions, as that can limit your return on investment (ROI) potential over time.

Step 7: Retarget Users To Choose Your Brand Once They’re Ready To Purchase

Once you’re organized, make a strategy for retargeting campaigns. To give you a visual, retargeting display ads often have a structure that looks like this:

Retarget stepsImage created by author, July 2023

Even though there typically is a CTA, remember that retargeting display campaigns aren’t for directly generating clicks.

When combined with the full funnel campaign approach, they’re meant to keep your brand and products/services top of mind.

Essentially, display ad retargeting is basically like going, “Hey, I’m here whenever you need something. Don’t forget me!”

So you’ll often see an increase in direct website traffic and branded keyword search volume from display ads, as opposed to direct click conversions.

Step 8: Track Multilingual PPC Performance Per Individual Markets

Finally, make sure that you set up conversion tracking for each market, not just globally.

This enables you to determine which markets perform best and where you might need to improve. Some ways to do this include ad campaign performance KPI tracking and conversions per region, such as shown in the below example images:

KPI tracking reportsScreenshots from author, July

How To Scale Your B2B Google Ads Strategy Across Multiple Languages And Regions

Use Localization Within Your Multilingual PPC Strategy To Convert

If you want to expand your B2B business into international markets with Google Ads – and truly see your efforts pay off – you need to stop the Google Translation use and focus on holistically localizing your strategy.

In doing so, you have the opportunity to make a real, valuable impression on your target audience by matching local customer expectations while also gaining their trust and building your customer base.

While this process does require more effort, it’s a whole lot more effective for generating leads and ensuring that they actually close.

More resources: 


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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

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