{"id":10346,"date":"2024-10-01T06:30:56","date_gmt":"2024-10-01T06:30:56","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=10346"},"modified":"2025-04-23T12:42:39","modified_gmt":"2025-04-23T12:42:39","slug":"google-ads-black-friday-qa","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/","title":{"rendered":"Black Friday Google Ads Q&#038;A: Expert insights for higher profits"},"content":{"rendered":"\n<p>With the most competitive holiday season yet fast approaching, it\u2019s more important than ever to fine-tune your Black Friday Google Ads campaign strategy, budget allocation, and overall competitive positioning.&nbsp;<\/p>\n\n\n\n<p>Following <strong>Mike Ryan\u2019s 2024 Holiday Season Action Plan<\/strong> webinar, we received some great follow-up questions via email that deserve a closer look.<\/p>\n\n\n\n<p><strong>So let\u2019s break them down:<\/strong><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/#black-friday-performance-max-campaigns\" >Black Friday Performance Max campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/#budget-allocation-roas-targets-during-peak-season\" >Budget allocation &amp; ROAS targets during Peak Season<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/#product-prioritization-for-the-holidays\" >Product prioritization for the holidays<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/#black-friday-auction-insights-competitor-strategy\" >Black Friday Auction Insights &amp; competitor strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/#how-do-your-campaigns-stack-up\" >How do YOUR campaigns stack up?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"black-friday-performance-max-campaigns\"><\/span>Black Friday Performance Max campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. What are the best practices for segmenting product groups in Performance Max campaigns to optimize both conversion value and profitability during the holiday season?<\/h3>\n\n\n\n<p>In Performance Max, the key to product group segmentation lies in <strong>balancing conversion potential and seasonal demand.&nbsp;<\/strong><\/p>\n\n\n\n<p>Ideally, you should segment products based on their <strong>general performance<\/strong>, <strong>margins<\/strong>, and <strong>stock availability<\/strong>. Grouping high-demand products\u2014like best-sellers or limited-edition holiday items\u2014separately allows you to <strong>adjust bids for each segment <\/strong>more strategically.&nbsp;<\/p>\n\n\n\n<p>Additionally, you can use <strong>custom labels<\/strong> to organize products by <strong>sales velocity or profitability<\/strong>, and keep a close eye on <strong>stock levels<\/strong> to avoid promoting items that might sell out too quickly.<\/p>\n\n\n\n<p><strong>Audience signals<\/strong> are also pretty darn important here\u2014so make sure you\u2019re using them to capture <strong>high-intent shoppers<\/strong>, like past purchasers or people <strong>actively browsing holiday gift categories<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. How do you recommend setting up seasonality adjustments within PMax to account for the fluctuating consumer demand during Black Week and the holiday season?<\/h3>\n\n\n\n<p>Seasonality adjustments are <strong>a must for short-term<\/strong> events like Black Friday. They allow you to tell Google\u2019s algorithms to expect <strong>higher conversion rates<\/strong> over a <strong>limited period<\/strong>.<\/p>\n\n\n\n<p>To start, look at<strong> your previous holiday data<\/strong> to estimate the potential uplift.&nbsp;<\/p>\n\n\n\n<p>Typically, you might see a <strong>20-30% boost<\/strong> in conversion rates <strong>during Black Week<\/strong>. You\u2019ll want to <strong>set your adjustment<\/strong> window for just <strong>a few days<\/strong>\u2014covering the spike\u2014and <strong>turn it off immediately<\/strong> after to avoid unnecessary overspending.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"645\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.35.13-1024x645.png\" alt=\"Consumer lag and Black Friday Google Ads\" class=\"wp-image-10351\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.35.13-1024x645.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.35.13-300x189.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.35.13-110x70.png 110w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.35.13.png 1458w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">While 80% of purchases usually happen on the same day, in the 4 weeks leading up to black week, consumers are waiting for better deal. Black Friday Google Ads should account for this &#8220;conversion lag&#8221;.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"budget-allocation-roas-targets-during-peak-season\"><\/span>Budget allocation &amp; ROAS targets during Peak Season<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. With a significant budget of over \u20ac15k monthly, how should I adjust my ROAS targets for key dates like Black Friday and Cyber Monday to maximize profitability without sacrificing too much on ad volume?<\/h3>\n\n\n\n<p><strong>With a large budget <\/strong>like \u20ac15k, you\u2019ll want to <strong>lower your ROAS targets slightly<\/strong> to capture more volume during key dates like Black Friday.&nbsp;<\/p>\n\n\n\n<p>At the same time, ensure to increase your budget strategically\u2014especially during peak hours. To prevent overspend, <strong>monitor performance intra-day<\/strong> and adjust based on conversion spikes, which often happen later in the day.<\/p>\n\n\n\n<p><strong>These ROAS shenanigans<\/strong> can admittedly be pretty headache-inducing. Which is why we recently wrote an entire blog post about <strong>why lowering your ROAS targets<\/strong> can \u2013 sometimes \u2013 <strong>lead to more profitable results<\/strong>. <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/beyond-roas-vs-poas\/\" target=\"_blank\" rel=\"noreferrer noopener\">You should check it out!<\/a><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Awareness campaigns prime the pump. But conversions <br>keep it flowing.<\/p>\n<cite>Mike Ryan, Head of Retail Insights at smec<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">2. Is there a recommended split between upper-funnel awareness campaigns and lower-funnel conversion-focused campaigns during the holiday season?<\/h3>\n\n\n\n<p>The holiday season is a conversion game, and while awareness is important, your upper-funnel campaigns should have ideally done their heavy lifting in the <strong>weeks leading up to it.&nbsp;<\/strong><\/p>\n\n\n\n<p>By the time you\u2019re in Black Friday territory, your budget should <strong>shift heavily towards lower-funnel<\/strong> efforts. Think of it like this: awareness primes the pump, but <strong>conversions keep it flowing<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>During peak periods like Black Friday <\/strong>or Cyber Monday, allocate <strong>75-80% of your budget<\/strong> to <strong>conversion-focused campaigns<\/strong>.<br><br>PMax, Shopping Ads, and Search Ads should<strong> dominate here<\/strong>, as these campaigns are designed to drive those<strong> last-minute, high-intent<\/strong> purchases.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>That said, don\u2019t completely neglect the top of the funnel.<\/strong> Retargeting audiences who engaged earlier in Q4 can be highly effective now.<br><br>Use <strong>10-15% of your budget <\/strong>for awareness campaigns, but aim for channels like YouTube or Display where you can remarket to those who have <strong>already shown interest<\/strong>. These can act as final nudges to hesitant buyers.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"643\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.51.14-1024x643.png\" alt=\"\" class=\"wp-image-10353\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.51.14-1024x643.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.51.14-300x188.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.51.14-110x70.png 110w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-30-at-14.51.14.png 1434w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Pro tip: Median PMax performance November 2023 shows ROAS targets offer more control and predictability\u2013<br>but you can still be efficient without them. <br>Source: Smarter Ecommerce GmbH proprietary data<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"product-prioritization-for-the-holidays\"><\/span>Product prioritization for the holidays<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. How can I effectively identify and promote high-potential products from my catalog of over 1,500 SKUs? Should I focus on high-margin items or best-sellers when scaling for holiday traffic?<\/h3>\n\n\n\n<p>For a catalog larger than 1,500 SKUs, a <strong>balance between high-margin items and bestsellers<\/strong> is a pretty surefire key to success.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Best-sellers provide reliable conversion volume<\/strong>, especially during the holidays. But don\u2019t overlook <strong>high-margin products<\/strong>\u2014these can significantly <strong>boost profitability.<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use last year\u2019s Q4 data<\/strong> to identify which products sold best and at what margins. For high-margin products, try <strong>bundling them with popular items <\/strong>to boost their visibility and conversion potential.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Additionally, you should consider <strong>adding urgency through promotions <\/strong>to move these higher-margin items faster.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-what-tools-or-techniques-would-you-recommend-for-multi-dimensional-product-segmentation-to-highlight-the-most-profitable-products-in-my-black-friday-google-ads\">2. What tools or techniques would you recommend for multi-dimensional product segmentation to highlight the most profitable products in my Black Friday Google Ads?<\/h3>\n\n\n\n<p>Not gonna lie, the best tool on the market right now to segment your product catalog in multiple dimensions is <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/multi-dimensional-product-segmentation\/\">our very own software<\/a>. Sorry, <strong>not sorry<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Our solution <strong>automates multi-dimensional segmentation<\/strong> by layering factors like margin potential, stock levels, and seasonal relevance\u2014giving you <strong>full control<\/strong> without the headache.&nbsp;<\/p>\n\n\n\n<p>Our software lets you <strong>optimize for high-profit products<\/strong> at exactly the right time, ensuring your ads drive maximum-profit-potential <strong>during the holiday rush<\/strong>.<\/p>\n\n\n\n<p><strong>For a full breakdown<\/strong> on how this works and how you can implement it, <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/multi-dimensional-product-segmentation\/\">check out our blog post on multi-dimensional segmentation here.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"384\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/02\/conversion-potential_all-the-data-1024x384.jpg\" alt=\"ROAS is not enough -\" class=\"wp-image-10075\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/02\/conversion-potential_all-the-data-1024x384.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/02\/conversion-potential_all-the-data-300x113.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/02\/conversion-potential_all-the-data-1536x576.jpg 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/02\/conversion-potential_all-the-data-2048x768.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Our software helps you optimize your Black Friday Google Ads by identifying products with the highest conversion potential.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"black-friday-auction-insights-competitor-strategy\"><\/span>Black Friday Auction Insights &amp; competitor strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. How can I leverage competitor auction insights during the holiday season to adjust my bidding strategies without overspending?<\/h3>\n\n\n\n<p><strong>Google\u2019s <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2579754?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Auction Insights<\/a><\/strong> is a goldmine of information during the holidays. Use it to monitor <strong>your impression share and overlap rate<\/strong>\u2014if a competitor is consistently outranking you, they may be bidding aggressively.<\/p>\n\n\n\n<p>Instead of entering a costly bidding war, consider focusing on<strong> less competitive products<\/strong> or targeting times of <strong>the day<\/strong> when the auction landscape is <strong>less crowded<\/strong>. This can help you make more informed bidding decisions and avoid unnecessary budget wastage during peak periods.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Are there any specific signals or benchmarks I should monitor to anticipate aggressive CPC spikes in my industry during peak shopping periods?<\/h3>\n\n\n\n<p>During peak shopping periods like Black Friday, competitors can quickly ramp up their activity. Google\u2019s Auction Insights provides <strong>direct monitoring of competitor performance,<\/strong> helping you identify when <strong>aggressive CPC increases<\/strong> are happening.<\/p>\n\n\n\n<p><strong>For a broader view<\/strong>, use the <a href=\"https:\/\/smarter-ecommerce.com\/en\/smec-market-observer\/\">smec Market Observer tool<\/a> to track <strong>shifts in category performance<\/strong> over time. It allows you to see rising or falling demand within your industry and spot emerging trends. For example, if a particular category experiences a sudden surge, it <strong>might indicate increased focus<\/strong> from competitors.<\/p>\n\n\n\n<p>By identifying these shifts early, you can adjust your bidding strategies and budget allocation to stay competitive without overspending.<\/p>\n\n\n\n<div class=\"cta-row-box-bluesolid\">\n<h3 class=\"cta-row-title\">Make this your <br class=\"d-none d-md-block\"><b>most profitable Peak Season<\/b> with smec&#8217;s powerful PPC software!<\/b><\/h3>\n<a class=\"btn btn-gold-cta\" href=\"https:\/\/smarter-ecommerce.com\/en\/demo\/\" target=\"_blank\" rel=\"noopener\">Book a free demo! <i class=\"fa fa-angle-right\"><\/i><\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"how-do-your-campaigns-stack-up\"><\/span>How do YOUR campaigns stack up?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Whether it\u2019s fine-tuning your Performance Max campaigns, setting optimal ROAS targets, or leveraging competitor insights, the key to Black Friday Google Ads success lies in <strong>staying agile and data-driven<\/strong>.<\/p>\n\n\n\n<p>If managing these complexities sounds overwhelming: <strong>You are not wrong<\/strong>. There is definitely a lot of stuff you can do to make your ads shine during peak season. Stuff that will inevitably eat into a lot of your time. <br><br><strong>But don&#8217;t worry:<\/strong> <a href=\"https:\/\/smarter-ecommerce.com\/en\/performance-max-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">our solutions<\/a> can help streamline your process by automating bid adjustments, product prioritization, and competitor analysis.&nbsp;<\/p>\n\n\n\n<p>Have more questions or need further guidance? <a href=\"https:\/\/smarter-ecommerce.com\/en\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Why not book a free demo?<\/strong><\/a><\/p>\n\n\n\n<p>Our PPC experts will take a closer look at your current Google Ads setup and show you the true uplift potential of your campaigns during and beyond the holiday season.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50\"><a class=\"wp-block-button__link has-black-color has-luminous-vivid-amber-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/smarter-ecommerce.com\/en\/demo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Let&#8217;s talk!<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"lyte-wrapper\" style=\"width:853px;max-width:100%;margin:5px;\"><div class=\"lyMe hidef\" id=\"WYL_Mfh6uMPHWxY\"><div id=\"lyte_Mfh6uMPHWxY\" data-src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2FMfh6uMPHWxY%2Fmaxresdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/Mfh6uMPHWxY\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FMfh6uMPHWxY%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"853\" height=\"460\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:853px;margin:5px;\"><\/div><figcaption><\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>With the most competitive holiday season yet fast approaching, it\u2019s high-time to fine-tune your Black Friday Google Ads. Here&#8217;s how:<\/p>\n","protected":false},"author":91,"featured_media":10360,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[345,479,435],"tags":[104,476,700,695,232,698],"class_list":["post-10346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-google-ads","category-adwords-automation","tag-ecommerce","tag-google-ads","tag-online-retail","tag-performance-max","tag-ppc","tag-premier-partner"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday Google Ads Q&amp;A: How to drive more profits in 2024<\/title>\n<meta name=\"description\" content=\"With the most competitive holiday season yet fast approaching, it\u2019s high-time to fine-tune your Black Friday Google Ads. Here&#039;s how:\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/google-ads-black-friday-qa\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday Google Ads Q&amp;A: Expert insights for higher profits\" \/>\n<meta property=\"og:description\" content=\"With the most competitive holiday season yet fast approaching, it\u2019s high-time to fine-tune your Black Friday Google Ads. 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