Don't be put off by this video's length!!! As a working screenwriter in Hollywood breaking into to the world as a novelist with 6 books over the next 18mo...I'm terrified by the transition, but this eased my mind with gained knowledge. This is by far the best and most informative video I've seen on TH-cam after a months of looking nightly. Thank you for posting. And you certainly got my subscription. This is a must watch for anyone wanting to tackle Amazon. -Cheyenne Buchanan
TIMESTAMPS: 2:02 - An Overview of the Topics to Be Discussed 3:00 - Prerequisites for Profitable Ads 5:00 - How to Determine Your Breakeven point 6:12 - ACOS and Why It’s Such an Important Metric 7:37 - How to Find Your Book’s Royalty 8:18 - Done-for-You Breakeven ACOS Table 8:46 - 3 Types of Ads by ROI 9:05 - The General Ad Strategy 12:03 - Avoid This Mistake 13:26 - A "Side Effect" That Amazon Ads Have & How You Can Use it (Advanced Strategy) 15:51 - A real example of a profitable ad 16:18 - A real example of a loss ad 17:38 - A real example of a breakeven ad 18:30 - Which Ad Targets Are the Best? 20:06 - Automatic Targeting 21:51 - Keyword Targeting 22:31 - Product Targeting 24:18 - Some Thoughts on Custom Texts in Ads 25:25 - The Bid+ Feature 27:08 - The Big Takeaways & Closing Thoughts
Thank you Tomass. I'm new to this and you give a good overview. I feel I want to study a lot more before I start, but at the same time I'm itching to get going!
Thank you so much for the really useful video, Tomass. It gave me a lot of insights and demystified Amazon ads. I'm just about beginning to learn about running ads and will be setting up my first campaign soon. This video was a very helpful resource in my learning journey.
I've slowly come to learn that it's extremely important to monitor exactly where impressions and clicks are coming from. Often a single keyword or ASIN will produce a ton of impressions and clicks (seemingly for no good reason) while others are getting zero. If you're not paying close attention, it can really skew your results.
For sure! I'd also add the last piece to that - "monitor clicks vs orders" to make sure to not waste money in scenarios where a keyword/ASIN produces a lot of clicks (= what we pay for) but for whatever reason those clicks don't convert to orders (= what we want).
Congrats Loffy, that's great! :-) Just remember to keep a close eye on how things are going (cost vs return) and you'll be good! This video could be quite useful for working with your first ad campaign: th-cam.com/video/oe_qCR-OTsM/w-d-xo.html
@@BookBeam Wilco! I am monitoring like a hawk :-) I have tested ads for other things before. Also, I have tested FB ads to get traffic to my (few) web sites, including where I (try to) sell my ebooks, PDFs, and whatnots. All in vain. It is _hard_ Then, last week, I begun to think about Amazon ads, which I for some odd reason had never tested before. I thought to myself, "if people are already on Amazon, there ought to be a fraction of a chance that they will click and buy my ebook". Love your videos. We who create and upload know how much work lies behind each.
Absolutely, thanks for the kind words! Yes, it’s true, that’s the powerful thing about Amazon - the people on there already have a very high intent to purchase (and even more so when they search for specific keywords), Amazon has very high credibility, the credit card is already on file, people trust the reviews - so it’s a lot more frictionless, more elements are in your favor, than an approach like sending facebook ad traffic to your website. Good luck!
Thanks for the good video. Could you make a video on your strategy for choosing keywords, and their pricing? Also, do you shut off ads that don't deliver (that don't have any spend), or do you just let me lie idle (and active)?
A "Side Effect" That Amazon Ads Have & How You Can Use it (Advanced Strategy). Loved this bit, some of my ads run a loss (expensive keywords) but you can see the book rising up the rankings for high volume keywords when they have high CTR/Conversion. This tactic takes balls but can help rise above the rest when you're in competitive niches. P.S. Top of search placement/ exact bidding is v effective w/ this strategy.
Ok, glad it helped! These days in the US .com store it's getting increasingly rare to have ads that run below break even at scale. So we have to resort to more advanced strategies like this. Another game-changer that wasn't even available at the time I recorded this video is the "search terms" where you can see all the words people typed in when they bought/didn't buy your book. I suggest making a "best of" separate campaign with all the best search terms, and targeting them as exact and phrase matches.
At the time that this was recorded, Amazon had not yet released the search terms feature. But yes, the good search terms should be retargeted and the ones w/ lots of clicks and no or low sales put into negative targeting.
The norm would depend on the context, i.e. what is the campaign goal & a few other factors. Or in other words, there is no general norm for all books :) I recommend that you start with a daily budget of $5 - $10 with conservative bids for targets (on the lower side, maybe $0.05-$0.25/click) and work with it from there.
Thanks this was great. Question on bids. If the price for example is between .40- 1.2 for a specific bid phrase, what is the difference if I bid low mid or high? What does effect does the bid price I chose have on the ad? I hope this question was clear. Thank you
Put simply, the higher your bid, the more likely Amazon is to show your book to any given target (more impressions and clicks). Conversely, the lower the bid the less likely it is to show your book to any target. Amazon's suggestion comes from the all the data it knows about 1) your book, 2) all the other sellers bidding for those targets, and 3) how much traffic there is for those targets. So it comes down to finding the most optimal bid based on your goals. Hope this helps!
Hi - How do you set up your campaigns for each book? Do you have one automatic and one manual? Or multiple manual campaigns with different strategies or ad groups? I'm just concerned about bidding against myself. Thanks!
Thank you! I am realizing that I had a high bid for a popular author I admire. I need to take my ego out of the picture and find more relevant targets.
I think the topic of "not clinging to an identity" is something to include in some of your instruction (I am new to BookBeam, so maybe you already have). For instance, I sell a line of thrillers that feature wild mushrooms as part of the action. When I tried to target the academics, using terms like "mycology" I haven't done so well. But when I target "gardeners" or "campers," I do better. I have to let go of my inner desire to be respected by academics and work on connecting with the people who like to read my stuff. I think it may be quite common for an author to be certain they know their niche only to find out their buyers are actually in a different quadrant. Thank you SO much for your clear presentations. You are shining light on what was an impenetrable jungle!
What about group ads? What would that be for? Is that for putting both versions of the book such as the paperback and ebook on the same ad? Is that necessary or is simply creating an ad for either be good enough?
If you by "group ads" you mean adding multiple books to the same campaign, then yes, adding an ebook + print book could be one way to use it. In 95%+ of cases though, you'll be better off separating different books and different formats in different campaigns - one per campaign. It will make analyzing the results much more straightforward.
It's not really about that much about time, it's more about the number of clicks - 15 clicks and no sales may just be an unlucky sample of "clickers" so I would wait for more clicks to come in, 85 clicks and no sales however means that this keyword/product target is not really working.
Hey there! I have not run extensive tests on advertising kindle books in KU but Amazon Ads dashboard does now track also KENP page reads for customers that came from an ad. Similarly to paperback book ads, it really depends on how many of the people that you send to your book's listing via ads, would end up getting your book and this case, actually reading it. If it's a very high rate, then it may not be a loser, and may be a good investment. Many factors to consider. Good luck!
When I advertize my book on fb, some people want to read it but they don't have an Amazon. They ask me to send them the PDF on their email address. May I gift or sell that way? Do I break the Amazon rule? Thank you!
Hello, some guys suggest to launch five campaign for a single book with the same keywords. The reason is because every campaign work different from the other. Do you think it's a good idea or the campaing can fight with each other and go to max bid?
Hey Dino! That's a very interesting approach and, although I haven't tried it myself, I can see why they would do this. If you have the budget for it and the patience, I would suggest that you try it out for yourself. I might actually do it myself as well to see what happens. The potential upside could be that you would get a better chance to test all your targets that you're targeting. The downside is that you will probably spend more money targeting a big number of targets, many of which probably won't be that effective. Regarding the competing, theoretically yes, they will compete to an extent, but from my experience, it won't be significant, as to ruin your efforts, or sometimes even impact them significantly. Also, Amazon is always improving their systems, and it is in their interest to help you (us) make the best use of our ad spend, so they may already have systems smart enough to mitigate this. As always, there is no black and white, or no hard and fast rules, so test test test is the mantra here.
Hi Tomass! Thank you so much for your detail oriented & informative vid; I hope this isn't a silly question but could you kindly elucidate precisely what you mean when referring to "product"-ads? Are you referring to books or book accessories or the trillions of other products they sell?
Hi! I was referring to product ads as a type of targeting that Amazon allows you to do. The option inside the campaign is called "product targeting." So this just means you can target any products on Amazon, and generally yes, you'd be targeting books, and books that are related to your book. Hope this helps! :)
What would you do if an ad campaign was going really well, and without making any changes the ACOS suddenly just goes out of control, and just get worse and worse each day a bit? (Reviews are 5 stars)
First I would give it some time, maybe these latest clicks were just not the right buyers. Things tend to fluctuate, so sometimes it's a good idea to take step back and see if things will rebalance themselves. If not, then only things you can do is lower the bid cost in an attempt to lower ACOS. You can also change up your custom text, although that will only impact clicks to impressions ratio.
Very useful video! What is the minimum of minimums for budget and number of days if I want to check and test how would it go? Would it be useless and with no results if I set daily budget 2 $ and lasting only 10 days (I mean to test with modest 20$)? The book's price is 2.99$ by the way. Thank you!
To test things out you could start with $20 but I would not spread it so thin with just $2/day. Instead I would do something like... $5-6 for some 3-4 days. This would give you a small sample set to get a feeling for things. Also, just to emphasise one more time, reviews will make a significant difference to ads performance, so if it's a "make it or break it" situation, I would first make sure your listing has a good set of 4 and 5 star reviews.
Very informative thank you. I just published a poetry book and I'm not sure about my niche. I think I'm just gonna test the waters first. Thanks again and pls do comment to help me advertise it.
The more the better of course but generally I'd say 1-3 reviews is a good start (far better than none) it will give your listing those yellow stars and that already starts making an impact on the potential buyers. 10 and onwards is already solid enough "evidence" for people to form a solid opinion about your book. And from there you just let the reviews build :)
The bid just means up to how much (maximum) you are willing to pay for a click for any given target. Having the ability to select and adjust it is actually a great thing! 🙂
Holy crap ... I thought this guy was full of it until I saw his ACOS scores. That's ridiculous. If I hit 100% I'm happy because I know that it doesn't take into consideration my page reads, but his was low double digits. If that's legit then he's legit.
Don't be put off by this video's length!!!
As a working screenwriter in Hollywood breaking into to the world as a novelist with 6 books over the next 18mo...I'm terrified by the transition, but this eased my mind with gained knowledge. This is by far the best and most informative video I've seen on TH-cam after a months of looking nightly. Thank you for posting. And you certainly got my subscription.
This is a must watch for anyone wanting to tackle Amazon.
-Cheyenne Buchanan
Thanks Cheyenne, I appreciate you saying this! :)
One of the most detailed videos on AMS. Thanks a lot. Learned a lot from you.
Glad to hear that, Niaz!
TIMESTAMPS:
2:02 - An Overview of the Topics to Be Discussed
3:00 - Prerequisites for Profitable Ads
5:00 - How to Determine Your Breakeven point
6:12 - ACOS and Why It’s Such an Important Metric
7:37 - How to Find Your Book’s Royalty
8:18 - Done-for-You Breakeven ACOS Table
8:46 - 3 Types of Ads by ROI
9:05 - The General Ad Strategy
12:03 - Avoid This Mistake
13:26 - A "Side Effect" That Amazon Ads Have & How You Can Use it (Advanced Strategy)
15:51 - A real example of a profitable ad
16:18 - A real example of a loss ad
17:38 - A real example of a breakeven ad
18:30 - Which Ad Targets Are the Best?
20:06 - Automatic Targeting
21:51 - Keyword Targeting
22:31 - Product Targeting
24:18 - Some Thoughts on Custom Texts in Ads
25:25 - The Bid+ Feature
27:08 - The Big Takeaways & Closing Thoughts
Thank you adding the time stamp. but I assure you I am watching the whole video :)
Thank you Tomass. I'm new to this and you give a good overview. I feel I want to study a lot more before I start, but at the same time I'm itching to get going!
Thank you so much for the really useful video, Tomass. It gave me a lot of insights and demystified Amazon ads. I'm just about beginning to learn about running ads and will be setting up my first campaign soon. This video was a very helpful resource in my learning journey.
I'm glad it was useful, Ranjana! Thanks for the comment :)
Very informative, thank you!
You are brilliant. Very helpful, clear, concise, interesting and worthwhile. Thank you! Meridith
Thanks Meridith! 🙂🙏
I've slowly come to learn that it's extremely important to monitor exactly where impressions and clicks are coming from. Often a single keyword or ASIN will produce a ton of impressions and clicks (seemingly for no good reason) while others are getting zero. If you're not paying close attention, it can really skew your results.
For sure! I'd also add the last piece to that - "monitor clicks vs orders" to make sure to not waste money in scenarios where a keyword/ASIN produces a lot of clicks (= what we pay for) but for whatever reason those clicks don't convert to orders (= what we want).
Today I started my first ad, ever, on Amazon (for my first and only (e-) book on Amazon). Limit 100 USD. A mixed feeling of fear and excitement.
Congrats Loffy, that's great! :-) Just remember to keep a close eye on how things are going (cost vs return) and you'll be good!
This video could be quite useful for working with your first ad campaign: th-cam.com/video/oe_qCR-OTsM/w-d-xo.html
@@BookBeam Wilco! I am monitoring like a hawk :-) I have tested ads for other things before. Also, I have tested FB ads to get traffic to my (few) web sites, including where I (try to) sell my ebooks, PDFs, and whatnots. All in vain. It is _hard_ Then, last week, I begun to think about Amazon ads, which I for some odd reason had never tested before. I thought to myself, "if people are already on Amazon, there ought to be a fraction of a chance that they will click and buy my ebook". Love your videos. We who create and upload know how much work lies behind each.
Absolutely, thanks for the kind words!
Yes, it’s true, that’s the powerful thing about Amazon - the people on there already have a very high intent to purchase (and even more so when they search for specific keywords), Amazon has very high credibility, the credit card is already on file, people trust the reviews - so it’s a lot more frictionless, more elements are in your favor, than an approach like sending facebook ad traffic to your website. Good luck!
@@LoffysDomain hi, How did your first Amazon ad campaign go? Could you tell us
any update?
Thanks for the good video. Could you make a video on your strategy for choosing keywords, and their pricing? Also, do you shut off ads that don't deliver (that don't have any spend), or do you just let me lie idle (and active)?
Thank you so much for all the great tips and advice!!!
A "Side Effect" That Amazon Ads Have & How You Can Use it (Advanced Strategy). Loved this bit, some of my ads run a loss (expensive keywords) but you can see the book rising up the rankings for high volume keywords when they have high CTR/Conversion. This tactic takes balls but can help rise above the rest when you're in competitive niches. P.S. Top of search placement/ exact bidding is v effective w/ this strategy.
Ok, glad it helped! These days in the US .com store it's getting increasingly rare to have ads that run below break even at scale. So we have to resort to more advanced strategies like this.
Another game-changer that wasn't even available at the time I recorded this video is the "search terms" where you can see all the words people typed in when they bought/didn't buy your book. I suggest making a "best of" separate campaign with all the best search terms, and targeting them as exact and phrase matches.
@@BookBeam agreed thank you!
Very useful video.Thank you very much.
Glad it was useful, thanks for watching!
Great content, thanks!!
Great help. Thanks for the information and tips! Great job.
Thanks Bryan!
One important thing he missed. Review the search term, and the keywords that don’t deliver sales should be in negative targeting. To cut your loss.
At the time that this was recorded, Amazon had not yet released the search terms feature. But yes, the good search terms should be retargeted and the ones w/ lots of clicks and no or low sales put into negative targeting.
@@BookBeam Thanks!
Great Video Learned A Lot - Thnx
Good to hear, thanks for watching!
Very informative video. Thank you ss much for sharing these info with us
You're very welcome! Always happy to hear that it's helpful 🙏
For determining the breakeven point you shoul also in consideration the ads VAT for the European viewers.
Yes, great point! 👍And any potential tax withholding too, if relevant.
Thanks man. Going to try it!
👍👍
Thanks super valuable information for me..
Awesome! Happy to hear :)
Great video. Thank you so much!!!
Great video a lot of value thank you so much
Thank you!
Good info. Thanks!
thank you
What is a reasonable amount to spend on a campaign for a single book? Trying to gauge what is the norm.
The norm would depend on the context, i.e. what is the campaign goal & a few other factors. Or in other words, there is no general norm for all books :)
I recommend that you start with a daily budget of $5 - $10 with conservative bids for targets (on the lower side, maybe $0.05-$0.25/click) and work with it from there.
Tomas you’re one of the best! Believe me
Thanks! So are you ;)
Thanks this was great. Question on bids. If the price for example is between .40- 1.2 for a specific bid phrase, what is the difference if I bid low mid or high? What does effect does the bid price I chose have on the ad? I hope this question was clear. Thank you
Put simply, the higher your bid, the more likely Amazon is to show your book to any given target (more impressions and clicks). Conversely, the lower the bid the less likely it is to show your book to any target. Amazon's suggestion comes from the all the data it knows about 1) your book, 2) all the other sellers bidding for those targets, and 3) how much traffic there is for those targets.
So it comes down to finding the most optimal bid based on your goals.
Hope this helps!
Great Marlon Brando impression
Hi, What is the ads conversion rate for 100 clicks in nonfiction ? %1 , %10 , % 30, %50 ???? Thanks
Such a great video!
Thanks, Erica! :)
Hi - How do you set up your campaigns for each book? Do you have one automatic and one manual? Or multiple manual campaigns with different strategies or ad groups? I'm just concerned about bidding against myself. Thanks!
Thank you! I am realizing that I had a high bid for a popular author I admire. I need to take my ego out of the picture and find more relevant targets.
Yes, let it be purely a game of numbers 🙂👍
I think the topic of "not clinging to an identity" is something to include in some of your instruction (I am new to BookBeam, so maybe you already have). For instance, I sell a line of thrillers that feature wild mushrooms as part of the action. When I tried to target the academics, using terms like "mycology" I haven't done so well. But when I target "gardeners" or "campers," I do better. I have to let go of my inner desire to be respected by academics and work on connecting with the people who like to read my stuff. I think it may be quite common for an author to be certain they know their niche only to find out their buyers are actually in a different quadrant.
Thank you SO much for your clear presentations. You are shining light on what was an impenetrable jungle!
awesome dude
So, how much did you made after spending $50,000 in Amazon ads?
What about group ads? What would that be for? Is that for putting both versions of the book such as the paperback and ebook on the same ad? Is that necessary or is simply creating an ad for either be good enough?
If you by "group ads" you mean adding multiple books to the same campaign, then yes, adding an ebook + print book could be one way to use it. In 95%+ of cases though, you'll be better off separating different books and different formats in different campaigns - one per campaign. It will make analyzing the results much more straightforward.
How long do you wait on a ppc add. I just had it up for a day and lots of click through. No sales yet
It's not really about that much about time, it's more about the number of clicks - 15 clicks and no sales may just be an unlucky sample of "clickers" so I would wait for more clicks to come in, 85 clicks and no sales however means that this keyword/product target is not really working.
Hey Wilco, do you run ads when your book is enrolled in KDP Select (Kindle Unlimited), or would that make the Amazon ad an instant loser?
Hey there! I have not run extensive tests on advertising kindle books in KU but Amazon Ads dashboard does now track also KENP page reads for customers that came from an ad.
Similarly to paperback book ads, it really depends on how many of the people that you send to your book's listing via ads, would end up getting your book and this case, actually reading it. If it's a very high rate, then it may not be a loser, and may be a good investment. Many factors to consider. Good luck!
When I advertize my book on fb, some people want to read it but they don't have an Amazon. They ask me to send them the PDF on their email address. May I gift or sell that way? Do I break the Amazon rule? Thank you!
Hello, some guys suggest to launch five campaign for a single book with the same keywords. The reason is because every campaign work different from the other. Do you think it's a good idea or the campaing can fight with each other and go to max bid?
Hey Dino! That's a very interesting approach and, although I haven't tried it myself, I can see why they would do this. If you have the budget for it and the patience, I would suggest that you try it out for yourself. I might actually do it myself as well to see what happens.
The potential upside could be that you would get a better chance to test all your targets that you're targeting. The downside is that you will probably spend more money targeting a big number of targets, many of which probably won't be that effective.
Regarding the competing, theoretically yes, they will compete to an extent, but from my experience, it won't be significant, as to ruin your efforts, or sometimes even impact them significantly. Also, Amazon is always improving their systems, and it is in their interest to help you (us) make the best use of our ad spend, so they may already have systems smart enough to mitigate this.
As always, there is no black and white, or no hard and fast rules, so test test test is the mantra here.
@@BookBeam Do you have anything to update on this?
Hi it is possible to change the price of a book after my ads is delivered and get sale's like to lower or higher the price
Yes, you can change the price of your book after publishing it and after creating and running ads.
Thanks bro, I need this. Are you German? I'm from the U.S. and I lived in Munich, Germany. My book is about working and studying abroad.
Hey Jeremiah, no, I am not German but I do kinda look the part, don’t I?😃 Originally I'm from Latvia.
Hi Tomass! Thank you so much for your detail oriented & informative vid; I hope this isn't a silly question but could you kindly elucidate precisely what you mean when referring to "product"-ads? Are you referring to books or book accessories or the trillions of other products they sell?
Hi! I was referring to product ads as a type of targeting that Amazon allows you to do. The option inside the campaign is called "product targeting." So this just means you can target any products on Amazon, and generally yes, you'd be targeting books, and books that are related to your book. Hope this helps! :)
What would you do if an ad campaign was going really well, and without making any changes the ACOS suddenly just goes out of control, and just get worse and worse each day a bit? (Reviews are 5 stars)
First I would give it some time, maybe these latest clicks were just not the right buyers. Things tend to fluctuate, so sometimes it's a good idea to take step back and see if things will rebalance themselves.
If not, then only things you can do is lower the bid cost in an attempt to lower ACOS. You can also change up your custom text, although that will only impact clicks to impressions ratio.
Tomass, what is your book genre(s)?? TY.
Hi John, lately we've been doing a lot of activity books, coloring books, "how to draw" guide books and the like.
Where can I get it in Spanish
No internet ad is there to help you make money.
They are there to make money off of you.
thanks a lot for this video , i have a question
What are the bleeding targets ?
i just start learning for amazon ads.
By that I mean targets that are losing ("bleeding") you money, i.e. are underperforming. They are costing you way more than you are getting back.
@@BookBeam I had the same question - you mean bleeding ads not bleeding keywords, right?
@@annedahl720 I look at the individual targets first and foremost, and only then I look at the ad campaign as a whole.
Very useful video!
What is the minimum of minimums for budget and number of days if I want to check and test how would it go?
Would it be useless and with no results if I set daily budget 2 $ and lasting only 10 days (I mean to test with modest 20$)?
The book's price is 2.99$ by the way.
Thank you!
To test things out you could start with $20 but I would not spread it so thin with just $2/day. Instead I would do something like... $5-6 for some 3-4 days. This would give you a small sample set to get a feeling for things.
Also, just to emphasise one more time, reviews will make a significant difference to ads performance, so if it's a "make it or break it" situation, I would first make sure your listing has a good set of 4 and 5 star reviews.
Thank you for your reply!
The book has 4,7 stars (7 recensions).
Oh yeah, that should be a good starting point.
The more reviews the better but 4,7(7) will definitely be good enough to start :)
I hope so :)
Thank you!
Very informative thank you. I just published a poetry book and I'm not sure about my niche. I think I'm just gonna test the waters first.
Thanks again and pls do comment to help me advertise it.
Is there an arbitrary number of reviews that will act as enough "social proof" to make a book so better in Amazon Ads and sales?
The more the better of course but generally I'd say 1-3 reviews is a good start (far better than none) it will give your listing those yellow stars and that already starts making an impact on the potential buyers. 10 and onwards is already solid enough "evidence" for people to form a solid opinion about your book. And from there you just let the reviews build :)
Bro, what is this bidding thing? I don’t get it. Can I make ads on Amazon without the bidding feature?
The bid just means up to how much (maximum) you are willing to pay for a click for any given target. Having the ability to select and adjust it is actually a great thing! 🙂
Where is your computer stand from?
I got it online, it's by a brand called Nexstand.
Has anyone ever made it through this video without TH-cam premium?
Yes, right now I watched the whole video with no issues or interruptions.
Holy crap ... I thought this guy was full of it until I saw his ACOS scores. That's ridiculous. If I hit 100% I'm happy because I know that it doesn't take into consideration my page reads, but his was low double digits. If that's legit then he's legit.
Were these all nonfiction books?
Yes, non-fiction and quite a few of them in the kids book category, activity books and similar.
@@BookBeam Thanks for the info. How do these ads work for fiction? have you tried that out?
Lots of words, lots of generalities, lots of repetition, light on specifics.
Thank you, very well presented. Really helpful.