The Ultimate 2023 Guide To PPC Advertising (Pay-Per-Click)


24 Apr, 2024


Have you ever noticed the advertisements that appear on your search engine result pages and other search engines? If you have noticed the ads then you are already familiar with pay-per-click, or pay-per-click advertising

How well do you rate yourself in the world of paid advertising, on a scale of 1 to 10?

As a marketer, PPC is a skill that you should have, or at the very least, have a basic understanding of what PPC is, how it works, what are PPC campaigns and how small and big corporations leverage it to boost their sales.

Let's understand what is the concept of pay-per-click advertising here. We'll start with what are PPC campaigns, how does pay per click work, how to make money with pay-per-click, and the benefits of paid advertising before moving on to some important definitions that you should be familiar with. Along with the importance of PPC advertising services.

Looking for Pay Per Click Advertising Services?

  • A/B testing and optimization
  • Targeted audience reach
  • Cost-effective

What Is Pay-Per-Click Advertising?

You have set up your business and everything is in its place like the product, inventory, logistics, team, etc but you don't know how to take of your business growth. How to increase your website's traffic and visibility and ultimately sales. You can't wait for 6 months to be on the top of the Google search engine results if you have an e-commerce store. You would want quick sales and PPC can rescue you out if you want quick results.

But what is PPC and how PPC works?

Pay-per-click or PPC is a form of advertising where the advertisers pay a certain amount every time users click on their ads. When done correctly, PPC can generate amazing leads for you. If you create a seamless user journey then it can result in a significant return on your PPC investment. 

There are different types of PPC ads, but one of the most common types used by companies to promote their products and services is Search ads. These ads appear when consumers do online searches using a search engine like Google, particularly when they conduct commercial queries, which means that they are looking to buy something. 

Different types of Google (PPC) ads

This could be anything from a mobile search (someone looking for "hardware store near me" on their phone), a local service search (someone looking for an AC repair or a car mechanic, someone shopping for a present (such as " Father's day special"), or a high-end item like software suites. These queries trigger pay-per-click ads.

In Pay-per-click advertising, the pay-per-click advertisers are only charged when a user clicks on their ad, that is why it is called "pay-per-click." There are different models on which PPC works i.e. CPC and CPM models which we will discuss in detail further.

Other forms of PPC advertising include:

Search Engine Marketing (SEM)

The main aim of all digital marketing efforts is to rank a target keyword on the search engine result pages which can be done in several ways. Any digital marketing, whether paid or unpaid, carried out on a search engine like Google, or Bing is referred to as "search engine marketing" (SEM). SEM is a generic term that refers to both paid advertising and Search Engine Optimization, which is ranking organically for your keywords. It's vital to keep in mind that  PPC campaign not just occurs on search engines but also on social media channels like FaceBook and Instagram. 

"Cost-per-click (CPC)" is the sum that an advertiser pays for each click on your ad. Your CPC serves as your bid in an auction that determines where your ad will appear in the search engine result pages. A bigger bid, as you might expect, results in better ad placement. The highest price you're willing to get paid per click on your ad is the CPC that you select. The following formula calculates what you pay:

"(Competitor’s Ad Rank / Your Quality Score) + 0.01 = Actual CPC." 

Let’s understand each term in the above equation.

Ad Rank

This value determines the position of an ad on a search engine results page. It's equivalent to Quality Score x Maximum Bid.

Quality Score

This is the score that search engines assign to your ad based on your clickthrough rate (CTR), which is measured against the average CTR in that position, the relevancy of your keywords, the quality of your landing page, and your past performance on the Search Engine Result Pages.

Maximum Bid

This is the most you're willing to spend on each click on your ad. 

The adword auction: Mix bid, Quality Score, and Ad rank

You have the option to set your CPC to the manual, where you select the maximum bid for your ads, or enhanced, where the search engines modify your bid based on your goals. Enhanced possibilities involve bid strategies that automatically adjust your bids based on clicks or conversions. 

Cost per mille, or CPM

CPM is another name for Cost per thousand, which stands for cost per thousand impressions. The most typical use of Cost per mille is paid social and display ads. Other cost-per-use models also exist, like cost-per-engagement and cost-per-acquisition (CPA), but here we are going to stay with clicks.


Google Ads Campaign StructureWhat are PPC campaigns and how to set them up? The initial step in setting up your PPC ads is selecting your ad campaign. Your campaign serves as the primary message or idea you want to get through in your ads.

Ad Group

No one size fits everyone. Due to this, the ad manager creates a number of ads using a collection of closely related keywords as part of your campaign. You can select a CPC for each ad group you create.


Each ad in your ad group focuses on a certain set of relevant keywords. These keywords inform search engines of the terms or search queries that you want your ad to show next to in SERPs. Once you have identified the keywords that would rank your website/landing page, you can set a micro CPC for the keywords in your ads

Ad text

Your keywords play an important role in informing your ad text. The text that you use in your ads (and landing page, for that matter) should match the keywords you target as it impacts your quality score based on how relevant your ads are.

Landing Page

A critical piece of component of your paid ad campaign is your landing page. Once the user clicks on your PPC ad, they land on your landing page. Make sure that you follow the best practices to increase conversions whether you are using a dedicated webpage, your homepage, or any other location.

What is important for PPC strategy and campaign planning?

There are several key steps that you should follow while preparing a PPC campaign:

Identify your target market: Identify the demographics of the audience you want your ads to reach, including their age, gender, location, interests, income, education, socio-economic status etc. 

Set clear and specific goals: Determine what you want to achieve by running PPC campaigns. Set your goals clear with the onset of your PPC campaigns such as increasing website traffic, generating leads, or driving online sales. 

Reseach keywords: Use keyword research tools to understand the user's intent while looking for the products online. Identify those terms and phrases and use them in your text ads and website content.

Write compelling ad copy:  Create compelling headlines and descriptions for your ads to get people to click on your website.

Choose the best advertising platforms: Decide the best advertising platforms you want to use, such as Google Ads, Bing ads, Meta Ads (for Facebook and Instagram), etc.

Monitor and optimize your campaign: Tracking and monitoring the performance of your ads help to make adjustments to your campaign. Optimize your campaign to reach your goals effectively. 

Try different targeting options and ad formats: Try out several ad types (such as text, image, and video) to find out which targeting options work best for your campaign.

Set a budget: Decide how much you want to spend on your campaign and make sure that you stick to your assigned budget, make money with pay-per-click.

What are the top PPC advertising platforms?

Several well-known platforms offer PPC advertising solutions. Majority of the PPC management services like JanBask Digital Design, make use of the most well-known platforms such as - Facebook, Google, and Microsoft Bing. 

Different ad platforms can present different results in the form of video (on YouTube or Facebook/Instagram Reels) and search, display, retargeting, and other formats. 

For now let’s concentrate on Google and Facebook for PPC ads, both almost cover all ad formats.

1. Google Ads

Google is the unparalleled winner when it comes to running ads on search engines. It has unmatched global popularity. This is the reason why the fee for running Google ads are higher than the rest.  

Advertisers place bids in order to have their ads seen, services offered, products advertised, or videos featured on Google. There is also an option to show display ads on mobile apps, youtube videos, and search partners.

Google Ads is the most popular pay-per-click system platform. There is a greater likelihood that your advertisement will be noticed by your target demographic and result in customer acquisition.  Google ads is perfect not just for Fortune 500 companies but even for small businesses that want to garner more traffic and visibility and generate more leads.

2. YouTube

Businesses and individuals can advertise their goods and services on the YouTube network with the help of YouTube ads. These ads can take different formats, including: 

  • Skippable video commercials: These ads can be skipped after a considerable amount of time,  usually five seconds. They last for up to 60 seconds.

YouTube Skippable Video Commercials

  • Non-skippable video commercials: These ads must be watched in their entirety to access the main video. They last for up to 15 seconds.

YouTube Non-skippable Video Commercials

  • Bumper ads: These are brief, unskippable advertisements that last six seconds or less in duration.
  • Sponsored card: Sponsored cards are little cards that show up on the video screen while the movie is playing and provide more details about the good or service being advertised.
  • Overlay ads: Semi-transparent ads that appear on the lower portion of the videos.

Pay-per-click advertisers choose the target audience based on characteristics including demographics, interests, and behaviors. YouTube ads are available for purchase on a cost-per-view (CPV) or cost-per-click (CPC) basis and the advertiser gets charged each time the ad is watched or clicked.

3. Facebook ads

Facebook ads allow businesses and organizations to promote their goods and services on its platform. The ads appear on the news feed of Facebook users, the right-hand column of the desktop, and the stories on the mobile. 

Facebook ads types:

  • Image and video ads: These ads consist of just one image or video, a brief headline, and a call-to-action button.

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  • Carousel ads: These ads let firms display numerous photos or videos in a single ad. Users can scroll through the images or videos to learn more about the products or services being promoted.
  • Slideshow ads: Businesses use slideshow ads where a number of still images are used to create a video-like experience.
  • Instant Experience ads:  Businesses design immersive, full-screen experiences with these ads inside the Facebook app.
  • Collection ads:  These ads allow businesses to showcase multiple product shots within a single ad, with a link to view the ad on the full-screen view.

PPC advertising services design campaigns that aim at specific locations, interests, and demographics. Facebook's algorithm uses this information to display ads to those most likely interested in the products or services being offered.

4. Instagram Ads

Instagram Ads allow businesses to advertise their products and services on the Instagram platform. These ads are displayed as sponsored posts, which are easily incorporated into users' newsfeeds and look similar to ordinary posts in appearance.

Instagram offers several types of ads including the following:

  • Photo ads: A single image is used in these ads to promote a product or service.
  • Video Ads: These ads use short videos to promote a product or service. 
  • Carousel ads: Businesses use these ads to show a number of photos or videos in a single ad, allowing visitors to swipe through them.
  • Stories ads: These are ads that show up in Instagram's Stories section and disappear after 24 hours.
  • IGTV ads: IGTV ads are short video ads (15 seconds long) accessed only by the audience browsing IGTC or opening IGTV in their feed.

Pay-per-click advertisers can choose a target audience based on characteristics including demographics, interests, and behaviors. Instagram ads are available for purchase on a cost-per-thousand-impressions (CPM) or cost-per-click (CPC) model and the advertiser is charged each time the ad is viewed or clicked.

5. LinkedIn Ads

LinkedIn ads enable companies and individuals to advertise their products or services on the site. How does pay-per-click advertising work on LinkedIn? These ads are made to reach a professional audience and are frequently used to generate leads, increase brand recognition, and promote job openings.

LinkedIn, owned by Microsoft, offers a variety of ads, including:

  • Sponsored content: These ads, resemble regular posts, and show up on users' newsfeeds. They can be used in the form of text, pictures, or videos.
  • Sponsored InMail: These ads are received directly in users' inboxes.
  • Sponsored jobs: These ads promote job openings and are displayed at the platform's top of the employment section.
  • Display ads: These are banner ads that can be targeted to particular audiences and appear on the right side of the platform.
  • Dynamic ads: These are personalized ads tailored to each individual based on their profile data, such as their photo, company name, location, job title, and browsing history.

Pay-per-click advertisers target different sets of audiences based on factors like demographics, job titles, firm sizes, industries, skills, and behaviors. LinkedIn ads are available for purchase on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis, where the advertiser is charged each time the ad is clicked or viewed.

LinkedIn also provides a self-service platform for small and medium-sized organizations and a managed solution for larger businesses to run their campaigns.

6. Twitter Ads

Businesses and individuals can advertise on Twitter to promote their products or services. These ads are made to reach a wide range of audiences and are frequently used to generate leads, raise brand awareness, and boost website traffic.

Twitter provides a variety of ads, including the following:

  • Promoted Tweets: Promoted tweets are those that are displayed at the top of users' timelines or search results pages. They are generally in the form of text, pictures, or videos.
  • Promoted accounts: These ads promote a Twitter account and show in the “Who to Follow” section of the platform.
  • Promoted trends: These ads are great to promote a product launch or event and to build brand by association. Trend topics shows what is generally trending at the moment. 
  • Website cards: These ads attach rich photos, a title, a description, and media experience to tweets to drive traffic to your website. 
  • App install cards:  Ads that promote mobile apps that include an image, a title, and a description.

Pay-per-click advertisers target a specific target audience based on characteristics such as demographics, interests, and behaviors. With Twitter ads, the advertiser is charged each time the ad gets engagement (like, retweet, reply, etc.) or clicked on (cost-per-engagement(CPE) or cost-per-click (CPC) respectively).

Twitter also provides a self-service platform for small and medium-sized organizations and a managed service for larger businesses to run campaigns.

What are the types of PPC ads?

Search Ads

Search-related PPC ads are the most common PPC ad format.  How does these PPC ads work? When a user types a particular query (keyword or phrase) into a search engine (the most prominent ones being Google and Microsoft Bing), a search ad will show up at the top of the search engine results pages (SERPs). These ads, which are primarily text-based, are designed to be highly relevant to the user's search.

Pay-per-click advertisers normally pay each time a user clicks on one of their ads, and the cost of each click is known as CPC, or cost per click. Search ads are the most popular method used by businesses to advertise their products or services and increase traffic to their websites.

Display Ads

A display ad is a type of ad that appears on websites, mobile applications, and other digital platforms that often takes the form of a banner or other graphical element. Display ads can feature a range of media, including photos, videos, and interactive elements, and are created to be aesthetically pleasing. 

Display ads are frequently used to market products or services, build brand awareness, or increase website traffic. Typically, display advertising can be purchased on a cost-per-impression (CPI) or cost-per-thousand-impressions (CPM) basis, which means that the advertiser is charged each time the ad is shown a specific number of times.

Video Ads

A video ad relies on video content to market your product, service, or brand These ads may be seen on a variety of channels, such as websites, streaming services like YouTube, and social media (reels or posts). 

Pre-roll, mid-roll, and post-roll video ads on YouTube can show prior to, during, or following a video. These video ads can be skippable and non-skippable in nature. Skippable video ads allow viewers to skip the ads after 5 seconds. Non-skippable ads can't be skipped and must be watched before the video is viewed. There is another type of ad called bumper ads. Bumper ads are non-skippable video ads of up to 6 seconds that must be viewed before a video is viewed.

Video ads are generally interactive in nature and include elements like Calls to action, links, and other clickable components. They are usually purchased on a cost-per-view (CPV) or cost-per-click (CPC) basis, where the advertiser pays each time the ad is viewed or clicked. 

Remarketing (Retargeting)

Remarketing is a type of advertising that enables pay-per-click services to target consumers who have already interacted with your website or mobile application with ads. Remarketing ads are often displayed to consumers as they browse to other websites or mobile apps. They are designed to bring top-of-the-mind brand recall and entice the user to visit your website or app again.

Display, search, video, and social media ads are a few of the formats in which remarketing ads are delivered. They are usually purchased on a cost-per-click (CPC) and cost-per-thousand-impressions (CPM) model.

Remarketing campaigns designed by pay-per-click services are incredibly focused and successful in driving conversions and sales. They monitor the users' activity on a website or mobile app and then use that information to target ads to users as they visit other websites or use different apps. A cookie or pixel is placed on the user's browser or device to achieve this. This identifies the user and enables the display of the relevant ads.

What are the benefits of PPC ads?

Benefits Of PPC Ads

1. PPC ads are Cost-effective

PPC ad campaigns give full control to businesses total over how much money they want to spend. 

You pay to google only when visitors click on the link leading them to your website. This might create a chance for you to convert that prospect into a customer.

2. PPC ads deliver quick results

Organic ranking is excellent to start with but getting to the top of the SERPs can take months or even years.

You probably don't have the time to wait for organic, social, or direct traffic to materialize if you run a startup or small business.

PPC ads run by PPC services can give you quick results here.

PPC services can help you quickly bring your website to the top of the SERP within hours of launching the campaign with optimized PPC ads.

3. You can control and test PPC ads

It's simple to manage your budget, ad placement, and target keywords with PPC ads. You may also do A/B/ split testing with various ads to know which ad is performing best and can produce the highest return on investment. The successful ads can then be scaled up until they stop yielding the desired outcomes.

4. You can target your ideal customers

With PPC ads, you can target a warm audience that is prepared to purchase your products or services while skipping through the audience who are not interested at all.

You can place bids on keywords with the help of free tools like Google Keyword Planner to understand the user's intent. In addition to keywords, PPC ads offer targeting options like demographics or past online activity

Retargeting campaigns for targeting visitors who abandoned their shopping carts is another excellent way of making money with PPC ads.

5. Algorithm changes has little or no effect to PPC ads

Trying to gain free traffic from search engines is a little unsteady because of the numerous Google algorithm updates and more than 200 ranking factors. Here PPC campaigns come to your rescue if you want to rank your website.

You don't have to worry about algorithm updates while using PPC advertisements; instead, pay attention to how well your campaigns are doing.

6. PPC ads helps you rank better with low domain ratings

Keywords are becoming more and more competitive. This makes it even more difficult for a business with a low domain authority to appear high in search results or to be viewed by its intended audience on social media.

PPC advertising can help you rank for keywords that your audience is searching for, regardless of your domain ratings. 

7. Data from PPC ads improves your SEO strategy

Your PPC consultation services should complement rather than replace your search engine optimization (SEO) approach, so don't give up on SEO completely.

Best Practices for a Quality PPC Strategy

You want your upcoming PPC campaign to be a success. Let's now discuss some PPC strategies that will enable you to get maximum value out of your time and money. 

Let's focus primarily on paid search ads. 

PPC Ad Copy

If you bid on relevant keywords then your ads will show up to the right audience; and a crisp, compelling and concise ad copy will hook those prospects into clicking and reading your ad. Like your keywords, your ad must address the user's intent. Provide the specific information they are seeking and ensure that your words communicate that to your audience. 

Each of the three elements that make up a search ad—the headline, the URL, and the brief description—has strict character limits. Make sure your ad copy does the following to make the most of this space:

  • Speak with your target persona directly.
  • Include the main keyword for  which you're bidding
  • Provide an actionable CTA so that the users know what to do next
  • Make  an appealing offer
  • Use language consistent with the  landing page copy
  • Perform A/B (Split tests) with your copy.

Landing Page Best Practices

Possibly the most crucial aspect of PPC (after your ad copy) is the page that leads are directed to after clicking on your ad. This page must be highly targeted, relevant to your ads, fulfil the promises made, and provide a seamless user experience. 

Why? The basic fact for having a high- converting landing page is to turn a new visitor into a lead or customer. A high-converting landing page also raises your Quality Score, which will result in better ad placements. There is nothing as bad as poorly designed landing page to diminish your PPC profits.

What should a PPC landing page include for a higher conversion?

What components should a PPC landing page have to boost conversions? 

  • A compelling headline that matches your search ad
  • Clean layout and design
  • Easy-to-use responsive form with a prominent CTA button
  • Detailed and relevant copy for your target keywords
  • Doesn't deviate from the woofer made in your copy
  • A/B tested

A/B test performed on your PPC Ads

As a marketer, you almost never introduce something to your audience without first testing it. The same applies to PPC campaigns. Your paid advertising campaign's A/B testing is just as important as all other elements. The goal of testing your ads is to Increase your clickthrough rate and conversion rate.

The good news is that testing only needs to be done on the title, description, landing page, and ads target keywords. Tweaks can be made and adjusted to any of these elements to check the results. Based on these tweaks, you can make improvements in your ads and know which ad is performing better.

You can make a list of all the possible tests you can conduct and prioritize them by the most significant impact.  In order to avoid wasting money on advertising that doesn't perform well, you should let your ads run long enough to collect the data you need and test them early enough.

Maximizing your ROI

Increasing ROI on your advertising campaigns involves taking customer lifetime value and customer acquisition costs into account. Doing so enables you to decide how much is worth investing in a new lead and how much of that investment may come from paid advertising.

We need to discuss inputs and outputs to get more specific, which means lowering your input (cost per lead [CPL]) and boosting your return (income).

There are some things to watch out for that will impact both, so let’s try to break it down. 

Ways to decrease Inputs:

  • Determine your ads budget before you start
  • Create relevant ads, the more relevant your ads are, the lower your CPC would be
  • Improve your quality score. Higher the quality score, less amount to be spent on clicks

Ways to increase Revenue:

Follow landing page best practices to increase conversion

Stay specific with your ads, follow best practices and go for quality leads. The better the leads, more likely you will have qualified customers.

PPC metrics to track

The following are some important metrics to monitor for your PPC campaign.

Clicks are the total number of clicks that you receive on your ads. The relevance of your ad copy and the keywords you choose impacts your metric.

  • Cost per click (CPC) quantifies the cost associated with each click on your ad.
  • Click-through rate (CTR) is the percentage of clicks that your ad gets upon a total number of impressions. This metric determines how much you pay that is your cost per click.
  • Impressions represent how many times your ad is viewed. The cost per mile (CPM) is calculated for every thousand impressions.  efforts, impressions are most important for brand awareness.
  • Ad spend is the sum you spend on the ads you run. The best way to optimize your ad spend is to improve your quality score. 
  • Return on ad spend (ROAS) is the ROI of your ad campaign. ROAS tells you how much revenue is received for each dollar spent on advertisements. 
  • Conversion rate refers to the percentage of visitors who complete your landing page's call to action and convert it into leads or customers. 
  • Cost per conversion refers to the cost to generate the lead. The overall cost of an ad is determined by dividing the total cost of an ad by the number of conversions. 
  • Quality Score (QS) determines your ad positioning.

Pay heed to these metrics and improve your ad quality score. That will increase your conversion rate and decrease the ad spend. 


1. What are pay-per-click campaigns? And how does PPC work?

PPC campagins, often known as pay-per-click advertising, is a particular form of search engine marketing designed to increase website traffic. Your ad displays in the search results when specific keywords are entered into a search engine. Pay-per-click advertising gets its name from the fact that you only have to pay when someone clicks on your ads.

2. What are the benefits of PPC ads?

Getting your website on the first page of search results is an onerous task. With PPC ads, not only does your website receive "front and centre attention," but it is also shown to customers who are explicitly searching for your product or service. In addition, these stunning ads may be less expensive for small firms to use than other forms of promotion.

3. What sites offer PPC advertising?

You have a variety of PPC advertising solutions at your disposal. Although Google Adwords is the most well-known, you should also look into a few others. Here is a short list of PPC advertising platforms most commonly used by PPC management company :

  • Google Ads
  • Bing Ads

4. What are the components of a PPC ad?

    You might choose to start by choosing a text ad. However, your ads can appear in the form of banners, videos, or product listings. You can use the guideline below before getting started.

    • Headline: Your ad needs a short, attention-grabbing title that would act as bait for the customers to click on.
    • Display URL: This link identifies the business that is hosting the ad and is shown along with it.
    • Destination URL: Customers who click on the ad will go to this link.
    • Description: Briefly describe your product or service to entice your customers to click on the ad.

    Of course, each component has a maximum allowed length. For example, for headlines, you can have a maximum of 30 characters, and for descriptions 90 is the character limit.

    5. How do you find the best keywords to use in an ad?

    You should use a collection of keywords when creating an advertisement so that it shows in response to common searches. Your choice of keywords will either make or break your ad, so you need to choose wisely. There are a lot of tools that are used for keyword research. The primary one that is available for free is Google keyword planner and there are other paid research tools like Ahrefs, SEMRush etc. 


    Hope you’ve understood what are PPC campaigns, how does pay per click advertising work, and how does PPC advertising services can help you rank quickly on SERPs, it is clear that, whether your company has been established for years or just started yesterday, PPC is the boost you need to get an advantage over competitors, or at the very least move ahead of them in the SERPs.

    Every business, from a small local service to a global businesses, needs to have a strong Google presence to grow or stay relevant in the market. Additionally, Google Ad campaigns designed by professional pay per click advertisers or PPC management company like JanBask, benefit all types of organizations to achieve their online business goals.  

    Online marketing has decreased the cost of advertising and democratized the way that any business that wants to expand online may do so on its own terms. 

    In the end, Google Ads is one of the finest ways to advertise your products or services online efficiently and affordably to attract new clients, boost sales, or establish your brand online.

    Interested in our PPC Advertising Services?

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    Kaden Brown

    This blog is a valuable resource for staying updated with the latest trends and strategies.


    Omar Moore

    Thank you for providing this information. It’s a great resource for both beginners and experienced advertisers. Your blog has been a fantastic learning tool.


    Knox Miller

    This PPC blog post is a fantastic resource for both beginners and experienced advertisers. The detailed explanations and tips on optimizing ad campaigns are incredibly helpful.


    Nash Martin

    Your blog provides practical tips on how businesses can get the most out of their advertising budgets, which is invaluable in today’s competitive market.

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