Ultimate Guide to running Google Ads

You'd better spend your money wisely if you're thinking of using advertisements to reach your target market.

That is, a location that receives more than 2.9 billion unique visitors each month and 5 billion daily interactions.

Similar to Google.

Just two years after Google.com, the most well-known website in the world, Google Ads was introduced. The advertising platform first appeared in October 2000 under the name Google Adwords, but in 2018 it underwent a rebranding and became known as Google Ads.

Free Instructions on Using Google Ads for Business Guide, Template, and Planner

Given Google's wide audience, it's likely that both you and your potential consumers have seen (and probably clicked on) a Google advertisement.

It's no secret that these days, the more effective and targeted your paid ads are, the more clicks they produce and the higher the likelihood that they will bring in new clients.

So it should come as no surprise that businesses across all sectors are using Google Ads more and more frequently.

You'll learn how to start advertising on Google in this guide. We'll go through platform-specific features and show you how to fine-tune your campaigns for the greatest possible ad outcomes.

Describe Google Ads.

Google Ads is a platform for paid advertising that operates under the pay-per-click (PPC) marketing model, in which you, the advertiser, pay per click or impression (CPM) on an ad.

Google Ads are a successful technique to attract qualified visitors, or good-fit clients, to your company who are looking for the goods and services you provide. You may improve in-store traffic, increase phone calls to your business, and increase internet traffic using Google Ads.

With Google Ads, you can make and distribute strategic advertisements to your target market on desktop and mobile devices. As a result, when your target clients use Google Search or Google Maps to look for goods and services similar to yours, your company will appear on the search engine results page (SERP).

By doing this, you can reach your target market at the right time for them to see your advertisement.

Note : Platform advertisements may also appear on YouTube, Blogger, and the Google Display Network.

In order for your company to achieve all of your paid campaign objectives, Google Ads will eventually assist you in analyzing and improving those advertisements to reach more individuals.

Find out how Cialisforte can help you manage your Google Ads more effectively.

You can also modify your advertisements to fit your budget regardless of the size of your company or the resources you have at your disposal. You can keep under your monthly budget with the help of the Google Ads tool, and you may even suspend or discontinue your ad spending at any moment.

Moving on to a more pressing concern, are Google Ads actually effective? Let's look at some facts to help us respond to this:

* The click-through rate for Google Ads is over 2%.

* 180 million impressions from display advertising are generated per month.

* Paid ads on Google receive 65% of clicks from customers who are ready to buy.

* 43% of buyers make a purchase after seeing an advertisement on YouTube.

Does Google Ads work??

Google Ads do indeed work. With an optimized ad campaign and lead flow, you may construct a marketing campaign with a high return on investment.

Why Advertise on Google??

With more than 5 billion searches performed each day, Google is the most popular search engine. Furthermore, the Google Ads platform has been in existence for about 20 years, providing it some experience and legitimacy in sponsored advertising.

People all over the world use Google as a resource to ask questions that are then answered by a combination of paid adverts and organic results.

Do you need one more? Your rivals are utilizing Google Ads (and they might even be bidding on your branded terms).

Because so many businesses use Google Ads to market their brands, even if you're ranking organically for a certain search keyword, your results will be pushed down the page under those of your rivals.

There is no way around using Google Ads if you're using PPC to advertise your goods or services (the only exception might be Facebook Ads, but that's another issue).

Google Ads Best Practices

Don't give up if you've tried advertising on Google but had little luck. Your Google Ads may not be operating as they should for a variety of reasons. However, let's first go through some common Google Ads recommended practices.

1. Use a template for PPC planning.

You can keep your PPC efforts organized by using a planner. You can preview the character counts for your advertisements, see how they will appear online, and manage your campaigns all in one location using Google and Cialisforte's PPC Planning Template.

2. Avoid Broad Keyword Terms.

Your strategy should include testing and fine-tuning because you really need to nail it for your keywords. Your ad will be shown to the wrong audience if your keywords are too general, which will result in fewer hits and a higher ad cost.

Examine what's working (i.e., which keywords result in clicks) and make changes to your ads as necessary to make them more relevant to your target market. The blend probably won't be perfect the first time, but you should keep introducing, eliminating, and adjusting keywords until it is.

Review the keyword techniques we discuss below.

3. Don't Run Irrelevant Ads

You won't obtain enough clicks if your ad doesn't correspond to the searcher's intent to make your ad spend worthwhile. The keywords you are bidding on must be reflected in your headline and ad copy, and the product you are promoting in your ad must address any problems the searcher may be having.

It's a combination that will provide the outcomes you want, and it could only require a few adjustments. With the option to generate many ads per campaign, you may test different versions to see which performs best. Use Google's Responsive Search Ads option instead, or even better.

Advice: Review our list of top ad copywriting tips.

4. Improve Your Quality Score

Google uses your Quality Score (QS) to decide where to place your ad.

Your rank and positions on the Search Engine Results Page will improve with a higher QS (SERP). Less people will see your advertisement and you will have fewer opportunities to convert if your quality score is low.

Although Google informs you of your Quality Score, it is up to you to raise it.

Advice: Continue reading to find out how to raise your QS.

5. Optimize Your ad Landing Page

Your efforts shouldn't end with your advertisement; the user experience that follows a click is just as important.

When a user clicks your advertisement, what do they see? Is the conversion rate on your landing page optimized? Does the page address the problem or query of your user? The conversion process need to be easy for your user to move through.

Review best practices for landing pages and put them into practice to improve conversion rates.

Google Ads Term To Know

1. AdRank

2. Bidding

3. Campaign Type

4. Click-Through Rate

5. Conversion Rate

6. Display Network

7. Ad Extensions

8. Keywords

9. PPC

10. Quality Score

You can set up, manage, and improve your Google Ads with the aid of these frequent phrases. While some of these are specifically tied to Google Ads, others are more broadly PPC-related. In either case, you must be aware of these to manage an efficient advertising strategy.

1. AdRank

Your ad placement is determined by your AdRank. The higher the value, the better you'll rank, the more people will see your ad, and the more likely it is that they will click it. Your maximum bid multiplied by your Quality Score yields your AdRank.

2. Bidding

You, the advertiser, choose a maximum bid amount you're ready to spend for a click on your ad in the Google Ads bidding system. The better your placement, the greater your bid should be. CPC, CPM, or CPE are your three possibilities when placing a bid.

The cost-per-click, or CPC, is what you pay for each time someone clicks on your advertisement.

The price you pay for one thousand ad impressions, or when your advertisement is displayed to a thousand individuals, is known as CPM, or cost per mille.

The sum you spend everytime someone responds to your advertisement is known as the "cost per engagement," or CPE.

Yes, we will discuss bidding tactics later.

3. Campaign Type

You can choose from seven different campaign types before starting a sponsored campaign on Google Ads: search, display, video, shopping, app, smart, or performance max.

* Text advertisements known as "search advertising" are shown alongside search results on a Google results page.

* On websites that are part of the Google Display Network, display advertisements—which are often image-based—are displayed.

* YouTube features six to fifteen second long video commercials.

* The Google shopping tab and search results both display shopping advertisements.

*App campaigns optimize ads across websites using data from your app.

* Google finds the finest targeting for smart advertising to maximize your return on investment.

* With the new campaign type called Performance Max, advertisers may access the entire Google Ads inventory from a single campaign.

4. Clik-Trough Rate (CTR)

Your CTR is the ratio of the number of clicks you receive to the number of views for your advertisement. A higher CTR implies a high-quality ad that targets pertinent keywords and matches search intent.

5. Conversion Rate (CVR)

Form submissions as a percentage of all landing page views are measured by CVR. Simply put, a high CVR indicates that your landing page offers a seamless user experience that fulfills the promise made in the ad.

6. Display Network

Google advertising can appear on a webpage within Google's Display Network or the search results page (GDN). GDN is a network of websites that give Google Adverts space on their web pages. These text- or image-based ads are shown next to material that is pertinent to your target keywords. Google Shopping and app campaigns are the most often used Display Ad choices.

7. Ad Extensions

With the aid of ad extensions, you may add free-of-charge information to your advertisement. Each of these ad extensions is covered here. These extensions can be classified into one of five categories: Sitelink, Call, Location, Offer, or App.

8. Keywords

Google displays a number of results that are relevant to the searcher's purpose when a user submits a query into the search field. Keywords are words or phrases that fit the searcher's query and provide the results they are looking for. Depending on the searches you want your ad to appear next to, you choose your keywords. When someone searches for "how to wipe gum off shoes," for instance, they will see results for marketers who have chosen to target terms like "gum on shoes" and "clean shoes."

Lists of keywords that you don't want to rank for are known as negative keywords. You will be removed from the bid on these keywords by Google. These are usually vaguely connected to the search terms you were going for but are unrelated to the services you provide or the keywords you want to rank for.

9. PPC

Pay-per-click advertising, also known as PPC, involves the advertiser paying for each click on an advertisement. Although PPC is not exclusive to Google Ads, it is the most typical kind of paid campaign. Before starting your first Google Ads campaign, it's critical to comprehend all aspects of PPC.

10. Quality Score

Your Quality Score gauges the effectiveness of your ad based on factors like click-through rate (CTR), keyword relevance, landing page quality, and prior SERP performance. Your AdRank is based in part on QS.

How Does Google Ads Work??

Potential leads or clients who are looking for your product or service are shown your ad through Google Ads. Depending on the sort of ad campaign chosen, advertisers bid on search phrases, or keywords, and the winners of that bid are displayed at the top of search results pages, on YouTube videos, or on relevant websites.

Your capacity to develop successful and high-performing Google Ads is impacted by a variety of things. They will be discussed here, along with several Google Ads samples.

AdRank and Quality Score

Your advertising' placement is determined by AdRank, and one of the two factors—the other being bid amount—that affects your AdRank is Quality Score. Keep in mind that your Quality Score is based on the caliber and relevancy of your advertisement, and Google gauges this by the number of people that click on your advertisement when it is displayed, or CTR. Your ad's ability to successfully match searcher intent will determine how well it performs on click-through rates (CTR).

1. How relevant your keywords are

2. If the searcher receives the results they expect from your ad copy and CTA

3. The way people interact with your landing page

Even before you raise your bid amount, you should pay close attention to your QS when you first set up your Google Ad campaign. Your acquisition fees will be reduced and you'll be placed higher with a higher QS.

Location

You choose the region where your Google Ad will be displayed when you first put it up. If you have a storefront, it should be quite close to where you are physically located. If you run an online store and sell actual goods, you should specify your location to the locations from which you ship. The possibilities are endless if you offer a service or good that is available to everyone in the world.

Your location settings will affect how you are placed. For instance, even if your AdRank is high, if you run a yoga studio in San Francisco, someone searching for "yoga studio" in New York won't see your result. That's because Google's main goal is to show users the best relevant results, even if you're paying for it.

Keyword

Both paid advertisements and organic search benefit from keyword research. Your keywords should as closely as possible reflect the objective of the searcher. This is due to Google matching your advertisement with searches based on the keywords you chose.

One to five keywords are ideal for each ad group you designate inside your campaign, and Google will display your ad in accordance with those choices.

Match Types

Match Types provide you some leeway when it comes to choosing your keywords because they inform Google whether you want to match a search query precisely or if you want your ad to be displayed to everyone who enters a semi-related search query. There are four different match types available:

* The default mode, known as Broad Match, uses any word inside your keyword phrase, in any sequence. For instance, "goat yoga in Oakland" or "yoga Oakland" will match.

* Changed By designating specific terms within a keyword phrase with a "+" sign, Broad Match enables you to lock in those words. Your matches will at the very least contain that locked-in term. For instance, searching for "+goats yoga in Oakland" can get results for "goats," "goats like food," or "goats with yoga."

* Phrase Match will match with queries that contain your keyword phrase in the exact order, even if they contain other terms either before or after it. Goat yoga, for instance, can also refer to "spotted goat yoga" or "goat yoga with puppies."

* Exact Match keeps your keyword phrase in the exact order that it is written. If someone types "goats yoga" or "goat yoga class," for instance, "goat yoga" won't appear.

Switch from a broad match to a more specific approach if you're just getting started and are unsure of how your persona will be searching so you can test which questions get the greatest results. However, because your ad will appear for a variety of queries, some of which are irrelevant, you should monitor your advertising carefully and make any necessary adjustments as you learn more.

Headline and Description

Your ad copy may determine whether someone clicks on your ad or one from a rival. As a result, it's crucial that your ad language aligns with your target keywords, satisfies the persona's pain point, and matches the searcher's intent.

Let's look at an example to see what we mean.

This came up in a search for "infant swim instruction." The material is succinct and makes effective use of the available space to communicate its point and engage its intended audience.

Because The Swim Revolution used the phrase in their headline, we can immediately tell that the ad is relevant to our search. The description also explains why this is the ideal choice for swim lessons by addressing the issues that their persona, a parent trying to enroll their child in a swim class, would have.

They allay our fears of placing a baby in the water by using phrases like "skills," "fun," "confidence," and "comfort in the water," and they show us that we will obtain the result we desire from this class: a baby who can swim.

Clicks will be generated by this type of advertisement, but conversions will come from incorporating this degree of intention into your landing page language.

Ad Extentions

Ad Extensions should be used if you are running Google Ads for two reasons: they are free, and they give users more information and another motivation to interact with your advertisement. These extensions fall under one of the following five groups:

* Sitelink Extensions give users more compelling reasons to click by extending your ad and adding further links to your website.

* You can include your phone number in your advertisement using Call Extensions, giving users another quick option to contact you. Include your phone number if your customer care team is prepared to interact with and convert your audience.

* By including your address and phone number in your ad, Location Extensions enable Google to provide searchers with a map that will help them easily locate you. This choice works well for the search term "near me" and is perfect for companies with a storefront.

* Offer Extensions are effective if you are currently running a promotion. If users notice that your options are more affordable than those of your rivals, they may choose to click your advertisement instead of those of others.

* For mobile users, app extensions offer a link to an app download. As a result, it is easier to find and download the software from an AppStore without having to conduct a new search.

Google Ads Retargeting

Retargeting, also known as remarketing, is a strategy used in Google Ads to promote to consumers who have previously interacted with you online but have not yet purchased. Users who are tracked by cookies will see your advertising as they browse the web. Remarketing works well because most potential customers need to see your advertising repeatedly before becoming clients.

Types of Google Ads Campaign

1. Search

2. Display

3. Video

4. App

5. Shopping

On Google Ads, you may choose from one of five different campaign kinds. Let's discuss the best applications for each and the reasons why you would favor one over the other.

1. Search Ad Campaigns

Text advertisements known as search adverts are seen on Google results pages. For illustration, a search for "pocket squares" yields the following sponsored results:

The advantage of search advertisements is that they allow you to publish your advertisement on Google, which is where most people turn to first when searching for information. Users are accustomed to viewing and clicking on results since Google displays your advertisement in the same way as other results (apart from designating it as a "Ad").

Responsive Search Ads

When you utilize responsive search advertising, Google will choose the top-performing headlines and ad copy (15 and four variations, respectively) to show to users. When creating a static version of a standard advertisement, you always use the same headline and description.

With responsive advertisements, you can create dynamic ads that are automatically tested until you find the one that works best for your target demographic — or, in Google's case, until you get the most clicks.

2. Display Ad Campaigns

The Google Display Network is a collection of websites owned by Google that accept Google Ads and are in a variety of markets. The fact that the website owner is compensated for each click or impression on the adverts is advantageous. The advantage for advertisers is that they can expose their content to persona-relevant audiences.

These are frequently graphic advertising that divert readers' attention from the webpage's content:

3. Video Ads Campaigns

videos. Keep in mind that YouTube is a search engine as well. Therefore, using the appropriate keywords will bring up a movie and briefly stop the user's current course of action in order to get their attention.

The following video appears in the middle of another instructional film on how to knot a tie:

4. App Ads Campaigns

Through an advertisement that appears on Google Search Network, YouTube, Google Play, Google Display Network, and other sites, Google App Campaigns advertise your mobile application.

You can run advertisements urging people to download your app or, if they already have it, to perform a specific action inside of it.

Unlike other ad formats, an App ad campaign is not something you create. Instead, tell Google about your app's features and target market before making a bid. Google takes care of the rest to expose your app to the appropriate users:

5. Shopping Ad Campaigns

Google Shopping Ad Campaigns are an additional sort of Google Ad. Similar to these other forms of ads, shopping campaigns are featured on SERPs and include specific product details like the price and image of the item. Through Google Merchant Center, where you provide particular product data that Google uses to construct your shopping advertising, you can launch a shopping campaign.

Shopping Ads let you advertise specific goods and product groups rather than your business as a whole. Because of this, when you conduct a Google search for a specific product, advertisements for several brands will appear at the top and/or side. When I search for "running shoes," I get results like these. The exact products displayed on the side are Shopping advertising that are tailored for the phrase "running shoes," while the advertisements at the top are Google Search ads.

How To Use Google Ads

Have we persuaded you to start utilizing Google Ads? Good. Starting is easy, but there are a few stages involved. Here is a step-by-step tutorial for creating your first Google Ads campaign.

1. Set Up Your Google Ad Account

Visit the Google Ads homepage first. Click "Start Now" in the top right corner of the screen.

You will be asked to sign in using an existing Google account or create a new one.

2. Choose Your Business Name and Website

You will be directed to a screen after logging in where you must enter the name of your company and its website. Anyone who clicks on your advertisement will be directed to the URL you provide.

3. Select Your Advertising Goal

Choose your primary advertising objective next. You have four options: increase phone calls, website purchases or sign-ups, foot traffic to your storefront, and YouTube views and engagement.

4. Craft Your Ad

Your ad needs to be created next. This can be a little difficult and calls for inventiveness.

Thankfully, Google provides writing suggestions. Of course, writing an advertisement that will draw in and influence your audience is the most crucial step.

5. Add Keyword Themes

You can select keywords that go with your brand on the following page. If you're unfamiliar with keyword research, Google will offer a few for you; we advise starting with those suggestions. Click "Next" once the appropriate keywords have been chosen.

6. Set Your Location

You can select the area or locations where you want your advertisement to appear on the following page. It can be far from your home location or somewhere else.

7. Set Your Budget

Here, you can either specify a specific budget or choose from Google's budget possibilities.

8. Confirm Payment

Give your billing details last.

And just like that, you've made your first Google advertisement!

As you can see, creating your sponsored ads on Google is rather simple (and quick), largely because the platform guides you through the process and offers useful tips along the way. The setup should only take you ten minutes if you already have your ad wording and/or images ready.

Less evident are all the extra steps you must take to make sure your advertising are well-positioned and straightforward to track. Let's discuss these as a group. These are the actions you should do after submitting your advertising for approval.

9. Link Your Google Analytic Account

If Google Analytics isn't already installed on your website, here's how to install it on WordPress so you can measure visitors, conversions, objectives, and any other special data. Additionally, you must connect your Analytics account to Google Ads. Because you can monitor these occurrences in one location, linking these accounts will make tracking, analyzing, and reporting between channels and campaigns much simpler.

10. Add UTM Code

Google uses Urchin Tracking Module (UTM) codes to monitor any activity connected to a particular URL. It's the portion of a URL that comes after the question mark ("?"). You've probably encountered these before. In order to track the most successful components of your campaign, UTM codes will let you know which offer or advertisement resulted in a conversion. Since UTM codes let you know exactly what's working, optimizing your Google Ads is much simpler.

The secret is to enter your UTM codes when configuring your Google Ads so that you don't have to manually add them for each ad URL. If not, you can manually add them using Google's UTM builder.

11. Set Up Conversion Tracking

How many clients or leads you actually received as a result of your advertising campaigns is revealed by conversion tracking. Although setting it up is optional, doing so will force you to estimate the ROI of your advertising. You can monitor purchases (or other actions) made through your website, app downloads, or phone calls generated by your adverts using conversion tracking.

12. Integrate your Google Ads with your CRM

Google Ads Bidding Strategis

It's time to start bidding once your ad campaigns are set up and tracking is established. Keep in mind that your potential to rank in Google Ads depends on your bid strategy. When starting your paid campaign, there are a few methods and bid settings you should be aware of even though your bid amount will rely on your budget and objectives.

Automate vs Manual Bidding

When it comes to bidding on your keywords, you have two choices: automated and manual. Here is how they function:

* Automated bidding gives Google control and enables the platform to modify your bid in response to rivals. You can still select a maximum spending limit, and Google will work within that range to offer you the best opportunity to place the winning bid.

* Manual bidding gives you the option to choose the bid levels for your ad groups and keywords, which might help you spend less on advertisements that aren't performing well.

Bidding On Branded Search Terms

Branded terms include the name of your business or a distinctive product, such as "Cialisforte CRM." Whether or not to bid on your brand phrases is a topic of significant discussion. On one side of the argument, placing a bid on terms that are likely to produce organic results can be seen of as money wasted.

On the other hand, placing a bid for these phrases provides you control over these pages of search results and aids in the conversion of prospects who are further along the cycle. For example, if I've been looking at live chat tools and am strongly considering Cialisforte Live Chat, a quick search for "Cialisforte live chat software" will give me the exact result I need without having to scroll.

The other justification for bidding on your branded phrases is that if you don't, your rivals might, so occupying valuable space that ought to be yours.

Coast Per Acquisition (CPA)

You can instead set a CPA and only pay when a user converts into a client if the thought of paying money to convert prospects into leads unnerves you. Even while this bidding technique could be more expensive, you can rest easy knowing that you only pay when you acquire a paying customer. This tactic makes tracking and defending your advertising expenditure simple.

Additional Resources to Optimize Your Google Ads

Your sponsored campaign's success depends on more than just your ad copy and headline. Just getting a person to click is the first step... They ought to land on a landing page that is designed to convert before being transferred to a thank-you page that instructs them on what to do next.

Check out these extra resources and use them as guidelines when you build up your Google Advertising campaign if you want your ads to generate quality leads and clients.

* In order to avoid wasting those priceless clicks, Landing Page Best Practices will show you how to create a landing page that is optimized for conversions.

* Optimized "Thank You" Pages demonstrates how to handle a new lead after a conversion, as well as how to retain them on your website and keep their interest.

* Mobile Advice Google Advertisements teaches you how to optimize both desktop and mobile ads as well as the main distinctions between them.

You may learn how we at Cialisforte maximize our Google Ads spend to get the best ROI by reading * Optimizing Google Ads Costs.

* Suitable Examples of Google Ads Examples of successful Google advertising campaigns are provided by That Convert.

Google Ads Tips

Here are a few quick recommendations or best practices to keep in mind as you develop successful campaigns now that you understand how to use and set up a Google Ad campaign.

These have been extensively explored in this essay, but it is impossible to exaggerate how important they are. Use this as a checklist that you can use repeatedly.

1. Have a Clear Goal

Instead of developing an ad first and then changing it to match your objectives, it's critical to clarify your objectives before you construct your advertisement. Meet with your marketing team to develop SMART goals for your Google Ads campaigns and a plan for your advertising.

2. Creat a Relevant Landing Page

Make sure the URL you enter when asked to when generating your ad points to a pertinent landing page. If your ad is compelling enough to be clicked, you risk undoing all your hard work if the landing page is subpar.

As a result, make your landing pages as effective as possible so that your advertisement can turn a curious visitor into a paying customer. For more instructions on how to construct effective landing pages, see our landing page tutorial.

3. Use The Right Keyword

It simply makes sense that you select the top keywords for your advertisement because they are so crucial.

Long-tail keywords are among the best because they can target a single firm and are extremely specialized.

Let's use the example of running a cat clinic. A local audience won't be reached by a general term like "cat clinic," but something like "cat clinic in Belvedere" is more likely to do so.

4. Automate the Proses

Conversions can be increased by optimizing the bidding process. Your bids may be raised or lowered for you using tools like Smart Bidding, depending on your chances of success.

As a result, you will only invest money where there is a greater likelihood of success.

5. Use Ad Extentions

Extensions can improve the effectiveness of your advertising. You can identify your regions, services, products, or promotional offers using these extensions.

For instance, you may put your phone number in your advertisement so that people can contact and ask about your services straight away.

6. Use Negative Keyword

You can incorporate negative keywords in Google Ads. By utilizing these keywords to describe what your product or service is not, you can avoid appearing in unrelated SERPs.

In the hypothetical cat clinic, you might only treat cats and not dogs or other kinds of animals. You can disregard qualifiers like "dogs" in this situation.

7. Measur Your Improve upon Your Strategi

You can monitor significant data like page popularity, the most popular keywords, and more when you combine your advertisements with Google Analytics.

You can enhance the quality of your advertising, increase conversions, and boost income over time by gathering and evaluating these and other information.

Star Your Google Ads Campaign

Given its power and reach, Google Ads ought to be a component of your paid campaign. Use the advice we provided to get going, and keep in mind to tweak and improve as you go.

There are just campaigns that require a little bit more work; there are no Google Ads campaigns that don't work. You have everything you need to construct an effective Google Ad campaign that generates clicks and leads by using the above strategy and information.