Let's do that man. Let's set up get the get the actual so after I go to the landing page I opt in and then I go to the next page get get let's get that next page What's that next page? Which is the thank you page the confirmation page your webinar page? Whatever you want to call it. Which page is that? Can you still see my screen or not? Yeah? Yeah? Okay, so I think it's So when they opt in They go to that page. Oh, that's so that's the register and then it comes here right here Bro, this is something you should really really focus on man. Again. I don't know your focus I don't know exactly everything you got going on, but well, I got ADHD, bro I got no focus. So that's okay.  Let's put some focus on this.  As I mentioned a few minutes ago you can it's something you can either market a real estate agents or market to everyone and So Marketing it to everyone that could be something but then again Narrowing it in niche it down could could be something powerful as well. So you can go either way with it. I mean shit But I know a lot of real estate agents because I spoke into a lot of real estate agents I know when it comes to real estate agents Most don't have landing pages or any type of email automation Most don't even always have the budget for something like a cartridge So teaching if you were to market it to real estate agents and teaching them how they can just leverage messenger That could be powerful too You know cuz cuz cuz they don't want to have to spend for anything. They don't have to pay for a cartridge every month So something like this bro could be powerful so Let's do this real quick. Then why don't we why don't we? Why don't we set up a custom conversion? we'll set up some custom audiences and And then and then I'll show you how to run the conversion at whenever you want to run it But it's really just the conversion and then and then some custom audiences So where do I go first? Let's um, let's click on events manager. So we'll go to events manager Right at the top okay events manager. Yeah, we'll click there and then that will bring us over here Where you'll see your pixel so that should be the pixel that you're using is that Jman at the top And then to get rid of that red triangle all you're gonna do is simply Once it loads, you'll you'll follow that red triangle, which I think it's under diagnostics Yeah, right there diagnostics to the right. You'll see number one in red So click on that diagnostics and that's um, and then to the right you'll see three dots and Just simply click on those three dots to the right and ignore So you'll click on this and then we'll click on ignore Okay, so now real quick. Let's let's check to see if you have did you did you integrate your domain with this? Yeah, I did whatever you told us to do it. Okay, click on click on overview real quick real quick overview and then and then scroll scroll Let's actually just go to settings. Let's check. Let's just double check click settings real quick And then let's scroll all the way to the very bottom. So if you click on settings Right there to the right Down actually right here by history diagnostics in the same same row. Okay. There we go. Sorry. Here we go No, it's all good and then score to the very very bottom. We're looking for traffic Permissions, let's just double check this real quick traffic permissions. Okay, so these are the domains that you're giving Facebook Access to so if all those domains are the ones that that are for this Actual campaign then then go ahead and leave them if you don't yeah the jman bot that comes all the bot related products Okay, so what about the other ones? Jman seminars comm is my my speaking website not not within Cartra Jman speaks same thing that forwards the Jman seminars and then the good morning real estate is the show Okay page within Cartra. Okay, perfect. So we're good there. We're good there Okay, so now hover over the blue triangle to the left and we're gonna click we're gonna click on custom conversions Custom conversions. Okay, perfect. So over here. These are all your conversions.  Don't you? Well, no, I did this from you.  Yeah I just went through it. I oh, yeah, I'm really good at like Following direction and I'm cool like I'll look at it and then I'll just I knock it out immediately after Okay, so then let's see if any of these are are that so Right here the free MBM class registration Okay, cool. So click on it. Just double check that link. You'll see it right below That's the thank you link, right? That's the webinar page link. Yep. Cool. Okay, so now here's what you want to do Open up another tab and and and open up that page or if you already have it open Refresh it Okay, perfect. So let's open up this and do you have yeah, you do have the pixel helper so click on that pixel helper to the very very right in your your Plugins there. Yeah, click on that one. Okay, perfect. So there goes your there goes your custom conversion the the Black circle. Yeah, that one right there. So now go back to the ads manager and just refresh that page So let's refresh this page right here and that yellow dot no recent activity. It should turn green Because we just refresh the page. We just gave it some activity. So now I got you now Now it's green and that's what you'll want to do with the other pages Eventually, you don't have to do it now but later on the yellow dots just turn them all to green and just Copy the link open it up a new in a new tab Check the pixel helper. Make sure you see it there in the drop-down and then come over here and refresh this page Okay, okay, that just activates the the conversion that's all so now here's what we got to do since it's now now That is active now that it's active now we got to go to go to click on the dots at the top left And then go back to events manager And then we're going to click on Right here towards the middle of the page. You'll see the new in purple So aggregated event measurement click on that one aggregated event measurement and then the blue one configure web events and Then let's click on okay, so you have so that the domain verified which one which one is it the Jman bot Yeah, okay, cool. So click on that one and let's just double-check these Events so manage events and Then you can move them up and down if needed click on edit just based on priority because it that's how Facebook wants to wants this to Listen now according to priority, which one's the most important. So These are your custom conversions, man Yeah, and I had them based on that one email was like so this is my most expensive product down to free Okay, okay Right, or is it good to get it the highest priority to get them in free and then work their way down to paying the most Yeah, that's that's what you should be doing. Yeah for sure. Okay, so Yeah, move that one to the top. It's all about it's all about getting people to register Then we then we get them to purchase later That's This there we go perfect, so hit the blue button at the bottom right submit and That that is that so it's always Yeah, check the box. Yes. I understand So number one is just always integrating that domain and then and then number two setting up the custom conversion first and then three Hitting up this part web event configuration and lining up everything here And then that's it man And then and then now you can just go in and run a conversion that so hit the hit the dots in the top left I'll just show you what to what to expect or what to kind of look out for When you set it up So yeah as manager and then we'll just click on the green one and then click on conversions Right here. Yep so conversions over here and Then the way I like I'll hit the drop-down name your campaign optional I'll hit that drop down right there and I'll actually name them here and all I'm doing at the top is I'm giving Just a brief description of that ad so whatever video it is or whatever Image it is whatever whatever Allows me to look at the dashboard and know exactly what ad that is so As long as that title is gonna let you know that's the exact ad that's the exact image That's the video I used whatever it just makes it easier and then in parentheses. I always put conversions Again, so when I look at it From a 30,000 square foot view the dashboard I know exactly what ad that is without having to click into it So and then the ad set I normally in this case again, it it's gonna come down to Knowing your exact audience.  No, that's it What would you say real estate? Yeah, okay, so then the ad set would just be would just be real estate agents but but then again That's gonna be one ad set. I'm gonna show you how to really really Take this to the next level. Just put in yeah, just put in real estate agents and then the ad the title of the ad I just normally put the same as the top Or whether it's an image or or a video you can put that there video in parentheses or image in parentheses You can do that or the or or which exact image it is, you know The more specific it just helps you in the in the future know what ads these are So here's here's what I'm saying on the ad set the real estate agent. So go ahead and click on continue So um As we go in now as we go in now You may have to you may have to go with special ad categories and go housing. You may not but um I would always go housing since and especially if it's coming from from a real estate related facebook business page So if your page not my page is just speaking. It's a video video producer Okay, so then you may not need special ad category then and again If you if you do you'll know facebook will reject the ad to reject it and then just come in and select it. That's it That's it. So then nothing else over here is needed.  That's the campaign. So hit next So over here on the second step, which is the ad set level real estate agents This is where now you're gonna click. So so right there by default That custom that conversion event That may not be the right one. So by default facebook threw that one in there So let's excel one out and and find our custom conversion and be right there free and be perfect That's the custom conversion. So Now what you'll want to do is When it comes to real estate, there's so many different There's so many different keywords as far as targeting a real estate agent And that's what you'll want to start doing. So when it comes down to Running super super effective ads, you'll want to separate everything the ad set the keyword. So watch if you scroll down Let's go down to the detail targeting So the detail targeting there's so many different ways you can hit this Um edit the detail targeting. Let's look at that detail targeting real quick. It says on but let's just edit detail Scroll down just a little bit right there detail targeting edit that part above right there. Yeah, right there. So edit this So right here if you type in type in real estate agent Let's see if you could type in real estate agent or real estate broker or realtor type in type in one of those keywords And then yeah, sometimes you have to Type it in a couple times and then you'll see the drop down. There we go. Okay. So now we have What do we have there? We have what we're looking for is we're looking for We're looking for a job title. So type in type in going and go go with the rest of it is state Let's see what else. Okay, perfect. So so we're not looking for interest in your case. It's not interest We're actually looking for job title So we can either go into browse if we don't see it here And we can just browse And we can go I think it's under it might be under It might be under What shit choose all of them. It's either demographics or or interests, but we're looking for click on demographics So in here, we're looking for work. Here's work. Perfect. Okay. So work and then job titles Okay, so right there. So you're looking for for job titles. So So in in real estate There's So many different ways you can hit this you can you can target the word realtor You could target the the the keyword real estate agent. You could target Everyone who works for keller-williams, right? So now we have all these different different Targeting and you'll want to separate all of them is what I'm saying. So You'll want to and and what you can do is watch type in one keyword. Let's just see if we can get one to pull up like Type in type in. Yeah, choose a realtor Yeah, go and then so from this point on what I'll do now is I'll click on suggestions Let's let's let facebook find the rest Okay, so there they are there. Okay. So here's my point. Here's my point What what what rookies do is okay. They'll take all the like all of them and select all of them You'll want to separate all of them. So This is how you do it You're gonna simply let's say let's say national association of realtors. That's the first keyword. So click out click get away from this drop down click click away So let's say That's our that's our one keyword All we're gonna do nothing. We don't want to change. Maybe change the app. Maybe change the age Maybe change well location. You can leave us. Maybe change the daily budget. I want to change this That's yeah change that okay change that perfect. That's better perfect. Okay, so so Now what you'll do is you'll simply Watch go up and just and and we're gonna just test this.  So Go up to the very very top and let's just choose the budget go freaking five bucks five bucks It's five bucks. It's five bucks daily budget five bucks because again, we're gonna choose multiple So you'll want to be at least at least 20 bucks a day Which is which is gonna allow us to to target four different keywords now You don't need to stay at there all for you know, the entire week or the entire month or whatever It's only for the first three days So for the first three days, we're gonna target Four different keywords each one's going to be at five dollars each Which will give us 20 bucks per day and after three complete days We'll be able to review it and see which one is actually Returning, you know, giving us a good ROI return on investment. So Yep So so here's what you'll do. So let's say is there a best time to start start that like the like ad that was midnight Or what's what is it with these kinds of things? Very good question the like ad midnight But on these on every ad after that it's always the next day at 6 a.m Gotcha. So always the next day at 6 a.m so Here's what we do now. Let's say let's say the budget is fine. The the date is fine. Everything is fine We now just put in the interest the the one keyword we're targeting is is is broker And then and then we go next that's it. So scroll down to the very very bottom. We won't change anything else You can always change age that might be good too changing the age Focused on maybe selling a little older.  The average agent is in their 40s.  Yeah, right. Yeah for sure for sure So that's good right there. So Let's say that's all set up correctly, which which it is and then we'll just go scroll down to the very very bottom There's nothing else Our conversion is there our pixel is there. So we'll just hit next And then now what we're we're going to do this and let's just put a random image for now Now we'll just click on Add setup click on create add Right through the drop down a little lower. You see add setup and then create add Go with use existing post and just grab any random post Off your page. So just hit select post. Yeah use existing post and then right below you see select post and then What you'll always want to do is you'll always want to upload that add on your business page first Right. So that way you can use it as an existing post So always upload it first.  Let me up. Let me upload it It has to be uploaded first or else you won't see it here So choose anything random for now and then we'll hit continue and then That right there the call to action button. That's where the link would go for your landing page so Grab. Yeah, just grab the landing page for now. Well, we're going to delete this anyways. So just Go to culture and grab grab the landing page and then add button and and put it in right there So This is your yeah, not that page the actual. Yeah, the actual opt-in page And what you'll want to do too. Yeah, always always customize that link Yeah, for sure. And then this this super super important Which what which is what we'll do right now after this but That needs to be set up as a custom audience This this link this specific link. Yeah, for sure this page because you're going to have people that click on the ad come here But don't register So we need to we need to make sure we capture that data That's a custom audience that you'll be that you'll retarget All the time. You'll always want to retarget that that audience. So um Yeah, so add button add button put it in right there Perfect. Okay. Cool. So now we'll update post and um Make sure I'd copy it right and on on the actual Yeah, at the right one. Okay, open it up real quick. Open it up in a new tab go to an update post. Yeah, you either one Yeah, update post and then just open up that page real quick in a new tab Awesome. Awesome. Okay, cool, man. Looks good. Looks really good. Scroll down Convert social media conversation to gold So scroll scroll up real quick to the very very top. Okay. Um What I would What I would probably change is I would probably this convert social media conversations to gold I'd probably put that huge as the headline Like that should need to be huge like right when I land here convert social media conversations to gold Like like that's even more important than the logo at the top Gotcha Huge like make that shit huge on a whole freaking title of the damn page Like that's huge like I land there and then right below it in in in a sub headline Is your messenger bot marketing for real estate? Right below it that'd be the the the sub headline the subtitle I should say the subtitle or headline whatever the subtitle and then and then Your logo I would probably put that logo at the very very bottom It's not even it's not it maybe maybe maybe somewhere in in the copyrights like in in the footer That logo can go somewhere somewhere down there and then and then what I would also take out what you do need In fact, I'll send it to you I'll send it to you right now what you do at the very very bottom What you want to put for sure is your The privacy policies there what you also want is the terms of use Put a terms of use I have a terms of use page. I can send you if you don't have one Or you can just go to your broker go to your go to your real estate page and just maybe grab Actually, actually yeah, you don't need to grab that one I'll send you a very generic one and you can just edit it But at the bottom terms of use and then also Is a disclaimer a facebook ad disclaimer So when you're running a page when you're running a facebook ad to a landing page You want to always put a disclaimer at the bottom Let me let me grab let me grab my disclaimer and I'll just I'll just send it to you. Um Let me see here. It's this one Okay So this right here Okay, so just um You could just copy this out of the chat see if you can if you can copy that out of the chat that Copy that entire thing And you can edit it you can you can for sure edit it but just the main The context of it is what it's what's necessary for the bottom for the footer And so Yeah, adding that And that and that only goes on the on any landing page that you're running a facebook ad to Okay, that should be an in super small print at the very very bottom of that page Um, and then also what I recommend for sure go back to the actual landing page Is what I recommend is to the very very bottom taken off The actual um taken out or deleting your social media icons Those aren't those aren't needed They can see those icons when they opt in and go to the next page So when you're on my webinar page, there's my icons at the bottom but What I also recommend when they opt in When they opt in and go to the actual watch, let me share my screen real quick This right here is my is is my webinar page. So when someone when someone opts in they end up Okay, so here's Here's my actual landing page, right? So they see the ad they click they come to this one page. So over here This is my my simple opt-in page and then down here is the disclaimer that I that I just sent you But as they opt in they register they opt in They're then taken to this web class in progress Now when a person comes here They opt in they're ready to watch this webinar. This is all they see This is all they see there's nothing else. It's just the video. It's just the headline the video and that's it And so depending on how long your video is like mine is an hour for example So in cards, you know mine's like 45 minutes. Okay, perfect. So here's what I recommend At the 40 minute mark You you you simply set this up in the in the actual page the delay So you I can show you how to do that if you don't know how to do it But it's a simple delay in in the in the settings of the cartridge page You just set up a delay where where not into the 40 minute mark The rest of the page opens up So I want their full attention on this right.  Don't follow me on linkedin.  You're just seeing this Right until the 40 minute mark, then I'll show you everything else Right, so that's what you want to do on that on that webinar page Perfect. Yeah, okay And then again, um I love that at the top like webinar and progress don't close window like Yeah, right. So so that right there and then boom video plays and and and then also what you can do is you can tag So if that video is is is uploaded to kartra Then what you'll want to do on the back end whether you're going to do this through messenger or whether you do it through through kartra But on the back end that person Needs to receive emails again either messengers messenger bots messages or or emails but in kartra I have it set up in emails Where based on If they watched it or not So if they watched if if they reached the if we're talking a 45 minute presentation if they reached the 40 minute mark And and then they they heard the offer they heard me, you know Give out the price and all that shit and they got to the 40 minute mark then they're tagged And so the way my sequence looks looks the way. Yeah, let me um Let me show you this the sequence Because this is this is super important again, you can you can set this up in messenger or or you can you can you know Have have this have this this email sequence over here, but I just want to give you the the layout and the strategy It's all based on the tag. It's all based on if they watched it or not so This is how my sequence looks Depending on if they watched or not. It's it's either true or false. And so This is the start and rule the start and rule Is anyone who opts in So anyone that hits that landing page and they opt in that's my start and rule But an hour later or 45 minutes later, whatever the system's going to check there's going to be a split So the system's going to check if they have the tag or not. Did they watch it or did they not? That's what's the most important So you can set this up again in messenger or or this is how it's set up here where it's all based on a tag So an hour later the system's going to check Do they have that tag? Do they finish the web class or not? Do they reach the 40 minute mark or not? Based on whatever happened based based on whatever They're going to get a series of emails or a series of messages And and in these messages like for example, if they did not watch it They don't have the tag. They go to the false site Over the next four days. I have a countdown clock in each email Getting them back to watch the webinar on the true side if they did watch it But they don't have the tag of purchased Then they're going to keep getting these emails over the next four days and in each email. There's a countdown clock So now i'm able to create urgency. So if I throw out a promotion. Hey guys for everybody who attended We're going to be giving off a 50% off or whatever, right? If there's some type of promotion, then that's the urgency Hey in four day motion goes away. So make sure you get back and purchase so This email sequence or messenger bot is is is is super important It's super important. It's all based on a tag. Did they watch it or did they not? That's super important Okay, okay, so Let's go back to your to your screen Okay, so so then This right here is is good make those little adjustments take off the social media icons Put that footer at the bottom the the disclaimer and then I would move around this headline For sure. So over here. Yeah for sure. Yeah, I'd put it big bold convert social media conversations to gold Messenger messenger bot marketing for real estate Okay. Yeah for sure. I that's awesome, man. That's that's a really cool one. Um, and then scroll down a little bit Register now for free register now for free What I would probably do is I would probably I would probably put maybe you have you have two two testimonies here Testimonials or reviews or whatever.   We're offering you a free program. So I'm going to write whatever I want here Robots are the sheet Whatever if I could see like more that'd be even better like show me a few more, you know, show me a few more Okay, gotcha and then um, and then that's it man. That that that'd be good and then um Now let's do this real quick. Let's let's copy that link at the very very top The the everything except for the www just yeah, just the url Just yeah, perfect. All of that all of that perfect When it comes to custom audiences and custom conversions, you only need that Okay, so So, okay, so let before we get there. Let's get back to this real quick. We're already done Hit so let's hit publish. We're going to obviously cancel it out right away So it's not going to go live But let me um, let me just show you this next step real quick and then we'll get to the custom audience So so now it published now. It's going to go in review Um, and now it's scheduled to go live tomorrow So we have plenty of time to do the next step. Here's what we do next X out once it publishes and you see it there all all published then you x out right here this window in the top left So the x right there in the middle. Yeah x out of that Now it's going to bring us back to the dashboard. We're going to unselect We're going to click the blue once selected once selected Do it. Yeah, do it on all three of them. So just hit once selected x out once selected And close out all those ones. Yeah close that out Close that out and then close out the first one to the campaigns once selected. Yeah, that one and then the other one to the left Okay, cool. So now let's click on campaigns. Click on that tab Now what you'll want to do also. Yeah, that one what you'll want to get in the habit of Is these ads that are already completed, but they're still blue shade them the gray like always shade them the gray That way when you look at it, it's more freaking visually appealing like I'm not appealing but it's more Blue is on gray is off. Yeah, I could just look at it real quick and know that right And you want to do the same thing for the ad set that tab shade all those as a ton of them You could do it later But shade all those two grays well on the on the middle tab click on the middle tab real quick You got all these other ones that are off. They're completed, but they're still blue like all these Actually, once you on click on the one selected x out real quick once selected once selected and then yeah Exit of that one and then x out of the one to the left and then click on the middle tab Yeah, and then click see you have all these blue ones. So they're all completed. They're all off But you just want to get in the habit leave that one on. Yeah, you want to get in the habit of just shutting all those other ones off And then the same on the on the third tab to the um Yeah, you could just hit publish Okay, cool And then same thing for the the tab to the right the third tab your ads your ad ads for one ad set. Yeah, that one So you can yeah, exit of that and then just click on the tab to the right Okay, cool. So over here. Yeah all these blue shade them all to gray So now What we're talking is is is multiple ad sets all these different keywords That we have the ability to target and that's again how you want to set it up So i'll show you how to do that real quick Okay, perfect. So you're good. So now now Uncheck that one selected to the very very right and let's go back to the campaigns tab click on that campaigns tab. Okay, cool. So now That first one that's blue check that box. It's always on the campaign level check the box to the left of the blue dot So if you check that box, that's the ad we're working on now Click on the middle tab ad sets and you're going to hit the green button from there So we're working out of that campaign But we're creating a new ad set. So we hit the green one from here Okay, okay, so Click on that green one And all you're going to do is simply set up the ad set and the ad Again, but the difference is we're going to choose a different keyword Got you So everything else is the is the same Everything else is the same same same same same use existing post same link Same budget same targeting same everything just different keyword And all you got to do is simply type in type in any keyword and then hit suggestions and use all the ones that are already pre-populated But just again just use one at a time and a good start is four set up four Let it run at 20 bucks a day for the first three days and then on the fourth day Review them And you'll see which one is bringing in leads and which one isn't and the ones that aren't shut them off So now now this would be a different keyword right the ad set title Now we're going to just come in here and and schedule broker brokerages like target keller Williams Anyone who has a job title at keller Williams or freaking cold well or whatever And then you'll see that red Yeah, we're right here in the ad set name. So right there that would be the name of the keyword That we're targeting. That's a good way to kind of distinguish them. It's just The first one was real estate agents This one is going to be freaking whatever real estate brokers whatever like Whatever that one keyword is so always yeah always look for your custom conversion And then just scroll down same daily budget same next day at 6 a.m. Change that to five bucks And then and then The date the time that keyword and then And then all you're going to do also is Yeah, see if you scroll down just go to that that change the age like you did before so everything stays the same except for the keyword And here's should you change this to like english-speaking like we did with the like yeah for sure for sure for sure I would I would do that for sure now if you're targeting the us You you you have the I mean shit the majority are english-speaking, but you still can narrow it down for sure You'll want to for sure go english all when you're targeting other countries for sure Now Here's here's another thing that's super super effective and super powerful as well Go in actually scroll down the detail targeting. Yes that detail targeting hit that edit and just type in a different different keyword and what's good too is um Once you once you type in in in that that power word is what I call it that that keyword Then you hit suggestion. So just like we did before so we typed in yeah, we went with job titles And then we typed in that one word And then we hit suggestions Now what I would do is I would and you could do this later like Because this part could be time consuming but it's super worth it like go with that one word and then hit suggestions What I would do is I would freaking get out a notepad and pen or freaking on your computer and and and write down all those downwards So I would I would I would focus on that I would or just do a screenshot. Yep, perfect And and and and those could be that's one two three four five six seven eight. That's eight different ad sets So I could be running five bucks a day times eight Run that for freaking three days and see which one pops And then just shut off the other ones You know, so so here here's here's here's the next tip the next tip on this So so here's what you do Once this part is done, which which it is we're not going to publish it just yet We're going to go straight But don't do it now because there's one more tip I got to give you on this step on this on this section step two but Once once I tell it to you then then we're gonna we're gonna we're gonna do that and then we hit the red triangle one So we don't publish we hit the red triangle up at the top left. We click on that one. That's the ad Don't do it now. Don't do it now, but that's that's the ad So we'll we'll click on that then we'll finish that and then we x out We don't publish just yet and I'll tell you why But here's the tip on this one. I'll tell you why in a few minutes. Here's the tip on this one If you're running images So if you're running images Then You don't have to post it on the business page first If you're running a video post on the business page first for sure because that's the one video that you're running And and it's on the business page and then we're going to use existing post But if you're running images Don't post it on the business page first Because what you're going to end up doing is you're going to end up turning on dynamic creative And you're going to want to use multiple images So don't just use one image for the video. It's one video, but for the images you can hit dynamic creative All you do is toggle that thing on and then when we get to the next step, which is the red triangle Right. Yeah, go ahead and hit it on that's fine And then when we get to the next step in fact, let's do it now hit hit the red triangle at the top That's the third step. So we don't publish it yet. We go straight to the red triangle Now we're on the third and final step Over here because we went dynamic creative Over here, we're now going to be able to put in multiple images. So select images And now you can choose what I recommend is I I would choose I would choose three different images So just any any random images right there. Just choose three of them So now as facebook Runs this ad they're going to run these multiple images to find which one And I think you need to hit control actually. Oh, yeah, perfect.  No Shift shift shift. Okay, cool. So hit continue And then what you'll want to do is also Change up either the text Or the headline. So if you scroll down That's the image. So now we have the primary text So now what I would do since I have three different images I would now have three different variations of that text So whatever the one text is that's fine Paste that in right there and let's do it again and change it up Do it again change it up and you know to change it up, you know, drastically just maybe move a few words Maybe different, you know opening sentence, whatever just change it up a little bit Um And then you could do the same thing for the headline. This is this is this is split testing on steroids This is how you really narrow it in and find out which freaking image Which headline which text is the one that's popping? Which audience is the one that's popping? Right. So this is when you really narrow down Um, and this is what I recommend for image ads is is run dynamic creative run multiple images Three is all you really need And then and then change up the text and maybe and even maybe the headline Three different variations of the text three different variations of the headline And that's it So here when it says primary text that's For the ad itself the headlines for the ad itself and then the description is for each one or You don't need description just text and headline and then as you can see right there below the primary text You also see in blue add Right, what does it say add? Yeah, add another option add another so That's what you would do. You would just add you would you would just do the second variation of it Okay, and that goes above or below the the image as it now that'll go that'll go above. That's the text That's the actual text. Okay. Yeah, that's the text so Changing up that text having multiple variations of it three really is all you really need and then and then three different headlines um Would really really show you your ROI and and show you which one Is the one to leave on and which ones are the ones to turn off? Okay, so So that that right there Once you add you added the three images you add the text And then you add the headline And URL is the URL for the landing page. Yep, okay landing page now This is the second Ad set So what we're gonna do is we're not going to publish just yet. We're gonna x out Just put anything in the text put anything in the text and put anything in the headline just to fill the void Yeah, just put whatever. Yeah, perfect. Perfect. Okay, cool. So now we have the text now We have the headline we have the three images um URL I've got to fill that in URL you can you can put that URL in for sure Perfect. Now it's all set up now we x out So let's x out right there. Yep the top right there x out So now we have the hit close. No, no, no not publish close so now If you if you hit the one selected one selected the blue x out of those One selected one selected and then let's go back to the campaign tab To the left campaign and then now we have that first one checked Actually, let's check the first one again. Yeah. Yeah, there we go. Yeah, x out of that one So check that box the blue circle check the box to the left No, not that one. Oh, I'm sorry. Yeah, not the blue circle So yeah, leave that one on and then now click on the middle tab So the middle tab will show you one that is scheduled the middle tab ad sets So this will show you one that's scheduled And then one that's in draft the in draft is the second one that we did not publish it Click on the third tab to the right That will also show us In review. Yep. It won't be scheduled to shed a bit But it'll be in review and then the second one which is in draft So here's the here's the strategy when it comes to this then we go and set up Two more to be a total of four right four ad sets four different keywords When that first one approves Okay, if we're setting it up right now for the next day at 6 a.m You'll receive an email an approval by tonight If not in the next hour or so, but you'll get it for sure by tonight It'll say your ad is scheduled or running Once you get that ad then you come over here and you'll see in review. It'll say scheduled That will say scheduled once you see that or once you receive the email Then you come over here you hit that blue button at the top review and publish and you publish the rest Because we're waiting on that one approval because I don't want I don't want to set up four And they all get rejected at one time I'd rather set up one let that approve and then go and then go and publish the other three That way I know for a fact they're all going to get an approval looking at getting four rejected ads doesn't look good in facebook It's a machine. They just they just read off of whatever the hell they're seeing So four ads at one time getting rejected is bad, you know, I mean So we don't want to show that we'll let one approve and then and then publish the other three And then they're all scheduled to go live the next day at 6 a.m so That's multiple ad sets and and even what we call multiple creatives, which is the dynamic creative That's how you really really run these ads and and split test and see what's working and what's not and you do it fast You do it within three days, you know so What you'll want to do for sure is make sure that your custom audiences are set up Because that that at the end of the day it's it's really it's it's really about I mean It's about obviously having an ROI for sure. We're spending money. We better get this money back for sure That's that's the most important for sure But on the back end You also have to just keep in mind that what we're ultimately getting out of all this is also data Data those who are watching my videos data 25 data those who are landing on my pages Data like I need that data I need to know who the hell landed on the opt-in page but didn't opt in Who landed on the webinar page and watched it? But but haven't purchased that shit is so important Because as you start to run more ads you got to be able to segment these audiences Or out to your ROI for sure won't be there. So Let's click on the dots and this will be the the the last thing we really need the custom conversion set up The last thing we need are the audiences. So let's make sure that these audiences are set up correctly We're looking for audiences on any video that you run from this point on as an ad make sure you always have those audiences But then also make sure you also have the audience of the landing page and the audience of the Thank you page the webinar page So do you have those two audiences in here? Those are all look alike at the top and then you have I have Good morning. We will save the full bot web page People who purchase bot products took free mbm class right here a custom audience. Okay, cool. So that let's go into that real quick Click on click on check the box and let's edit Let's just make sure that um There's also an exclude in here So if you scroll down Let's see Actually, there there's no exclude. Okay, perfect. So i'm glad we're here. Okay. So now what you're gonna want to do is Go to your webinar page. So when I I go to that page I opt in I then go to your webinar Go to that page the webinar page Would that be the other tab that you have open to the right or no? No, this is it Oh, oh, yeah, perfect. Actually, that's okay. Cool. So grab this link everything except for the www. Okay, so When it comes to audiences, man It's freaking specific like I used that word last time on you guys the freaking word of the day It's freaking specific Like this is specific like these are people who landed on the on the landing page But never landed on the on the webinar page So right here, you'll go and click on um all website visitors So events right down below all website visitors hit that drop down and go to specific this Should match the top. So right there all website visitors a little up Go to specific I'm sorry And here's what you want to do also let's um Let's change the 180 Yeah, hit the drop down in the blue. So click that blue always want to hit the drop down in the blue Yeah, okay. So not not yet not yet. Don't update yet What I recommend at the very top the retention the 180 I would change that to 30 because If I hit your page 100 and freaking 57 days ago And I'm in this audience because you went 180.  I only hit it once right? So let's keep them top of mine 30 is good So right here scroll down Let's rename this audience real quick. Let's let's name it. Let's get a little more specific. So it took free actually See, no, this is not I could be wrong, but what we're looking for is is is only The website visitors so they did not take a free class yet. Is this your free class link scroll up? So the yeah Okay, so this okay, so then this right here after they opted in I'm thinking this is the opt-in page We need so let's x out of exclude x out of exclude just hit the um the source at the top Right below to the right to the right that x let's get rid of that Okay, my bad, dude. I thought this was your freaking I thought this was your your your your opt-in page So, okay, so hit done. Where's the opt-in page? Um So that's took free Okay, so that's that's the thank you page Do we have I don't have it because I think I just I did that page because you said to go to like the thing Whatever was after they opted in so I don't think I did the opt-in. Okay, cool. So so so here so here So I'm glad we're here That audience right there Those are people who opted in and watch the webinar whether they watch the whole thing or not That's besides the point. Those are people who opted in right? Yeah On every ad From this point on That audience needs to be excluded So as you get to the ad set level the second step in the ad setup the second step Which is where we choose our budget our date to go live 6 a.m. On that step That's where you click on custom audiences and you exclude that audience Okay, they don't need to be seeing that ad now The ad that you're or the audience that you're going to always want to include Is those who landed on the web page but haven't opted in So that's a very very important audience if we don't have it here. We need to set it up So Do you see it at the bottom or is that the very very bottom? Is that So uncheck the box always always uncheck the box because You'll end up working on that one. So yeah, so let's just create the new one then So custom audience custom. Yeah custom audience and then We'll go website And then just grab The um the opt-in page we'll need both actually the opt-in page and the thank you page So let's go to the yeah, here's the opt-in. So we'll grab that Okay, perfect and then next yep, and then just um All website visitors hit that drop down to specific and then leaving it at 30 is is is good Um pasted in right there at the top At right there right there and then here what we're going to do Well, we're going to I copied the whole thing. So I gotta Oh, no, I didn't okay Okay, so now what we're going to do is we're going to um scroll Up real quick. Okay. P. Okay. We're good. So now click on exclude exclude people And you're going to simply follow the top. We're going people who who who visited specific and then we're going 30 So match the top on the exclude. So yep, right there events down. Actually, no, you're already excluded So you don't need I think did you do it twice? Yeah hit hit exit of one of them Down. Yeah, that's fine. Okay. So right here. Yeah, just match the top So all website visitors hit that drop down go to specific make sure the 30 is 30 All you're doing is matching the top and then that link is the thank you page Oh, it's the thank you the thank you page. Yep, they landed on the landing page, but they never landed on the thank you page very specific So they never landed here Okay, perfect. So then now we're gonna we're gonna give it a name and and and that's exactly what it is web page visitors often page visitors Only um, you'll want to put that in in parentheses like maybe, you know, put the word only so Yep, mbm Opt in visitors or page visitors or whatever Yeah, and then in parentheses only so you know that they've only landed there that that is an audience. You'll always want to retarget So create audience so You'll always want to retarget those who watched previous videos and you'll always want to retarget those who landed in this audience So super important. Let me ask you this I created a custom audience is I think I had asked you about that before but So when you see here, um, these are the look-alikes, but I have Custom Audiences the people that have subscribed to the bot already meaning they already came into the bot So they've they've interacted with my bot not necessarily that they were looking for a bot, but They have some experience with it. You know, I want to retarget those people It'd be the same thing like To get them to the opt-in. Yeah, same thing same thing Okay, see like these this is the custom audience the many chat subs they came into many chat I got 1600 out of there I think I exported A csv with their emails or something whatever was good. And then and then again, what you'll always want to do is Is let's go ahead and go check the box and let's go into the edit Actually update your customer list Okay, so then Yeah, with the list with the list Custom audience you cannot exclude Anyone which is that which I don't know why but click on custom click on the blue button the top left create audience And then just go to custom audience and then click on customer list So if we went customer list, I don't know why But I don't think you can exclude going to hit next Yeah, so as you upload, do you have like a random list that you can upload real quick? Or no Just hit next hit next Yeah, you can exit that one. Just click on next and then um It'll ask you for for you could just put no click on click no and then next And then right here Do you have a random file or no probably Because I don't know why um Like after you do this, I don't know why you can't we can't exclude Anyone um here. I'll do this. This is an event csv that we did I don't know what event but whatever. Okay, cool. So hit next and then um And then and then yeah email. That's fine hit up hit import hit the blue one So you can go off of email. That's fine. And then um, and so now over here go to an import and create the blue one okay, so update anyway So now now now it's now it's done click on done See and then that's it. So it's like What I'd like to be able to do is exclude my freaking, you know, those who already watched or or even those who already purchased Right because with that you don't know which ones purchased or which ones have Watched the webinar, you know So this this is something for the future, but This is a I do have a pretty good list of people that would hire me as a speaker You know, they're they're like meeting planners and education directors and shit so I'd like to I guess it would it be more of an impressions ad or something where I'm just I don't know. I'm not going to get them to buy something necessarily. Um, I could make an offer of Virtual or hybrid like training their people. I don't know. I was going to figure out what the offer is that they would But it's more of the impressions where I keep stalking them until they hire me Yeah, you could do brand awareness. You could do reach. You could do video views If it's a video Yeah, yeah, that's it. I'll do like video views is a good Yeah Do that have a good video on on like, uh I'm zoom, you know the cure for zoom fatigue Mm-hmm. That's good. That'd be really good, man Um And then also just always keep in mind once you once you do that video you upload it to your business page You you run you set up the ad you you prep everything and then automatically come right away come back over here and set up that custom audience Okay, that's super first then come back do the cusp. I got you Yeah Set up that custom audience because you have plenty of time because the ad won't go live until 6 a.m Tomorrow, right? So you have plenty of time to come over here and set up that custom audience under that video That 25% So That's that's what you want to do for sure for sure Okay, cool. So just delete that file if wanted at the top if you want just get rid of that one You hit delete Cool, man. So custom conversions custom audiences and and multiple adsets is is kind of what What we got out of this call Awesome Yes, man. So anything else? No, that's all for now.  That's a that's a product right there, bro People will buy that's a for sure people buy that product for sure And and and if you sprinkle some coaching along with it, that's for sure for sure a thousand dollar program Like I'd spend a thousand dollars I'd spend a thousand dollars on that Especially if it came with coaching and coaching would be a group coaching where you're doing maybe two zooms a week Two zooms a week where it's a q&a where you jump on for an hour and you answer everyone's questions You do screen share you walk people through different modules in the course. Let's say it's five modules Right, so now I'm doing a group coaching twice a week one hour where I'm screen sharing doing a q&a and walking people through the modules I'd spend a thousand dollars for that for sure Okay, I'll make an affiliate hell. Yeah, bro sign me up Sounds good man.  Let me know if you need anything else, man And we'll jump on anytime you need me. All right. I appreciate you. All right, bro. Talk to you soon. Thanks, man. Yes, sir


And thank you everyone for coming here in Lausanne. So this is the first talk of, I mean, of this symposium on cell lines and around cell lines.  And here what I will concentrate is on the cellosaurus, which you could call a type of cell line in syncopedia. And maybe the first thing is, this is probably the longest slide in term of text, is why is the cellosaurus? I mean, and it's more an historical perspective. I mean, I was not in a world of cell line. I didn't know anything about cell line except what was done in labs and so on, but I was basically working on proteins with SwissProt and ZennexProt, which is a database on human protein. And of course, if you're looking at human protein or any species, you want to see where experiments are done on this protein. A lot of them are done on cell line. So you think you want to annotate where experiments are done. So we naively thought that we could use an existing database of cell lines and basically just say, okay, we're using accession numbers X and Y, which is cell line, Hila or whatever it is. And the problem was that basically there was no resource at that time. So in the end of 2010, which was comprehensive and had all of the cell line we needed, even so we needed at that point only 100 cell lines to annotate and so on. And so it went to 500, but even a tiny number of cell line compared to what exists. So we created what was a small cell line, Tessaurus, just a list of cell line. That's why it's called cellosaurus. Cell line Tessaurus. No, it's no longer Tessaurus because people became interested in that and said, oh, can you add the cell line from ATCC, the cell line from DSMZ, the cell line from this paper and I published the cell line. So it grew and grew and it's no longer a Tessaurus, it's an encyclopedia of cell lines. So it started in 2012 and it evolved into what is now a knowledge resource, a bio-curated as, I mean, Christoph explained resource. And just in a visual way, you're not being able to read anything here on the next two things. Here is an entry in the first release of a mouse cell line and you see it's only eight or 10 lines and here is the same entry in the current version. So at one point you have a Tessaurus and in other parts you have a type of more and more encyclopedic knowledge of the cell line. So in one slide, the Tessaurus, what is it? It's a knowledge resource on cell line. So on 150,000, it's a new version coming up in a few weeks. We'll have 151,000 cell lines. So we went far from 100 cell line, we needed to annotate to 150,000 and the scope is all immortalized or naturally mortal or finite cell line but which are well characterized but not primary cells and it covers all vertebrate and invertebrate cell line. Now, there's about now 50 different feet. I'm not going to bore you with all the different fields of information. I would just show at one point an entry and maybe point same but it's basically 50 different type of information items and a lot of reference. That's important of course to say where the data comes from and cross reference to a huge number of resource, external resource which either use a cell line providing information on cell line or very importantly distributed cell line, cell line collection and we'll have a talk, I mean during this symposium by one representative of a cell line collection so you will hear about it. Now, availability of cellosaries, you can just Google and find it but it's wwwcellosaries.org, it's downloadable in different type of formats. There is no for programmers and API. Most of you are probably not really interested in programmatic sites so I'm not going to describe the API, I mean. So basically it's a resource available on the web and you can download it if you want to have it in-house. Now, it's part of, and this is our talk again and it will be a talk by Anita later today of the resource identification initiative and we'll come back to that and of the International Cell Line Automation Committee and also you will hear about that I mean with Amanda, I mean also during today and we collaborate with the human prepotent stem cell registry, Andreas Kurz, who is here. So basically this is not only a presentation of the cell but it also presents who is going to speak and what will be some of the subjects of some of those talks and many other resource, cell line resource and collection. It's being recognized in the field of database of bio resource. So our different organizations trying to see which resource are seemed to be the most, I mean useful one and important one, Elixir in Europe and so the cell resource is a core data resource and just recently a last month's a global core bio data resource so it's a global effort to find which resource should be globally are interested worldwide, interesting worldwide as put the cells on its list. It's a new dich recognized resources for rare disease research. Anyway, you have to enter data into cells again I'm not going to describe all the different fields but what or does this data, where does this data comes from or does it gets into cells whether it's four channels, it's extracting data from cell line collection so selling cell line, distributing cell line and so generally provide a relatively good amount of information on each cell line, the distribute. I mean, unfrontly, this is not easily automated. None of the cell line collection really has a way of downloading the data and so that it can be programmatically extracted. To my knowledge, I've never seen a cell line collection which allows this so you have different strategy but it's slow and tedious. Then you want to also extract data from other resource bioinformatic resource which have specific data field which could be interesting because experiments were done on the cell line and capturing to bioinformatic resource. So that's much easier because generally those resource being in a field of bioinformatic know already about standardization, about protocols, about, so there are generally APIs, there are different ways you can download data and so on and you can get information like sequence variation, HLE typing and so on. But the biggest effort is basically taking papers up to 27,000 now of them, read them, of course not all of the paper because if you're only interested in cell line and the paper discover other thing it will be only part of it but sometimes it will be the old paper and extract what's useful for cell users. So that's the biggest task and the most time consuming by definition. And now submission and personal communication is also a way to get information and this is something which is increasingly becoming, I mean, getting bigger and bigger and that's a message, a take home message for the audience working with cell line don't hesitate to send information on a new cell line or a cell line which you think is not well characterized and there is information missing. I mean, send information, I mean it's always going to be useful and you'll be thanked for it and we'll be, of course your reference, your paper will be included but also if it's personal communication we will cite you as a personal communication. Now I was saying so database is linked to a lot of resource you see just here a little bit of logos, a big set of logos but it's not all of them here is only I think 60 of those 107 which is linked and you will recognize cell lines, collection, ATCC, DSMZ but also Bonformatic Resource, companies and so on. So availability already set it, it's on the website, there is an API but just recapitalics here, you can download it in three formats for a moment and that's where you can get it by FTP. So four release per year, I mean so not with this very precise date in a year but since it started it's four per year and is distributed in a creative common CC by 4.0 meaning basically that you can use it, redistribute it and everyone can do it whether in academics or in, of course in industry. That's just a website homepage and basically when you go to an entry you have a lot of information and I'm not going to go through all of this but you can basically just recognize sets of information, comments, like sequence, variation, you see names of genes and variations and link to database like CleanVar which is a database of variants in human. You see information on cancer which are linked to control vocabulary of disease. I mean orphaned and the NCI Thesaurus species linked to NCBI taxonomy and I'm infacing these links because in this world interconnected world what's important is to link, I mean with different resources, link to controls vocabulary or to ontologies, ontology of disease, ontology of, and control vocabulary of species and so on. Lot of, I mean, table type information like HLA typing, I mean genome ancestry for some cell line and very importantly and I will come back to it what we call in the world of cell line STR profile. This will be covered really a lot today because in fact that's one of the big issue in cell line reproducibility. So I will speak about it. Amanda will speak about it. Jamie will speak about it. You will hear, I mean I'm sure all of the talks will have a little bit on this but it's important to get this message across about authentication, reference, only part of also reference here and cross-reference where can you get the cell line to providers, important, and but also also resource which there is information on those cell lines whether it's, I mean proteomics, data sets, sequence database and so on. Okay, now let's get to problem with cell line and some of the solution which will be described, I mean so I'm not saying here of problems in terms of I mean growing them and so on, I mean this you will be also hearing about but more in terms of some things, in terms of reproducibility of science. So one of it is naming issue because people often give short names and this is a disaster. Here is 10 names for 37 different cell lines. And of course you can realize that if you call something C2 it's not going to be very precise. Even, I'm not saying even in a full world of all of certain genes and so on. Even in cell line it's going to be already 405 and of course it will be a gene name and so on. So basically short names are a problem and of course you can try to make longer names but people will be very, I mean good at abbreviating them and so of course somebody called FG2 slash C3A. Oh, I'm going to call it C3A. Now there are only two nomenclature words which have been proposed. One on insect cell line in 70s which is not really used a lot and one which is quite important for all of the stem cell and proper stem cell and Andreas will probably speak about that which is used quite a lot. And of course there is a used number of misspellings but of course stem cells, it's quite important that cells is nomenclature but all of the rest, cancer cells, everything else. So it's no nomenclature whatsoever. So of course instead of using the name you could use an identifier and that's where Anita will describe and I'm not going to describe this initiative but just in two words because it's important to say it's basically you want to have persistent, unique identifier in a literature for resource that you have used in an experiment whether it's antibody, cell line, software, strain and then basically what's important here in the context of cellosaurus, the cellosaurus is cell line resource for this initiative and basically there are ID for cell line are the accessions of a cell line entry in cellosaurus so you don't need to have two different identifier, you have one identifier. And here is what it looks like in a paper in a method for part of paper somebody have used ray 264.7 which is cell line I showed which went from a few lines to that and the site error ID with accession of it and you see here that is citing four different cell lines which also usefully is a catalog number where they got it sometime like ATC well they didn't put the catalog here but they say where it came from but at least wherever it is you can find what that cell line is by going back to the database and so it's more and more papers which sites this and Snow reached, I mean it started in 2000 not the initiative but the cellos joining it was in late 2016 beginning of 2017 and you see that's increasing which is quite useful because you have sent papers where you know which cell lines have used. Now the other big issue which will be described I mean doing this symposium quite a lot is cell contamination and it's a huge problem and here is just titles of papers basically it's a dirty little secret of cancer research wasting a lot of research funding oops and so on with estimation that's the extent of for cancer cell line of contamination goes from 20 to 36% now that means that I mean when I need to check about cell line integrity and I here have a few definition which this will be redundant to other talks but I think we need to I mean get those points over and over I mean contaminated cell line can arise through the accidental introduction of a foreign cell line which is sometimes called cross-contamination or of course from microorganisms this is less an issue because people recognize this since that our cell line is contaminated with microplasma what we really are talking which is really the problem is cross-contamination whereas the cell line you're using is not the one you think you really so when you think you're using is not the one you're using and you can have also misidentified cell line which are I mean a result of error in species or gender people telling you this is a cell line from a male organist but no it was taken from a female organist or this is a bovine cell line no sorry it's a pig cell line but and this happens I mean you would think people know where they got the cell lines from and where they originated but errors happen and in fish world I mean this happened also a few days also in terms of taxonomy I mean people not putting the right name for fish or just saying salmon whether saying which salmon it is and so and of course you have misclassified cell line whereas the tissue type is not correct the cell type or even the disease people thought it was from a given disease and no it was not that disease anyway here is three papers with three different type of those examples one is a classical cross-contamination where a bladder cancer cell line it's not a bladder cancer cell line it's Hila and another case where one monkey's cell line is not really from the monkey people thought it was I mean so BSC1 is not derived from a serocopters it's from another monkey and another case where one thought this was a semi-no mass-aligned but it's from a different cancer type and so on so all problems case because if you publish thinking of what model you're using and it's not the right model it can completely invalidate what you're doing so also this problem case fortunately there was a work started already a number of years ago with I mean a number of scientists all of them doing this pro bono basically none of them is paid to do this I mean those are scientists which are passionate in getting those cell line I mean correct and so I've created committees international cell line notification committee and we have here both the first chairman and the current chairman I mean Amanda and Anita which basically provide a list of misanodified cell line registry and you will hear about that and of course the sellozorus uses information and tells people this cell line is inside the registry as this problem and so on now so we annotate this we use I'm not going to go into the detail of all we do it but we have field problematic cell line I here give examples but let's not go into details for me what's important to remember is if in sellozorus a line is known to have a problem you will see it and it will be in big red letters and it will be shown that it's problematic and we also do it for cell line which has a descendant of a cell line which is itself contaminated because sometimes that's also a little bit of a hidden problem which is I mean maybe sometimes overlook people know okay this line is contaminated but some people have created new cell line from this cell line before it was known to be contaminated so you have a whole family a hierarchy of cell line which are wrong because I mean all are descendant of one which is not so correcting so for that people use in the cell line world and most of you know it but I will do one slide knowing that this will be probably covered later what are called shortened and repeats loci in a genome which are polymorphic and which can be used I mean it started with the human genome we'll see it's not only human now but basically those were used also for forensic for paternity and so on and basically I mean they're also used to ensure quality integrity of human cell line and so it was a standard published in 2011 which was updated in 10 years later in 2021 with the loci people should use to report I mean integrity of cell line it's not it's very useful it's not all of it and really we'll spoke today I mean on things that could look good from a point of view of seroprofile but still you can have problems so as seroprofile you have to use them but it doesn't mean you have a clean bill of health and that you're safe you could be sometimes still have surprise and of course primers were now developed for other species for mouse and dog and mouse we have here I mean the person which was responsible for the mouse STR marker primers now we have those profiling cellosaries so that's an important part of what we store and we have out of 150,000 we have you could say it's only 1,600 I said it's already 1,800, 600 sorry cells you have to see that this project is really prevalent for cancer cell line and seroprofile has a lot of other cell line where the problem of contamination is a little bit less prevalent so we see this as increasing and we tell people if you authenticate your cell line and because the journal or you think rightly that you should do it don't hesitate to send us I mean source profile and to integrate in cellosaries and we say we give all of the different sources of where seroprofile comes with conflicts if there are different source give different results which can be due to errors or to genetic drift loss or gain of an allele and again we'll hear about that today and we have a tool for that so cellosaries is the database but it has a number of tool one of it is API which is for programmer but one is for you as a life scientist using cell line if you have a similar done in SDR I mean on a cell line you can search against all of them in cellosaries with either human mouse and dog markers I'm not going to go in all details there are three different algorithm you can use I would say if you're not a specialist on it just use a default algorithm and you can also if you have many sample in industry I mean that's relatively the case I mean you just input all your sample in one batch and there is an API and it's very fast it has an interface you can either load a file or put your profile and say it will report to you and in red I mean if you have a score and you see that it's 100% identical to something in red danger it means that you basically are hitting a cell line which is contaminated or even if it's this is in fact a cell line already known to be contaminated and but if you have something which is 100% or 95 or 99% to things which are not I mean annotated as contaminated but it's not your cell line it means you have a problem but you may be the first one to incontrocess that you found out that your cell line is not what you thought but is one of the cell line it's a cell line which is best hit so always try to authenticate your cell line of course you can click and see what's your cell line and get back to Salazarus about it now that would be my last three slides I mean we want to add things to Salazarus constantly I'm not going to do a list of all the things where two days of a scientific advisory meetings where we discuss this and most of the people I mean the gaming talks this meeting were in this scientific advisory meeting we had for those two days here in Lausanne and but one of the things in terms of tools that we want to do is that we have a new full text search which will include in it what is in the API so that people can do field search that you can not just type something and do a full text but you can restrict the search to also different field and for and since I would say it's mostly for people in industry which are really using it a lot not really bench scientists we want to have an RDF version to make the Salazarus I mean compatible with what is called semantic web and integration in term of resource in a seamless way using what is called triple stores not going to describe this people in the industry have probably heard so much about it that they're fed up of hearing about RDF and Sparkle people in lab science you don't really need to know about that I mean what we will have at one point a Sparkle query system but we will try to hide it behind something where you can do queries which are much more friendlies than a Sparkle query where you need more or less to have really knowledge of the resource to do another thing system for newly discovered contamination with certification but in terms of content one thing which we felt and people really told us was important is information on susceptibility of cell line to virus think of the COVID pandemic at the beginning it was really a mess to know which it was a mess in general but in terms of the research what cell line could be used to grow SARS-CoV-2 and so on and immediately people tried immediately there were I mean papers and reprint and so on so here for that we even didn't wait four months to do a release we put a page which is still maintained I mean to tell people you can use this cell line you can use this cell line and so on here is the reprint but the thing is yes SARS-CoV-2 was an emergency and people had to do but now we have to be prepared to all of the different type of emerging virus and then it's useful to know what are cell models you can use which already exists or maybe no cell models have been developed for this particular virus and that's also important to know and we're also maybe going to annotate distributed organoid but we have to wait to see where this field is going and that's more a structural point I mean more for people linking to cells or other resource I mean Kristoff showed you can see the age of the person from which the cell line was obtained it was illa 30 years and six months I mean yes that's useful for scientists you read 30 years and six months you know what it is a computer okay well now with AI I mean can translate this but people want more what is linked to a developmental ontology which tells you know 30 years is this and then can do computation on it you can say then give me also cell line from teenager give me cell line from people which are I mean between 20 and 40 and so on and just in different species so we're going to add this with this last two slides I want to thank a number of people which are listed here Pierre-André Michel who is in fact in the audience here and who is I mean going to he's at the back because he's going to do I mean help people asking questions by giving you a mic so that's an explanation already for my talk and also talks don't short questions because we're taping those talks for a later date to put if everything goes well with the captation you never know what I mean in advance of things okay so as the talks are taped some question also but only if you speak in a mic so raise your hand for questions and it will come this is for every talk you're going to have today and basically Elizabeth Gasetiger which implemented cellulose on Xpasi, Kami which created a number of educational videos and people which are here as speakers and she organized all of this symposium you see a number of other names which did the classroom tool Alain Gatot, Lydia and some people which are here in this audience Amanda of ICLAC which has given so many advice on to get the cellulose evolves so I think she's external user with the most input on what the cellulose became so very big thank you Amal and all of the individual scientists and last slide so you can email I mean just a similar address you don't need to copy it or thing like that on so any page on top it says contact click on contacts there is a contact form and type whatever you want what are new data graphs I think are not okay or you know whatever you want but do that contact us and for news on what's on the cell line we have a Twitter and our ex account and a master don't account and but we also so basically you since you can also follow to see what is new but you can get on the website to see if there is a new version and some but people some people like to follow it on Twitter or masterminds okay with this I finish my talk and we have time I think for a few questions thank you Amal's for very instructive and enlightening talk I have just one quick question on cell strains which are used in vaccine production like with the 38 and MRC 5 they're not transformed and not primary cell in a narrow sense but they are widely used in the industry are they inside of the system when I said it's immortalized cell or finite cell line when they're well characterized and so it's like I mean a very good example of well characterized finite cell line I mean MRC 5, W8, 38 and all of those all of the fibroblasts from Coriel for genetic disease so we have a lot of finite cell as long as it is characterized I mean you know with or without the rest of our profile sometimes but at least that's our you know publications that say it's maintained by an organization distributed in the case of MRC 5 and W8, 38 so it's at least 10 cell line collection which we distributed and so on even so it's finite maybe just another comment I was taught by Len Haeflich to be very clear about terminology the terminology for lines is immortalized cells and strains is for none so he was very adamant of saying so Wister 38 which was the one he created was not a cell line but it's a cell strain so I completely agree from an historical perspective but if you look in Medline since the 1970s, 80s there's been only three or four people where people call this cell strain so trying to force on a nomenclature which is not used in last 40 years or 50 years seems like a type of battle you cannot win so in every cell collection they're called cell line in every paper they're called cell line yes you're right they should have been called cell strain but this didn't catch up so let's be realistic it's these are finite cell lines and A-K-A cell strain I think I'm Constantine of Alida and I'm a scientific editor at the International Journal of Cancer we are using cellosaurus every day and I'm very grateful that it exists I would like to know why have you decided not to include primary cells is this something that you would consider in the future well no I mean there's a fact about that on the web page so you can look at it but I was explaining what it says on the fact the problem is primary cells are sold by different places are not I mean uniquely defined so basically we punish them often with different people I mean individuals being the donor sometimes they try to keep that it's same sex and same of course if it's I mean same tissue or things like that but it's not a product which you can say that an experiment done you know eight years ago with a primary cell from XYZ is the same as an experiment done now so it doesn't have you know defined cellular entity it's not been cloned it's not been it goes it's finite which is not a problem to go back to the last question but it's not well defined and so on so if somebody did do a primary cell and then which would and said stop the catalogue when it's over and things like that you could say yes we could say this becomes like a type of cell line which was distributed for a while and now they don't distribute anymore but most of the primary cell you can get now from different industries they change lots and from one lot to another one you would have to define it so we would have to capture the lot number and it's a mess if you go to those different companies I mean say they give you a lot number but they don't tell you if this new lot number is really from the same person or not I mean this information is rarely present