Yahoo! Search Marketing advertisers who have not yet moved their accounts to Microsoft adCenter should take note of this. The transition tool inside their YSM account will be permanently closed on January 5, 2011.

Though the ad serving transition had been completed back in October 2010, and the majority of the accounts have moved by then, the remaining account holders have to do so till January 5. Post the date, the accounts can only be transitioned manually by exporting and importing campaigns into the adCenter.

If you are not sure whether you have moved the account or not, Yahoo! offers an easy way to check. A quick glance at the account would tell you if you did transitioned the account or not. An “adCenter” tab with a “Get Started” button on the account as you log in, is an indication that the account is not transitioned yet.

The transition is a part of the Yahoo! and Microsoft Search Alliance that makes optimum use of the collective potency of Yahoo! and Microsoft in effective searching and gives maximum benefit to advertisers.

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Yahoo! Transition Tool To Close Permanently on January 5

Yahoo! is planning to launch its enhanced Sponsored Search with two add on features next week. Network distribution and AdWords Import features are aimed at providing the Yahoo! advertisers with more control and transparency.

Network Distribution
The first one provided by Yahoo! will be the improved Network Distribution feature which will allow the advertisers to post their ads on the Yahoo! search pages and their partner sites or both. Apart from this, if the advertisers wish to run their ads on the entire network then, they can bid for Yahoo! or its partner sites by setting different bids for each.

AdWords Import
This new improved feature will make it easier for the advertisers to efficiently convert their ad campaign data from other search marketing providers like Google AdWords into Yahoo! Search Marketing campaigns. It will be done by simply clicking on 'Import Campaign' button. This easy import file technique is introduced to attract and encourage more advertisers to go for Yahoo! search.

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New Improved Yahoo Sponsored Search For Better Advertising In 2010!

Yahoo has just added some new and interesting additions to their PPC reports enabling you to see where your ads are. Before this, Yahoo had created some new features to their maps to help the users have fast search results.

Yahoo has created their help section that includes the following:

Ad Delivery Report that enables you to view the informations about the URLs where your ads are showing. This kind of information is useful for deciding which domains to block using the “Blocked Domains” feature.

With this Ad Delivery Report you can view:

• A list of domains and specific URLs where your ads were displayed
• Information about how certain URLs are performing
• Finally, the advertisers can measure the performance of their ad campaigns in terms of impressions, clicks, cost and conversions.

Overall, the new additions to Yahoo PPC report is a good move that will help advertisers judge the performance of their ad campaigns.

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Yahoo With New Features On Its PPC Reports

The self-serve display ad marketplace “Yahoo My Display Ads" has been launched by Yahoo. The marketplace is meant for ads on Yahoo sites and the other partner sites.

AdReady, a Seattle-based technology provider has taken the responsibility of ad customization part of the program. The ad inventory for Yahoo and partner network sites is managed by Yahoo's Right Media exchange.

With the Yahoo My Display Ads, advertisers can now create and customize their campaigns by using more than 800 display templates, selecting between Cost-Per-Thousand Impressions or Cost-Per-Click pricing. All the ads will be targeted on the basis of geography, audience demographics and channel.

It is said that the Yahoo My Display Ads is an extension of a limited program Yahoo and AdReady that was offered to large number of Yahoo Small Business Customer in the year 2008.

Joanne Bradford, Senior VP, North America Revenue and Market Development, Yahoo said, “This is an affordable and easily accessible option for the businesses to run their brand and performance campaigns. In this way, they can reach local customers who matter to them the most”.

Just like Google, Yahoo is also looking to convert its search ad business to more lucrative display ads. Although Yahoo has been offering display ads since its inception, but Yahoo My Display Ads will provide a wider opportunity to create ads and make it easier for smaller businesses to display themselves.

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Yahoo My Display Ads Launched for Ad Marketplace

It was not long back when Yahoo! decided to auto-optimize sponsored search accounts. But just three weeks after, the search engine has published an explanation for that!

Recently, Yahoo! emailed advertisers about their new regulations, which says that it may create ads, edit keywords, and/or optimize the accounts of U.S. advertisers not bound by an Insertion Order!

But in this recent post, Yahoo! Says that this particular program was actually rolled back in June, and since then, the company has witnessed some of the amazing results! These are:

• Since June 2008, The company has optimized approximately 2% of all active accounts and created approximately 20,000 new ads.
• The acceptance rate of changes, Yahoo! made is roughly 80%, that according to them is pretty helpful as far as the changes are concerned.
• The time needed to make optimization changes to accounts has been reduced!

That sounds good. Finally Yahoo! is talking about their results, terms and regulations openly. But is this current blog good enough to make the webmasters and bloggers happy? Some of the complaints are still not answered. It was in the month of December, when Al Scillitani of marketingdon fame shared his experience of having an account auto-optimized:

“They added a couple of new ads and new campaigns (with new budgets). One of the ads had a promotion code in it. That code expires. Were they going to keep checking when the code expired and then pause the ad or leave it running so people would click and not buy because the promo was over (either way, Yahoo gets paid).”

The main complication with the new rules and regulations of Yahoo! is the fact that it’s opt-in!

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Yahoo! Is Justifying Automatic Account Optimization!

Yahoo! Search Marketing has updated its help center. Here are the major changes:

• Better organization and easier navigation: Fewer clicks, and better navigation, that is the main motto of Yahoo! Search now.
• Stronger search functionality: The search results are more relevant than ever before.
• Links: Now the users will get links to their related search as well!
• Single Page FAQ: The Help Center FAQs are now hosted on a single page, so that the users don't have to surf them every where!

You'll find four main sections on the front page of the Help Center:

• Advertise Online with Yahoo! – This section outlines the account sign-up process for prospective advertisers.
• Managing Your Account – This helps walk existing advertisers through the campaign creation process.
• Fine-Tune Your Account – Advertisers ready to manage their account to a higher level of performance, can mine this section for info on optimization features and general strategies for managing to specific business objectives or by industry.
• Learn Online – A repository for all training materials, tutorials, webinars and webinar summaries, and general education material to help raise your advertiser IQ.

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Yahoo! Search Marketing Updates Help Center

PPC Hero is claiming that they have received an email from Yahoo! that they are planning to shut down “Content Match" in UK.

For those who don't know about Content Match, it is Yahoo’s contextual network ads that allow Yahoo Publisher Network publishers to display Yahoo ads on their sites.

Nothing has been said or written about this issue anywhere. Nor is the official description page of Yahoo UK writing anything about it.

Here is the email that was sent to PPC Hero:

“As a valued client we are writing to give you advance notice of the closure of our Content Match product in Europe.

The decision to close Content Match underlines our commitment to focus on our Sponsored Search and Display business and to simplify our solutions to deliver a high ROI for our advertisers.

Content Match will close on 31 March 2009, after which the product will no longer be supported. All Advertisers should therefore opt out of the Content Match marketplace by this date. Your account manager will be happy to assist you.

Opt-out instructions: 1. Login to your account. 2. Click on the ‘Administration’ tab. 3. Click on the ‘Edit’ button next to ‘Tactic Settings’ 4. Set ‘Content Match Status’ to OFF. 5. Click on the ‘Save Changes’ button.

We aim to work with you to propose alternative products.”

The email says that Yahoo will officially close the program by March 31st, the same date they are closing the Adobe PDF ads!

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Yahoo Shuts Down Contextual Network Ads- 'Content Match' in UK!

In an email sent out to the Search Marketing advertisers, Yahoo! has notified them about their new terms and conditions without even seeking the advertiser’s permission on this matter. Barry Schwartz, has given a brief information on the issue.

Have a look at the the current version and the archived version of the terms and conditions. Here is the snippet of the terms and conditions that states:

Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request.

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Yahoo's Mail To Advertisers: We Can Create Ads & Edit Your Keywords!

While a lot of webmasters and general users are satisfied with the fact that Yahoo has started geo-targeting, certain comments about launch problems are telling a different story! These comments are concerned with the early adaptation crunches of this new tool.

But it is not that difficult as it sounds because Yahoo! has already divided out their PPC with respect to different countries.

“When you create a new campaign or modify an existing campaigns, select the geographic area to be targeted.

Interest location—A user includes the name of your targeted location as part of the search term.” -Yahoo!

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Yahoo's New GeoTargeting is Facing Launch Problems

YahooPete has given us ample information to make all of us aware of the fact that Yahoo Search Marketing has come out with various desired and enhanced features.

“Some of these enhanced geo-targeting features include:

• True country-level targeting. No more over-targeting (choosing the default setting of "entire market," which can include Canada and U.S.) or under-targeting (choosing all 50 states (Due to the nature of IP mapping and availability of other user information, there may be instances where a user can be located within the United States, but may not be recognized by our geo-targeting systems as belonging to any particular state.)
• City- and Zip-level targeting
  • More granular ways to identify local Internet users
  • Easy to use interactive maps (based on Yahoo! Maps experience) give you helpful hints on vicinities which you may also want to target
• Available to target English-speaking U.S. and Canada Internet users” – YahooPete

Tune in to Yahoo Search Marketing Blog to know more about these features.

Discussion continues at three other blogs: WebmasterWorld, Search Engine Watch Forums and DigitalPoint Forums.

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Yahoo! Search Marketing with Enhanced Features!

Yahoo! has just launched a geo-targeting system that would enable the search ad campaign managers to fine tune their target audience for a particular ad campaign, keeping specific locations in mind!

This unique feature would utilize different search queries of the users, their IP addresses and other factors that predicts their location as well as what kind of ad will Yahoo-Search serve them!

Users will get to witness this feature when they will login to their Yahoo Ad Campaign account. After login-in, make sure that you select the "geo-targeting" feature tab, that would further allow you to select areas like:

• Entire market
• Country
• State/Province
• DMA, City or ZIP Code

As a result, advertisers would get relevant clicks for their ads. This will automatically result in higher sales, as these ad campaigns would get the assurance of reaching their intended audiences!

This new feature is currently available in Beta mode, so there are chances that some users might find minute inconsistencies while indulging in the selection of ZIP codes or other specifications!

According to the Yahoo! Search Marketing Blog, "Geo-targeting is a clever little feature that can analyze a user's search query, their Internet Protocol (IP) address and other user information to determine where they are and what ads to serve to them. For example, if you select Portland as a geo-targeted region for the sale of your product, searchers with an IP address in Portland will be served your ad. If you're a Portland business, you're likely to get more relevant clicks that can lead to more sales. Our new updates give you the chance for even more relevant clicks."

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Now Geo Target Users at Country, City or ZIP code level with Yahoo Search Marketing!

According to the Official Yahoo! Search Marketing Blog, it has been reported that a lot of improvisation has been made in the relevancy and the quality of ads in Yahoo! Publisher Network.

A further elaboration has been done on the whole issue:

“We’ve been gradually moving Content Match to a new matching technology over the past few months. The new technology not only attempts to understand what the content is on a page, but also, who is viewing it, which helps you get your ad in front of the right customer. Content Match now combines a better understanding of web page and ad content with insights from users’ geographic and behavioral profiles.

This combination can lead to more relevant clicks. Since we started rolling out the new technology, we’ve generally seen increases in Content Match click-through rates—and some advertisers have seen those rates climb appreciably. What it does for you can depend on a lot of things, including the keywords you select, the ads you write, and the settings you choose.”

“In the last couple of months, I noticed that targeting our users through contextual ads was improving and that we were seeing more clicks at lower costs,” he says. “Although we had spent time improving the keywords in our campaigns, we knew that there had to be something more to it. After learning that Yahoo! had made improvements to its matching technology, it’s clear that it’s been part of what has driven this overall effectiveness.” - Lulu’s Director of Search Engine Marketing, Dan London.

Why Content Match?

Content Match can help you reach a wider range of traffic than you could previously reach with search alone, and can help raise your brand awareness. You can:

• Tap into the customers who visit Yahoo! and its content network for activities beside search, such as email or news.
• Gain impressions at a relatively low cost and grow your brand.
• Complement your offline and search campaigns.

Content Match has been a great service for Lulu, according to London. “Yahoo!’s Content Match has allowed us the opportunity to reach potential customers who do not turn to search engines to find what they need,” he says.

What Do I Need to Do?

The new matching technology is already running, so all you need to do is start a Content Match campaign. Because Content Match isn’t necessarily meant to target users when they are actively searching for your business, it may convert at a different rate than Sponsored Search. Keep in mind these basic guidelines when you set up your campaign:

• Create Content Match-only campaigns to manage bids and budgets separately from Sponsored Search.
• See how much you can afford, and adjust your bids as you learn the value of this traffic for you. If you add a Content Match campaign, you may need to adjust your budget accordingly.
• Write specific ads and select targeted keywords for those ads, so that the ads are more likely to appear in the type of content where you want them.

If you’ve been using Content Match, you may already be noticing a bump. If you’re not using it yet and it fits your business, it may be worth a try.” – Jeff Sweat

As far as the improvisation of PPC ads are concerned, a thread at WebmasterWorld clears the whole issue in its own way.

According to YahooPete:

The new matching technology is already in place, so all you need to do to take advantage of it is create a Content Match campaign. Keep in mind these basic guidelines when you set up your campaign:

• Create Content Match-only campaigns to manage bids and budgets separately from Sponsored Search.
• See how much you can afford. If you add a Content Match campaign, you may need to adjust your spending limits accordingly.
• Write specific ads and have targeted keywords for your Content Match ads, so that the ads appear only in the type of content where you want them.

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Yahoo! Improves Content Watch and Relevancy Of Ads!

So, it has begun! Yesterday, we had reported that, Yahoo! was updating its search index as part of the Yahoo! Weather Update for the month of August and that the Webmasters were feeling a lot more iffy than they were for the June 2008 search index update.

Now we know why! According to Search Engine Journal, the paid Yahoo! Inclusion program, also known as Yahoo! Search Submit, has been acting erratically with Webmasters losing rankings out of the blue.

This sudden disturbance in Yahoo! Search Submit can also be related to the ongoing Yahoo! Search Index update and the massively fluctuating rankings in the Yahoo! SERPs. This is what the e-mail had to say, that was received by Search Engine Journal:

“Have you heard anybody else mention that their Yahoo PI feed got nuked? It appears PI (paid inclusion) feeds have been completely nuked from the SERPs–at least in our industry. Via our PI feed, we enjoyed hundreds of Top 3 rankings for over 3 years; now gone. Furthermore, I noticed that the rankings held by a friendly competitor who also uses the same PI provider has lost his rankings.”

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Yahoo! Search Index Update Affecting Yahoo! Paid Search Submit!

At the Yahoo! Search Marketing Blog, Noah Belson of the Yahoo! Content Quality Analysis team has posted what is to be described as a detailed definition of a good click-through rate.

It is a well known fact that, the click-through rates are campaign dependent and the results vary from campaign to campaign. The CTR is also keyword dependent, meaning that every campaign's CTR would differ and would be entirely dependent on the keywords used. The placing and the rating of your advertisement also directly affect your click through rate.

However, click through rates are just one indicator of your advertisement's success or failure. One other factor that establishes the success of your campaign, is conversions. A CTR is as good as the conversions it leads to. Without sufficient conversions, CTR is just another statistic amongst a crowd of data and indicators.

According to Noah, “This being the case, your click-through rate should really be viewed as only one indicator of your ad’s performance. It’s best to try and balance your evaluation of those rates with a just-as-critical look at your conversion rates (number of clicks converting into sales or other actions you want people to take). While it might be easy to generate a bump in your clicks, you also want those extra clicks convert into sales.”

To turn your CTR into satisfactory conversions, you need to keep the following factors in mind:

1. Competition:

Using generic keywords leads to immense competition and also diminishes the scope of attaining clicks, thereby reducing the conversion rate considerably. Hence you should make use of topic specific keywords that would increase the chances of more clicks and reduces the competition as well.

2. Placement:

It is always advisable to maintain your advertisement quality as high as possible. This will ensure that your advertisements rank higher, thus placing them in the top search results. This will lead to increased traffic to your web site. Also, you should keep your bid on keywords as competitive as possible.

3. Quality of the Advertisement:

Keep in mind that, quality always surpasses quantity. Hence, you should make every effort to create highly relevant advertisements, comprised of essential keywords. A relevant and quality advertisement, appeals to users on a broader spectrum.

4. Testing Your Advertisement:

You should always check the quality of your advertisement as throughly as possible, thus leaving no room for error. Create multiple versions of the same advertisement and then go through all of them. This will help you establish the weak points of your ad and you would also get to know, if you've missed something.

Implementing the above suggestions would be the smartest thing to do, as your advertisement would be more user oriented and would also increase the possibility of higher click through rates and conversions.

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A Good Click-Through Rate!

Yahoo! Ad Performance Reports have, over the years, facilitated ad sponsors in attaining a comprehensive understanding about the performance of their respective ads. The Yahoo! Search Marketing Blog has announced the introduction of better tools in their existing service, with which users of the same can get a pantopic view of their ad's pros and cons. This Ad Performance Report has been refurbished with three unique additional report columns, namely,

• Ad ID column, displaying the ad's ID number.
• Ad column visually reflects the ad; furnishing it with its title, brief description and display URL.
• Destination URL.

These added columns furnish you with vital insight and control, enabling the sponsors to conduct a comparative analysis between all the ads within their specific genre. In addition to viewing ad content and ad performance simultaneously, the user can also evaluate the repercussion of changing the ad copy or destination URL.

Regarding the status of ad campaigns, ad groups, keywords and ads, Yahoo! States, “It’s also important to know if your campaigns, ad groups, keywords and ads are offline or online — and why. That’s why we’ve moved all of our ad statuses into a single column, making it easier to know the status of a campaign object and the reason for that status.”

These exciting enhancements are readily accessible in all Yahoo! global markets as well as to their Mobile Sponsored Search advertisers. Take a quick look to see for yourself if this is the real deal.

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Yahoo! Ad Performance Reports Revamped!

In May this year, we had informed our readers that Yahoo! was possibly in the process of dropping its Search Marketing Program called 'Ambassador'.

Yahoo! has now decided to terminate the Ambassador program and in lieu of this decision, Yahoo! has been sending out e-mails to make Yahoo! Ambassadors aware of its decision. The same was received by us as well stating that, Yahoo! will be shutting down the Ambassador program altogether by September 30th 2008.

Here is the e-mail, as sent by Yahoo! (The e-mail is in its entirety):

“Dear Current or Prospective Yahoo! Search Marketing Ambassador:

Your Partners at Yahoo! Search Marketing”

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Yahoo! Finally Closes Curtains on Yahoo! Ambassador!

Last year in August, Yahoo! had introduced the Traffic Quality Center for Yahoo! Search Marketing. Traffic Quality Center is basically a place for Yahoo! to discuss its quality-related initiatives with their advertisers.

Now, via the Yahoo! Search Marketing Blog, Yahoo! has announced that it has updated the Traffic Quality Center. The updated features will now make it quite easier for advertisers to find answers to their queries and get resolutions for traffic quality issues.

The new updates are as such:

1. A submission form to initiate a click investigation.
2. ”Ask Ace“: A new question-and-answer column written by one of our traffic quality experts.
3. Animation on the homepage highlighting our stance on “bad clicks.” Refresh your browser to watch different versions.

Things you should do, for a Traffic Spike:

In the event that you notice, an unexpected increase in clicks or impressions you can take the following steps to report the traffic spike to Yahoo! Traffic Quality Center. Under the Click Investigation Tab at the Traffic Quality Center, you’ll now find information to help you troubleshoot click spikes, plus, a form that will let you submit a request for an investigation by Yahoo!.

However, fluctuations in the click or impression volume is quite normal for many keywords. These fluctuations can be based on a variety of market conditions or changes to your campaign or account. Here are a few examples, of the factors that can initiate such fluctuations and can cause a spike in the impressions or clicks:

1. Changes to an ad’s ranking in search results.
2. A change to the match type used for your ads.
3. Keyword seasonality.
4. A new distribution partner added to the Yahoo! Network.
5. Yahoo! Buzz placement, where searches on certain popular keywords can be performed directly from the page content.
6. Yahoo! Front Page placement, where searches on certain popular keywords can be performed directly from the page content.

Here is a screenshot of the Yahoo! Traffic Quality Center:

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Yahoo! Traffic Quality Center Updated With More Features!

Recently, I received an email that turned out to be what Search Engine Roundtable has termed as Yahoo! Search Marketing Phishing Email Scam. Couple of days ago, there were reports surfacing of Google AdWords phishing email scams. Now that scam has taken a new face and the name of Yahoo! Search Marketing.

Here is a sample of the e-mail, that is circulating throughout the Internet:

The URL that the 'click' takes you to is 'http://yms-source.com/yahoo.marketing.solutions/adui/loadSignin.htm' It is the same ysm-source.com domain. So be careful and don't ever reply to or take action on these types of emails.

There is an active discussion in regard to this concern at Digital Forums.

Here are a few excerpts from that thread:

“Hey guys, Be careful. Lot's of 'bad people' around. My account is just OK. My balance is going to be alive 4 more months. Just take every letter like this seriously and dig in its details like person who sent it and other.”

“My GMAIL to automatically shift such e-mails to SPAM Even if its in normal folder Firefox Works smart “

Well, with so much bad activity going around we all need to be extra careful and vigilant and be on our guards till this thing ends.

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Watch Out ! Yahoo! Search Marketing Phishing Email Scam is in Full Swing!

According to Webmaster World, Yahoo! has updated the Terms Of Service (TOS) for its sponsored search, that has left the advertisers furious. As per the new TOS, Yahoo! can now access and make changes to the advertisers' accounts without their prior approval.

Here is link to the new Terms of Service (TOS):

http://info.yahoo.com/legal/us/yahoo/advertising/masterterms/masterterms-322.html

The TOS States:

"OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request. If you would like any of such changes reversed, please reply to such email within 14 days of the change(s), and we will make commercially reasonable efforts to reverse the change(s) you specifically identify. Notwithstanding the foregoing, you remain responsible for all changes made to your account(s), including all click charges incurred prior to any reversions being made. It is your responsibility to monitor your account(s) and to ensure that your account settings are consistent with your business objectives."

Those advertisers not willing to let Yahoo! Make changes to their accounts can 'op-out' by sending an e-mail to Yahoo! stating the same. Those who do allow Yahoo! to make changes can do so at their own risk. Advertisers will be responsible for all the changes made by Yahoo! To their accounts. Inclusive of all click charges.

Some of the posts at the Webmaster World addressing this issue:

"This is the sort of joke you would semi-expect on April 1st.

It is worth keeping the email as it must be one of the most ludicrous proposals ever inked."

"This is so indicative of the desperation faced by Yahoo execs who will do ANYTHING to increase profits with no thought to their customers – us!

This will not end well."

"The opt out essentially means nothing. I called our rep and "opted out" and was told that that would probably prevent them from optomizing but there was no guarantee – the terms of the TOS continued to govern our participation.

Somehow I see it as going a little different than that."

Proactive Optimization does sound good, but this isn't the way to go about it. This wasn't expected from Yahoo!. In fact, with such Terms of Service, it is quite possible that Yahoo! might not be left with advertisers, whose accounts it wants to optimize.

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Yahoo! Updates Terms Of Service for Sponsored Search! Webmasters in Shock!

According to Search Engine Roundtable Yahoo! has incorporated some minor changes in the advertisement layout of its SERPs (Search Engine Result Pages) and has also reduced the number of advertisements shown in the SERPs. They have now relocated the position of the display URL under the description. The advertisement layout now also contains only three advertisements, instead of four as in the previous layout.

Here is an image of the 'Old Layout':

If you would look closely at the above image, you'll find that the display URL for the advertisement is in coherence with the description. Also, there are four advertisements in the console.

Now take a look at the 'Improved Layout':

In this image you'll notice the display URL has been moved underneath the description and also the console now only contains three advertisements.

There are several interesting posts at Search Engine Roundtable Forums. Here a few excerpts from that thread:

“Overnite, it looks like Yahoo has done another major change to their sponsored ads. On some of the keywords that I follow that normally show 4 ads above the organic results, it's now only three – very consistently! Also, the ads look simultaneously more compact (closer together), and yet bigger (the URLs are now on a line by themselves). Looks like Yahoo may be finally able to more efficiently monetize, and can now afford to show fewer ads. Can others verify?”

“I see it now, blogging it up. Thanks!”

This new change is a classic example of Yahoo! following Google's every move. Now, the way I see it, if this isn't being a copycat, then I don't know what is.

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Yahoo! Follows Google! Makes Minor Changes to Advertisement Layout!