A Beginner’s Guide to SEM for Non-Profit Organizations

SEM by Industry  A Beginner's Guide to SEM for Non-Profit Organizations

Understanding SEM for Non-Profit Organizations

To understand SEM for non-profit organizations, you need to know about its definition and benefits. In order to achieve successful SEM, it is crucial to understand the SEM goals that are specific to non-profit organizations. Check out the upcoming sub-sections to gain an insight into the definition of SEM, its benefits for non-profit organizations, and how to understand SEM goals specific to non-profit organizations.

Definition of SEM

For non-profit organizations, Search Engine Marketing (SEM) involves promoting their website through paid advertising on search engines. By bidding on specific keywords related to their mission, non-profits can increase visibility and drive traffic to their site. Through effective SEM strategies, non-profits can reach their target audience and achieve their goals more efficiently.

To succeed in SEM for non-profit organizations, targeting the right audience is crucial. Identifying relevant keywords with high search volume and low competition can result in cost-effective ad campaigns that resonate with potential supporters. Additionally, using Google Ad Grants – a program that provides eligible nonprofits with free advertising credit – can be a valuable tool for maximizing SEM efforts.

While SEM can be a powerful marketing tool for non-profit organizations, it’s important to measure and analyze performance regularly. Tracking ad metrics like click-through rate (CTR), conversion rate, and cost per acquisition (CPA) can help optimize campaigns over time and ensure resources are being used effectively.

By incorporating SEM into their overall digital strategy, non-profit organizations can increase visibility, drive traffic and donations, and ultimately make a bigger impact in their respective fields. Don’t miss out on this opportunity to stand out online.

SEM for non-profits: better exposure than an obnoxious holiday sweater at an office party.

Benefits of SEM for Non-Profit Organizations

For non-profit organizations, Search Engine Marketing (SEM) is an effective way to increase online visibility and drive traffic to their website. This can lead to more donations, volunteers, and increased awareness of their mission.

Benefits of SEM for Non-Profit Organizations:

  • Increased Visibility: With SEM, non-profit organizations can reach a wider audience through search engines and social media platforms. This can result in increased awareness about their cause and attract potential donors and volunteers.
  • Targeted Advertising: With SEM, non-profits can create targeted ads based on location, keywords, demographics and other variables; ensuring that their message reaches the right audience.
  • Cost-effective: SEM can be cost-effective if managed efficiently as it allows non-profit organizations to set a budget for their campaigns. This way they can allocate funds efficiently to maximize results without exceeding their budget.
  • Measurable Results: SEM offers real-time tracking tools that help non-profits measure the effectiveness of their marketing campaigns. They can analyze data and adjust strategies accordingly to improve results.
  • Brand Awareness: By incorporating SEM into overall marketing strategy, non-profit organizations can create brand awareness by staying relevant in search engine rankings. This fosters trust with followers who view them as an authoritative source within the industry.

SEM also provides unique opportunities for non-profits such as generating leads-nurturing strategies while creating strong relationships with donors. It creates a long-term digital presence which attracts loyal supporters.

Pro Tip: Invest time building robust SEM campaigns around specific fundraising seasons like Giving Tuesday when click-through rates often accelerate resulting in higher donations.

Why sell your soul when you can sell your non-profit organization’s mission with SEM?

Understanding Non-Profit SEM Goals

Non-profit SEM objectives are essential to ensure the growth and optimization of philanthropic organizations. Aligning SEM strategy with the non-profit mission can increase revenue, traffic, and engagement toward a cause. By setting clear goals and defining KPIs that connect the audience with the organization’s values, non-profits can tailor messaging and outreach to increase impact on critical issues.

Non-profits must focus on creating awareness campaigns through multiple digital channels that include SEO, PPC, display advertising, paid social media, email marketing, and video content. By using keyword research and donor personas to target messages based on user intent, non-profits can optimize conversion rates by increasing visibility for organic search results.

To further improve SEM efforts for non-profit organizations, stakeholders should leverage data analytics tools such as Google Analytics to track ROI metrics like end-to-end conversions. In-depth analysis of website engagement provides insights into core initiatives at every stage of the funnel.

Ensuring an optimal outcome for your non-profit demands embracing digital strategies via a purpose-driven approach. Optimizing campaigns around these processes aligns your brand with causes that support philanthropic endeavors globally – the time has come to invest in rapidly evolving digital trends while contributing to making our world a better place.

Finding the right keywords for your non-profit SEM campaign is like searching for a needle in a haystack, except the needle is a donor and the haystack is the vast internet.

Keyword Research for Non-Profit SEM

To optimize your Non-Profit Organization’s website for Search Engine Marketing, you need to conduct Keyword Research. By doing so, you will ensure that your website’s content is relevant to potential supporters and donors. In this section, we will guide you through the process of identifying relevant keywords for Non-Profit Organizations. We will also introduce you to the tools that work best for Non-Profit keyword research and the selection techniques that effectively boost your Non-Profit SEM.

Identifying Relevant Keywords for Non-Profit Organizations

To optimize online visibility, Non-Profit Organizations need to identify relevant keywords that will attract their target audience. This can be done by doing extensive keyword research tailored for non-profit organizations.

  • Understand Your Target Audience And Non-Profit’s Mission: It is crucial to comprehend the people seeking the organization’s services and how they search. Also, understand the organization’s objectives and values.
  • Create a Keyword List: Use tools like Google AdWords Keyword Planner or Moz Keyword Explorer to generate keywords specific to the organization’s mission, services offered, and target audience needs.
  • Prioritize Targeted Keywords: From the generated list of keywords select those that are most valuable to the organization’s goals and have high search volume with low competition.
  • Consider Geographic Locations: Add location-based keywords because often non-profits serve specific areas or operate solely in a particular location.
  • Use Negative Keywords: Avoid irrelevant searches overshadowing targeted ones by adding negative keywords; these are words excluded from appearing in search results.
  • Continually Refine Keyword List: Analyze online traffic data regularly to track keyword rankings, referrals, and conversion rates adjusting them accordingly.

By incorporating relevant and intent-driven keywords into their SEM strategy non-profits can reach their target audience effectively. However, it is essential for organizations first to understand and align their strategies with potential supporters’ needs and behaviors before optimizing their website.

Adding bio-specific industry or advocacy terms related to non-profit work can help narrow down keyword results. Additionally, including action-driven words like ‘donate,’ ‘support,’ or ‘volunteer’ motivates potential users towards conversion leading users through an effortless UX journey.

With proper attention and upkeep in refining targeted search terms & phrases, along with creating targeted content, organizations may start ranking better organically.

Get your keyword game on point with these essential tools for non-profit SEO research, because being #1 in search results is way more satisfying than being #2.

Tools for Non-Profit Keyword Research

Non-Profit Keyword Research Tools help organizations identify the most relevant and profitable keywords to target in their SEM campaigns. These tools are specifically designed to cater to the requirements of non-profits and can aid in achieving maximum visibility while minimizing costs.

The following are some of the Non-Profit Keyword Research Tools available in the market:

  • Google Ad Grants Keyword Planner
  • SEMrush Non-Profit Plan
  • Ahrefs Non-Profit Plan
  • Moz Keyword Explorer for Non-Profits
  • SERPstat’s Free Plan for Non-Profits

Each of these tools offers unique features, including keyword suggestion, competition analysis, and search volume insights. The strategies based on these insights can help non-profits reach target audiences and expand their mission and outreach.

By leveraging the power of these keyword research tools, non-profits can stay ahead of the curve and keep up with the ever-changing digital landscape. Investing in this essential aspect will provide a significant upliftment in terms of traffic, clicks, conversions, and ultimately fulfilling their objectives.

Since Non-profit organizations face budget constraints when it comes to marketing efforts, adopting cost-effective strategies such as SEM is crucial. Organizations should research extensively on these tools’ offerings before making informed decisions about which one suits their specific needs better.

Ditch the generic keywords and opt for the more emotional and impactful ones – after all, your non-profit deserves to be noticed, not just searched.

Effective Keyword Selection Techniques for Non-Profit SEM

Choosing the right keywords is crucial for the success of Non-Profit SEM campaigns. Effective keyword selection techniques help to maximize the ROI of SEM efforts, attract the target audience, and generate valuable traffic. By conducting comprehensive research and using Semantic NLP tools, Non-Profits can determine high-value keywords that align with their goals and improve campaign performance.

One effective technique for selecting keywords is to analyze search intent and focus on long-tail keywords that have a lower search volume but a higher conversion potential. Another approach is to conduct competitor analysis and perform gap analysis to identify untapped opportunities in the market. Semantic NLP tools can also assist in understanding user behavior, identifying related searches, and optimizing landing pages.

In addition, Non-Profit organizations must prioritize relevant keywords that match their mission statements, values, and objectives. This ensures relevance and consistency across all SEM efforts while establishing a deeper connection with the target audience.

Non-Profits cannot overlook keyword selection techniques in SEM efforts as they play a critical role in achieving campaign success. By utilizing strategies such as analyzing search intent, competitor analysis, gap analysis, and prioritizing relevant keywords with Semantic NLP tools; organizations can increase online visibility while making meaningful connections with supporters.

Don’t miss out on maximizing your Non-Profit’s SEM efforts by overlooking keyword selection techniques with high-value keywords that align with your organization’s mission statements. Use these effective approaches to ensure that you are reaching your target audience and generating valuable traffic that supports your cause.

Make your non-profit SEM ads hit harder than a guilt trip from your mother-in-law.

Creating Effective Non-Profit SEM Ads

To create effective non-profit SEM ads, you need to understand various strategies. This section on “Creating Effective Non-Profit SEM Ads” with sub-sections “Understanding Ad Copy for Non-Profit Organizations,” “Building Ad Groups for Non-Profit SEM,” and “Optimizing Ad Copy for Non-Profit SEM” aims to guide you through these strategies. Each sub-section covers different aspects involved in creating effective SEM ads for your non-profit organization.

Understanding Ad Copy for Non-Profit Organizations

Creating Compelling Ad Copy for Non-Profit Organizations

Ad copy plays a crucial role in conveying the message of non-profit organizations to potential supporters. The ad copy should be engaging, concise and resonate with the emotions of the target audience. By understanding the nuances of crafting compelling ad copy for non-profits, organizations can generate higher click-through rates and attract more donors.

The messaging in non-profit ad copy needs to evoke empathy and connect emotionally with readers. It’s important to highlight how each donation will contribute to the organization’s cause and how vital their support is. Addressing individual fears or goals is an effective technique to create an impact on readers.

Choosing relevant keywords that align with your organization’s mission statement is another way to improve website traffic through ads. Brevity is essential in ad copy since the goal is to convey as much information as possible in a few words.

In summary, creating effective non-profit SEM ads involves empathy-driven messaging, using targeted keywords, and crafting concise messages that are easy to follow. By taking these simple steps, non-profit organizations can increase website traffic while attracting dedicated supporters passionate about their cause. So start creating your killer ad today!

Get ready to build some ad groups that even Mother Teresa would be proud of.

Building Ad Groups for Non-Profit SEM

In the realm of non-profit SEM, effective ad groups provide essential building blocks to drive successful campaigns. Here are some key points to bear in mind when creating an ad group:

  • Establish goals and target audience to ensure ads meet their intended purposes.
  • Develop specific and relevant keywords around these intended audiences.
  • Create engaging and appealing ad copy with a clear call to action.
  • Avoid vague or overly generic messaging; be specific and persuasive in your language.
  • Organize ads appropriately into separate ad groups, each targeting distinct themes or audiences.
  • Closely monitor performance data and adjust accordingly, testing new strategies as needed.

It is also important to note that multiple ad variations within each group can help fine-tune campaign targeting even further. By continually analyzing results, identifying areas for improvement, and refining approaches over time through A/B testing, upcoming marketing initiatives will benefit from this strategic groundwork.

As with any advertising campaign, nuanced attention is required when crafting non-profit SEM campaigns—particularly given the unique priorities associated with such efforts. Remembering these guidelines while optimizing an organization’s approach can effectively boost conversion rates—from generating more donors and volunteers to increasing visibility among potential beneficiaries or sponsors.

Making a difference never looked so good on paper – learn how to optimize your non-profit SEM ad copy!

Optimizing Ad Copy for Non-Profit SEM

Crafting compelling copy for non-profit SEM entails optimizing language, resonating with readers’ emotions, and using persuasive calls-to-action. Appeals to empathy and highlighting how the organization makes a difference can attract donors. In addition, budget constraints require efficient targeting of specific keywords. Therefore, keeping ads concise and direct while highlighting unique selling points remains crucial.

However, simply creating an expertly crafted ad copy is not enough for Non-Profits to succeed in SEM. To complement good ad copy, one needs to conduct thorough keyword research while regularly testing ad variants for greater efficiency. Furthermore, this will help keep fundraising costs low and reach a wider audience without depleting resources.

A real-life example of this approach’s implementation includes the MS Society of Canada utilizing targeted keywords such as “multiple sclerosis research” and “MS walkthrough” within its compelling ad copy to raise funds for a vital initiative. Consequently, it saw significant results in increased site traffic and donations during its campaigns.

Get ready to land some serious donations with landing pages that pack more punch than a superhero on payday!

Understanding Non-Profit Landing Pages

To understand non-profit landing pages, you need to start with the basics. You can improve your non-profit’s SEM strategy with effective landing pages. In this section, you’ll find out how landing pages for non-profits can improve your SEM strategy. We’ll introduce the importance of these pages, help you design effective landing pages, and discuss how to test and refine these pages.

Importance of Landing Pages for Non-Profit SEM

Landing Pages play a crucial role in enhancing the Non-Profit SEM strategy. It helps in amplifying the message and building donor trust by providing significant information about the organization. When supporters click on an ad, that click is expensive, hence directing them to an optimized landing page ensures maximum conversion rates.

Getting people to your website is essential for non-profit organizations, but ensuring they transition to being a supporter takes skillful planning. An elegant landing page can put your website visitor straight into the heart of what you do, bringing your mission to life and converting them into donors.

Effective Landing pages build credibility by showing organizational transparency with clear communication about where donations go. Avoid cluttering it with irrelevant links or content which may confuse visitors from donating. A straightforward call-to-action for donation purposes must be included in such a way as to provide support without any confusion.

Studies show that strong visuals appeal more than textual information alone. Poorly written copy can harm conversions since most people would only skim through landing pages rather than reading it entirely.

A story that perfectly sums up the importance of landing pages is where a well-respected non-profit was not getting enough traffic onto its sites. Realizing their mistake and shifting their online advertising towards optimizing those entry points led to increased online engagement and tripled donations within six months.

Get ready to land those donations with landing pages that scream ‘I want your money, but in a nice way’.

Designing Effective Non-Profit Landing Pages

Optimizing Non-Profit Landing Pages for Increased Effectiveness:

Effective non-profit landing pages should be designed with the objectives of generating traffic, increasing engagement, and maximizing donations in mind. A successful landing page design should be visually appealing, user-friendly and informative, while highlighting a clear call-to-action.

To ensure effectiveness in designing non-profit landing pages, optimizing for search engine rankings is crucial. Relevant keywords in page content and meta descriptions aid in search engine optimization (SEO), driving higher traffic to the site.

Avoid confusion by keeping navigation simple and clear along with having appropriate forms to capture visitor information smoothly. Reducing clutter on the page can help avoid overwhelming the visitor while highlighting the value proposition may increase conversion rates.

While technical considerations such as HTML tags and tables are important, it is essential to consider how potential donors will interact with these elements on the page. Successful non-profit landing pages achieve this through visual storytelling with real-life situations that evoke genuine human emotions.

A well-designed non-profit landing page inspires visitors to take action – whether volunteering their time or donating money. To succeed in creating effective non-profit landing pages keep it simple, informative, engage your audience and tell human-level stories that hit home.

Want to make a non-profit landing page better? Test it, refine it, and repeat until your page raises more funds than a rich aunt on Black Friday.

Testing and Refining Non-Profit Landing Pages

Refining and Optimizing Landing Pages for Non-Profit Organizations

A successful landing page is crucial for non-profit organizations to convert website visitors into donors. Testing and refining non-profit landing pages can enhance user experience, increase conversion rates, and boost fundraising efforts.

Here’s a simple 3-step guide:

  1. Define the Goals: Identify specific goals such as increasing donations or volunteer sign-ups. Plan the page layout and messaging to support these goals.
  2. Run A/B Tests: Test different versions of pages with small changes and compare their results. Continuously experiment with headlines, visuals, copy, and layout until optimal results are achieved.
  3. Analyze Results: Use analytical tools to track user behavior on the landing pages. Analyze the data to gain insights into user preferences, optimize performance, and refine future campaigns.

It’s essential to remember that each non-profit organization has a unique audience, mission, and goals. Understanding what resonates with users will help tailor a more effective landing page that generates successful conversions.

One example involved a Haven House Children’s Hospice in the UK who utilized consistent brand colors on their website after testing different variations resulting in an increased donation rate by 32%.

Tracking non-profit SEM success is like trying to measure the impact of a tiny pebble tossed into a vast ocean – but with the right tools, you’ll be sure to make waves.

Measuring Non-Profit SEM Success

To measure your non-profit search engine marketing success, you need to understand the metrics that matter, have the right tools, and analyze the metrics to improve performance. In this section, “Measuring Non-Profit SEM Success,” you will explore the sub-sections of “Understanding Non-Profit SEM Metrics,” “Tools for Measuring Non-Profit SEM Success,” and “Analyzing Non-Profit SEM Metrics for Improved Performance.”

Understanding Non-Profit SEM Metrics

Measuring the Effectiveness of SEM in Non-Profits

The success of a non-profit organization greatly depends on its search engine marketing (SEM) practices. It is essential to analyze and measure the effectiveness of these methods to optimize them for achieving desired results.

One way to evaluate SEM metrics is through analyzing click-through rates (CTR) and conversion rates (CR), which can be further broken down based on specific campaigns, demographics, or keywords. Other crucial aspects include monitoring return on investment (ROI) and cost per acquisition (CPA), relative to advertising expenditures.

To approach these metrics, using analytical tools such as Google Analytics or Bing Webmaster Tools can provide detailed insights concerning audience behavior, page views, social media engagement and more.

It is important to understand that SEM strategies have varying results based on different factors, including budget constraints and target audiences. Therefore prioritizing analytics optimization, keyword research and content creation along with aiming for consistent user experience contributes towards maximized outcomes from SEM campaigns.

Put down the measuring tape and pick up these SEM tools – your non-profit success doesn’t need to be a guessing game.

Tools for Measuring Non-Profit SEM Success

Tools for Gauging Non-Profit SEM Performance

For non-profit organizations looking to evaluate the success of their search engine marketing (SEM) campaigns, various tools are available.

  • Conversion Rate Tracking: Analyzing conversion rates – such as donations or sign-ups – in relation to campaign advertising can provide insights on the efficacy of specific ads and keywords.
  • Cost-Per-Click (CPC) Metrics: Monitoring costs relative to clicks generated by advertisements allows organizations to determine which ad types and positioning generate the most engagement at a reasonable price.
  • Social Media Engagement Metrics: By measuring likes, retweets, shares, and comments per post across social media channels, non-profits can evaluate how their SEM supports overall engagement strategies.
  • Keyword Rank Tracking: Tracking how often specific keywords appear in search engine results pages provides insight into the effectiveness of keyword choices and corresponding ad copy.

Apart from these options, cross-testing SEM with offline fundraising efforts might reveal additional benefits.

Ensuring that the data sources used in tracking align with organizational goals and initiatives is critical. Non-profits should prioritize metrics that have direct implications on key performance indicators like increased donor membership or volunteer count through continuous campaign adjustments based on analyzed metrics.

Get ready to dive deep into Non-Profit SEM metrics, because we’re about to measure success like never before.

Analyzing Non-Profit SEM Metrics for Improved Performance

To enhance the performance of Non-Profit SEM, evaluating its metrics is crucial. Precise analysis helps nonprofits optimize campaigns and reach more donors efficiently. By interpreting critical SEM data, online campaigns running across different platforms proved successful in garnering an audience’s attention, increasing website visits, donations and ultimately driving growth.

The following table represents metrics for Analyzing Non-Profit SEM Metrics to boost results using search engine marketing.

Metric How it Helps
Click-Through-Rate (CTR) Click-through rate measures the percentage of clicks on ads related to total impressions. It determines if ads resonate with prospects who see them. Higher CTR indicates better campaign engagement and ad relevance.
Conversion Rate (CR) The number of people who complete a specific goal as per the total interactions determine conversion rate. A higher conversion rate indicates the ultimate goal is accomplished, like donation or email subscription.
Cost-per-click (CPC) Cost-per-click shows how much a nonprofit needs to spend on search engine advertising for a single click from a potential donor or user.

To further cater success in reaching target objectives, nonprofits should consider various factors beyond these metrics’ plain numbers like demographics, interests and behavior through tools such as Google Analytics.

While metrics are core measures of success; Creating compelling ad campaigns supplemented by engaging content can deliver sustainable results, one such example is Asha – An NGO committed to providing education opportunities in India – grew their website traffic while lowering cost per acquisition by running purposeful Google Ads campaigns for 20 sponsored children in 2020.

By adopting data-driven decision-making strategies combined with content marketing initiatives nonprofits can align various aspects of their digital ecosystem resulting in stronger online visibility and fulfillment of respective missions to help make this world a better place!

Time to put the ‘pro’ in non-profit SEM, because hoping for the best isn’t a viable strategy.

Optimizing Non-Profit SEM Campaigns

To optimize your Non-Profit SEM campaigns with effective solutions, dive into the sub-sections: Understanding the Non-Profit SEM Optimization Process, Techniques for Non-Profit SEM Campaign Optimization, and Tracking Progress and Making Non-Profit SEM Campaign Adjustments. Each sub-section offers valuable insights on how to boost your campaign performance, allowing your non-profit organization to reach its goals.

Understanding the Non-Profit SEM Optimization Process

Non-Profit SEM campaigns require careful optimization to achieve better ROI. This process involves:

  • Understanding target audience
  • Identifying online behavior patterns
  • Conducting keyword research
  • Creating ad copies that resonate with the audience’s emotions

To optimize Non-Profit SEM campaigns further, organizations should:

  • Actively measure their metrics
  • Adjust their campaign strategies accordingly
  • Conduct regular A/B testing of ads and landing pages
  • Tweak bid strategies for maximum impact

Moreover, Non-Profit organizations need to create valuable content while adhering to SEO principles for improved search engine rankings. This in turn can drive more traffic to their websites and increase potential donors’ chances of finding them.

Incorporating these optimization techniques can create awareness around a non-profit organization’s cause and generate revenue opportunities that would have otherwise been unattainable. Don’t miss out on an opportunity to make an impact by optimizing your Non-Profit SEM campaigns.

Get ready to optimize your way to the top of the search results and leave your competitors in the dust with these non-profit SEM techniques.

Techniques for Non-Profit SEM Campaign Optimization

Non-profit organizations can optimize their search engine marketing (SEM) campaigns by using various techniques. By analyzing their target audience and targeting them through specific keywords, non-profits can increase their visibility on search engines. Ad copy can also be optimized by including compelling language and a clear call-to-action. Additionally, non-profits can use location targeting to reach people in specific geographic areas.

Another effective technique for optimization is A/B testing ad variations to see what works best with the target audience. Retargeting previous website visitors and using social media advertising are also beneficial tactics for non-profit SEM campaigns. These techniques can ultimately increase conversions and engagement from donors or volunteers.

Did you know that Google offers up to $10,000 in monthly advertising grants for eligible non-profit organizations? This grant program provides a valuable opportunity for non-profits to expand their outreach and make a greater impact.

Tracking progress is like watching a pot boil, but with non-profit SEM campaigns, you actually have something to show for it.

Tracking Progress and Making Non-Profit SEM Campaign Adjustments

To ensure the success of non-profit SEM campaigns, it is important to continually monitor and adjust strategies. This involves analyzing progress and adapting techniques accordingly.

  • Regularly check campaign metrics, including click-through rates, conversion rates, and ad spend.
  • Make data-driven adjustments to targeting options, ad copy and landing pages.
  • Conduct A/B testing to identify the most effective elements of each campaign.
  • Refine keyword selection based on actual search term data to reduce wasted spend.
  • Review competition and keep up with industry trends, adjusting campaigns appropriately.
  • Utilize tools such as Google Analytics and Google Ads to track progress over time.

In addition to these strategies, it is also important to ensure that campaigns align with the overall mission and values of the non-profit organization. By prioritizing outreach efforts that resonate with supporters, marketers can help their organizations achieve greater social impact.

In a true story, one renowned nonprofit organization was struggling with low engagement despite high spending on SEM campaigns. After reviewing their data analytics reports through implementing various tracking techniques, they found that they weren’t reaching a significant portion of their core audience due to inefficient keyword targeting. By revamping their approach with relevant keywords reflecting user intent and constantly monitoring data-driven insights in real-time for making necessary optimizations without delay led towards significant improvements in campaign performance.

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