PPC Management Certification — Questions and Answers

Question 1: What is a 'KPI dashboard' used for in PPC management?

A reporting template submitted to clients as a mandatory billing document
An automated alert system that pauses campaigns when budgets are exceeded
A visual reporting tool that tracks key performance indicators to monitor campaign health at a glance (Correct answer)
A Google Ads interface feature that recommends bid changes based on goals

Correct answer: A visual reporting tool that tracks key performance indicators to monitor campaign health at a glance

A KPI dashboard aggregates the most important metrics (CTR, CPA, ROAS, conversion rate) into a single view, enabling quick performance monitoring and faster decision-making.

Question 2: What is 'seasonal bid adjustment' used for in Google Ads Smart Bidding?

To inform the algorithm of an expected temporary spike or drop in conversion rates (Correct answer)
To set different budgets for each quarter of the year
To permanently raise bids during holiday periods
To pause campaigns during low-traffic seasons

Correct answer: To inform the algorithm of an expected temporary spike or drop in conversion rates

Seasonal adjustments tell Smart Bidding to anticipate a short-term change in conversion rates during events like sales or holidays, so it doesn't misinterpret the shift.

Question 3: How does price extension in Google Ads help potential customers?

By displaying product or service offerings with their prices directly in the ad, aiding purchase decisions (Correct answer)
By automatically adjusting CPC based on product pricing
By showing dynamic pricing that changes based on auction competition
By qualifying only high-intent users to click via a price filter

Correct answer: By displaying product or service offerings with their prices directly in the ad, aiding purchase decisions

Price extensions surface individual products or service tiers with associated costs, letting users evaluate pricing before clicking and pre-qualifying more intent-driven visitors.

Question 4: Which scenario would most justify increasing a Google Ads campaign's daily budget?

The campaign has more than 10 ad groups
The campaign has a low Quality Score
CTR is below industry benchmark
The campaign is losing significant impression share due to budget (Correct answer)

Correct answer: The campaign is losing significant impression share due to budget

If a campaign regularly exhausts its budget before the day ends and has a positive ROAS or acceptable CPA, increasing the budget can capture more conversions that were previously missed.

Question 5: False or True. A low CTR on content pages is a dead giveaway that your advertising are not generating any revenue.

True (Correct answer)
False

Correct answer: True

True. A low Click-Through Rate (CTR) on content pages, such as those on the Google Display Network, indicates that your ads are not effectively capturing user interest. If users aren't clicking on your ads, they are not visiting your landing page, which means they are not converting into leads or sales. Therefore, a low CTR directly correlates with a lack of revenue generation from those specific ad impressions.

Question 6: What is the difference between RLSA (Remarketing Lists for Search Ads) and standard Search campaign targeting?

RLSA targets users by demographic instead of search intent
RLSA only serves ads on the Display Network, not Search
RLSA allows bid adjustments or ad customization specifically for users who have visited the site before when they search on Google (Correct answer)
RLSA replaces keyword targeting entirely with audience-based targeting

Correct answer: RLSA allows bid adjustments or ad customization specifically for users who have visited the site before when they search on Google

RLSA overlays remarketing audiences onto Search campaigns, letting advertisers bid higher, show different ads, or expand match types only for past site visitors who are actively searching.

Question 7: What is the maximum number of sitelink extensions that can appear in a single Google Search ad on desktop?

2
6 (Correct answer)
8
4

Correct answer: 6

Up to 6 sitelink extensions can appear in a single Google Search ad on desktop, though the typical showing is 4 for standard SERP positions.

Question 8: What does 'diminishing returns' mean in the context of PPC budget scaling?

Lower returns caused by poor ad quality over time
Reduced campaign performance after a Google algorithm update
Budgets that decrease automatically over time due to competition
The point where adding more ad spend produces progressively smaller incremental gains in conversions or revenue (Correct answer)

Correct answer: The point where adding more ad spend produces progressively smaller incremental gains in conversions or revenue

As PPC spend increases, you exhaust the most efficient inventory first; additional spend targets progressively less qualified audiences at higher CPAs, reducing the return on each incremental dollar.

Question 9: Which WordStream feature is specifically designed to help advertisers scale their PPC operations across multiple client accounts?

The Keyword Niche Finder for bulk research
The Ad Text Report for creative scaling
WordStream Advisor for Agencies with multi-account management (Correct answer)
The 20-Minute Work Week for single accounts

Correct answer: WordStream Advisor for Agencies with multi-account management

WordStream Advisor for Agencies provides a multi-account dashboard and workflow tools designed for managing many clients simultaneously.

Question 10: What does 'budget utilization rate' measure in PPC management?

The share of budget consumed by branded versus non-branded campaigns
The percentage of the daily or monthly budget that has been spent (Correct answer)
The percentage of the total budget allocated to top-performing keywords
The ratio of ad spend to overall marketing budget

Correct answer: The percentage of the daily or monthly budget that has been spent

Budget utilization rate is the percentage of your available ad budget that has actually been spent, helping managers identify under-spending or over-spending issues.

Question 11: What is 'click fraud' in PPC advertising?

Bidding on competitor brand keywords
Using automated rules to click competitors' ads in analysis
Fraudulent or invalid clicks on PPC ads intended to exhaust an advertiser's budget without genuine interest (Correct answer)
Clicking your own ads to test the user experience

Correct answer: Fraudulent or invalid clicks on PPC ads intended to exhaust an advertiser's budget without genuine interest

Click fraud involves fake or malicious clicks on PPC ads — often by competitors or bots — designed to deplete an advertiser's budget without producing any real business value.

Question 12: What is 'cost per conversion' (CPA) metric in Google Ads reporting?

Total ad spend divided by the number of conversions, showing how much each conversion cost (Correct answer)
Total impressions divided by total conversions, measuring visibility efficiency
Total revenue divided by total ad spend, measuring campaign profitability
Total clicks divided by total conversions, measuring click efficiency

Correct answer: Total ad spend divided by the number of conversions, showing how much each conversion cost

Cost per conversion (or actual CPA) is calculated as Total Spend ÷ Total Conversions, providing a clear measure of acquisition cost per successful action.

Question 13: What is segmentation in the context of PPC reporting, and why is it valuable?

Filtering reports to show only converting ad groups
Breaking down performance data by dimensions like device, time, or network to identify specific patterns (Correct answer)
Separating branded from non-branded keywords
Dividing budget across multiple campaigns

Correct answer: Breaking down performance data by dimensions like device, time, or network to identify specific patterns

Segmentation lets you view aggregate performance data broken down by a specific dimension — such as mobile vs. desktop — revealing performance differences that are hidden in blended totals.

Question 14: What is 'frequency capping' in Display and YouTube campaigns?

Limiting the number of ads that can run simultaneously in a campaign
Capping the maximum CPC bid allowed in a Display campaign
Restricting ad serving to users who have already reached a conversion threshold
Setting a limit on how many times a single user sees an ad within a given time period (Correct answer)

Correct answer: Setting a limit on how many times a single user sees an ad within a given time period

Frequency capping prevents ad fatigue by restricting how many times a specific user can be shown an ad per day, week, or month across Display or YouTube campaigns.

Question 15: What is a 'target CPA' and how is it calculated as a PPC goal?

The average CPA across a competitor's account
A minimum CPA below which campaigns are paused
The CPA set automatically by Google based on industry benchmarks
The desired average cost per conversion calculated from acceptable profit margins or business goals (Correct answer)

Correct answer: The desired average cost per conversion calculated from acceptable profit margins or business goals

Target CPA is derived from your unit economics — typically calculated by multiplying product margin by an acceptable marketing cost ratio — to set a maximum acceptable conversion cost.

Question 16: Which match type requires a search query to contain the exact keyword phrase with no additional words in between?

Broad match modifier
Broad match
Phrase match (Correct answer)
Exact match

Correct answer: Phrase match

Phrase match triggers ads when the search query contains the keyword phrase in the same order, though additional words can appear before or after.

Question 17: What does 'relative CTR' in Google Display Network campaigns indicate?

How an ad's CTR compares to other ads shown in the same placements (Correct answer)
The percentage change in CTR over a selected time period
The CTR relative to the campaign's daily budget utilization
The ratio of mobile CTR to desktop CTR for a Display campaign

Correct answer: How an ad's CTR compares to other ads shown in the same placements

Relative CTR benchmarks a Display ad's CTR against other ads appearing on the same websites, giving context for whether the creative is competitive within its placements.

Question 18: What is 'attribution modeling' and why does it matter in PPC reporting?

The method for distributing conversion credit across multiple ad touchpoints in a customer journey (Correct answer)
The process of assigning ad spend to different countries
A Google process for approving conversion tracking tags
The system for allocating impressions to different ad formats

Correct answer: The method for distributing conversion credit across multiple ad touchpoints in a customer journey

Attribution modeling determines how credit for a conversion is assigned across the various ads and channels a user interacted with, directly influencing which keywords and campaigns appear most valuable.

Question 19: What is ad relevance in the context of Google Ads Quality Score?

The percentage of users who find your ad helpful
How closely your landing page matches your ad
The relevance score assigned by Google's human review team
How closely your ad copy matches the intent behind a user's search query (Correct answer)

Correct answer: How closely your ad copy matches the intent behind a user's search query

Ad relevance measures whether your ad copy aligns with the meaning and intent of the keywords in your ad group, and it is one of the three components of Quality Score.

Question 20: In PPC management, what does 'bid modifier' mean?

A keyword-level maximum bid cap
A multiplier applied to your base bid based on targeting dimensions like device, location, or time (Correct answer)
A penalty applied to low-Quality-Score keywords
A budget increase triggered by competitor bids

Correct answer: A multiplier applied to your base bid based on targeting dimensions like device, location, or time

Bid modifiers are percentage adjustments applied to your base bid for specific conditions such as device type, geographic location, audience, or time of day.

Question 21: Which of the following is not an account optimization method?

Increasing your daily budget (Correct answer)
Editing your landing page
Changing your cost-per-click (CPC) bids
Organizing your ad groups

Correct answer: Increasing your daily budget

Increasing your daily budget is a scaling action, not an optimization method. Optimization focuses on improving the efficiency and performance of your existing budget and settings, such as editing landing pages for better conversions, organizing ad groups for relevance, or adjusting CPC bids for better ROI. Increasing the budget simply allows for more spending, not necessarily better performance per dollar spent.

Question 22: When using WordStream for a local PPC campaign in the US, which targeting refinement is most commonly recommended?

Disabling the Google Display Network entirely
Targeting by device type only
Adding geographic bid adjustments for high-performing local areas (Correct answer)
Using only branded keywords for local targeting

Correct answer: Adding geographic bid adjustments for high-performing local areas

Geographic bid adjustments let local advertisers bid more aggressively in areas where their ads convert at higher rates.

Question 23: What is the Google Ads 'audience observation' setting versus the 'targeting' setting?

Observation is only available for Display campaigns; targeting works across all campaign types
Observation pauses ads for selected audiences; targeting shows ads to all users
Observation collects performance data on an audience without restricting ad delivery; targeting restricts ads to only that audience (Correct answer)
Observation applies bid modifiers automatically; targeting requires manual bid changes

Correct answer: Observation collects performance data on an audience without restricting ad delivery; targeting restricts ads to only that audience

With 'Observation,' ads run normally for all eligible users while Google tracks how selected audiences perform; 'Targeting' narrows delivery only to users in the selected audiences.

Question 24: What is the purpose of Google Analytics UTM parameters on PPC landing page URLs?

To improve the landing page's organic search ranking
To track the source, medium, campaign, and other details of traffic in Google Analytics (Correct answer)
To personalize landing page content based on the user's location
To verify the ad's compliance with Google's URL policies

Correct answer: To track the source, medium, campaign, and other details of traffic in Google Analytics

UTM parameters (utm_source, utm_medium, utm_campaign, etc.) append tracking data to URLs so Google Analytics can attribute sessions and conversions to specific PPC campaigns.

Question 25: What is the primary goal of A/B testing ad copy in PPC campaigns?

To test different landing page designs without changing the ads
To comply with Google's requirement to run multiple ads per ad group
To determine which ad variation drives better performance metrics such as CTR or conversion rate (Correct answer)
To generate more impressions by rotating different ads

Correct answer: To determine which ad variation drives better performance metrics such as CTR or conversion rate

A/B testing compares two ad versions by isolating a variable (headline, CTA, description) so advertisers can identify which copy element drives superior results.

Question 26: Which PPC metric measures the percentage of people who clicked your ad after seeing it?

Impression share
Cost per click (CPC)
Conversion rate
Click-through rate (CTR) (Correct answer)

Correct answer: Click-through rate (CTR)

CTR is calculated as clicks divided by impressions, expressed as a percentage, and measures how compelling your ad is to users who see it.

Question 27: What is the primary goal of the Target ROAS (tROAS) smart bidding strategy?

Maximize impression share on branded terms
Reduce cost-per-click across all keywords
Maximize total clicks within a budget
Achieve a specific return on ad spend by adjusting bids per auction (Correct answer)

Correct answer: Achieve a specific return on ad spend by adjusting bids per auction

Target ROAS uses machine learning to set bids that aim to achieve your specified revenue return for every dollar spent on ads.

Question 28: What is the purpose of monthly budget caps at the account level in Google Ads?

To ensure every campaign spends its exact daily budget
To set a hard ceiling on total account spend to prevent billing surprises (Correct answer)
To restrict how much any single keyword can spend per month
To limit the number of active campaigns in the account

Correct answer: To set a hard ceiling on total account spend to prevent billing surprises

Account-level monthly spend limits act as a safeguard to prevent total ad spend from exceeding a predefined ceiling, protecting against unexpected overspend due to traffic spikes.

Question 29: What is remarketing in PPC advertising?

Running the same campaign a second time after it ends
Re-submitting a disapproved ad after making policy-compliant edits
Targeting users who have never heard of a brand to build awareness
Showing ads to users who have previously visited a website or interacted with a brand (Correct answer)

Correct answer: Showing ads to users who have previously visited a website or interacted with a brand

Remarketing uses cookies or pixel data to re-engage past website visitors or app users with targeted ads as they browse other sites or search Google.

Question 30: What does 'search lost IS (budget)' metric tell you?

Percentage of ads disapproved by Google
Percentage of impressions lost because your daily budget ran out (Correct answer)
Percentage of impressions lost because your bids were too low
Percentage of clicks lost to competitors

Correct answer: Percentage of impressions lost because your daily budget ran out

Search lost impression share due to budget shows how often your ads couldn't show because your daily budget was depleted before the day ended.

Question 31: What is the purpose of a 'custom column' in Google Ads reporting?

To create calculated metrics using formulas applied to existing data within the interface (Correct answer)
To segment data by a dimension not available by default
To share reports with external stakeholders automatically
To rename default Google Ads metrics

Correct answer: To create calculated metrics using formulas applied to existing data within the interface

Custom columns allow advertisers to create their own calculated metrics — such as Revenue Per Click or Profit — directly within the Google Ads interface using formulas based on existing columns.

Question 32: What is bid shading in programmatic advertising?

A manual process of reducing bids on low-performing placements
An algorithm that lowers winning bids in first-price auctions to avoid overpaying (Correct answer)
A technique to hide bids from competitors
Artificially inflating bids to win impressions

Correct answer: An algorithm that lowers winning bids in first-price auctions to avoid overpaying

Bid shading is a DSP algorithm used in first-price auctions that reduces the submitted bid to a predicted clearing price, preventing advertisers from overpaying by the full bid amount.

Question 33: What does 'position-based' attribution model assign in Google Ads?

100% credit to the highest-ranked ad position
Equal credit to all clicks in the path
40% credit to the first and last clicks, 20% distributed across middle interactions (Correct answer)
Credit based on time proximity to the conversion

Correct answer: 40% credit to the first and last clicks, 20% distributed across middle interactions

The position-based model gives 40% credit to the first-click interaction, 40% to the last-click interaction, and spreads the remaining 20% across all middle touchpoints.

Question 34: What is WordStream's 20-Minute Work Week designed to help advertisers do?

Complete the most impactful PPC optimizations in a short weekly session (Correct answer)
Sync Google Ads data to Facebook Ads Manager
Generate new ad creatives automatically each week
Automate all PPC bidding without human input

Correct answer: Complete the most impactful PPC optimizations in a short weekly session

The 20-Minute Work Week surfaces prioritized optimization alerts so advertisers can make high-impact changes efficiently each week.

Question 35: What does 'share of voice (SOV)' mean in PPC advertising?

The share of your budget driven by voice search queries
The number of ad variations currently in rotation
The proportion of total impressions in your market that your brand captures compared to competitors (Correct answer)
The percentage of ad budget allocated to audio ads

Correct answer: The proportion of total impressions in your market that your brand captures compared to competitors

Share of voice measures how visible your brand is in paid search relative to the total available impression pool for your target market, often estimated using impression share data.

Question 36: What does 'cost per thousand impressions' (CPM) measure in PPC reporting?

The average revenue earned per 1,000 impressions
The number of impressions per $1,000 of budget
The cost an advertiser pays for every 1,000 times their ad is shown (Correct answer)
The cost to generate 1,000 clicks from an ad

Correct answer: The cost an advertiser pays for every 1,000 times their ad is shown

CPM (cost per mille) is the price paid for 1,000 ad impressions and is a standard metric for evaluating display and awareness campaign costs.

Question 37: What does 'CPA' stand for in PPC advertising?

Cost Per Audience
Click-Per-Ad
Campaign Performance Average
Cost Per Action (Correct answer)

Correct answer: Cost Per Action

CPA stands for Cost Per Action (or Cost Per Acquisition), measuring how much you pay on average for each desired conversion.

Question 38: To find information, a searcher types a _____ into a search engine. What is that?

PPC
Keyword
Search Query (Correct answer)
Campaign

Correct answer: Search Query

A search query is the specific word or phrase that a user types into a search engine to find information. While advertisers bid on keywords, the search query is the actual input from the user. Search engines then match these queries to relevant keywords and display results.

Question 39: What is the key difference between Maximize Clicks and Maximize Conversions bidding?

Maximize Clicks optimizes for traffic volume while Maximize Conversions optimizes for conversion volume (Correct answer)
Maximize Conversions always costs more per click than Maximize Clicks
Maximize Conversions is only available for Display campaigns
Maximize Clicks requires conversion tracking to be active

Correct answer: Maximize Clicks optimizes for traffic volume while Maximize Conversions optimizes for conversion volume

Maximize Clicks tries to generate as many site visits as possible within budget, while Maximize Conversions focuses on driving the highest number of conversion events.

Question 40: The majority of mobile searches ________________________, which distinguishes them from searches conducted on a home laptop.

All of the Above
Have local intent (Correct answer)
Are completed via voice (as opposed to typed)
Return zero results

Correct answer: Have local intent

The majority of mobile searches exhibit local intent because users often search for businesses, services, or directions while on the go and in a specific physical location. They are typically looking for immediate, nearby solutions, such as 'restaurants near me' or 'gas station open now.' This distinguishes them from desktop searches, which may have broader or research-oriented intent.

Question 41: How does WordStream's Quality Score tracking differ from native Google Ads reporting?

WordStream reports Quality Score in real time, Google does not
WordStream scores at the campaign level while Google scores at keyword level
WordStream tracks Quality Score changes over time, providing historical trend data (Correct answer)
WordStream calculates a custom Quality Score formula Google doesn't use

Correct answer: WordStream tracks Quality Score changes over time, providing historical trend data

WordStream preserves historical Quality Score data so advertisers can see trends and measure the impact of optimizations over time.

Question 42: What is the recommended account structure hierarchy in Google Ads from top to bottom?

Account → Campaign → Ad Group → Ad (Correct answer)
Ad Group → Campaign → Account → Ad
Campaign → Account → Ad → Ad Group
Ad → Ad Group → Account → Campaign

Correct answer: Account → Campaign → Ad Group → Ad

Google Ads uses a four-level hierarchy: Account, then Campaigns, then Ad Groups, then individual Ads.

Question 43: In Google Ads, what is the recommended minimum number of assets for a Responsive Search Ad (RSA)?

3 headlines and 1 description
5 headlines and 2 descriptions
15 headlines and 4 descriptions (Correct answer)
10 headlines and 4 descriptions

Correct answer: 15 headlines and 4 descriptions

Google recommends providing 15 headlines and 4 descriptions for RSAs to give the system maximum flexibility to test combinations and optimize performance.

Question 44: What is the impact of a high bounce rate on landing pages in a PPC campaign?

It signals poor landing page experience, which can lower Quality Score (Correct answer)
It automatically triggers a Google Ad disapproval
It improves impression share by reducing wasted clicks
It directly increases the average CPC for keywords

Correct answer: It signals poor landing page experience, which can lower Quality Score

High bounce rates suggest the landing page doesn't match user intent, which Google uses as a signal for landing page experience in Quality Score.

Question 45: In WordStream, the 'Search Query Report' integration primarily helps advertisers do what?

Identify search terms that triggered ads to find negatives or new keywords (Correct answer)
View competitor ad copy for any keyword
Automatically pause underperforming ad groups
Measure landing page load time per query

Correct answer: Identify search terms that triggered ads to find negatives or new keywords

The Search Query Report reveals actual user search terms, enabling advertisers to mine for new keywords and add irrelevant terms as negatives.

Question 46: What is the primary advantage of using 'Auction Insights' in Google Ads?

It automatically suggests negative keywords based on competitor ads
It provides conversion data from competitor campaigns
It shows the exact bids competitors are using for each keyword
It allows advertisers to benchmark their impression share and overlap rate against competitors in the same auctions (Correct answer)

Correct answer: It allows advertisers to benchmark their impression share and overlap rate against competitors in the same auctions

Auction Insights shows metrics like impression share, overlap rate, and position above rate for competitors who participated in the same auctions as you.

Question 47: Why is it important to segment PPC performance data by device in reporting?

Because mobile, desktop, and tablet users often have very different CTRs, conversion rates, and CPAs (Correct answer)
Because ad formats are entirely different across devices and cannot be compared
Because Google charges different CPCs for different device types automatically
Because segmenting by device is required by Google for compliance reporting

Correct answer: Because mobile, desktop, and tablet users often have very different CTRs, conversion rates, and CPAs

Device segmentation reveals how performance varies across mobile, desktop, and tablet, allowing advertisers to apply bid modifiers or separate campaigns to optimize for each device's unique behavior.

Question 48: What does a Quality Score of 10 in Google Ads primarily indicate?

Excellent expected CTR, ad relevance, and landing page experience (Correct answer)
High impression share
High daily budget
Maximum bid amount

Correct answer: Excellent expected CTR, ad relevance, and landing page experience

A Quality Score of 10 reflects that Google rates your expected CTR, ad relevance, and landing page experience as 'Above Average' across all three components.

Question 49: What is Enhanced CPC (ECPC) in Google Ads?

A strategy that doubles the CPC bid during high-traffic hours
A bidding mode that automatically adjusts manual bids up or down based on conversion likelihood (Correct answer)
A fixed CPC bid applied uniformly across all keywords
A bidding option that removes the daily budget cap

Correct answer: A bidding mode that automatically adjusts manual bids up or down based on conversion likelihood

Enhanced CPC modifies manual bids in real time — raising them for clicks more likely to convert and lowering them for less promising clicks.

Question 50: What is a 'custom column' in Google Ads reporting?

A user-defined metric built from existing data columns using formulas for tailored performance analysis (Correct answer)
A column imported from a connected Google Analytics account
A column that automatically populates with Google's optimization recommendations
A special column visible only to agency accounts managing multiple clients

Correct answer: A user-defined metric built from existing data columns using formulas for tailored performance analysis

Custom columns let advertisers create formula-based metrics (e.g., Revenue per Click = Conversion Value ÷ Clicks) directly in the interface for more tailored reporting.

Question 51: What is 'incrementality testing' in PPC advertising?

A method to measure the true causal impact of PPC ads by comparing exposed and unexposed groups (Correct answer)
Testing incremental improvements to ad copy over time
Running incrementally larger budgets each month to find the efficiency ceiling
A Google Ads experiment that gradually introduces new keywords

Correct answer: A method to measure the true causal impact of PPC ads by comparing exposed and unexposed groups

Incrementality testing (also called lift testing) creates a holdout group that does not see ads and compares their conversion behavior to the exposed group to isolate the actual incremental lift from advertising.

Question 52: What is ad customizer feed in Google Ads used for?

Syncing product inventory data to Shopping campaigns
Importing keyword lists from an external spreadsheet
Automatically generating new ads based on website content
Dynamically inserting variable content like prices or countdowns into ad copy at scale (Correct answer)

Correct answer: Dynamically inserting variable content like prices or countdowns into ad copy at scale

Ad customizers pull data from a business data feed to insert real-time values like prices, sale dates, or location-specific text into ads dynamically.

PPC Management Certification

Validates expertise in pay-per-click advertising management, covering campaign strategy, keyword research, ad creation, bidding strategies, budget management, and performance analytics across major platforms like Google Ads.

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