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How to Upload Your Shopify Customer List to Google Ads
28th May 2024 • The Google Ads Podcast • Solutions 8
00:00:00 00:11:17

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Discover how you can export customer lists from Shopify, format them, and upload them to Google Ads as a customer list with our amazing account manager, Frank Schaefer.

Optimize your audience targeting and remarketing campaigns by uploading your Shopify customer list to Google Ads. Learn how to do this by Listening to this episode.

Connect with Frank on LinkedIn:  

 / frankjschaefer  


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0:00 Intro

0:24 How to Upload Your Shopify Customer List to Google Ads

3:17 Importing file as a spreadsheet

6:39 Uploading the customer list on Google Ads

10:48 Integration of customers lists with Klaviyo




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Transcripts

Speaker:

Today, I'm going to be showing you how

to export your Shopify customer list, how

2

:

to properly format it, and then how to

upload it in Google ads as a customer list

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:

that you can leverage in your campaigns.

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:

So really powerful way to have that

list automatically uploaded, maybe

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:

weekly, maybe daily, depending on the

number of customers you have coming in.

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:

Hey, everyone.

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My name is Frank.

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I'm an account manager

here at solutions eight.

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And today I'm going to be showing you how

to export your Shopify customer list, how

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:

to properly format it, and then how to

upload it in Google ads as a customer list

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that you can leverage in your campaigns.

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So for some context, customer lists

have been important for a while now.

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:

But they're getting even more important

this year in:

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of third party cookies, you're going

to want to feed Google as much first

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party data as you possibly can to

train the smart bidding algorithm.

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And the best way to do that after

enhanced conversions is directly

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uploading a customer list.

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We're here in the backend

of our Shopify store.

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And the first thing you want to

do is head to the left hand side

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here and find the customers tab.

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Go ahead and click that.

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you'll be able to access all of

your customers from your store.

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And we're going to segment out a specific

group of people to upload to Google ads.

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So in most cases, you're probably

going to want to only upload people

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who have actually made a purchase.

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and not just their email address,

People who are purchasing customers.

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And you might even want to segment

that by country or by product.

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In our case, we're going to select a

group of customers who are from a certain

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country and have purchased at least once.

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So click in the segment box.

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And in my case, I'm going to type

in country contains and select my

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desired location, click apply, and

then go ahead and start typing.

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And This filter and, or will pop up.

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I'm going to choose and then type

in first order date, scroll all the

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way down and click exists and apply.

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What this does is guarantee that anyone

in this list here is from that country.

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And.

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Has an existing first order date,

meaning they have purchased at

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least one time you can see here.

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That's 89 percent of

customers in the store.

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so the list has dropped

a substantial amount.

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I just figure I don't want to upload

those people who aren't in that group just

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because I want Google to have a narrow

focus on exactly, my target customers.

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If you're going to be doing this more

than once, click save segment, and then

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on the left hand side in segments, you'll

be able to come back to this segment

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easily and export it again in the future.

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In this case, I'm just

going to click export.

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Make sure you have this selected.

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all customers matching filter

selected your tags checked and

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then your desired file format.

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I'm going to choose CSV for

Excel and then click export.

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It's going to send you a

zip file to your email.

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Go ahead and download that, open

up the zip and then make sure

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you have the CSV ready to go.

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Next thing you want to do is head

over to a Google Sheet that you have

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open and click File, Import, Upload,

Browse, and select your CSV file that

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you want to upload, and click Open.

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It takes a few seconds to upload

depending on how large your list is,

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and then when it's ready, there's

a setting that we want to choose.

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So once you're in this window here,

instead of create new spreadsheet,

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I'm just going to append to the

current sheet and leave everything

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else as is and import our data.

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So this does take a while because

it's uploading so many data points.

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So in the meantime, let me show

you our options for formatting.

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Google allows us to upload either a list

of just emails for a streamlined upload.

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Or email, phone, first, last zip

and country for the possibility

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to match with more customers.

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So that's what we're going to do.

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We want the best chance to match

our customer list to as many

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Google accounts as possible.

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So we're going to include

all of those data points.

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sometimes it takes a while, Come on back

to your Google sheet whenever it's ready.

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And then we're going to make

sure we remove any other columns

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that aren't those data points

that we just talked about here.

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So I'm going to remove customer

ID, however, you want to make sure

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that you leave your zip codes and

your country and your phone remove

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accepts SMS, total spend orders, no.

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And any other thing here that

you don't want to upload to

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Google, delete those columns.

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First, last, default address.

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That's our zip code here.

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That's our country.

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and then we have a bunch

of phone numbers here.

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Not sure why we have Two different

fields, but I'm just going to remove

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this one because it has less data in it.

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The next thing you want to do is make

sure you match up the column title

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with exactly what Google is saying.

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So we do have to change two things here.

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It is zip and country.

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You can see here it has

default address zip.

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Make sure you just type in zip.

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And then this one, make

sure you type in country.

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And then this one, we actually have

a third, make sure you type in phone.

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And I like to organize

it in the exact order.

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That Google recommends which is

email phone first last zip country.

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So let's drag our columns

email phone first name last

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name zip and Country perfect.

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So we have everything ready to go here.

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Just do one last double check should

be good to go ahead and click file

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download and Comma separated value.

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Select that should download

really quickly here.

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So now that our list is downloaded, what

you want to do is head over to Google ads.

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And if you haven't uploaded a

customer list before, you need

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to go to tools and settings.

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audience manager, and then click

the plus button and create a

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customer list for everyone who has

already uploaded a customer list.

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Sometime.

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what you can do is apply this filter

type customer list to easily find the

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list you're looking for to upload.

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In this case, we're going to replace our

customer list that I uploaded in January.

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So go ahead and click on your

customer list and in the top

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right, click these three dots.

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Click edit list.

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And now that it's March, I'm going

to update that to March,:

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and click edit your list based

on customer contact information.

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And I'm going to replace the existing

list members with a new customer list.

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Check this box to make sure that it'll

upload properly and do make sure that you

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collected all of your customer information

in compliance with Google's policies.

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But that one is on you guys,

drop file here, or browse, click

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browse and upload that list.

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We just downloaded from Google sheets.

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Make sure it's the one from there,

not the original Shopify download.

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Cause this is the properly formatted one.

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Go ahead and click open.

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And then, if you have any settings

you need to change, for example, you

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can select a membership duration.

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I like to select no expiration

and you can include a description.

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So you remember in the future, if

this was a list of people who only

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purchased from a specific country

or maybe a specific product, so you

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don't forget next time you come back.

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so with everything done there, the next

step is to click save and continue,

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and Google is going to upload that.

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I'll just pause the video

here while it uploads.

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Okay, we're back with our list done

uploading, and you can see here it'll give

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us a summary, and it's saying there's a

few rows that were formatted incorrectly.

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Most likely the phone number or something

wasn't right, but that's almost all.

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100 percent of people.

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just keep in mind when you upload a

er list, you do need at least:

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matched customers to be able to use it.

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And then when you're here,

just go ahead and click done.

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And this list will start populating.

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If you click on match rate, you

can see the previous match rate.

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You click segment members.

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You can see here, the

one we just uploaded day.

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It has just started processing that

can take like 24 to 48 hours or more

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for the list to be fully processed.

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When it does, you'll be able to

see the number of people in the

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list and the estimated match rate.

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of the customers that

match to Google accounts.

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And so from here, once your list is done

populating, you can use it as audience

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signals in performance, max exclusions

in all kinds of campaigns like YouTube,

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for example, and then the Google ads

algorithm can start using those signals.

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Data points as signals for its

bidding and optimization, and you'll

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be in good standing moving forward

without those third party cookies.

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As we come into the end of the year,

the best practice for this is to

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upload your lists as often as possible.

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And obviously with this method, it takes

a little bit of time and manual work.

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So if you want a way to optimize that, I

recommend if you have Klaviyo, integrated

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with your business or other third party

platforms, maybe like Sendlane, to

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upload your customer list on Klaviyo.

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Automatically from them.

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real quick, when you're in

clavio, what you want to do

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on the bottom left is click.

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Integrations, and you'll

arrive on this page here.

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You just need to click add integration

and search for Google and Google ads.

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you do have to link it

through an admin account.

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You can't link it through access,

one that you have an MCC account.

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So just keep that in mind.

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And then once you do, you're able to

select exactly which audience you want

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uploaded And where, so really powerful

way to have that list automatically

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uploaded, maybe weekly, maybe daily,

depending on the number of customers

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you have coming So that has been how to

upload your customer lists to Google ads.

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Thanks everyone.

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