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Google Ads Search Trends Insights

Published on: December 7 2022 by Paid Media Pros

Google Ads Search Trends Insights

Google Ads Search Trends Insights

startTime durationTime text
00:00:01 00:00:05 google ads search trends insights is an
00:00:03 00:00:07 area within your account how you can
00:00:05 00:00:09 review how interest between certain
00:00:07 00:00:12 search term categories has changed over
00:00:09 00:00:14 time it could be week over week month
00:00:12 00:00:15 over month or even looking at the past
00:00:14 00:00:17 year
00:00:15 00:00:19 we can look at reports on how search
00:00:17 00:00:21 volume has changed for certain search
00:00:19 00:00:23 terms that are related to your current
00:00:21 00:00:25 campaigns or ad groups or we can get an
00:00:23 00:00:28 idea of how search volume has changed
00:00:25 00:00:30 for potential new search term ideas that
00:00:28 00:00:33 you may want to add to your account this
00:00:30 00:00:35 is a great way to understand how demand
00:00:33 00:00:37 has changed and how it can impact the
00:00:35 00:00:39 growth opportunities for your google ads
00:00:37 00:00:41 search campaigns
00:00:39 00:00:42 it's going to be different because not
00:00:41 00:00:44 every account is going to have the same
00:00:42 00:00:47 view so it's just easier if i just show
00:00:44 00:00:48 you myself so let's hop in
00:00:47 00:00:50 throughout this video i'm going to be
00:00:48 00:00:52 hopping in between a few different
00:00:50 00:00:53 accounts that is because the search
00:00:52 00:00:56 trends view could be different for each
00:00:53 00:00:58 account so to find it no matter where
00:00:56 00:01:00 you are in google ads in the left hand
00:00:58 00:01:03 menu right under recommendations you
00:01:00 00:01:05 will see insights so let's click on that
00:01:03 00:01:07 and i purposely started with the paid
00:01:05 00:01:08 media pros demo account because we do
00:01:07 00:01:10 see this screen show up on a few of our
00:01:08 00:01:12 smaller accounts that we manage or if
00:01:10 00:01:14 you check your insights frequently you
00:01:12 00:01:16 may run into this message but if you
00:01:14 00:01:19 look towards the top right above the
00:01:16 00:01:21 image it says insights will update daily
00:01:19 00:01:22 so it's okay to make a good habit of
00:01:21 00:01:24 coming back to this view and just
00:01:22 00:01:26 checking this page frequently you will
00:01:24 00:01:28 see as we get into other accounts that
00:01:26 00:01:30 you can give a thumbs up or thumbs down
00:01:28 00:01:33 to tell google ads if the suggestions or
00:01:30 00:01:35 the insights are helpful or not helpful
00:01:33 00:01:36 we've seen the more feedback that we
00:01:35 00:01:39 give the more frequent we get some of
00:01:36 00:01:40 the insights so let me go up to the
00:01:39 00:01:42 other account so we can start looking at
00:01:40 00:01:44 some actual search trend data
00:01:42 00:01:46 so here's one view for an account that
00:01:44 00:01:48 has campaigns targeting multiple
00:01:46 00:01:50 countries if you look at this area i'm
00:01:48 00:01:52 highlighting right here we see this
00:01:50 00:01:54 specific trend is for australia and if
00:01:52 00:01:56 we jump down to the main headline the
00:01:54 00:01:58 bigger text in bold google's telling us
00:01:56 00:02:00 network security is trending compared to
00:01:58 00:02:02 last month so let's break this down a
00:02:00 00:02:05 little bit network security is not just
00:02:02 00:02:07 one keyword or one search term it is a
00:02:05 00:02:09 category of searches so if you look in
00:02:07 00:02:11 the area off to the right under top
00:02:09 00:02:13 searches i had to blur out some of these
00:02:11 00:02:15 keywords and then the blue part says
00:02:13 00:02:17 there's 86 more searches so the network
00:02:15 00:02:19 security part is more of a search term
00:02:17 00:02:21 category and it's showing you how it's
00:02:19 00:02:23 trending compared to last month so we're
00:02:21 00:02:25 seeing that search interest in australia
00:02:23 00:02:27 is up 11
00:02:25 00:02:29 and you can see that's between 100 000
00:02:27 00:02:31 and a million searches and then our
00:02:29 00:02:33 clicks is up over a thousand percent but
00:02:31 00:02:35 you see that's only about 100 clicks i
00:02:33 00:02:36 can't change anything with search
00:02:35 00:02:38 interest
00:02:36 00:02:40 but if we go over to your clicks we can
00:02:38 00:02:42 choose a different option so now let's
00:02:40 00:02:44 look at costs if i highlight it again
00:02:42 00:02:46 it's showing us the trends for the last
00:02:44 00:02:47 28 days it said that for clicks too but
00:02:46 00:02:49 then we could see the difference between
00:02:47 00:02:51 cost from a percentage and the actual
00:02:49 00:02:53 dollar amount going over again let's
00:02:51 00:02:55 look at impressions and there we can see
00:02:53 00:02:57 how impressions have changed over the
00:02:55 00:03:00 past 28 days if we choose one of these
00:02:57 00:03:02 options we can go down to view trend
00:03:00 00:03:04 details so the top portion is still the
00:03:02 00:03:06 same view that we saw on the previous
00:03:04 00:03:08 screen i'm going to quickly go down
00:03:06 00:03:09 there we see recommendations same stuff
00:03:08 00:03:11 that you would find on the
00:03:09 00:03:12 recommendations page you can look and
00:03:11 00:03:15 see if it's actually going to have an
00:03:12 00:03:17 impact on there not truly related to the
00:03:15 00:03:18 search trends section in my opinion and
00:03:17 00:03:19 i'm not going to go over the
00:03:18 00:03:21 recommendations part but let's scroll
00:03:19 00:03:24 down a little bit more to get a better
00:03:21 00:03:26 understanding so within that search
00:03:24 00:03:28 category that we clicked on we see if i
00:03:26 00:03:30 move my mouse over we're starting on
00:03:28 00:03:32 your account so it's showing us search
00:03:30 00:03:34 terms that were triggered from our live
00:03:32 00:03:36 campaigns and there we have seen the
00:03:34 00:03:38 difference in clicks for these search
00:03:36 00:03:40 terms and then the search volume for
00:03:38 00:03:42 australia remember that was the country
00:03:40 00:03:44 for that specific view and just like in
00:03:42 00:03:46 the previous view instead of clicks you
00:03:44 00:03:48 can switch between the cost and the
00:03:46 00:03:51 impressions so just looking at the top
00:03:48 00:03:53 row in this one box again i apologize i
00:03:51 00:03:55 have to blur things out this specific
00:03:53 00:03:58 search term that's coming from this
00:03:55 00:04:00 specific campaign has seen a growth in
00:03:58 00:04:01 impressions and it's also seeing
00:04:00 00:04:04 positive growth from overall search
00:04:01 00:04:06 volume in australia if i wanted to view
00:04:04 00:04:09 more at a time i could add up to 25 rows
00:04:06 00:04:10 to view or i can just slide over to see
00:04:09 00:04:12 different search terms and different
00:04:10 00:04:14 search trend reports so those are the
00:04:12 00:04:16 ones that were just in our account if i
00:04:14 00:04:19 go over to new terms here we might get
00:04:16 00:04:21 some ideas of newer terms to consider
00:04:19 00:04:23 adding to the account if it makes sense
00:04:21 00:04:25 we see we just have search volume but
00:04:23 00:04:27 you can still scroll over and view some
00:04:25 00:04:28 different options if i scroll down a
00:04:27 00:04:30 little bit we get a few more
00:04:28 00:04:31 recommendations of course but in a
00:04:30 00:04:33 different view they're showing us
00:04:31 00:04:35 overall campaigns and then another cool
00:04:33 00:04:37 view is that we get to see some auction
00:04:35 00:04:39 insights we understand that you can go
00:04:37 00:04:41 at the account and campaign level and
00:04:39 00:04:42 look at your auction insights but this
00:04:41 00:04:45 one's looking at impression share for
00:04:42 00:04:47 the campaigns that fall within that one
00:04:45 00:04:48 search terms category that we originally
00:04:47 00:04:50 looked at so it's kind of a different
00:04:48 00:04:52 view because it's all related and then
00:04:50 00:04:53 if we scroll down to the bottom they're
00:04:52 00:04:55 giving us different trends that we can
00:04:53 00:04:57 look at with different search term
00:04:55 00:04:58 categories so just like we did when we
00:04:57 00:05:00 originally jumped in this account we can
00:04:58 00:05:02 go and view trend details and here we
00:05:00 00:05:04 get the same view just for the different
00:05:02 00:05:06 search trend category so i'm going to
00:05:04 00:05:08 head back to the main insights this is
00:05:06 00:05:10 where we first jumped in within this
00:05:08 00:05:11 account scroll down a little bit and
00:05:10 00:05:13 network security was the first one we
00:05:11 00:05:15 looked at for australia but now we see
00:05:13 00:05:17 it for the united states and the
00:05:15 00:05:19 australia one that we looked at above
00:05:17 00:05:21 was for last month this united states
00:05:19 00:05:22 network security category is for last
00:05:21 00:05:24 month but we can look at the same
00:05:22 00:05:27 category in the united states for the
00:05:24 00:05:29 last year so over the past year search
00:05:27 00:05:30 interest has grown eleven percent i
00:05:29 00:05:33 could be finding out since there is a
00:05:30 00:05:34 growing interest in the network security
00:05:33 00:05:36 category and if that is an important
00:05:34 00:05:38 part of my business we can see there's
00:05:36 00:05:40 an opportunity there to most likely put
00:05:38 00:05:41 a little bit more budget into the search
00:05:40 00:05:43 terms for this category if it's
00:05:41 00:05:45 important to my business and i want to
00:05:43 00:05:47 capitalize on this growth if we scroll
00:05:45 00:05:49 over a little bit you see it's looking
00:05:47 00:05:51 at network security comparing the last
00:05:49 00:05:54 year but for australia and if we view
00:05:51 00:05:56 trend details we can look at demand then
00:05:54 00:05:58 for the past year again in our entire
00:05:56 00:06:00 account or maybe look at new terms that
00:05:58 00:06:02 have been growing over the past year so
00:06:00 00:06:04 this is just one account and a few
00:06:02 00:06:05 different options that google is
00:06:04 00:06:06 recommending let's hop into a different
00:06:05 00:06:08 one
00:06:06 00:06:10 so i hopped into a larger account that
00:06:08 00:06:12 has many campaigns and a good amount of
00:06:10 00:06:14 keywords in them and this one gives us a
00:06:12 00:06:15 little bit different view we still get
00:06:14 00:06:18 the recommendations at the top that you
00:06:15 00:06:19 can view apply ignore that's fine so i'm
00:06:18 00:06:21 going to jump down a little bit and here
00:06:19 00:06:24 we see a different view instead of
00:06:21 00:06:25 looking at one specific search category
00:06:24 00:06:27 and how it's performing compared to the
00:06:25 00:06:30 last month or the last year this view is
00:06:27 00:06:32 giving us multiple rows and each row is
00:06:30 00:06:34 a different search category now for just
00:06:32 00:06:36 choosing one search category again sorry
00:06:34 00:06:38 i have to blur these out we can click on
00:06:36 00:06:40 the arrow next to it to expand a
00:06:38 00:06:41 specific search category and then
00:06:40 00:06:44 they're showing us the search term
00:06:41 00:06:45 groupings for the main category gonna
00:06:44 00:06:47 bring it back up because there's really
00:06:45 00:06:48 not much to see if i have to blur
00:06:47 00:06:50 everything out but if we move over to
00:06:48 00:06:53 the campaigns it's showing us how many
00:06:50 00:06:55 campaigns and how many ad groups have
00:06:53 00:06:57 keywords that relate to the search terms
00:06:55 00:06:59 within these categories so in this view
00:06:57 00:07:01 i can look at the campaigns that have
00:06:59 00:07:03 search terms that fall under this
00:07:01 00:07:06 specific category i can look and see if
00:07:03 00:07:08 overall impressions are increasing is
00:07:06 00:07:09 search volume and search interest
00:07:08 00:07:12 increasing for search terms within this
00:07:09 00:07:14 category if they are i can change this
00:07:12 00:07:16 column to potentially look at clicks
00:07:14 00:07:17 conversions conversion value my
00:07:16 00:07:19 click-through rate to see if it's a
00:07:17 00:07:21 growing area for these campaigns within
00:07:19 00:07:22 my account you might need to look at a
00:07:21 00:07:24 few other views to actually see if it's
00:07:22 00:07:26 profitable or something that you do want
00:07:24 00:07:28 to invest more in but if it is
00:07:26 00:07:30 profitable it's giving you good returns
00:07:28 00:07:32 this can give you decent insights based
00:07:30 00:07:34 on growing search volume to go back to
00:07:32 00:07:36 your boss your manager whomever and let
00:07:34 00:07:38 them know there's going to be more
00:07:36 00:07:39 opportunity to capitalize on different
00:07:38 00:07:41 search terms here now we're looking here
00:07:39 00:07:43 at the campaign view we can head over to
00:07:41 00:07:46 search terms and there we see
00:07:43 00:07:48 subcategories so it's taking this main
00:07:46 00:07:51 category that i had to blur out and it's
00:07:48 00:07:53 breaking it into subcategories or again
00:07:51 00:07:54 you can go over to the arrow click on it
00:07:53 00:07:56 it's going to break it down into much
00:07:54 00:07:58 more specific search terms that you can
00:07:56 00:08:00 look at and potentially give you new
00:07:58 00:08:02 ideas of keywords to either add to your
00:08:00 00:08:04 account or maybe get more aggressive on
00:08:02 00:08:06 and put more budget towards if you're
00:08:04 00:08:07 seeing success with it i'm not going to
00:08:06 00:08:08 click on a drop down because i'm going
00:08:07 00:08:10 to have to blur everything out anyway so
00:08:08 00:08:13 i'm going to close this one here we're
00:08:10 00:08:14 back to the main search terms group view
00:08:13 00:08:16 and one cool thing about this view if
00:08:14 00:08:18 you do get it is going to be the filter
00:08:16 00:08:19 maybe you want to look a specific
00:08:18 00:08:21 category of search terms it's an
00:08:19 00:08:23 important area for your business and you
00:08:21 00:08:25 want to see if it's growing do you have
00:08:23 00:08:27 an opportunity to grow in this area in
00:08:25 00:08:29 the future so this i'll just click
00:08:27 00:08:31 search category this partikular account
00:08:29 00:08:33 has regional campaigns well i know i
00:08:31 00:08:35 typed in a specific city the naming
00:08:33 00:08:37 convention just represents a bigger area
00:08:35 00:08:39 around a larger city around the country
00:08:37 00:08:40 so for this partikular client they
00:08:39 00:08:43 really want to grow in the seattle
00:08:40 00:08:45 market so we already have campaigns and
00:08:43 00:08:47 ad groups targeting keywords that do
00:08:45 00:08:48 mention seattle in it but we want more
00:08:47 00:08:50 we want more opportunities and we want
00:08:48 00:08:52 to see are we hitting the right markets
00:08:50 00:08:54 when we're looking at growing so we're
00:08:52 00:08:56 looking in the search categories we can
00:08:54 00:08:58 see that our own clicks are up but
00:08:56 00:08:59 search volume is only increasing in one
00:08:58 00:09:01 of the search categories but before i
00:08:59 00:09:03 panic i may want to change my date range
00:09:01 00:09:04 because if i go back up we see i'm only
00:09:03 00:09:06 looking at week over week let's head
00:09:04 00:09:07 over to month over month and that's
00:09:06 00:09:09 going to change our numbers so when i
00:09:07 00:09:12 did that not only did we get an
00:09:09 00:09:14 additional seattle category we now see
00:09:12 00:09:16 that search volume is up month over
00:09:14 00:09:18 month for the seattle search categories
00:09:16 00:09:19 not too concerned about that third row
00:09:18 00:09:21 because it's six clicks overall so that
00:09:19 00:09:23 percentage increase isn't really that
00:09:21 00:09:25 big but for the other two categories
00:09:23 00:09:27 where we see a thousand to ten thousand
00:09:25 00:09:29 searches over the past month a twenty
00:09:27 00:09:30 percent increase is pretty good so this
00:09:29 00:09:32 could be something i wanna come back to
00:09:30 00:09:34 continuously if the view is showing up
00:09:32 00:09:37 in my insights just to see how this
00:09:34 00:09:40 seattle search category is performing
00:09:37 00:09:42 are we growing so in this one in terms
00:09:40 00:09:44 of clicks our clicks are down but search
00:09:42 00:09:46 volume is up so i can look within the
00:09:44 00:09:48 campaigns and the ad groups that are
00:09:46 00:09:50 affected within the search category and
00:09:48 00:09:52 see what can i do to improve clicks
00:09:50 00:09:54 again it all comes back to if you're
00:09:52 00:09:56 seeing good performance and good return
00:09:54 00:09:57 for these campaigns and ad groups so
00:09:56 00:09:59 you're going to have to weigh in what's
00:09:57 00:10:00 going to be better for your account i
00:09:59 00:10:02 can't give you that direction now you
00:10:00 00:10:04 just focused on overall growth and
00:10:02 00:10:06 awareness in this area and you just want
00:10:04 00:10:08 to be there and get more visibility or
00:10:06 00:10:10 are you still really driven by overall
00:10:08 00:10:11 performance that's for you to decide now
00:10:10 00:10:13 i know i looked at search category for
00:10:11 00:10:15 one of the examples i'm just going to x
00:10:13 00:10:17 out of this it's going to remove my
00:10:15 00:10:19 seattle search category filter then we
00:10:17 00:10:21 could look at conversions growth if you
00:10:19 00:10:23 want to look at where are you converting
00:10:21 00:10:25 within your account might help you find
00:10:23 00:10:27 new opportunities to expand upon the
00:10:25 00:10:29 areas that are already working well or
00:10:27 00:10:30 you can look at search volume growth
00:10:29 00:10:32 show me search categories that have had
00:10:30 00:10:34 volume growth greater than 10 percent
00:10:32 00:10:36 within the past month over month if i
00:10:34 00:10:38 move my mouse out of the way can i
00:10:36 00:10:39 mention this is an account that focus on
00:10:38 00:10:42 specific regions now i can see
00:10:39 00:10:44 specifically which search category
00:10:42 00:10:45 regions have been showing growth over
00:10:44 00:10:46 the past month and if we look at the
00:10:45 00:10:48 campaign columns we see the number of
00:10:46 00:10:49 campaigns and ad groups are different
00:10:48 00:10:51 depending on what we're targeting for
00:10:49 00:10:53 each of these categories this view has
00:10:51 00:10:55 been the most helpful for us to look at
00:10:53 00:10:57 growth to give us ideas on where we can
00:10:55 00:10:59 try to research and expand upon the best
00:10:57 00:11:01 performing areas in the account
00:10:59 00:11:03 sometimes we see it on the flip side
00:11:01 00:11:04 sometimes certain categories are growing
00:11:03 00:11:06 and it may not be the most important
00:11:04 00:11:07 part to our business and depending on
00:11:06 00:11:09 how your campaigns and ad groups are
00:11:07 00:11:11 structured you may need to split out
00:11:09 00:11:12 certain categories into their own
00:11:11 00:11:14 campaigns if you want to limit the
00:11:12 00:11:16 budget sometimes search volume can grow
00:11:14 00:11:17 for areas that really aren't important
00:11:16 00:11:19 to your business so you want to make
00:11:17 00:11:20 sure you can control that just like when
00:11:19 00:11:23 we really went in depth with one search
00:11:20 00:11:25 category we can look at a variety of
00:11:23 00:11:27 different columns one at a time i'm
00:11:25 00:11:29 going to leave it as is and i'm being
00:11:27 00:11:31 honest here for this partikular account
00:11:29 00:11:32 this information has been very helpful
00:11:31 00:11:34 so i would want to go down there and
00:11:32 00:11:36 tell google yes so they can continue to
00:11:34 00:11:39 provide me this type of information in
00:11:36 00:11:41 the account so i can keep optimizing my
00:11:39 00:11:43 search campaigns and give me new ideas
00:11:41 00:11:45 to start researching to build upon the
00:11:43 00:11:47 performance so i'm going to click yes if
00:11:45 00:11:49 i scroll down a little bit there we're
00:11:47 00:11:51 seeing pretty much the same thing that
00:11:49 00:11:52 we saw in the original account different
00:11:51 00:11:54 search categories and how they're
00:11:52 00:11:56 trending in a specific date range now
00:11:54 00:11:58 i'm going to hop into one last account
00:11:56 00:12:01 and we're going to see one thing that
00:11:58 00:12:02 you may see in your account
00:12:01 00:12:05 and i want to show you this just so you
00:12:02 00:12:07 don't fully ignore this tool and while i
00:12:05 00:12:09 have to blur everything out i can tell
00:12:07 00:12:12 you this account focuses on business
00:12:09 00:12:14 finance services so every once in a
00:12:12 00:12:17 while and a few other accounts we will
00:12:14 00:12:19 see recommendations and trends like this
00:12:17 00:12:21 we have nothing in this account that has
00:12:19 00:12:24 to do anything with wine so sometimes
00:12:21 00:12:25 you are going to see performance trends
00:12:24 00:12:28 that aren't really relevant to your
00:12:25 00:12:30 business it is rare but it happens you
00:12:28 00:12:32 can just go back up give it a thumbs
00:12:30 00:12:34 down maybe give some feedback let google
00:12:32 00:12:36 know and hopefully i can come back and
00:12:34 00:12:37 see some different insights it's going
00:12:36 00:12:39 to be more relevant to the campaigns i
00:12:37 00:12:42 actually have running within this
00:12:39 00:12:44 account the insights page can be helpful
00:12:42 00:12:46 to learn about emerging trends within
00:12:44 00:12:49 your industry so you can identify
00:12:46 00:12:51 potential new areas to target or grow
00:12:49 00:12:53 within your account you can also see
00:12:51 00:12:55 depending on which view you have we can
00:12:53 00:12:56 look at longer date ranges either month
00:12:55 00:12:58 over month or sometimes looking over
00:12:56 00:13:00 within the past year if it shows up
00:12:58 00:13:02 within the insights section to see if
00:13:00 00:13:04 there's been some sustained interest
00:13:02 00:13:06 over time making sure that you're
00:13:04 00:13:07 keeping your focus on the keywords that
00:13:06 00:13:10 you're targeting to areas that have
00:13:07 00:13:11 shown to have continuous search volume
00:13:10 00:13:13 in the locations that you are targeting
00:13:11 00:13:15 and not just that you've added a bunch
00:13:13 00:13:17 of keywords or search terms to your
00:13:15 00:13:18 account that were only popular for a
00:13:17 00:13:20 limited time and you're not helping your
00:13:18 00:13:23 account grow yes this section will
00:13:20 00:13:25 combine other tools we've seen elements
00:13:23 00:13:26 of keyword planner within the search
00:13:25 00:13:28 trend reports we've seen elements of
00:13:26 00:13:30 auction insights but now it just gives
00:13:28 00:13:32 you a more collective view to look at
00:13:30 00:13:35 some of these with giving you more ideas
00:13:32 00:13:37 of what you can test based on recent
00:13:35 00:13:39 account performance just like many tools
00:13:37 00:13:41 in google we don't live or die by this
00:13:39 00:13:43 this isn't the only tool we use to look
00:13:41 00:13:46 for growth but it has given us some
00:13:43 00:13:48 pretty good suggestions or new ideas and
00:13:46 00:13:50 using the name insights on where we can
00:13:48 00:13:52 grow within the account so no matter
00:13:50 00:13:54 what size account you have check out
00:13:52 00:13:56 insights see if it's giving you some
00:13:54 00:13:58 information and hopefully you can come
00:13:56 00:14:00 back frequently and get new ideas to
00:13:58 00:14:02 look at within your account to keep
00:14:00 00:14:04 working towards continual growth search
00:14:02 00:14:06 trends is just one of the insight types
00:14:04 00:14:08 so hopefully we can create other videos
00:14:06 00:14:10 on some of the other pieces of
00:14:08 00:14:12 information you can look at under the
00:14:10 00:14:14 insights tab but for now if you have any
00:14:12 00:14:16 questions on how search trends work
00:14:14 00:14:18 within google ads please let us know in
00:14:16 00:14:19 the comments below thanks for watching
00:14:18 00:14:21 our video if you found it useful give us
00:14:19 00:14:22 a thumbs up below we release a new video
00:14:21 00:14:24 at least once a week so if you want to
00:14:22 00:14:27 see more from the paid media pros
00:14:24 00:14:27 channel be sure to subscribe
00:14:33 00:14:35 you

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