{"id":5521,"date":"2016-07-11T10:00:41","date_gmt":"2016-07-11T10:00:41","guid":{"rendered":"http:\/\/blog.360.agency\/?p=3680"},"modified":"2017-12-06T17:14:00","modified_gmt":"2017-12-06T17:14:00","slug":"official-google-does-it-again-unveiles-new-ad-format","status":"publish","type":"post","link":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/","title":{"rendered":"Google Does it Again! Unveils New Expanded Text Ads Format"},"content":{"rendered":"<p><!--more--><span style=\"font-family: Roboto; font-size: 10pt;\"><span style=\"color: #737373;\">So, a couple of weeks ago total panic erupted in the digital marketing world; Google was removing right hand ads. Already marketers were competing heavily for, at most, 10% of click-throughs for any given keyword. With this modification, it basically equated more expensive clicks for less real-estate. But just as Google taketh Google giveth. Enter the new innovation called\u00a0<\/span><span style=\"color: #a10000;\">Expanded Text Ads<\/span><span style=\"color: #808080;\">.<\/span><\/span><\/p>\n<h3><span style=\"color: #a11818; font-family: Roboto;\">What Changes?<\/span><\/h3>\n<p><span style=\"font-family: Roboto;\"><span style=\"color: #737373;\"><span style=\"color: #000000;\">To fully understand the impact of this roll-out here is a brief explanation of how text ads work in Google now. Currently when a headline is created and followed by a period, the ads are extended (see picture below). Now, the extended ads will allow for nearly<\/span> <\/span><span style=\"color: #000000;\"><strong>50% greater ad copy<\/strong>.Granted this feature will show on only up to 20% of the available traffic but the impact can truly increase an advertiser\u2019s bottom line.<\/span><\/span><\/p>\n<p><a href=\"\/wp-content\/uploads\/2016\/07\/expanded-text-ads-google.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-3681\" src=\"\/wp-content\/uploads\/2016\/07\/expanded-text-ads-google.png\" alt=\"expanded-text-ads-google\" width=\"918\" height=\"364\" \/><\/a><\/p>\n<h3><span style=\"color: #a11818; font-family: Roboto;\">Why you should care?<br \/>\n<\/span><span style=\"color: #737373; font-family: Roboto;\">This allows for a better presentation of your promos, in-house coupons and marketing tactics. Google estimates that the final impact of these ETAs (extended text ads) can be up to a 20% increase in CTR (click-through rate).<\/span><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #a10000; font-family: Roboto;\"> Think about it&#8230;<\/span><br \/>\n<span style=\"color: #000000; font-family: Roboto;\"> It\u2019s no secret that the success of Adwords is due to attracting users who initially searched for a given term. Meaning they already have an interest in what you are selling. With ETAs you are better able to add information about your business, making the user fully aware of who you are and what you do. Not only are you going to generate 20% more traffic than you would with a regular ad, but the prospect will be much more informed.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote>\n<h3 style=\"text-align: center;\"><span style=\"font-family: Roboto; color: #a10000;\"><strong>Imagine the impact this will have on conversion!<\/strong><\/span><\/h3>\n<p>&nbsp;<\/p><\/blockquote>\n<p><span style=\"color: #a10000;\">When?<br \/>\n<\/span><span style=\"color: #000000; font-family: Roboto;\">Here\u2019s the kicker: it\u2019s currently a closed beta. This means only a certain group of advertisers have the ability to try these awesome ads out. SM360 , being a premier SMB partner, is one of the few Canadian agencies that can actually have first access!<\/span><\/p>\n<h3><strong><span style=\"color: #808080; font-family: Roboto;\">Look out for a follow-up article on the impact these ads have.<br \/>\n<\/span><\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":26,"featured_media":5749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>360.Agency &#8226; Google Does it Again! Unveils New Expanded Text Ads Format<\/title>\n<meta name=\"description\" content=\"Chez 360.Agency :\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"360.Agency &#8226; Google Does it Again! Unveils New Expanded Text Ads Format\" \/>\n<meta property=\"og:description\" content=\"Chez 360.Agency :\" \/>\n<meta property=\"og:url\" content=\"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/\" \/>\n<meta property=\"og:site_name\" content=\"360.Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/360.agencymtl\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-11T10:00:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-06T17:14:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"360.Agency\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"360.Agency\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/\"},\"author\":{\"name\":\"360.Agency\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#\\\/schema\\\/person\\\/8fa87a6308e5828bdc88e117e46db3a7\"},\"headline\":\"Google Does it Again! Unveils New Expanded Text Ads Format\",\"datePublished\":\"2016-07-11T10:00:41+00:00\",\"dateModified\":\"2017-12-06T17:14:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/\"},\"wordCount\":343,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/360.agency\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/Google-Does-it-Again-en.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/\",\"url\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/\",\"name\":\"360.Agency &#8226; Google Does it Again! Unveils New Expanded Text Ads Format\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/360.agency\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/Google-Does-it-Again-en.jpg\",\"datePublished\":\"2016-07-11T10:00:41+00:00\",\"dateModified\":\"2017-12-06T17:14:00+00:00\",\"description\":\"Chez 360.Agency :\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#primaryimage\",\"url\":\"https:\\\/\\\/360.agency\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/Google-Does-it-Again-en.jpg\",\"contentUrl\":\"https:\\\/\\\/360.agency\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/Google-Does-it-Again-en.jpg\",\"width\":960,\"height\":350},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/official-google-does-it-again-unveiles-new-ad-format\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/360.agency\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Google Does it Again! Unveils New Expanded Text Ads Format\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/360.agency\\\/en\\\/\",\"name\":\"360.Agency\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/360.agency\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#organization\",\"name\":\"360.Agency\",\"url\":\"https:\\\/\\\/360.agency\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/360.agency\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/logo_dark_360.agency-400x135-1.png\",\"contentUrl\":\"https:\\\/\\\/360.agency\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/logo_dark_360.agency-400x135-1.png\",\"width\":400,\"height\":135,\"caption\":\"360.Agency\"},\"image\":{\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/360.agencymtl\",\"https:\\\/\\\/www.instagram.com\\\/360.agencymtl\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/9325060\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCW_KTNCIkbBdCJYZUSACJBQ\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/360.agency\\\/en\\\/#\\\/schema\\\/person\\\/8fa87a6308e5828bdc88e117e46db3a7\",\"name\":\"360.Agency\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/852944f49e2478ce26abbc5edf322417bbd7c1ee8124f8b5da2ef5dcbcc2b0da?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/852944f49e2478ce26abbc5edf322417bbd7c1ee8124f8b5da2ef5dcbcc2b0da?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/852944f49e2478ce26abbc5edf322417bbd7c1ee8124f8b5da2ef5dcbcc2b0da?s=96&d=mm&r=g\",\"caption\":\"360.Agency\"},\"url\":\"https:\\\/\\\/360.agency\\\/en\\\/blog\\\/author\\\/mthibault\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"360.Agency &#8226; Google Does it Again! Unveils New Expanded Text Ads Format","description":"Chez 360.Agency :","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/","og_locale":"en_US","og_type":"article","og_title":"360.Agency &#8226; Google Does it Again! Unveils New Expanded Text Ads Format","og_description":"Chez 360.Agency :","og_url":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/","og_site_name":"360.Agency","article_publisher":"https:\/\/www.facebook.com\/360.agencymtl","article_published_time":"2016-07-11T10:00:41+00:00","article_modified_time":"2017-12-06T17:14:00+00:00","og_image":[{"width":960,"height":350,"url":"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg","type":"image\/jpeg"}],"author":"360.Agency","twitter_card":"summary_large_image","twitter_misc":{"Written by":"360.Agency","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#article","isPartOf":{"@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/"},"author":{"name":"360.Agency","@id":"https:\/\/360.agency\/en\/#\/schema\/person\/8fa87a6308e5828bdc88e117e46db3a7"},"headline":"Google Does it Again! Unveils New Expanded Text Ads Format","datePublished":"2016-07-11T10:00:41+00:00","dateModified":"2017-12-06T17:14:00+00:00","mainEntityOfPage":{"@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/"},"wordCount":343,"commentCount":0,"publisher":{"@id":"https:\/\/360.agency\/en\/#organization"},"image":{"@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#primaryimage"},"thumbnailUrl":"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg","inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/","url":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/","name":"360.Agency &#8226; Google Does it Again! Unveils New Expanded Text Ads Format","isPartOf":{"@id":"https:\/\/360.agency\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#primaryimage"},"image":{"@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#primaryimage"},"thumbnailUrl":"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg","datePublished":"2016-07-11T10:00:41+00:00","dateModified":"2017-12-06T17:14:00+00:00","description":"Chez 360.Agency :","breadcrumb":{"@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#primaryimage","url":"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg","contentUrl":"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg","width":960,"height":350},{"@type":"BreadcrumbList","@id":"https:\/\/360.agency\/en\/blog\/official-google-does-it-again-unveiles-new-ad-format\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/360.agency\/en\/"},{"@type":"ListItem","position":2,"name":"Google Does it Again! Unveils New Expanded Text Ads Format"}]},{"@type":"WebSite","@id":"https:\/\/360.agency\/en\/#website","url":"https:\/\/360.agency\/en\/","name":"360.Agency","description":"","publisher":{"@id":"https:\/\/360.agency\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/360.agency\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/360.agency\/en\/#organization","name":"360.Agency","url":"https:\/\/360.agency\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/360.agency\/en\/#\/schema\/logo\/image\/","url":"https:\/\/360.agency\/wp-content\/uploads\/2021\/09\/logo_dark_360.agency-400x135-1.png","contentUrl":"https:\/\/360.agency\/wp-content\/uploads\/2021\/09\/logo_dark_360.agency-400x135-1.png","width":400,"height":135,"caption":"360.Agency"},"image":{"@id":"https:\/\/360.agency\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/360.agencymtl","https:\/\/www.instagram.com\/360.agencymtl\/","https:\/\/www.linkedin.com\/company\/9325060","https:\/\/www.youtube.com\/channel\/UCW_KTNCIkbBdCJYZUSACJBQ"]},{"@type":"Person","@id":"https:\/\/360.agency\/en\/#\/schema\/person\/8fa87a6308e5828bdc88e117e46db3a7","name":"360.Agency","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/852944f49e2478ce26abbc5edf322417bbd7c1ee8124f8b5da2ef5dcbcc2b0da?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/852944f49e2478ce26abbc5edf322417bbd7c1ee8124f8b5da2ef5dcbcc2b0da?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/852944f49e2478ce26abbc5edf322417bbd7c1ee8124f8b5da2ef5dcbcc2b0da?s=96&d=mm&r=g","caption":"360.Agency"},"url":"https:\/\/360.agency\/en\/blog\/author\/mthibault\/"}]}},"views":2062,"jetpack_featured_media_url":"https:\/\/360.agency\/wp-content\/uploads\/2017\/07\/Google-Does-it-Again-en.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/posts\/5521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/comments?post=5521"}],"version-history":[{"count":1,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/posts\/5521\/revisions"}],"predecessor-version":[{"id":6049,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/posts\/5521\/revisions\/6049"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/media\/5749"}],"wp:attachment":[{"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/media?parent=5521"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/categories?post=5521"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/360.agency\/en\/wp-json\/wp\/v2\/tags?post=5521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}