9 Strategies for Improving Lead Quality From B2B PPC Campaigns


You’ve poured thousands of dollars into your Pay-Per-Click (PPC) search campaigns and have managed to generate a substantial number of leads. You’re rocking your conversion rates and your cost per lead is great.

So what’s the problem?

It’s only when you start analyzing your results and dig a little deeper that you realize an overwhelming majority of these leads are in essence “junk leads”. Very few are turning into opportunities, let alone customers. The bottom line is, you’re just not seeing a healthy ROI.

In this post, we provide nine proven strategies that you can use to generate better quality, bottom of the funnel leads from your B2B PPC campaigns. Let’s dive in.

1) Set Up Proper Tracking

In order to accurately measure the effectiveness of your campaigns, you need to make sure that you are able to track other important elements besides conversions. This data will allow you to determine which campaign and site a lead came from, the keyword they searched for, the device they were on, and so on.

One of the best ways to accomplish this is to use UTM Parameters and ValueTrack Parameters. These tags are data that you append to the end of your landing page URLs, and you’ve probably seen them when you clicked a link or ad. They look something like this


As a best practice, you should use the naming convention specified below and use at least these 6 parameters in your URLs:


In Google AdWords, the most efficient way to set up tracking parameters is in the “Campaign URL options (advanced)” section under campaign settings. Here, you can enter your parameters after “{lpurl}?” as shown below. The {lpurl} portion will be automatically replaced with the landing page URL that you have set up for each ad within your campaign.


2) Implement Opportunity Attribution

Once you have your tracking parameters, you need to capture them on your landing pages and store them—along with with other lead details—into the contacts database of your marketing platform. This is usually done by creating hidden fields in your landing page form. You will need one field for each UTM parameter that you have passed to your landing page:


You may first need to create custom fields or properties in your contacts database before you map them to the new hidden fields in your form.

Next, you need to make sure that your contacts or leads data is synced with your CRM and that you are able to view all opportunity data for your leads.

At a minimum, you should be able to view lead status or stage—whether they are a sales qualified lead, marketing qualified lead, opportunity, customer etc.—and the opportunity size or deal amount. If you have lead scoring data associated with each contact, this will be extremely beneficial as well.

Once you have all of the available data, you should create reports to isolate and segment your data. The most important data you want to extract are the number of opportunities, opportunity amount and customers won for each source, campaign, keyword and device, and the name, email, company, lead status/stage, lead score, opportunity amount, source, campaign, keyword and device for each lead.

You will now be able to determine which opportunities are being generated from a particular platform (Google, Bing etc.), campaign, device and keyword. When you combine this with the spend data from your ad platform, you will be able to get your true ROI. 


Next, isolate poor quality leads. If you use lead scoring, look at the leads with the lowest scores. Otherwise look for leads that have provided invalid or junk data in the name, email and company fields. Then check to see what campaigns, devices or keywords these leads have in common.


3) Segment Your Campaigns

Many companies make the mistake of setting up campaigns or ad groups for each product or service they have. They don’t dig deeper into the many different ways in which their target audience is searching for the solutions they offer.

You can address this by carefully planning your campaigns in order to segment your offer into as many groups as possible. You can segment by each main feature, benefit, sub category, target industry or geographic location relevant to your product or service.

For example, let’s say you provide web design and development services. You can segment your campaigns as follows:

  • Sub category: Ecommerce Website Design, Custom Website Design, Responsive Web Design, etc.
  • Feature: WordPress Web Design, Magento Development, PHP Development, etc.
  • Benefit: High End Web Design, Agile Web Development, Enterprise Web Development, etc.
  • Target industry: Real Estate Website Design, Restaurant Web Design, Healthcare Website Design, etc.
  • Geographic location: San Francisco Web Design, California Web Design, New York Web Design, etc.

Once you identify the segments you want to go after, you can set up each campaign with the necessary assets: 

  • Keywords: All keywords related to the associated segment
  • Ads: Ad copy customized to that segment
  • Landing Pages: Customized landing page that has content only about that segment

Setting up campaigns in this way allows you to focus your efforts, and will result in better quality leads and increased conversion rates.

4) Target Relevant Keywords

Keywords are at the heart of every paid search campaign, and you need to go wide and deep to identify the best ones for your business. 

The first step is identifying the most focused and relevant keywords. Segment your campaigns as described in the previous section and then search for keyword ideas within each segment. There are a lot of excellent keyword research tools that you can use to find the best keywords.

To attract the best quality leads at the bottom of the funnel, you have to target keywords with searcher intent in mind. For example, when someone searches for “WordPress Website Design Services” you know that they are looking for a company that provides WordPress services.

However, when someone just types in “WordPress Website Design”, you can’t be certain about their intent. They could be looking for services or they could just be looking for a how-to design guide. Location-based searches also convey searcher intent adequately. For example, “San Francisco Web Design” indicates that the searcher is looking for a web design company in San Francisco.

Based on the volume of searches, you can also decide to further segment your campaigns to get even more focused. The more tailored your campaigns are—including keywords, ads and landing pages—the better your leads will be. For example, you could create a new campaign that combines two of the segments we just discussed titled “San Francisco WordPress Website Design”. Some of the keywords in this campaign could be:


Another way to get more focused with the keywords you’re targeting is to find long-tail keywords—those that consist of four or more words. Searchers who type in these longer search terms have typically done their research and honed in on exactly what they are looking for, making them quality prospects.

A good tool to find long-tail keywords is Übersuggest, but you can also source them directly from Google. After conducting a search, simply scroll down to the bottom of the page and look in the section “Searches related to…”. A search for “Ecommerce Design Services”, for example, shows the following suggestions:


5) Filter Out Irrelevant Keywords

Targeting the kinds of keywords we discussed in the previous section, will go a long way in attracting high quality leads to your ads, but there are also steps you can take to proactively ward off less desirable clicks.

Look over your Search Terms Report to determine whether you are getting any irrelevant clicks to your ads. If you find any such clicks (or impressions), add those keywords to your negative keywords list—this tells Google or Bing not to show your ads for any of these keywords.

Going back to our earlier example of web design services, some negative keywords you would likely want to add are: cheap, free, themes, school, jobs etc. This will make sure you don’t waste your money on clicks from users searching for keywords like “San Francisco Web Design Jobs” or “WordPress Website Design Theme”.

If you followed our guidelines for tracking and opportunity attribution described in sections 1 and 2, you will now have the ability to determine which keywords are leading to poor quality leads and which keywords are producing opportunities.

If you find that certain keywords are predominantly producing poor leads, you can add them to your negative keywords list to stop receiving traffic from these types of searches.

On the other hand, you will now have a list of keywords that have produced opportunities (and customers) for your business.


You can double down on these keywords in three ways:

  • Increase their bids so your ads rank at the top of search results.
  • Segment these keywords into a new group or campaign so you can have more customized ads and landing pages for them.
  • Find other related keywords you may have missed the first time.

6) Use Ad Copy to Pre-Qualify Visitors

Writing ad copy that focuses solely on increasing click-through rates is a mistake. You should write ads that pre-qualify visitors, so that the traffic you do get will be a lot more relevant and targeted to your business. Some of the best ways of doing this, are by adding the following elements to your ad copy.

Business size

If you target businesses of a certain size, reflect that in your ad copy. For example, if you want to target larger businesses, you can add “Enterprise” to your ads and create copy such as “Enterprise Class WordPress Design”.


If you work with specific verticals, you can make that clear in your ads. For example, your ad could read: “WordPress Design for Healthcare”. This usually works best with segmented campaigns and keywords (see sections 3 and 4).


Many companies are uncomfortable adding pricing to their ad copy, but this is a good way to weed out prospects who may not have the budget for your solution. You can do this by adding text such as “Starting at $499/month” or “Packages Starting at $10K”.

Target persona

Including your target persona in your ad copy is another excellent way of pre-qualifying your ad traffic and even personalizing your ads. You can do this with text such as “For Small Business Owners” or “For Discriminating Marketing Execs”.

It is also important to consistently A/B test your ads to optimize their performance. As a general guideline, you should always have two ads running for each ad group in your campaigns. You can then decide which ad is performing better by looking at the number of conversions and opportunities generated from each, in addition to the click-through rates.

7) Develop Tailored Landing Pages

Once a visitor gets to one of your landing pages you have already paid for the click. This means that measures such as adding extra form fields or validating for a business email address in an effort to reduce the no. of poor quality leads, are misguided. Instead, you should focus on maximizing the conversion rates of your landing pages by optimizing the elements below.

Customize landing pages to your ad groups

Tailor your landing pages to the needs, wants, and challenges of your ad groups, with particular focus on the content you have above the fold. While it is ideal to create unique landing pages for each ad group, sometimes this is not feasible—especially if you are working with dozens of different ad groups. Should this be the case, you can use dynamic headlines and subheadings on your pages. This will let you alter the content of your landing pages by passing in headlines and sub headings as parameters of your landing page URL.

Determine which offers drive the most results

Test multiple offers to see which get you the most traction. Make sure you look beyond conversions to see which offers are producing the most opportunities. Some offers to test include: Free Trial, Schedule Demo, Free Evaluation, Request Consultation, Request Proposal, Free Assessment, etc.

Test, test, test!

A/B test your landing pages to determine which variants are driving the most conversions, opportunities, customers and ROI:


Always A/B test a single element at a time to isolate the effect of that element on performance. Also, test only two variants of the page at a time. The most important elements you should run tests on are above the fold, and include: 

  • Headline: Test different versions of your main selling point, benefit or offer.
  • Call-to-Action (CTA): Try out different CTA copy, colors, sizes and placements.
  • Hero Shot or Background: Test different images or videos for your hero shot or background
  • Form: Test different lengths and placements for your lead generation form. You might display your form in the hero area, at the­­ bottom of your page or as a popup.

8) Make Adjustments Based on Mobile Performance

If you implemented device tracking as described in sections 1 and 2, you will now be able to determine which devices (computer, tablet or smartphone) are driving opportunities. If you find that mobile leads are not converting into opportunities, you can stop running your campaigns on mobile devices or reduce bids so that computers and tablets receive the bulk of your traffic.

9) Create an Ad Schedule

Even if you are running your ads 24/7, you should set up an ad schedule for your campaigns. You can add days of the week or break your schedule down further by adding hourly segments for each day of the week. Once this is done, you will be able to track performance for each day or hourly segment that you define:


Once you combine your opportunity data and your ad schedule, you will be able to determine which days or hours produce the most opportunities. From there, you can adjust your bids for each segment or stop running your campaign for those segments.

You should typically look at this data over a longer period of time—at least one quarter. If you find that you are not generating any opportunities on weeknights or weekends, and can stop running most of your campaigns during those times and move your budget over to regular business hours.


PPC campaigns are an effective way to attract B2B leads. However, many companies struggle at generating opportunities and driving a positive ROI from their campaigns. These nine strategies will help you create targeted campaigns optimized for high quality lead conversions, and boost your bottom line.

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Google adds U.S. Cellular’s network to extend Project Fi’s coverage

network Google today announced that it has added U.S. Cellular, one of the larger regional carriers in the U.S., to its Project Fi network. U.S. Cellular joins Google’s existing network partners T-Mobile and Sprint. What makes Project Fi different from mobile virtual network operators like Boost Mobile or MetroPCS is that it doesn’t just rely on a single network. Instead, it can switch… Read More

#EURO2016 kicks off on Twitter

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Briton uses Facebook and Snapchat to fake photos for ‘accidental Syria boat trip’ prank


A British man has used Facebook and Snapchat photos to create a prank about "accidentally ending up in Syria" with his friends after boarding the wrong boat after a night out in Cyprus.

Lewis Ellis, a 25-year-old from Manchester, told the Daily Mirror that the post-clubbing dolphin-watching trip from Ayia Napa turned out to be a nightmare as he and his friends realised halfway they were on the way to Syria. 

He claimed they were stopped in Tartus, Syria, by Russian military police just 50 miles from Homs, and escorted to their military base.  Read more...

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Why Your School Needs More Than an “Apply Now” Button [New Ebook]


Large purchases require a lot of consideration from buyersand for prospective parents and students, choosing a school is no different.

This means that schools who only give students or parents the option to "Apply Now," are missing out on a big opportunity. Think about it this way, you wouldn't go to a car website and buy a new SUV without reading a guide, taking a test drive, or doing some research would you?

Of course not! So why would a student's first interaction with your school be to submit an application? Wouldn't it be better to inform them or help them get to know your institution before asking for such a large commitment? 

By providing educational content earlier on in the application cycle, marketers can instead strengthen their relationship with people not yet ready to take the leap and apply. It works a little something like this:

  • Learn more about prospects earlier on in the enrollment cycle
  • Use this information to nurture and build trust with prospects
  • Eventually turn strangers into enrollment-ready applicants

Sound too easy to be true? With the right know how it's not. To help pain a more complete picture and illustrate how schools can use early-stage conversions to increase applications and enrollments, we put together From Stranger to Student, a complimentary guide for education marketers. 

You can download your copy here >> 

Other education marketing topics you'd like to learn more about? Let us know in the comment section below! 

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Modern Consumer Behavior in an Omni-Channel World [Infographic]


There have been plenty of predictions for the commerce industry in 2016. From drones and year round same-day delivery, to AI and wearable technology woven into our everyday fabrics. Google, Amazon and the like have all made strides in these arenas, but outside of those technology behemoths, 2016 has been a relatively slow shopping year from the point of view of retailers.

The Guardian recently blamed this on deep discounting trends, which began during the recession, have yet to let up, even though the economy is relatively healthy and consumers likely have more to spend. The pricing race to the bottom is cutting into the margins of most small and mid-sized retailers –– and it’s a bit unclear for most on who to back out of this situation. It’s one thing to lower prices and an entirely other to raise them.

In looking to solve this problem and figure out exactly what it is that is convincing consumers to buy online, BigCommerce commissioned a study into the modern consumer journey. We learned how, when, why and where U.S. consumers buy today –– and more so, what is stopping them from doing so. 

This information is incredibly important for retailers looking to sustain and grow their revenue. In today’s omni-channel world, brands must be strategic about merchandising on their various channels and need to fully understand why or why not their customers are clicking the buy button –– no matter where it appears.

Check out the infographic below for key insights or read the full State of Omni-Channel Retail Report.


  Learn to grow your ecommerce business with these guides.

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How to Work Faster in Excel: 6 Helpful Tips & Features


If you’re a frequent user of Excel, there are probably a few features you’ve found yourself using over and over again in your work.

VLOOKUPs, autofilters, and conditional formatting are critical pieces of any veteran’s arsenal -- and they’ve been making appearances in spreadsheets for years.

But what most Excel users don’t know is that these features only represent a fraction of the program’s capabilities. Beyond the basics, Excel has a variety of tools that can make your spreadsheets more beautiful -- and your life a lot easier. Download our free introductory guide to A/B testing here. 

Today, in the spirit of exploration, we’ll dive into six of these little-known Excel features to explore some of the most helpful -- but least-used capabilities -- of our favorite spreadsheet program. These tips and features are designed to help you work faster and smarter ... and who doesn't need more hours back in their day?

(Note: If you aren't familiar with these features above, don't panic. Excel can be really tricky to master, so you may want to start here or here ... or here.)

How to Work Faster in Excel: 6 Helpful Tips

1) Leverage the Tables Tools to organize data and conduct quick analyses.

Although much of the data we enter into Excel is technically in table format -- meaning that it’s organized into rows and columns -- Excel has a separate Tables feature that allows you to analyze a group of related data more easily.

To get started with Tables, we’ve got to begin with a set of data. In this case, we're working with some fake data from one of our favorite television series: Game of Thrones.


To create a table, select your data. Once your data is selected, follow the instructions below.

  • On Windows:
    • Navigate to the “Insert” tab on the ribbon, then click “Table.”
    • If your data has headers already, be sure to check the “My Data Contains Headers” box so that Excel knows to create a separate header row for your column titles.
    • Press "OK."
  • On a Mac:
    • Navigate to the “Tables” tab on the ribbon.
    • If your data already has headers, click “New" > "Insert Table With Headers.”
    • If it does not have headers, click “New" > "Insert Table Without Headers.”

Our data immediately becomes much more beautiful, with tastefully-striped rows and a nice blue color theme. Notice that Excel has also automatically added sorting and filtering dropdowns at the top of each column, so we don’t need to insert those ourselves.


But pretty formatting isn’t the only advantage of using a data table. There are a couple other key features that will make analyzing this data set supremely easy.

First of all, we can reference columns of our table by name within functions. Let’s try summing up the number of castles owned for everyone in our data set. Normally, we’d have to use cell references to obscure cell letters and numbers to perform this calculation. But with Tables, we can reference an entire column at once by name. In this case, we’ll take the SUM of the “Castles owned” column like so:

=SUM(Table2[Castles owned])


It’s that easy! No confusing numbers or letters to memorize -- just the name of a column.

Second, we can easily add data rows to our table without worrying about breaking formulas. Let’s add a row for our dear friend Tyrion, who we’d be remiss to leave off of this spreadsheet.

When we start typing at the bottom of the table, Excel automatically adds a row and autoformats it per the table’s specifications. Best of all, the SUM() function we created automatically updates -- no need to change the cell references once we’ve added a table row.

Finally, we can easily add formulas to every row of the table itself without copying and pasting. Let’s create a new column that calculates each character’s total number of properties by adding together their “Castles owned” and “Houses owned.”

In the first row of this column, take the SUM of the “Castled owned” and “Houses owned” columns. Notice that rather than using the standard cell reference nomenclature, Excel has used a new format: =SUM([@[Houses owned]],[@[Castles owned]]). And the formula automatically applies itself to every cell on the table.

2) Use the CONVERT formula to make speedy calculations.

We often find ourselves needing to perform unit conversions in Excel -- like degrees Fahrenheit to degrees Celsius or kilograms to pounds -- particularly when we’re collaborating internationally.

It’s typically an onerous process involving some online research and manual copy-and-pasting. But there’s an easier way: Excel includes a generic conversion function called CONVERT() that helps us convert weight, distance, time, and temperature to and from various units.

The CONVERT formula looks like this: =CONVERT(number, from_unit, to_unit)

The from_unit and to_unit arguments are strings pulled from a pre-defined set of units built into Excel. Here are some of the most useful:







(Click here for a complete list of text values)

Let’s try it out by converting each character’s preferred temperature from degrees Fahrenheit to degrees Celsius. Rather than looking online for conversion formulas, we can simply use the following formula in a row column of our Table:

=convert([@[Preferred temp (F)]], “F”, “C”)


3) Use the DATEDIF function to calculate the difference between dates.

We often need to calculate the differences between dates in our spreadsheets -- particularly when formatting tables to be used to generate charts and graphs. Many Excel users resort to using numerous columns full of complicated YEAR(), MONTH(), and DAY() columns to extract and compare date information from various cells.

But there’s an easier way: The seldom-used DATEDIF() function. DATEDIF() allows us to take the difference between two dates using a number of predetermined Excel settings. For example, we can find the total difference between two dates, in days. Or we can find the difference between two dates ignoring their years and months, so that only the numerical days are considered.

The DATEDIF() function looks like this: =DATEDIF(start_date, end_date, unit)

That ‘unit’ argument tells Excel what to take the difference between, based on the following table:


(Click here for more on the DATEDIF function and units.)

Let’s say, for example, that we wanted to find the difference, in days, between the birth dates of Cersei and Tyrion. We could do it like so:


If we wanted to look up the same value in years, we could use a very similar formula, with the ‘unit’ argument slightly modified:



4) Analyze numerical comparisons using Data Bars.

Setting up a chart in Excel takes time. You’ve got to select your data set, generate the chart, and ensure that the data is being displayed correctly. Then, you have to format the chart, adding axis labels, titles, gridlines, and more. Charts are a great tool for making beautiful data visualizations in Excel, but what if you just want to get a quick look at how a set of data compares internally?

Enter data bars. These are a handy way to visualize numerical comparisons using Conditional Formatting -- without going through all the complexity of chart creation and development.

To get started, simply select a row or column of numbers to compare, then -- on either Windows or Mac -- hit "Home" > "Conditional Formatting" > "Data Bars" and pick the bar color of your choice.

Cells in our selected row or column will automatically fill with in-cell data bars. The length of these bars will be proportional to that of the other bars in our data series, with the largest numbers almost filling the cells in question.

Let’s try it out on our “Houses owned” column. With a couple of keystrokes, it’s easy to get a visual sense for who owns the most houses -- no charts required.


5) Identify trends over time using Sparklines.

Data bars, described above, are an easy way to get an at-a-glance visual comparison of different static numerical quantities. Trouble is, they don’t help us much if we want to quickly look at trends over time.

Of course, we can always use charts and graphs to visualize data, but they become cumbersome and cluttered if we’re trying to look at multiple data sets at once.

Fortunately, there’s an easier way to visualize this data: Sparklines.

Sparklines are in-cell graphics (just like data bars), but they don’t show just static quantities. Instead, they show multiple pieces of data at once -- like a mini-chart within a cell. Here’s an example of Sparklines in action, used to show trends in houses owned over time for a number of different people:


Follow the instructions below to try out Sparklines on your own.

  • On Windows:
    • First, select a column or partial column; this is where our completed Sparklines will be inserted. (Note: Sparklines can only be inserted into adjacent cells within a single column -- they don’t work as well when used within adjacent cells in a row.)
    • Click “Insert” then select the type of Sparklines you’d like to insert under the “Sparklines” section. There are several options here: line charts, column charts, or win/loss charts. Choose the one that will best assist in visualizing your data.
    • Enter the data range from which you’d like to generate your Sparklines in the “Data Range” box. The data range you select should be a two-dimensional matrix, and its number of rows should always be equal to the number of cells you selected before creating your Sparklines.
    • Press "OK."
  • On a Mac:
    • First, select a column or partial column; this is where our completed Sparklines will be inserted. (Note: Sparklines can only be inserted into adjacent cells within a single column -- they don’t work as well when used within adjacent cells in a row.)
    • Click “Charts” then select the type of Sparklines you’d like to insert under the “Insert Sparklines” section. There are several options here: line charts, column charts, or win/loss charts. Choose the one that will best assist in visualizing your data.
    • Enter the data range from which you’d like to generate your Sparklines in the “Select a data range for the Sparklines:” box. The data range you select should be a two-dimensional matrix, and its number of rows should always be equal to the number of cells you selected before creating your Sparklines.
    • Press "OK."

Sparklines provide a quick and easy way to interpret trends in our data without having to invest time and effort in formatting multiple charts.

6) Arrange data using multiple Custom Sort levels.

If you're a veteran Excel user, you’ve probably used Quick Sort quite a bit to arrange your data in a logical and coherent fashion. (If not, read up on how to alphabetize in Excel here.)

But many spreadsheet users don’t know that it’s possible to sort on multiple levels. For example, we can sort a sheet by last name, and, if two people on the sheet share the same last name, sort by first name next. Each level of our sort can be totally customized -- with contents sorted from A to Z, or largest to smallest.

To Custom Sort on both Windows and Mac, select your data and head to “Data" > "Sort" > "Custom Sort." A window will appear asking which column you’d like to sort by first, and how. Press the small "+" icon at the bottom of the screen to add an additional level of sorting. Using the dropdowns provided, you can choose to sort based on cell values (either numerical or alphabetical), or based on more advanced features such as cell color, font color, or icons.

In the following example, we’ll use an advanced Custom Sort to rearrange our list of people, ordering first by last name, then by gender, and finally by houses owned.


We now have an easy-to-read list of people ordered by family and properties.

There you have it: six of the most helpful Excel functions to make you faster and more productive. If you enjoyed this article, put it in your bookmarks bar to keep these Excel tips on hand at work.

What do you want to learn how to do in Excel? Share your thoughts below.

free guide: how to use excel

Malaysia jails a teenager for insulting royalty on Facebook


A 19-year-old Malaysian man was sentenced to a year in prison — the maximum jail time for the offence — for insulting a royal family on Facebook.

Muhammad Amirul Azwan Mohd Shakri, a labourer, pleaded guilty to 14 charges against him under the country's multimedia laws, which forbid people from posting content online that others might find abusive or distressing.

It's unclear exactly what he posted, but media reports say they were derogatory remarks directed against the royal family of Johor — one of the country's nine monarchies. Read more...

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Google’s VR prototypes give you charming and strangely expressive googly eyes

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