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Pin It to Win It: The Dos and Don’ts of Pinterest Advertising

Pinterest ad options can help you raise awareness, drive sales, and increase conversions.

Consider the most popular digital media platforms when developing a paid content promotion strategy. You could, for example, use Facebook marketing tools, Instagram posts, or a Google Ads campaign. However, there are compelling reasons to think about advertising on Pinterest.

Pinterest has a large and active user base, and Pinterest ads can frequently lead to purchases. With some knowledge and planning, Pinterest advertising can become an essential part of your marketing plan, despite its unique requirements and restrictions.

We’ll go over Pinterest’s advertising options and how a Pinterest ad campaign can help your digital marketing strategy.

What exactly are promoted pins?

While browsing Pinterest, you may notice a variety of pins, including pins from people you know and suggested pins.

Another type of pin is promoted pins. They are essentially paid Pinterest ads that target specific demographics, locations, keywords, devices, and other factors, assisting brands in increasing visibility and driving sales.

What other advertising options does Pinterest have?

Pinterest has expanded its advertising options beyond promoted pins.

  • Idea pins: Idea pins are short videos or a series of up to 20 graphics that are used to demonstrate something. They are similar to Instagram Stories in format, but they provide more opportunities to convert viewers into potential customers, such as user tagging, interactive stickers, topic hashtags, and detail pages. A creator must tag an advertiser as a “business partner” in order to create an Idea ad with a paid sponsorship. The Idea pin can then be promoted by the brand.
  • Try-on-product pins: These pins use augmented reality to allow users to try on cosmetics and accessories using their smartphone’s camera. This pin type requires an uploaded product catalog, a Pinterest business account (which is free to create), and a Pinterest account manager.
  • Collection ads: These ads are ideal for e-commerce brands in the fashion, home decor, and beauty industries because they include a large featured video or image as well as three supporting images. When a user clicks on an ad, the ad detail page can display up to 24 images, exposing a potential customer to your product line. Pinterest can create this ad for you by selecting relevant products from your uploaded product catalog.
  • Carousel ads: Carousel ads resemble regular pins but allow users to swipe through up to five images per ad. When a user pins your advertisement, all images are saved to their board. They can show related items or a single item used or worn in a different way.
  • Shopping ads: These ads pull from your catalog and display a single image to the audience determined by the platform to be most interested in that specific product. Many e-commerce platforms, such as Shopify, integrate with this feature directly.
  • Product-rich pins: Product-rich pins pull and display detailed information from your websites, such as price, stock availability, name, and description. They are constantly updated as your website is updated. Another useful feature is that this pin appears in the Shop tab of Pinterest search results, increasing the visibility of your products. For this to work, you will need to add some additional code to your website.

The Advantages of Advertising on Pinterest

Pinterest has some distinct advantages for brands that use it as part of their marketing strategy.

  1. It’s all about exploration. While Facebook’s primary goal is to connect with others and Twitter is primarily used to make short comments, Pinterest was designed to help people discover new products and ideas. It’s a cross between a visual search engine and a digital bulletin board. As a result, users on Instagram are more receptive to advertising than users on other types of social media.
  2. Users are open-minded. When searching on Google, users frequently enter the name of a company or brand. According to Hootsuite, almost all Pinterest searches are unbranded. This means that smaller and lesser-known brands will have more opportunities to generate attention and interest on a more level playing field.
  3. It is inexpensive. Pinterest ads have a higher ROI than other digital platforms and are 2.3 times less expensive. According to WebFX, the average cost per click on Pinterest was $1.50, while LinkedIn cost $5.26, Instagram cost $3.56, and YouTube cost $3.21. Facebook was less expensive, at 97 cents, but Pinterest makes up for it in effectiveness. Half of Pinterest users say they bought something after seeing a promoted pin (Pinterest advertisement) for it.
  4. It has a sizable audience. Pinterest is used by over 478 million people each month, with roughly half of them residing in the United States. If your target audience is female, you are likely to find them on Pinterest, as more than 77% of Pinterest users are female, with women ages 25 to 34 constituting the largest demographic (30.4% of users). Pinterest users have money to spend as well: Pinterest is used by 45% of people in the United States with an annual household income of $100,000 or more, according to Pinterest demographic data.

The Dos and Don’ts of Pinterest Advertising

Consider the following best practices to get the most out of your Pinterest advertising budget.

  1. Make constant changes to your campaigns.

Pinterest is a visually driven site, and you never know which images will resonate with your target audience unless you experiment with different images. Don’t just leave your campaigns running once they’re up and running. Experiment with different variations, such as different imagery, photos with or without text, new keywords, higher or lower bids, and new audiences.

You’ll eventually find that sweet spot where you’re getting exactly what you want.

  1. Include CTAs in your description.

In the description of a pin, you can use direct calls to action (CTAs), such as “sign up today” or “download the free guide.” However, if you are too “salesy,” your pin will not receive clicks. Pinterest users come for appealing imagery and creative ideas, not to be bombarded with advertisements.

  1. Make use of relevant keywords.

The platform allows you to associate up to 150 keywords per promoted pin, but you don’t have to use all of them. Most users recommend including at least 30 keywords, all of which should be relevant to your pin and the page where users will land if they click. Irrelevant keywords will reduce your click-through and conversion rates, resulting in wasted ad spend.

  1. Use specific audiences.

While not as sophisticated as those found on other social media platforms, Pinterest’s targeting options enable you to show pins to users based on their location, device, gender, and language. Use these different audiences to your advantage, and send your pins to the right users at the right time. With the keywords you’ve chosen, you’ll be able to reach the people who are most likely to convert.

  1. Make an aggressive bid.

Because you only pay for clicks, it’s not a bad idea to bid a little higher when you first start so you can see your return. You’ll be able to start with a higher number of conversions, which may increase the relevance of your ad even if you lower the bid. Experiment with various options to improve your clicks and conversions.

The Dos and Don’ts of Pinterest Advertising

Along with best practices for Pinterest advertising, you should be aware of what not to do when advertising on Pinterest.

  1. Avoid using CTAs in the image.

While direct CTAs are permitted in the description, they are not permitted in the image. You can, however, include a “soft” CTA as an overlay on the image. “Check one more thing off your list,” for example, or “make today count.” You’ll want to be cautious here because Pinterest may reject your pin if it’s too direct.

  1. Do not use a landing page with a “hard wall.”

It’s tempting to direct users to a conversion page, but Pinterest will not approve your pin. According to its guidelines, the platform values the idea that when users click on a pin, they can find the information they’re looking for without having to enter any personal information. Instead of a landing page, direct them to a blog post that includes a link to the landing page.

  1. Avoid using horizontal images.

The way Pinterest is set up almost guarantees that you will never see a horizontal or landscape image. Long, vertical images complement the platform’s design, so the longer the better. Make sure users don’t have to scroll down to see everything. Upload vibrant, eye-catching images that convey a message about what users can expect if they click.

  1. Avoid using redirect links.

If Pinterest detects that you are redirecting users to a page, they may remove your pin. The goal is to make the user experience as smooth and simple as possible; redirects disrupt the flow when a user clicks. Before you order your ad, double-check the URL to ensure it leads directly to where you want customers to go.

  1. Avoid using hashtags.

Although hashtags are permitted on Pinterest, the platform is not fond of seeing them in advertisements. They appear spammy, and since you can add keywords to your campaigns, they are unnecessary. Pinterest will allow you to have a few, so adding your company’s specific hashtag or promoting one with your campaign should be no problem.

How Pinterest can help you with your marketing campaign

Pinterest advertising isn’t as prevalent as Facebook and Twitter advertising, but the platform has seen exponential growth and may be an untapped space for brands looking to reach new audiences interested in specific contact types.

Pinterest’s user base will continue to grow as the platform expands, adds new features, and enhances its capabilities for advertisers and users alike.

The nuances of Pinterest advertising necessitate an eye for design and an understanding of its users, but you can drive qualified leads to your site by utilizing effective Pinterest advertising strategies and tactics.

September 9, 2022By Paul SmithLatest News

About the author

PAUL SMITH - For over 20 years I have worked with businesses, enterprises and brands in Australia, NZ, UK and US to drive digital marketing growth using organic and paid traffic strategies. No fluff or BS, just straight-forward return on investment.

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Viva Digital
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Jayne Waddell
Jayne Waddell
07:28 17 Mar 17
I cannot speak highly enough of Paul for designing my new online shop website and editing my existing. It is everything and more than what I could have wished for. I knew as soon as I spoke with Paul that I didn't want anyone else to do my site. He is helpful, efficient, professional, always contactable and always one step ahead! Above all that he has a genuine interest in helping make your business a success - he is not just a web guy, he is an online business guru - a rarity. Highly recommended. Thank you heaps Paul :)
Mandy Napier
Mandy Napier
03:16 10 Mar 17
I am so grateful I met Paul who has taken over looking looking after my website and technical aspects. He is very professional, knowledgable and quick to respond. He has given me some great tips and tools to enhance my business and always got back to me quickly. It's wonderful to have piece of mind that my website is in great hands. I can highly recommend Paul for all your website and related work.
Bruce Manning
Bruce Manning
23:48 12 Mar 17
Hands down Paul is a genius when it comes to web site designs, search engine optimization and Google ad words. Accord could not be happier with the web site as it looks amazing and is now giving the Sunshine Coast locals the opportunity to find us easily and show /educate the potential customer about what we do and more importantly, just how good we are simply by looking through the web site. We consider the web site to be a investment now. This said, I would highly recommend Paul and the team Viva Digital.
Lesley Bench
Lesley Bench
04:47 08 May 17
Through a recommendation from another Business, Paul and his team of experts from Viva Digital exceeded my expectations in Web Design for my Floral Business "Pink Poppy Florist". This is my first experience regarding a total website revamp, (going in with no knowledge), Paul took over and totally put a awesome package together with very impressive & user friendly results.
Louise O'Brien
Louise O'Brien
06:34 10 Mar 17
I have worked with Paul for well over a year now and he has been an absolute blessing to me and my business and would be lost without him. I have handed over the entire management and security of my website, article writing, Facebook and any other technology requirements to Paul. I highly recommend him. Louise
Jost Sauer
Jost Sauer
05:12 08 May 17
I highly recommend Paul's web services, I have been working with Paul for a couple of years and he has done some great web design work for me, which really helped me articulate and present my business, and establish a professional online presence which improved the quality of my leads.
Chainbridge Honey Farm
Chainbridge Honey Farm
08:15 08 May 17
I always recommend Viva Digital when asked for a tip on the best website and design company I know. Great service, easy to work with and very high quality work at reasonable prices.
Hiren Sanghvi
Hiren Sanghvi
05:16 09 May 17
Words are not enough. But Paul's process is very clear. Paul has a big focus in listening to my business needs, clearly defining who my customers are and which keywords we need to use to reach them. The way he thinks is always a boost in my business. Very good analysis and designing skills. His skills and dedication towards the project he has taken cant be compared. Highly recommended.
Jeffrey Geldard
Jeffrey Geldard
22:43 09 May 17
Paul has been very strong in functionality and making my website work. Has been on page 1 google with most search criteria (without paying for SEO) big tick ! He also follows up on issues as fast as he possibly can. He is the framework man with great suggestions to get things working I'm more the idea's / creative that Paul has to work with! Paul created this great DL as part of marketing, and never missing an opportunity........!!!
Doug Dicker
Doug Dicker
08:15 11 May 17
Paul has been an incredible help with my website. He made it easier to make the correct decisions with a hassle free attitude. There is someone out there who knows how to work out what you need. His name is Smith....PAUL Smith..
Sam Colton
Sam Colton
09:08 22 May 17
Viva digital exceeded our expectations. They really understood our needs and came up with amazing creative solutions for our site. Thank you to Paul for your professionalism, proactive approach and ongoing support. Choosing Viva digital to create our website was the best thing we could do and we are grateful for the experience. Eternity Joinery
chris kingsford
chris kingsford
18:40 22 May 17
I struggled for years to find high quality web design, Paul Smith & Viva Digital have been a special example of great service and design. I have been in business over 30 years and Paul is the best. Myself, Chris Mennell and Masterclass Driver Training would always recommend Paul Smith and Viva Digital and would like to thank them for all their hard work and achieving such great web results for us. Cheers.
Karen Brodbeck
Karen Brodbeck
22:19 22 May 17
Paul at Viva Digital takes the time to listen to our requirements. We appreciate that there is no hard sell he is more than happy to work with our budget and offers great advice. Work is completed on time and we are fully informed. Highly recommend them.
Lisa Fry
Lisa Fry
03:28 28 May 17
I highly recommend Paul and the team at Viva Digital for website design and function services. He communicates well so that I know what I'm getting and why. He is also very good value for what he provides. I have referred Paul on several occasions as I trust his ability to deliver the goods every time.
Naturopath Amy Kelly
Naturopath Amy Kelly
06:34 11 Jul 17
Paul Smith is my "go-to web guru", very knowledgable, super helpful and has helped me out BIG time with my websites and social media. Thank you so much Paul, you make all the hard tech stuff easy!
Alyssa Venning
Alyssa Venning
07:00 21 Aug 17
We have worked with Paul for the last 2 years and cannot recommend his services more. For the un-technical people wanting branding, web design and online marketing, Paul from Viva Digital has a patient, thoughtful and clear approach to meeting your needs. He has been able to talk us though any technical question we have had, and his work is fast and reliable. I highly recommend Paul and Viva Digital for any digital/website needs.
Celebrant Toni Collett JP Qual.
Celebrant Toni Collett JP Qual.
07:09 21 Aug 17
Highly recommend Paul and the team at Viva Digital for website design and services. He is always happy to explain everything so that I know what I'm getting and why. I have referred Paul on a few occasions and will continue to do so as I trust his ability to provide excellent service and is true to his word ..
Kelly Page
Kelly Page
23:38 21 Aug 17
Viva Digital is Fantastic, working with Paul was such a positive experience and he made the process of redesigning our website a breeze. He was so helpful with getting our emails sorted and working and the process was very timely. A huge benefit was the response rate, Paul was always quick to respond to my quires and changes and help me out when I needed him! --- Defiantly recommend Viva Digital!!!
Daniel Mcnaughton
Daniel Mcnaughton
09:43 24 Aug 17
Thankyou Paul for taking our company Total Termite & Pest Control to another level with your creative designs, knowledge & understanding of specific references related to promoting a web design that is appealing for my industry. As well as being easily navigated for all people with details retaining to any questions they may have before contacting me or information that they normally would not be able to find out on other sites, it would make them feel more comfortable talking about any particular service from our site. Paul makes it look easy with a high attention to detail & I would recommend him to any body who needs or is just looking at what the require to build there business. so much so that we are going back to him to & have started the process in building up our 2nd business. Again thankyou Paul for putting us out there so that people now know who we are & what we can do for them, it's greatly appreciated. Daniel Total Termite & Pest Control
Jess Roccisano
Jess Roccisano
03:22 29 Sep 17
Paul does amazing work. He set up a fantastic website on our behalf with such a short turnaround time and did it so well. We are still using Paul for ongoing work and he always actions things so quickly for us. I would highly recommend this business.
Brett Kennedy
Brett Kennedy
02:33 31 Oct 17
Clark's Garage has been absolutely thrilled with the work that Viva Digital has put into creating our new website. They put an enormous amount of work in behind the scenes with the SEO side of development and we have already noticed a big difference in our business with more and more enquiries coming in than ever before. We have also been exceedingly grateful that Viva Digital has continued to monitor our websites progress long after the bill has been finalised. We will continue to recommend Viva Digital to other businesses, as we have been very happy with everything they have done.
Paul Anderson
Paul Anderson
02:18 02 Feb 18
Paul has done a fantastic job on our new website we have a lot of people saying when they come into our shop that they have come in because of our web site . Thanks to Pauls great web site design and ongoing help our business is seeing the benefits. Thanks Paul for all your help definitely 5 star service highiy recommend.
Sheridan Sharpe
Sheridan Sharpe
03:58 09 Feb 18
We have used Paul to redesign our rebranded health care clinic. Paul was helpful and innovative, and helped design and implement some great changes. We did all this work from interstate, and the standard of service we received was excellent. Paul was professional and attentive, our process was easy and efficient. Would definitely recommend Paul!
Victoria Ferguson
Victoria Ferguson
04:08 22 Feb 18
I am absolutely delighted with the brilliant service and results that my business receives from Viva Digital. Just wish I had found them sooner!
Mark Forster
Mark Forster
04:54 12 Mar 18
I was refereed to Paul to update my existing web site of ten years. He was very helpful and understanding from the outset particularly as I am not web literate. We discussed what I wanted from the new site and he explained what could be achieved and the time frame involved and when certain actions would take place by google. His follow and ongoing interest is excellent. I would recommend him with his additional adword experts, seo specialist's etc to anyone who wants to get the most from there site at what I believe is a very reasonable investment. Thank you Paul and all the best. Mark
Joss Daly
Joss Daly
10:47 14 Mar 18
Paul has been a tremendous mentor in helping me get a website up and running for my new business. He listened to my requests and creatively guided me to get the best look and feel, whilst also offering sound and expert advice to enhance the practicality of my website. Paul used his wealth of past experience to offer huge amounts of technical strategies to help my website run smoothly for myself and my customers. Paul has given also taught me how to independently maintain my website which has given me a lot of confidence moving forward. I can highly recommend Paul, his patience, professionalism and expertise is second to none. I'm very grateful for the excellent website he has constructed for my new business, thank you Paul!
Beau Frith
Beau Frith
06:50 16 Mar 18
Paul is next level! I was referred to him by a mutual colleague and he has now developed 2 websites for me and my businesses. Fitting to my schedule with a 'Nothing is an issue' attitude has made my life infinitely easier. I continue to work with Paul because he gets me results. Legend.
Michelle Montgomery
Michelle Montgomery
03:27 20 Mar 18
Paul at Viva Digital has been incredibly patient, helpful and efficient in getting two websites up and running for our small businesses. We definitely wouldn't have been able to grow, maintain and expand our customer base and sales without him. Can't recommend him highly enough all website design, branding, SEO and online marketing needs.
Christine Kearton
Christine Kearton
22:09 12 Apr 18
I have dealt with a number of different web designers in the past and Paul definitely stands out as the most helpful and most responsive. Paul takes the time to understand your needs and deliver the best outcome. Our firm is very happy with his service and delivery. I highly recommend Paul from wherever you live.
James Livingstone
James Livingstone
04:01 26 Jun 18
I would recommend Paul to anyone! He works with you to understand your industry, your needs and what is going to give you the best return. He is incredibly intelligent and his input is always insightful and helpful. I have worked with a number of people in this field but Paul stands alone in my experience. Five stars... 10/10
Clayton Storey
Clayton Storey
09:01 26 Jun 18
VivaDigital is my go to for anything SEO and has provided first class web solutions for me and my company for years now. I wouldn't go anywhere else. Friendly service, quick turn around and highly skilled. I recommend VivaDigital to everyone in my network.
Miriam Livingstone
Miriam Livingstone
21:14 26 Jun 18
Always a pleasure to deal with, friendly and polite with clear communication and fabulous results! Wouldn’t hesitate to recommend him!
Christine Spink
Christine Spink
07:19 27 Jun 18
Paul and his team have been extremely helpful and diligent. Always forward thinking. I cannot recommend Viva Digital highly enough. We are extremely happy with the team have created for us.
Tiana Jade
Tiana Jade
02:46 19 Jul 18
Love Paul's work! He is incredibly easy to work with, super fast response time and always happy to help not matter your skill level. 10/10 would recommend!
Jess Milsom
Jess Milsom
04:17 06 Sep 18
Paul is Fabulous. Super knowledgeable and an absolute pleasure to work with. I would not have ANY hesitation recommending him to anyone.
Ann Donnarumma
Ann Donnarumma
06:36 19 Oct 18
Paul is great to work with a wealth of knowledge and makes a real difference to your businesses bottom line. Would highly recommend.
natalie fewings
natalie fewings
00:38 06 Feb 19
I would like to leave a 5 star review even though I have not used there services. I recently contacted Viva Digital with questions about my current site, although this was something they could not help with, Paul's customer service went above and beyond. He answered my questions and put me in-touch with someone that could help. So I would just like to say a huge thank you for taking the time out to help me and in future I know who to contact first.
Jeremy Harmon
Jeremy Harmon
02:21 12 Feb 19
What can I say about Paul and the Viva Digital Team? After trying numerous other digital providers, this was like reaching an oasis after being in the desert. Paul knows his stuff, he is efficient, friendly and I really felt his concern and care for our individual situation. There is nothing more I could ask for and I can thankfully now say I have ended the search for a reliable long-term partner for all our digital marketing needs!
Maroochy RSL
Maroochy RSL
00:40 13 Feb 19
It's such a relief to have found a digital/social/development/paid search/design/everything agency on the coast that is run by someone with fantastic communication, integrity, openess and true technical ability (not just big words and no results). I have engaged several agencies previously who sound great on paper and talk themselves up in person to get your work, then don't deliver on results, deadlines or technical ability. Paul (the owner of Viva) outsources various specialities like SEO and paid search to the best in the industry but remains your first point of contact and keeps you updated on progress, results, costings and delivery deadlines. It's a pleasure working with Viva and due to the transparency of his way of working, projects usually come in cheaper than quoted and the results are better than promised. A breath of fresh air!
Real 3D
Real 3D
00:03 21 Feb 19
Paul has spent the time to patiently listen to my many requirements. He has worked with me through the entire process to bring my company into the online social media arena. I would highly recommend his services and support.
Sara Whybird
Sara Whybird
02:03 09 May 19
Exceptional service, Paul really knows what he is doing and goes above and beyond.
Aaron Ng
Aaron Ng
00:28 23 May 19
Genuine experts in the digital space who use years of tried and tested strategies and tactics to get phenomenal results for clients.
Mary Mumford
Mary Mumford
03:59 21 Jun 19
Fantastic service and expert technical knowledge. Viva Digital brought our business website up to date including social media marketing. Highly recommended .
Jacqui McCarthy
Jacqui McCarthy
02:31 01 Aug 19
Viva Digital are efficient, effective and delightful to work with. They're always willing to go above-and-beyond to help, are constantly thinking of new opportunities to grow our business, and put our goals at the heart of any strategy they develop. We have a true partnership that's been growing for the last 4 years and will continue long into the future.
Janene Balea
Janene Balea
04:14 16 Aug 19
Viva Digital are true digital experts with a team that is knowledgeable, effective and efficient - offering clients great value for money and unrivalled client support
Ian Baker
Ian Baker
10:20 20 Aug 19
Viva Digital have been outstanding to deal with throughout the entire web development and launch process. Their ongoing support, product and industry knowledge is unsurpassed. Ian
Suncoast Fencing
Suncoast Fencing
23:10 16 Oct 19
Paul has been an absolute pleasure to work with every step of the way. With both the web design as well as all of our digital advertising. He is very prompt and professional and we would recommend him to anyone looking at improving thier online presence and advertising.
Downtown Caloundra
Downtown Caloundra
06:43 17 Oct 19
Viva Digital assist with our website collateral and have a deep understanding of SEO. It is a pleasure working with Paul and his team.
Sarah Watts
Sarah Watts
01:12 18 Oct 19
We found Paul and his team to be very professional, efficient and friendly. We have been very happy with the results of the website build and ongoing support. Highly recommended.
Rent 2 Own Cars
Rent 2 Own Cars
04:09 24 Feb 20
After using other SEO companies with mediocre results and baffling reports I was recommended to Paul and his team at Viva Digital, the personalised service and being able to have face to face meetings has been invaluable and their knowledge has achieved us results that have more than blown every other company we have used clean of the map, cannot recommend these guys highly enough
Magda Hunt
Magda Hunt
04:16 21 Oct 20
Paul and his team can take a simple concept and create a campaign that is perfectly suited to your needs. His expert knowledge and flexible nature, makes him a pleasure to deal with and he always produces impressive results.
Michael Barnett
Michael Barnett
09:25 06 Nov 20
Have worked with Viva Digital for a number of years and have always found Paul very professional and responsive to any IT issues we have had. Excellent design service and extremely good value. The recent upgrade of our email system was seamless and Paul couldn't have been more helpful. Would highly recommend.
Rachelle Baker
Rachelle Baker
20:52 12 Nov 20
Paul & his team at Viva Digital are professionals & specialists in their field. Viva take the time help us navigate through the digital process as we continue to grow and develop our business. Would highly recommend :)
Shannon Garson
Shannon Garson
00:53 29 Jan 21
I love working with Viva digital.I've been working with Paul on my website for years and it has been 100% positive. Excellent communication especially for people who are internet beginners. He has given me great advice and is very generous with his time.
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