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What affects impression share

Basically, Impression share = impressions / total eligible impressions. It’s based on a lot of factors which we’ll dive into shortly. Impression share is available at campaign, keyword and ad group levels.
A 50% impression share for example means that out of all bid auctions that your ad could have been shown in, you showed for half. So you lost 50% of the traffic. Generally this can be a budget issue but there are other factors at play here.

What is a good impression share?

A good impression share you might think is 95%-100%. This is true in most cases unless you’re in a high competition niche or industry. For example, if the competition is high and you have 100% impression share, your budget will be exhausted VERY quickly.

If your impression share is 60%, your ad will only be seen 60% of the time, and in turn get less clicks. But if the competition is high, you’ll still have enough leads or sales.

So what exactly affects Impression share?

Ad quality.

  • Quality score of ads determines ad position & impression share.
  • The more ‘matched’ the ad copy is to the keyword, the higher the position and impressions.

Keyword match types.

  • Broad match gets more impressions and wastes money.
  • Phrase match gets more impressions than exact match, but wastes less money than broad.
  • Exact match gets less impressions but only shows for that exact phrase.

Negative Keywords increase impression share for what you want to show for.

  • Ads displayed for fewer search queries. Gaining a higher impression share by only showing for qualified users.

Budget & Keyword Bid.

  • The more money that’s available to spend on keywords, the more the keyword will show.


  • The less locations targeted compared to a competitor, strengthens your impressions in that area. E.g. if someone is targeting all of Ireland, Dublin will take a lot of their budget. meaning less budget & impressions for the rest of the country.


  • The more your ad is displayed during the day, the more impressions you get.
  • Increases or decreases in budget during the day will increase or decrease impressions.

Bidding strategy.

Target CPA needs at least 30 conversions before it will start to learn how to effectively use budget.

Target Impression Share can be bid for in three ways. You set a goal Impression Share Percentage.

  • Absolute top of page.
  • Top of page.
  • Anywhere on the page.

You can also set a max CPC bid to help not overspending.

Google also has some useful information for your reading here

I hope that’s covered what affects impression share, if you have any questions or more insightful information regarding us, don’t forget to leave us a comment below! Maybe you might also be interested in how AI can help journalism – check that out over here.

Happy tweaking those ads folks!

what affects impression share adwords
Photo by Pixabay on

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How Artificial Intelligence Can Save Journalism

artificial intelligence
Newsrooms need to take advantage of what AI can offer and come up with new a business model. (Shutterstock)

Patrick White, Université du Québec à Montréal (UQAM)

The economic fallout from the COVID-19 pandemic has caused an unprecedented crisis in journalism that could decimate media organizations around the world.

The future of journalism — and its survival — could lie in artificial intelligence (AI). AI refers “to intelligent machines that learn from experience and perform tasks like humans,” according to Francesco Marconi, a professor of journalism at Columbia University in New York, who has just published a book on the subject: Newsmakers, Artificial Intelligence and the Future of Journalism.

Marconi was head of the media lab at the Wall Street Journal and the Associated Press, one of the largest news organizations in the world. His thesis is clear and incontrovertible: the journalism world is not keeping pace with the evolution of new technologies. So, newsrooms need to take advantage of what AI can offer and come up with new a business model.

For Marconi, journalists and media owners are missing out and AI needs to be at the heart of journalism’s business model in the future. As a professor of journalism at the Université du Québec à Montréal, I have been closely following the evolution of this profession since 1990, and I am mostly in agreement with him.

In Canada, The Canadian Press news agency is, for example, one of the rare media outlets to use AI in its newsrooms. It has developed a system to speed up translations based on AI. The _Agence France-Presse_ news agency (AFP) also uses AI to detect doctored photos.

AI does not replace journalists

Artificial intelligence is not there to replace journalists or eliminate jobs. Marconi believes that only eight to 12 per cent of reporters’ current tasks will be taken over by machines, which will in fact reorient editors and journalists towards value-added content: long-form journalism, feature interviews, analysis, data-driven journalism and investigative journalism.

At the moment, AI robots perform basic tasks like writing two to six paragraphs on sports scores and quarterly earnings reports at the Associated Press, election results in Switzerland and Olympic results at the Washington Post. The outcomes are convincing, but they also show the limits of AI.

AI robots analyzing large databases can send journalists at Bloomberg News an alert as soon as a trend or anomaly emerges from big data.

AI can also save reporters a lot of time by transcribing audio and video interviews. AFP has a tool for that. The same is true for major reports on pollution or violence, which rely on vast databases. The machines can analyze complex data in no time at all.

Afterwards, the journalist does his or her essential work of fact-checking, analyzing, contextualizing and gathering information. AI can hardly replace this. In this sense, humans must remain central to the entire journalistic process.

A broken business model

Marconi is quite right when he explains that the media must develop a paid subscription model, get closer to their communities with even more relevant content, develop new products (newsletters, events, podcasts, videos) and new content. AI can facilitate some of this by generating personalized news: recommendations for readers, for example.

In this sense, AI is part of a new business model based on breaking down media silos. There needs to be a symbiosis in the sense of establishing a “close collaboration” between the editorial staff and other media teams such as engineers, computer scientists, statisticians, sales or marketing staff.

In a newsroom, more than ever before, databases must be used to find stories that are relevant to readers, listeners, viewers and internet users.

And there are already various AI tools available to detect trends or hot topics on the internet and social media. These tools can also help newsrooms distribute content.

Beware of bias

Of course, newsroom size must be taken into account. A small weekly or a hyper-local media organization may not have the means to act quickly in adopting AI. But for the others, it’s important to start taking action right away. Journalists need to be better trained and begin to work with start-ups and universities to get the best out of this. AI is not a fad. It is here to stay.

Journalism is not keeping up with new technologies, writes Francesco Marconi in Newsmakers, Artificial Intelligence and the Future of Journalism.

Take the current example of COVID-19. This is an opportunity to analyze public health data to make connections, analyze and dig into the data neighbourhood by neighbourhood and street by street. AI can help with that. But it takes well-trained data reporters to do this work.

One of the dangers of AI, on the other hand, is algorithm bias. Because algorithms are designed by humans, there will always be biases that can alter data analysis and lead to serious consequences. And human verification of content before publication will always remain a safeguard against errors.

AI has also helped developing systems for detecting fake videos (deepfakes) and fake news, which are of course supported by experienced journalists from Reuters and AFP, for example.

In this sense, the transformation of newsrooms is only just beginning and Marconi’s essay is a must-read for identifying survival scenarios for media organizations and journalists. Because that’s what it’s all about. We need to better equip our newsrooms and completely rethink the workflow to achieve better collaboration and better content that will attract new and paying subscribers.

Patrick White, professeur de journalisme , Université du Québec à Montréal (UQAM)

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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Redesigning social media platforms to reduce ‘FoMO’

Fear of missing out, or FoMO, is commonly described as that anxious feeling you get when you think other people might be having a good time without you.

Excessive FoMO is closely related to symptoms of behavioural addiction. It often leads to undesirable behaviour such as the constant checking of social media, even in an inappropriate context, like while driving, and becoming overly preoccupied with reactions to online posts and messages.

Our new research has identified the main triggers of this psychological phenomenon, the contexts in which it happens and the types of fears involved in it. We have also suggested new design features which social media platforms could introduce to minimise this most modern form of social anxiety.

Humans are fundamentally social creatures. Our identity, beliefs and behaviours come from and are shaped by our interactions with others. From those we know well, to fleeting moments of eye contact with the strangers we walk past on the street. Previous generations may have had periods of respite from the social world. But the emergence of social media platforms and smartphones means access to social information and interaction, 24 hours a day, has never been easier.

Tourists looking at their mobile phones instead of the passing sights at the famous Damnoen Saduak Floating Market, Bangkok, in February 2015. EPA/BARBARA WALTON

This constant flow of interaction has an effect, and despite the adage that nothing on the internet ever goes away, social information can expire and become less meaningful after time. For example, ongoing group chats, live streaming and direct messages which expect an immediate answer. When people fail to keep up with all these battling messages and streams, FoMO rears its ugly head.

FoMO sub-categories

In our research, we looked at the situations and contexts in which FoMO may be triggered and what fears are encountered.

FoMO as a singular concept is an oversimplification. In contrast to the common idea of FoMO happening due to disconnection from the internet and social media (like losing signal or a dead battery), we found that it often happens when people are indeed connected. For example, when people have multiple devices and social media accounts and have little time or desire to check them all, they may fear missing important messages and events.

FoMO can also happen when people get frustrated by others not responding, despite receiving and reading messages. They may fear that they have missed out on previous interactions and missed out on the chance to show empathy. In addition to these, we discovered a number of sub-fears, such as:

  • fear of missing the opportunity to gain popularity. This happens if one is late in responding to others and in expressing empathy when needed
  • fear of missing valuable information
  • fear of being excluded from social groups due to lack of timely engagement
  • fear of inciting negative reactions

FoMO has been associated with feelings of stress and anxiety and concerns around how we relate to each other online and what our expectations are. This is why social networks in their current designs are seen by many as antisocial tools, aiming mainly to attract people’s attention but focusing less on a healthy and humanised interaction.

FoMO also leads to questions about the role of technology in harming people’s wellbeing and the limited availability of tools and design features to help them regulate and shape their online social presence and identity. The Google Digital Wellbeing initiative is an example of efforts in that direction, with a focus on screen time awareness and management and novel ways for managing notifications and cool-off times.

In our assessment of social media platforms we noted how design features may trigger FoMO in users. For example, the basic feature of showing how many likes a post has received may create a fear that the user is missing out on indicators of social approval – something that has been demonstrated to be linked to emotional wellbeing.

Other features, such as the double tick delivery and notification feature in WhatsApp, may create a preoccupation with social relationships. So FoMO can be triggered when a user begins wondering why friends are not responding, despite reading the message. This can be a risk since, as demonstrated within social psychological research, people often make mistakes in their explanation and interpretation of the behaviour of others.

Read more: Social media is as harmful as alcohol and drugs for millennials

A message left on “unread” or unanswered, for instance, may be interpreted by the sender as a snub, when in reality the recipient could have intended to do so but then lost their wifi connection or entered a meeting.

Design solutions

Technology can enhance existing problems, but it can also be used to bring about positive change. It can do so in an intelligent and interactive way. From the discussions we have had with people experiencing FoMO, we have identified a number of possible designs that could be implemented in a way that cross cut all their social media accounts, including:

  • Setting priority lists so that a person receives messages and notifications only for important events and topics and from selected sources, groups and contacts that they care about.
  • Allowing easy filtering, event recording and recapping so that a person can come back to social media in their own time without missing the temporarily available information and – at the same time – without being overwhelmed with pending notifications, content and interactions.
  • Enabling people to specify their social interaction protocol. For example, similar to setting privacy settings, users can specify that they do not always respond to comments and their presence online is sporadic so that others should not expect them to be fully engaged all the time.

Tech companies are conflicted between their goal of having as many users as possible on the one hand and their need to balance that with user wellbeing on the other. As an alternative, we propose a liberal and open model that allows applications and services – developed by third parties that are trusted and authorised by the user – to access their social media accounts and online usage data with the aim of helping them to regulate FoMO and the problematic attachment to digital media in general.

Sources: Raian Ali, Hamad Bin Khalifa University, John McAlaney, Bournemouth University, Aarif Alutaybi, Bournemouth University, The Conversation

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Apps That Automatically Sort Your Files

We’ve all been there, Desktop and Download folder absolutely covered with files and then it takes an hour or more to sort it.

What if i told you there was an easier way?

You can download Apps for Windows & Mac That will sort your files according to terms you pick. Such as file type, location, size… This can happen either when an App is downloaded or when you scan certain folders using the app.

Great, now what do I do? Download some of these programs and try them out yourself!

1. DropIt

DropIt was selected as number one mainly because it’s free, and it gives you the basics of automatic file movement. There are no “if” or “then” statements at play here, which I personally find quite handy for automatically sorting and renaming Photos.

To organize files, you need to create some rules and actions. You Right click the float icon and choose Associations then Click on the + button to create rules. You can drag/drop files & folders into the icon also to start processing them.

Dropit – Source: Dropit

“You can define how to filter your files (by name, directory, size, date, properties, content, regular expressions) and associate one of the 21 available actions to perform (Move, Copy, Compress, Extract, Rename, Delete, Split, Join, Encrypt, Decrypt, Open With, Print, Upload, Send by Mail, Create Gallery, Create List, Create Playlist, Create Shortcut, Copy to Clipboard, Change Properties and Ignore)” – Dropit

Some other noteworthy features of DropIt are group association – e.g. one profile for work, one for home. You can also SPLIT and JOIN files or send files via Email using Dropit, which is pretty awesome

You can download DropIt here

2. File Juggler

File Juggler is free for 30 days then €47.00 after the trial expires. It probably is the most extensive on this list, so you would be better suited to at least try DropIt first, see how much it gets used then decide if you want to move to File Juggler.

Some of the features are moving files, renaming files, deleting files, organizing documents such as looking for keywords or dates in the contents of the files and then move/delete/rename them according to what it finds and where you specify to move it.

FileJuggler – Source:

The layout might seem a bit ‘algebra’ at first but really, it’s quite simple. You set the folders you want to monitor, then “if” any of the following – file extension is pdf / doc / ppt / xlsx.. “Then” Move file to “Documents”

You can download the free trial of FileJuggler here

3. Easy File Organizer

Easy file Organizer is another freemium option with some unique features such as charts showing you how many items you’ve organized, their kind, amount, size, date etc.

You can sort files by kind, extension, size, date, including searching in sub-folders, using custom rules. One nice feature is organizing files into folders generated from the file name – Which comes in very useful for photos.

Easy File Organizer – Source:

With Easy File Organizer you can set up multiple folders to be searched using the same filter. For example you have documents in your Documents folder, on your USB sticks & External Hard drives (Or want to save them to your External HDD) and also in your Downloads folder. You can then scan all of these directories automatically and put them wherever you want depending on filetype. So PDF’s could go into Documents/PDF and DOC files could go into Documents/

Another nifty feature is that all this is always reversible, so you can undo it if you can’t find something you just Downloaded for example.

You can download the free trial or buy Easy File Organizer here

Mac Option

“What about Mac” you say? Well, I’m actually using a ‘Mac’ and there (in my opinion) is only one option worth noting. It’s light weight, easy to use and un-obtrusive. It also gives a little popup every time it redirects a file, which is useful because you can click it and go straight to the file in Finder.


This thing is a godsend for Mac users, as we all know Finder is a bit of a nightmare to navigate sometimes.

Hazel can do almost everything any of the above can, but it has some extras that are awesome, such as moving files depending on what site they were downloaded from.

Hazel – Source:

Hazel can open, archive, tag and even upload. It will also delete your trash automatically after a certain time or if it’s over a certain size. Some of its other useful actions to note are: Spotlight integration, Photos & iTunes importing, Notifications, Tags, AppleScript & Automator. 

So for example, if you download a mp3 or album, it can automatically import it into iTunes to a specific playlist depending on what you choose – for e.g. Artist name, genre etc.

Hazel costs €30, and a free trial can be downloaded from here

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Websites for Copyright/Royalty Free Images and Music

Frustrated every time you go to make some content whether it’s a video or a website and you always come across some Pinterest link or Shutterstock? Me too.

Here’s some links to Copyright free content.

Annoyed every time you want to find an image but it has a watermark? Look no further.

Images –

Free downloads when you sign up with a Free user account:

Free downloads with no user account needed:

Music/Audio –

Free downloads, no user account needed:

Do you know any other good sites? Let us know! We’d love to hear from you.

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How to Add a Ninja Forms Loading Icon

I searched everywhere on the web for this and only found one (that didn’t work), So here is my method of adding a loading icon / loading spinner to Ninja Forms (Or probably any form such as Gravity Forms / WPForms) using BlockUI.

The site I was working on had a lot of ‘Actions’ that ran in the background on Submit, so the form took forever to send, with nothing visually moving to let people know something is happening. Initially I wanted to append a spinner inside the button but I couldn’t figure that out (If you know how – hit me up below).

You can see the working loading icon at the bottom of the page. This will display in the centre of the screen with a semi-transparent background hiding your content.

What you’ll need:

  • Insert Headers & Footers Plugin (If you only have one form).
  • Insert HTML widget. (If you have multiple forms) – I used Insert PHP/HTML.
  • BlockUI js file.
  • FTP Access to your WP Site to upload BlockUI.
  • A fully CSS loading icon. I got mine (below) from here.
  • My below script to either go in your sites header or on each.

1. Lets get started.

Upload the blockUI file you downloaded to your webserver into this directory:

2. Headers & Footers Method

Skip to Insert PHP/HTML Method if you have more than one form.

  • Install the Install Headers & Footers plugin.
  • Login to your WP Site and Navigate to “Settings -> Insert Headers & Footers”
  • Copy & paste the code below (Edit it to match your BlockUI directory from Step 1 and your submit button id – We’ll get to that.)
<script src=""></script>
<!-- include BlockUI -->
<script src=""></script>
<script type="text/javascript">
    // unblock when form has submitted
    $(document).on( 'nfFormSubmitResponse', function() { $.unblockUI(); });

   $(document).on('click', '#nf-field-XXX', function() {
   $.blockUI( {
       message: '<div class="loader">Loading...</div>',
       css: {
            padding:    '15px',
            'text-align': 'center',
            color:      '#212121',
            border:     'none',
            backgroundColor:'rgba(255, 255, 255, 0.0)',
            cursor:     'wait',
            '-moz-border-radius':   '3px',
            'border-radius':        '3px'
        } } );

You need to change “” to your BlockUI location.

You also need to change #nf-field-XXX to your button id. This can be found by opening your website page with the form in Google Chrome, right click on your Submit button and click “Inspect”.

In the below example you can see it is #nf-field-582

3. Insert PHP/HTML Method

Skip this step if you only had one form and completed Step 2.

  • Log in to WordPress and Edit the page that has your form on it, using your editor of choice (I used Elementor).
  • Add your Insert HTML/PHP widget.
  • Copy & paste the code below (Edit it to match your BlockUI directory from Step 1 and your submit button id – We’ll get to that.)
<script src=""></script>
<!-- include BlockUI -->
<script src=""></script>
<script type="text/javascript">
    // unblock when form has submitted
    $(document).on( 'nfFormSubmitResponse', function() { $.unblockUI(); });

   $(document).on('click', '#nf-field-XXX', function() {
   $.blockUI( {
       message: '<div class="loader">Loading...</div>',
       css: {
            padding:    '15px',
            'text-align': 'center',
            color:      '#212121',
            border:     'none',
            backgroundColor:'rgba(255, 255, 255, 0.0)',
            cursor:     'wait',
            '-moz-border-radius':   '3px',
            'border-radius':        '3px'
        } } );

You need to change “” to your BlockUI location.

You also need to change #nf-field-XXX to your button id. This can be found by opening your website page with the form in Google Chrome, right click on your Submit button and click “Inspect”.

In the below example you can see it is #nf-field-582

Repeat this same process for every page that has a form. Changing only your #nf-field-XXX

4. Add your Pure CSS loader of choice. (Or Mine)

  • If you’re using a custom loading icon remember to change the line in the code you added to match. These work well as they are already called ‘loader’
<div class="loader">Loading...</div> 

Change “loader” to your “.loader_name” from the CSS you add. You can also change the ‘Loading…’ text or add:

<p>Your text here</p> after the </div> closing tag.

Adding your CSS loader

From your WordPress, go to Appearance > Customize > Additional CSS.

Copy and paste your loading icon CSS or use mine (The one at the top of the page)

.loader:after {
  background: #4a54ff;
  -webkit-animation: load1 1s infinite ease-in-out;
  animation: load1 1s infinite ease-in-out;
  width: 1em;
  height: 4em;
.loader {
  color: #4a54ff;
  text-indent: -9999em;
  margin: 88px auto;
  position: relative;
  font-size: 11px;
  -webkit-transform: translateZ(0);
  -ms-transform: translateZ(0);
  transform: translateZ(0);
  -webkit-animation-delay: -0.16s;
  animation-delay: -0.16s;
.loader:after {
  position: absolute;
  top: 0;
  content: '';
.loader:before {
  left: -1.5em;
  -webkit-animation-delay: -0.32s;
  animation-delay: -0.32s;
.loader:after {
  left: 1.5em;
@-webkit-keyframes load1 {
  100% {
    box-shadow: 0 0;
    height: 4em;
  40% {
    box-shadow: 0 -2em;
    height: 5em;
@keyframes load1 {
  100% {
    box-shadow: 0 0;
    height: 4em;
  40% {
    box-shadow: 0 -2em;
    height: 5em;

You’re Done!

You can edit the style of the “BlockUI” giving it a background by changing the transparency in backgroundColor field in Step 2/3.

I’ve set it to 0.0 which makes the Block fully transparent. 0.3 would be less transparent etc.

For more blockUI styling options & demos click here

If you have any issues with this, or know how to get a spinner to work within a Ninja Form submit button, let me know below in the comments.

Any method of ‘appending’ a spinner to a Ninja Form Submit button I found online simply didn’t work.

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Google Launches Free Version of Stadia With a Two Month Pro Trial.

Anyone with a Gmail address can get Stadia free of charge.

Google is launching the free version of its Stadia game streaming service today.

It comes just two months after Google promised a free option was coming soon, and it will mean anyone can get access to 9 games which includes Destiny 2: The Collection, GRID and Thumper, for free.

Anyone with a Gmail address can sign up free, and Google’s even giving a free two month trial of Stadia Pro as part of the launch.

Source – Google

Pre-existing Stadia Pro customers get two months of the service for free, as Google isn’t charging existing subscribers for the next two months.

But while Google Stadia Pro is available to play today on Google Chrome and compatible TVs using Chromecast, it can’t be used through Android mobile devices.

You can still use Google Stadia’s App to access your account.. but when it comes to loading up a game, you’ll be forced to open it up in a Google Chrome window.

This is another step that has been implemented due to the Coronavirus pandemic, which has led Google to remove Andorid support from their Pixel devices.

If you’re interested in trying out Stadia for free, you can now sign up over at Google’s Stadia website.

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How Cloud Helpdesks Give A Better Customer Experience

Why businesses are adopting Cloud Helpdesk Software to streamline ticket management workflows and improve overall customer experience.

Running a business is a challenging task, to begin with. But when you get down to it, you see there are plenty of other sub-tasks, some more important than others, that can prove to be quite tricky as well. Case in point: Effectively managing the customer experience.

Customers today have come to expect quite a bit from the companies they give their business to. Today, they want smooth and seamless service, and customer support has to be even more effortless. And what makes things even more complicated is the fact that their demands and expectations keep evolving at a rapid pace.

In the face of such circumstances, companies have felt the need for a robust solution that can effectively help them contend with this challenge. And the answer? Cloud-based help desk ticketing software. You see, on the outset, it would seem that such tools only serve a minimal purpose, i.e., enhance their help desk ticket management process. But the truth is that these tools are capable of so much more. In essence, they are comprehensive solutions that help companies manage customer queries/problems, deliver solutions, and track and generate reports for the overall process.

When used correctly, cloud ticketing software can completely overhaul the quality of the customer experience.

Here’s how they do that:

  1. Optimize ticket management workflows: One of the key benefits is that such software enables customers to submit their concerns and complaints to the company round the clock. It then automatically filters these tickets and assigns them an order of preference or whatever other criteria the business may have selected. And since all of this is on the cloud, one can manage tickets from wherever they are.
  2. Support across all channels: The basic principle at work here is that everything is first brought under the umbrella of a centralized database. It is then accessed via a dashboard that gives staff the requisite visibility along with the appropriate tools to resolve the customer support tickets efficiently and quickly. It also offers omnichannel support, i.e., the ability to use touchpoints like social media, emails, chat, and more to connect with customers wherever they are and deliver personalized support.
  3. Enhanced customer experiences: This is more of an overall advantage. In essence, you see cloud ticketing software enable a variety of functionalities and features, such as self-service, expedited resolution time, and security, among other things. And all of these factors, together, contribute to ensuring the delivery of a top-notch customer experience every single time they engage with your business. It is because all of these factors are fundamental to an ace customer experience, and when they are seamlessly managed, it becomes that much easier to achieve substantially better customer experiences.

As technology and the digital realm continues to evolve at a rapid pace, customers’ expectations will only become more complicated. And to effectively deal with that challenge, your business will need the robust support of a full featured Help Desk Software.


Top Free Helpdesk Software

  • ConnectWise Control
  • Deskero
  • Freshdesk
  • SysAid
  • ManageEngine ServiceDesk Plus
  • Zoho Desk
  • Hesk

Top Paid Helpdesk Software

  • Freshdesk
  • Zendesk
  • Casengo
  • Mojo Helpdesk