The Click Brief - August 2025

Episode two of The Click Brief podcasr is here! Hosts Jeremy Packee and Emily Anderson dive into the latest digital advertising and Martech updates from August 2025.

Get Q4-ready in minutes. Jeremy Packee and Emily Anderson break down August’s biggest ad-platform shifts. Google’s loyalty integrations, AI-first ads (AI Mode/AI Max), new PMax transparency + Asset Studio, Microsoft’s premium streaming buys, and Meta’s new Instagram “Follows” metric.

Top takeaways

Switch on loyalty perks + the new optimization goal to boost repeat buyers.
Test AI Max via native experiments; keep sitelinks/brand guidelines tight.
Audit PMax’s new channel/cost views and Search Partner transparency; add smart exclusions.
Cut waste with Shopping audience exclusions; pilot Microsoft streaming; report IG Follows growth.

Follow The Click Brief for fast, no-fluff performance marketing updates.

Visit The Click Brief blog for more in-depth analysis and updates from August.

Episode Transcript

Jeremy Packee: Hello, and welcome to the Click Brief podcast.

Emily Anderson: Your monthly download of what’s new and what matters in digital marketing and paid media.

Jeremy: I’m Jeremy Packee, here with…

Emily: Emily Anderson.

Jeremy: Bringing you the top updates from August that could shake up the strategy heading into Q4.

Emily: Be sure to check out the official Click Brief blog post for more updates and information.

Jeremy: Starting off, Google is rolling out loyalty integrations in merchant center and Google Ads. Perks like member-only pricing, free shipping, and points can show in paid and free listings. And a new loyalty optimization goal targets high-value repeat shoppers across search and shopping.

Emily: This is cool. This is another big win for retailers, especially those with loyalty programs. The most appealing thing that you said to me or you just read off was the to optimize for high value repeat shoppers. That seems really exciting.

Jeremy: Yeah, I think the fact that you can just add in some of these membership programs into your ads just changes the game a lot because a lot of brands that we work with have these membership programs, and it’s hard to advertise for them, especially if you’re going after even new customers. You could put a perk in there. If you join the membership, you could get something. I like the idea that you could give free shipping to members. Target, I think I’ve seen those in the wild. They’re showing the discount of their products with that 5% off if you’re a member there. I just think that it’s a big deal. People are going to have to figure out the best way to use it and figure out how accurate it actually is. But it definitely could give you an advantage for keeping people with your brand or on your site. So big fan of this.

Emily: For sure. I think about, too. I feel like we’re in an age where loyalty might not be happening as much online. I feel like usually when I go to buy something online, I’m almost looking for the cheapest, fastest shipping option. And this is adding that extra layer and giving retailers that edge up to add in their loyalty program to hopefully get those repeat buyers, which I feel is a much needed win for Google in that department.

Jeremy: Yeah, absolutely. Just being able to retain those customers is huge.

Emily: Competes with Amazon because I haven’t seen it.

Jeremy: I was going to bring it up. I didn’t know if I wanted to bring that up because I wanted to be in a race to compete with it. I went there. I was like, Do we want to talk about this for a half an hour or not? No.

Emily: Well, we don’t, but I do think that’s a big part of it. Why this is a competitive advantage. I think it has to be said. So we don’t need to go on and do it too much detail. I’ll talk a little bit about it.

Jeremy: I have to talk a little bit about it. So what Emily is referring to is we have brands that we work with that sell on their website and sell on Amazon. There’s a lot of different strategies when you have that going on, especially it depends if you’re a one P or three P relationship. But one of the common ways to do that is some brands will only put a certain amount of products on Amazon, like their hero products, and for any bundles or customizations or I guess, more expensive or rare products, they’ll put that on their site. It’s hard for websites to compete on Amazon and compete with Amazon, rather, and even compete with their own products on Amazon. So the fact that you can show the loyalty rewards and maybe a free shipping perk right in the shopping ad, I think that’s absolutely huge for that, especially as of today, I believe Amazon is still not in shopping ads. So people are searching on Google and they see, I don’t know, your tactical pants for a sale. It has free shipping or you’re able to get this discount. That might actually entice somebody to stay on your website.

And it’s cheaper, usually, to sell a product on your website than Amazon taking that 15 to whatever % referral fee. So, yeah, that’s huge, Emily. That’s a really good point. I’m glad you brought that up.

Emily: So I think we talked about this a lot on episode one, but how to prep now. It really, to me, comes down to, one, if you don’t have a loyalty program, no time better than the present to consider having one. And then. Yeah, and also making sure you’re integrating the program within merchant center. And then make plans for member exclusive offer. Start building that into your marketing plan, because I think more than ever, this is something that your business can lean on and it be more accessible than ever.

Jeremy: And at that first touch point or at the search point, too, where previously you’d have to show it on the website or show it maybe through a social ad. Yeah, I’m excited about this one. Next thing we want to talk about, Google’s AI Mode ads are coming to a queue for Placements use full conversational context. And the good news is Performance Max and AI Max research will be eligible automatically once the placements go live. So there’s no manual testing toggle. I don’t know if you’re going to be able to see the breakout of where these ads are showing. I thought also that broad match keywords would be included in here, but I don’t think that’s beneficially confirmed either. So as of right now, the only way that we know for sure that you’re going to be able to get in here is Kemax and AI Max, which AI Max, I think we may have covered that in our last podcast, but that’s using AI to go beyond even broad match. So very interesting times.

Emily: I think every digital marketer has been holding their breath on this one since the explosion of LLMs and AI mode within Google. I actually have a personal experience that I’ll mention quickly on how I would… Because I’m really curious on how these ads are going to look within the platform. Like you said, the reporting, that’s a a whole other game. Recently, I was using ChatGPT to actually shop for a life jacket or a life vest for my son because we were going to be going boating. I told it, I gave it the prompt like, Hey, I want you to look at reviews. I also want you to look at certain certs because I wanted the Coast Guard-approved life jacket. It gave me three options, and it listed directly to the brand. I remember the one I actually ended up buying was from REI, but I intentionally then went Amazon, searched to see if I could buy it there just because of the shipping. Which everybody does. Why would you not? My credit card is already in there. Yeah, why would you not? This is a better user experience for me. And Aria wasn’t selling the jacket on Amazon.

So then I did end up buying it from them direct and I’m not really planning shipping. I don’t remember. But it was an interesting experience because I would not have probably found that life jacket without ChatGPT’s help. And it wasn’t an ad. It gave me three organic results. But how would an ad influence that? I’m curious to see.

Jeremy: Right. Yeah, I think about things like, are we going to have to make our ad copy more conversational? I think that’s one of the motivating factors. While you were talking, Emily, I just looked up what they’re calling it now because it used to be these auto-applied recommendations. But the customization feature in a Pmex campaign, which will use text from your site landing page and ads to create customized ad copy. To me, that is the feature that Google already is pushing, but is likely to push way because they can add words in and make it more conversational, where it might be awkward if you have super optimized keyword-based headlines that are just injected in there. I think they’ll probably give more recommendations on that. And one of them might be to just turn that on. I’m always scared to turn that on because you really are losing some control. I’m sure there’s going to be mistakes made. If you have a brand where the ad copy needs to be so specific, it would be very scary to ever to turn that on. But we’re going to have to figure out where this goes and possibly maybe Google will add another headline or something that’s like, Here is a conversational placement.

We’ll just follow this and update you guys as we know more.

Emily: Yeah, this is going to be really exciting. And just a last tidbit here, it’s just another example how SEO and paid are going to work closer and closer together as time goes on.

Jeremy: That’s a good point because it’s scraping your site. If you turn that on, it’s scraping your site. Flying it back to ads. It’s going to all be connected.

Emily: It’s like your ads are only going to be as strong as your website.

Jeremy: Yeah, true. Cool. Google Ads now shows search partner site placements for added transparency across the partner network?

Emily: About time. But what is this going to look like? I mean, full transparency. I want to day one granular. 101 is do not run ads on the search partner placement because it’s historically been trash. So I am curious to see what these placements look like. And body too. Yeah, for sure. So I am curious about it. And then I’m also curious, okay, let’s say we’re auditing an account and they have a fair amount of conversions. I actually was just auditing an account this week where they had a lot of conversions on search partner network. I would love to dive in a little bit further and see where those placements are happening and then if they actually are legit conversions, like if they’re hooked up to HubSpot or a Salesforce where we could see the quality of conversion that comes through. But my reaction to this was immediately about time.

Jeremy: Yeah, I agree. If anybody wants to laugh, ask what One of our granular specialists on this, Chris Hoffman. He’ll give you the answer to basically, don’t include these ever, because they are pretty trash for the most part. But the only argument I will say for a search partner network is there are Google-owned properties. Technically, if you have this on, you can show up on Google more, but you have no control over it. It’ll be interesting to look at the data for these, for accounts that have them running. Maybe we’ll see a lot of YouTube in there, and it’s great. But typically, we just don’t even bother with these. There’s so much scale to be had on Google that we typically don’t have to go to these lower quality sites to get any more. So cool. So this is the next update. It’s not a huge one, but it will apply to certain companies. So Performance Max added optional gender exclusions, so advertisers can remove specific gender segments.

Emily: This is great. Yeah. More controls on PMax, I’ll take it.

Jeremy: Yeah, I agree. It’s not a huge one, but there may be instances where you want to do this, and fact that you couldn’t do it before, you had to adjust your strategy or maybe not even use PMax.

Emily: I forget what we can and cannot do on PMax until I read your updates and you’re like, You can now finally do this. I’m like, What? It is what? You couldn’t do that before, and that’s when I hit the Duh button. I’m like, Duh, this should be, it should have been a thing.

Jeremy: Absolutely. It’s wild looking back, even a year ago, that people and companies, we were using some of these Performance Max campaigns, and it really was a true black box then. I will say that Google has gone in the right direction for the most part in this. They’ve added negative keywords, negative keyword lists. There’s been some audience controls. You can go after new customers versus existing customers. So Pmex has become so much more usable. And I guess what did they say? The nail in the coffin for people trying it is the fact that now if people are going to be using AI mode on Google, and this is one of the easiest ways to get in there. Google is very good, and we love Google, but they’re very good at adding features to the new shiny thing to slowly make you migrate out of how you used to do things. I would say granular, we’re always looking at the new thing, but we’re using proven techniques before we just try to jump on something that could get you a bunch of bad traffic.

Emily: Right.

Jeremy: Cool. This next one I I like a lot. I was showing Emily this right before we recorded this podcast. So Asset Studio is rolling out in Google Ads an in-platform workspace to generate, edit, and scale images and videos with Google’s AI.

Emily: Yeah. So I’ll start by saying, we don’t think every account has this yet. It definitely does. Yeah. Jeremy just showed me because I actually had not seen this until I read the click brief that this was being rolled out. But he did just show me an example of how he took one of his clients’ products and typed in a prompt of them wearing their product in a desert. And it looks… It could be an ad. It was highly impressed. It was one of the most believable, I guess I’m saying, ads that I’ve seen created from a Google or Meta, especially using the product.

Jeremy: That was one try.

Emily: Yeah. Yeah. Taking the product from the feed. So again, just another pitch to retailers out there to get your feed and order high quality images.

Jeremy: Yeah, because what Emily is saying is You can literally… You could just create random images for your products, but you could also actually… I think Google shows the example of somebody having… One of the brands having headphones. And side note, and you just touched on this, it’s good to have images of your product in multiple different angles. That’s going to be important moving forward because it will allow Google to easily place that on an AI person. And by the way, these AI ads, they’re people with faces. They look very real. I think it’s going to make digital marketers even more valuable. We understand the value of real photography, real images, but But I think the fact that we have this at our fingertips now, if a client needs something, say for Black Friday or they want something with the Christmas tree behind it, you can do a lot. I think you can even put in real images, take out the background and add There’s a lot you can do here. We’re just starting to dabble with it because it’s not in all the accounts yet, but I’m excited about it. I think it’s really cool.

Emily: Game changer for maybe some smaller businesses with smaller marketing teams who don’t have hundreds of thousands of budgets to make a ton of different assets, but to have this at their fingertips that we can do on a drop of a dime. I mean, it really lowers the barrier to entry on a lot of these campaigns where I’ve had clients in the past say, We can’t do that. We don’t need to don’t have the assets or the sheer manpower it would take to run on those channels. And I feel like this really opens the door. So I’m really excited for those type of clients as well.

Jeremy: Yeah, absolutely. Cool. Next. So PMax now services account level channel performance and cost per channel for a clearer read on where the results are landing.

Emily: Here we go. Another PMax tool we should have had.

Jeremy: Yeah, we just talked about this.

Emily: That we didn’t have. I mean, here at Granular, we’ve been using some third-party tools, scripts, to try our best to pull this information out the past year. So the fact that this is- I’m sorry, I’m going to stop real quick.

Jeremy: I’m going to stop real quick. Hold on. My daughter just walked in here. Hey.

Emily: Can we get a quote from her on the new PMax? At Granular, we’ve been using different third-party tools and scripts for the past however many months to try to get this data, but the fact that it’s now going to be available in Google is exciting. Definitely looking forward to maybe cross-referencing the tools we were using before versus what is Google’s reporting now. But yeah, more insight always a good thing, in my opinion, for PMax.

Jeremy: And I love that. It’s Just a little slide. It seems like it should just be on by default because I guess impressions and stuff are important, too. But the fact that you can just see where your money is going is super helpful. So you don’t need to include everything, but at least now you can see where your money is going, and you can add and remove stuff where you see appropriate. So again, good feature. T-max continues to get better. It’s not the solution for everything, but it’s definitely becoming more of a solution. So this next one goes against what I was saying earlier, but shopping campaigns now support audience exclusion, so you can block segments like recent purchasers from seeing shopping ads. And I can’t believe an old product got a new tool.

Emily: I know. Amazing. They gave shopping some love. Here we are, AI mode, asset creation, P-Max updates, and then good old shopping. Made it on the updates, but it’s exciting. Like you said, another long requested lever for efficiency and reducing waste and really improving the incremental revenue that you’re looking to achieve.

Jeremy: Yeah, it’s such a basic feature, and you can really get creative with it. I really didn’t think shopping shopping would ever get another update, but we got one, so we’ll definitely take this. All right, next. So Google deploys deep mind power defenses to detect and block invalid clicks and bot activity across search, shopping, YouTube, and partners.

Emily: All right. That sounds great. I don’t think- What was happening before? This is great. I mean, nothing you have to do here. Just good to know that this is happening.

Jeremy: Yeah. Allegedly, you’re going to get better traffic. So we’re going to enjoy that, I guess.

Emily: I love that update. Now you’re going to get better traffic. You thought you were getting good traffic before you just wait.

Jeremy: What about two weeks ago?

Emily: Just wait for Deep mind, Powered Plus.

Jeremy: Going down the rabbit hole here, but is this the fact that search partners now has visibility and all of a sudden this is coming out? That’s interesting. I never really made that connection until right now. Yeah. That’s weird timing. I don’t know. Maybe it’s related, maybe it’s not.

Emily: I don’t think that’s a coincidence. I don’t think so either.

Jeremy: All right, next. Demand Gen now supports campaign-level brand guidelines. So your primary and accent colors and campaign fonts will give you more consistent branding.

Emily: I love it. I think that’s been a hesitation from a lot of advertisers to utilize different tools. The end asset doesn’t feel reflective of this brand. So another really good step in the right direction. Another step for Google, really promoting asset creation amongst their own tools.

Jeremy: And demand gen has really become a diet P-Max in a lot of ways, where I think it’s- Diet P-Max. I think it’s nice that you can have some brand guidelines here where a lot of the scary parts of PMAX and demand gen and responsive display ads where it doesn’t really represent my brand. We’re afraid it’s going to cheapen the brand. And anything you can do to make it look like a polished ad is super helpful and makes us want to use it more. Those standard ads are still super important, but I think this is, again, big win. They’re meeting us in the middle where it’s not fully optimized, but they’re going to let us do a few things custom. Granted, there’s not a ton of different fonts available in there. I was messing with it, but it’s definitely going to get you closer to where you want to be. Cool. Next. Microsoft launches premium streaming campaigns, placing videos across Netflix, Roku, Paramount, LG, Samsung. I don’t know how to pronounce that one. Rocketeen. I’ve never really done anything there. With one to three stars quality tiers. Basically, they’re going to be grading the videos that you put in there, and only the three-star assets reach the most premium inventory.

Emily: This was interesting to me. I personally have not done a lot with Microsoft Video, I think at all. But this is interesting. I don’t think there’s really much to do. Yeah, they had not much to do. But this is interesting. I mean, it’s just another way, I guess, to access premium inventory. I’d be curious. Performance, what actually is your placements?

Jeremy: Yeah, and visibility. What is this going to look like?

Emily: What do you have to do to unlock a three-star This feels like… Who is rating it? How is it being- Yeah, this feels like very giving me flashbacks to Mario Party where you’re getting stars to win the game and people are stealing stars.

Jeremy: But there’s not much to do with video on Microsoft. I never thought a video with Microsoft ever. Is there anything we could even really do previously to this? I’m not running video on Microsoft, so that’s interesting. Maybe they’ll throw it in the PMax. I have no clue. I’d rather just buy this programmatically and know where I’m getting my placements. Yeah. But neat. Definitely neat.

Emily: Yeah. Worth, I guess, a test. But yeah, I think you’re right. I still think we’re right.

Jeremy: We need a neat button and a dub button. We need buttons for our reaction to it.

Emily: There you go. We need buttons for things.

Jeremy: We’ll work on that. So again, with Microsoft, Microsoft P Max adds share voice insights, budget optimization tips, and deeper reporting for scaling decisions. So just think your basic impression share, share voice. This is where I would hit the da button. I don’t know What about you, Emily?

Emily: Yeah, another insight, more insight into now Microsoft P Max. I’ll take it. Microsoft P Max is another campaign I haven’t really done a lot of dabbling in. But hey, as an advertiser, any time we’re getting more insights, optimizations, reporting, I’ll take it.

Jeremy: I’m just starting to dabble with some of those because they now allow you to do brand exclusions, and you see your search terms. But I think as far as negative keywords, I think you can still only do the account-wide one, so it’s not quite-Not quite what Google does. You can finally see the search terms, but if I can’t add specific ones, I don’t know, that’s not super helpful. And I don’t want to necessarily add it to the entire account. Some of them you certainly could, but I think it’s good. Microsoft P Max is probably a year behind Google, so hopefully we get these other features, and I’m sure we’ll start using it more.

Emily: Yeah, they probably hired someone from Google, and now they’re Getting around to rolling all these out.

Jeremy: Next. Microsoft Shopping introduces clear delivery statuses and a diagnostics tile with explicit alerts and recommended actions right in the Overview page. An example for this would be product product offer is not found or no targeted products.

Emily: I’ll take it. Hey, an error that tells me exactly what’s wrong and what I have to do to fix it, that saves time. So I like it. I know we are often running a lot of scripts as well that find these errors and deliver us a message right to our inbox. So hopefully we can take care of these right away. But if you’re not running those types of scripts, I think this is great.

Jeremy: And I feel like Google has their variation of this where Google Merchant Center has become so integrated into Google Ads, where you before always needed to have both of them open. And you do still for a lot of cases. But the fact that you can go in to a shopping campaign or a Pinax campaign, and you can look at your products, you You can look at your custom labels. You can see some of the issues right in Google Ads. It’s so helpful. So if Microsoft is getting some of this, that’ll only allow us to run better ads on Microsoft. All right, next. Google Ads native experiments for AI Max in search and introduces locations of interest targeting for multiple location brands. So I’ll just jump in here just so you know more about this experiment. I think what’s cool about this I think you can run the experiment within the same campaign, so you don’t have to duplicate the campaign like most experiments. I think this is Google’s way of just trying to get people to test, are you getting better results with AI Max on? I love that. But I think if I’m I want to test it, the fact that I can do 50% of my traffic or something and test it that way, that’s cool.

Emily: Yeah, I like that, too. I think that leans into the adoption of less campaigns.

Jeremy: Adoption, too.

Emily: Adoption more. Yeah, it’s worse. But less campaigns is more. That’s always a little point of friction for me with running experiments is that I have to run a whole another campaign, and then now I’m running two campaigns, and I really only want to run one, and I’m trying to test. So I like this. I think this is a good ad.

Jeremy: I have to say more about the locations of interest. So that’s within AI Max when you have that on. And I did a deep dive on this. So how this would be cool is you could target the United States, and then you could say people that are in the United States, but they’re interested in a vacation in Mexico. That’s how that would work. Typically, you would just do that as a keyword. I think this is just a workaround. Basically, Google is like a pending a keyword to your keyword. Previously, you would just have to do this much differently. I just think there’s definitely reasons to try this out. Not going to be for everybody, but I like the idea of Let’s say you’re in Wisconsin and you want to target people that are taking a vacation to a different state. It’s a neat feature.

Emily: Yeah, I’ll take it. I just launched my first AI Max campaign this morning, actually.

Jeremy: Oh, nice. How to go?

Emily: I’ll stay tuned. It’s a test. Right now, we actually paused our DSA campaign, and I’m replacing it.

Jeremy: Which Google has been trying to make us do.

Emily: Which Google has been trying to make us do. And ours has not been spending. I’ve been trying to get it to spend the last three months trying different tactics. It’s just not spending. I’m like, Okay, let’s lean into this. Let’s give it a go because we’re all about testing. I think I’m only running $5 a day, and I have some URL exclusion ends on as well. I’m only running the ads for our main page, and then I think a services page for this client. But it’ll be interesting. But I’m excited, obviously, to test something new and see how the features actually look and work in the platform.

Jeremy: Yeah, let us know. That’s a low budget, but let us know what you see.

Emily: It is a super low budget, but I was scared.

Jeremy: We’ll ramp up. It might take you a year to get actionable data on a five hours a day.

Emily: We’re going to slowly raise it a penny a day. Like old-school manual CPC style.

Jeremy: For sure. All right, so this next one, I’m not seeing in accounts yet, but I do see people talking about it. And it’s that meta added the Instagram files metric across all campaign types. So neat. I feel like a lot of brands still is this leading to followers? And it’s hard to track that historically. So if this is making that easier, that’s pretty sweet.

Emily: Yeah. I immediately have flashbacks to when I ran organic social media and made, and I would have a spreadsheet with every week, and I would keep track of our four counts to see and try to tie back. Okay, we had a post, really take off. Is that how we got more followers? Okay, we should have more posts like this. So a tool like that would have really helped 10 years ago, Emily, but really excited to see it in the account now. Again, just another way we can show additional impact and fallout that you can have from your paid campaigns.

Jeremy: Because I think that it’s like, I want to say followers don’t matter, but they do. You want to seem legit. So there’s still a thing, but it’s not something that people focus on as much after 10,000 followers, maybe 100,000-follower goal.

Emily: I definitely think they still help like, legitimize your business, like you said, especially when you’re buying online. I got to make sure.

Jeremy: That’s true. If you were to buy a company that had 50 followers, you’d be like, this is a scam. Right.

Emily: But if they have 10,000 followers and believable reviews, then, yeah, take my credit card, I guess. See what happens.

Jeremy: All right. Next update. This is a big one. Pmax AdStrength now counts sight links. Missing them can pull it down.

Emily: I mean, sight links are awesome. You We should have them. If you’re not running site links, come on, get some site links.

Jeremy: Very true. All right. And then our last one for the day, a confusing one. We had to verify this before we did the podcast.

Emily: We had to read this three times. We did.

Jeremy: And we both interpreted it different. But then I think we came to the same conclusion. Yes. So Google is phasing out manual search language targeting in favor of AI-driven detection to match ads with user query and intent. So we think that means that Google is just matching the language to your ads, essentially. That’s right, Emily? Am I missing something there?

Emily: That’s what we thought. And initially I had thought, oh, boy, like Google translation is going to translate my ads. And if there’s anything eighth grade, Emily learned from Google translation in her Spanish class, it was that this feature was not accurate. Although I bet it came a long way, but it did not do me well when I was trying to cheat on my Spanish homework. But yeah, We believe, based off the updates that we’ve been reading, it’s exactly what Jeremy said.

Jeremy: Which could be interesting. I mean, there’s some campaigns that we run in English and we target Spanish as well. So I don’t know. It could have an effect in certain situations. We’ll have to wait and see because I get the Spanish search terms often through some of my English ads. That might not be best practice for everything. For this particular brand, it makes sense. And they get conversions.

Emily: I think there’s Probably more coming from this one. We’ll probably be talking about this again in the next couple of months.

Jeremy: And that’s the Click Brief podcast for August 2025. This episode was edited by AjaBlue and produced by Grant Nelson, Emily Anderson, and me, Jeremy Packee. Emily, any parting words?

Emily: We tried to keep this brief, so remember, again, check out the full Click Brief blog at granularmarketing.com. And thanks for listening. See you next month.

Jeremy: Cool. See you.

Emily: All right. The crowd goes wild.

Jeremy: Round noise. Can we clap for ourselves? We should have that.

Emily: Good job. Good job. We did it.