What Is the Best CPM on YouTube? Your Complete Guide

CPM

What Is the Best CPM on YouTube? Your Complete Guide

You’re in the right place to learn more about the best CPM on YouTube. Today, we’ll discuss some of the best CPMs on YouTube and what you can do to improve your CPM. We’ll also detail what a CPM means regarding advertising revenue and various types of ads.

Keep reading for a complete guide to the best CPM on YouTube.

What Does CPM Mean?

Let’s start with the basics for those who are unfamiliar with YouTube CPM. CPM simply means cost per 1,000 impressions.

It’s a description of the payment units for YouTube advertising. In other words, advertisers will pay you every 1,000 impressions their ads receive from viewers of your videos.

The CPM rate will vary depending on how much an advertiser pays. It will also vary based on several other factors. These factors might include ad type, bidding price, and consistency.

Calculating YouTube CPM

Suppose an advertiser pays $12 per CPM for ads viewed across your video channel. Now, imagine that the advertiser received 6,000 views from your video.

You’d divide 12 by 6,000 to find the CPM. You’d end up with a CPM of $0.002.

Now, you’d multiply your CPM of $0.002 by 1,000. That will give you a cost per action (CPA) of $2.

YouTube will take 45% of your CPA. After paying the YouTube fee, you’ll end up with $1.10 for every thousand advertising views.

$1.10 may not seem like much for a thousand views. However, this kind of arrangement can result in handsome earnings if you can produce larger and consistent results.

What Is the Best CPM on YouTube?

YouTube CPMs are different around the world. They vary by country.

The Maldives currently holds the highest CPM, at $15.47. Meanwhile, YouTube CPM in Guadeloupe is $10.97. Denmark video content creators might earn about a $10.61 CPM.

In Poland, you’d earn about a $9.23 YouTube CPM. In Pakistan, your earnings would come out to around a $7.54 CPM.

YouTube CPM also varies by niche. The most profitable YouTube CPMs are in health, finance makeup, retail, and technology.

It pays to know what’s going on with YouTube CPM. When you understand which niches are valuable to advertisers, you can craft your content for those niches and increase your monetization opportunities.

Average YouTube CPMs

Again, it’s important to remember that YouTube CPMs vary greatly. For the most part, however, what you earn is dictated by what advertisers are willing to pay to distribute an ad using your video.

Let’s try another example. Imagine an advertiser pays $10 to place an ad.

It will play across your video 1,000 times. That will give you a CPM of $10.

This is the experience of many YouTube Partner Program participants. On average, an advertiser might pay anywhere from $7 to $10 in YouTube CPM.

Figuring out YouTube CPM can prove tricky. If you want to play around with numbers, a CPM calculator may help.

Why CPM Matters

YouTube CPM is a bit technical, but it’s an important metric for creators. It helps you figure out which videos are most valuable to advertisers.

Understanding CPM is the best way to monetize your videos. Hopefully, you’re starting to see that the CPM rate is critical information.

You’ll need to understand this kind of metric if you want to make a full-time career out of creating YouTube videos. An understanding of CPM will help you to create an efficient long-term strategy for targeting topics.

CPM vs RPM

RPM is another helpful metric for content creators. CPM gives you your income after paying YouTube fees.

RPM is another metric—revenue per millie. This metric will help you calculate your personal income. However, it takes into account the platform’s retention.

Both RPM and CPM are important metrics. However, CPM is more important for advertisers. RPM is what matters when it comes to you making a profit with YouTube videos.

Calculating Your RPM

YouTube will not give you a direct RPM value. However, you can find out your RPM with some investigation.

You’ll want to look at your YouTube Settings under Payments. There, you can find your monthly income. Now, divide your monthly income by the number of monetized views and multiply it by 1,000.

Imagine that you received $100 last month. During that time, your videos received 25,000 views. In that case, your RPM equals:

100 / 25,000 x 1,000 = $4

In other words, you earned $4 RPM for every 1,000 views.

Targeting the Right Age Group

It’s also important to consider the age group of your audience. Content viewers fall into different age ranges.

These age ranges have different income levels. In 2013, for instance, adults between the ages of 45 and 54 earned an annual high of $78,875.

These individuals spent around $60,524 more compared to any other age group. Here, it’s important to remember that advertisers want to cater to the age group with the most disposable income.

Seasonal Changes in CPM

You must also consider how seasonality can affect your CPM. For instance, Google CPM and Amazon CPM may fluctuate throughout the year. The same concept applies to YouTube CPM.

Take Christmas, for instance. Imagine you’ve published YouTube tech content.

You can expect your CPM to increase during the gift-buying season. This is when people are making gift buying decisions. Many people will watch tech video content to find out more information about potential gifts.

Meanwhile, food and fitness YouTube channels might see an increase in CPM as we enter the New Year’s season. It’s then when people are making New Year’s resolutions and looking for information related to these topics. As a result, this kind of content gets more views and is more valuable to advertisers around this time of year.

Type of Ad Placement and CPM

You can control the type of ads placed on your videos, and you should. If you’re new to YouTube advertising monetization, your first instinct is most likely to accept any kind of advertising possible.

In this case, you might display every type of ad. These ads might include:

• Display ads
• Non-skippable ads
• Overlay ads
• Sponsored cards

At first, it may seem like the smart thing to do is to generate any kind of revenue possible.

However, YouTube impressions varies across ad types. For instance, you’ll earn a higher CPM with video ads compared to display ads. Advertisers pay more for video ads because viewers can’t ignore them as easily as they can disregard display ads.

A Note on “Made for Kids” Channels

You may have a passion for showing kids how to create cool DIY crafts. However, that passion will come at a cost when it comes to YouTube CPM.

Relatively recently, YouTube received a hefty $170 million fine for a violation of the Children’s Online Privacy Protection Act. The law says that websites cannot collect personal information about children under the age of 13. This event has implications for your Made for Kids YouTube channel.

The short version is that you’ll make less ad revenue if you create content for children. YouTube cannot collect personal information about most young viewers. The company can’t serve targeted ads to children for this reason.

Using Your Impressions to Your Advantage

Now, let’s talk about finding your niche inside your niche.

Imagine that you create health, beauty, and wellness videos. Over time, you might find that makeup tutorials receive the highest YouTube CPM. In that case, you’d want to start aligning your video content with that topic.

You may also find that a particular brand consistently advertises using your published video content. Here, you may want to consider if the brand aligns with your values.

If so, you might want to connect with that brand to start a conversation about other YouTube monetization opportunities. For instance, you might look into the company’s affiliate marketing program.

Why Impessions Vary

Suppose you’ve qualified for the YouTube Partner Program. Now, your videos have become a part of YouTube’s advertising display network.

Advertisers will pay you a certain price every time someone watches or clicks their ad while viewing your video. The amount that you receive, however, will vary depending on the competition for advertising space.

Advertisers compete with each other and pay the highest price to show their ads. The process works like an auction.

Finding a High CPM Niche

If you’re not sure where to start, you might try using the Google Keyword Planner to help you to find a high CPM niche. Begin by navigating to the Google Keyword Planner Tool.

You must have a Google account to sign in. Once you’ve created your account, you can use the tool to search for trending keywords.

You want to look for the Discover New Keywords feature. You’ll type in your keyword and select a country.

When the results come up, you want to try to estimate which keywords might earn a higher CPM. You can carry out this task by looking at the bids on certain keywords.

Remember, however, this information will get you pointed in the right direction, but high Google AdSense bids won’t necessarily correlate to a high YouTube CPM. Still, the Google Keyword Planner Tool can help you to make a more informed guess.

Why Some Niches Perform Better

When it comes to earning a higher CPM, the most important thing that you can remember is, the more competition for a keyword, the more you’ll earn. Still, you might wonder what makes an ad space highly competitive for advertisers. As we’ve explained, many things can affect your CPM and RPM.

In general, however, you can expect to earn more in industries that generate a lot of revenue. These highly profitable companies can afford to spend more on advertising.

These kinds of industries have a massive number of advertisers that spend considerable money to outbid each other. This competition drives up your CPM.

Monetized Playbacks vs Views

You may have thousands of people viewing your videos. At the same time, those views may not reflect much ad revenue.

Here, you must remember that monetized playbacks and overall video views are two different animals. In nearly every instance, you’ll have more views than monetized playbacks.

Only views that imprint advertisements count as monetized views. Mobile views, ad blockers, simultaneous video views, and premium YouTube subscriber views can all eat away at your monetized views.

Boosting Your Impressions

In theory, you can increase your YouTube CPM and RPM. The easy answer is to get more ads placed for your videos.

Alternatively, you could try to target a country with a higher GDP and YouTube CPM rate. In reality, however, this method is impractical.

Given the opportunity, most internet users will skip just about every ad. You may worry about diminishing the viewer experience, but you’ll need to accept at least some non-skippable in-display video advertisements if you want to monetize your videos.

Don’t worry. Your viewers will understand. You have to pay the bills somehow, but you can make up for the ads with high-quality content.

The Right Niche for the Right Channel

It can prove challenging to find the right YouTube niche. Often, this problem arises due to a lack of knowledge and experience.

Many YouTube content publishers act on hunches. It’s hard to come by concrete facts for YouTube video monetization.

Our keyword planner tip, for instance, may give you an idea of where to get started. Still, AdSense bid competition doesn’t directly correlate to YouTube CPM.

Putting Niches in Perspective

On AdSense, the highest-ranking keywords in 2020 were attorney and electricity. You can probably imagine, however, that wasn’t the case over at YouTube.

They’re two different animals. The two platforms attract different audiences. You must learn to adapt to the needs of YouTube’s existing audience base.

Here’s where an expert in digital marketing can help.

Boost Your CPM With the Right Partner

Hopefully, you have a better understanding of YouTube CPM. If you want to boost your YouTube ads CPM, Media Shark can help.

Whether you need a winning marketing strategy for YouTube or any other digital platform, we have the experience to get you where you want to go. Please feel free to connect with us today to find out more about boosting your online marketing results.

Related Posts

YouTube Ad Revenue Calculator
YouTube

The Ultimate YouTube Ad Revenue Calculator

Whether you’re just starting out or already working with a strong following and viewership base, understanding YouTube ad revenue can be tricky, especially if you

digital marketing budget
Marketing Agency

How to Make a Digital Marketing Budget

How to Make a Digital Marketing Budget In 2020 the digital marketing and advertising industry was estimated to be worth more than $350 billion. By 2026

digital marketing ads
Marketing Strategies

Making Your Digital Marketing Ads Stand Out

Making Your Digital Marketing Ads Stand Out: Design Tips That Work Around 5 billion people (63% of the population) worldwide use the internet. For almost any business

instagram vs tiktok
Marketing Strategies

Marketing on Instagram vs. TikTok: Which Is Better?

Marketing on Instagram vs. TikTok: Which Is Better? There’s a reason why there are nearly one million marketing specialists found in the United States. These days, it’s

traditional marketing vs digital marketing
Marketing Strategies

Traditional Marketing vs. Digital Marketing

Did you know that more than four billion people regularly use the internet? Keep reading to learn more about the differences between traditional marketing vs. digital

diversity marketing
Marketing Strategies

What Are the Benefits of Diversity Marketing?

What Are the Benefits of Diversity Marketing? Diversity in marketing is not just about employing people from different backgrounds, it’s also about using a range

Social Media Ads
Marketing Agency

Social Media Ads Ranked from Best to Worst

Social Media Ads Ranked from Best to Worst Social media is one of the most impactful developments of this century, with more than 70% of Americans having

CPM rates
Media Shark

What YouTube Niches Have the Highest CPM Rates?

What YouTube Niches Have the Highest CPM Rates? Youtube made $19.7 billion in revenue last year, mainly by selling advertising space. As a platform that fosters connections with

youtube trends
YouTube

6 Important YouTube Trends for Businesses

6 Important YouTube Trends for Businesses The world’s largest video-sharing platform, Youtube, boasts a staggering 1.9 billion monthly users, with over 5 billion videos watched every day.

youtube seo
YouTube

YouTube SEO: How to Get Your Videos to Rank

Did you know that YouTube has released several new features to help content creators increase their ranking? Starting an advertising campaign on social media platforms like YouTube

youtube ads
YouTube

The Essential Guide to YouTube Ad Campaigns

Did you know that social media marketing is quickly replacing TV ad campaigns? Social media platforms like YouTube garner millions of views every single day from around

how to advertise on YouTube
YouTube

How to Advertise on YouTube: 8 Essential Tips

How to Advertise on YouTube: 8 Essential Tips Did you know that social media marketing is becoming an in-demand niche for marketing firms across the globe?  Advertising

types of SEO
Uncategorized

What Are the Different Types of SEO?

What Are the Different Types of SEO? Starting your optimization journey? Pretty overwhelmed by all of the acronyms and marketing terminology? Thought so. The best

YouTube SEO
SEO

YouTube SEO: 9 Key Things to Remember

YouTube SEO: 9 Key Things to Remember Is video content important for your marketing? Absolutely. The amount of online videos that people have watched has nearly

managed SEO
SEO

7 Reasons to Hire a Managed SEO Company

7 Reasons to Hire a Managed SEO Company for Your Business In the United States, 65% of small business owners have worked with an SEO provider at

what is a youtube cpm
YouTube

What Is YouTube CPM? A Quick Guide

What Is YouTube CPM? A Quick Guide Did you know that there are more than 37 million YouTube channels floating around on the internet right now? Whether

YouTube CPM
YouTube

YouTube CPM: Things That Affect Your YouTube Revenue

YouTube CPM: Things That Affect Your YouTube Revenue Youtube, the world’s largest video-sharing platform, boasts a whopping 122 million active users every day. For most people, Youtube

how much does SEO cost
SEO

How Much Does SEO Cost on Average?

How Much Does SEO Cost on Average? Did you know that the first result of a Google search tends to get more than 31 percent of

enterprise seo
SEO

7 Key Benefits of Enterprise SEO

7 Key Benefits of Enterprise SEO Over 50% of all website traffic comes from an organic search. In fact, nearly 70% of online experiences start with a

tiktok marketing
TikTok Advertising

How to Advertise Your Business on TikTok

How to Advertise Your Business on TikTok TikTok now has over 1.5 billion users in total. The app even added 500 million users within less than a

benefits of local seo
SEO

7 Major Benefits of Local SEO

7 Major Benefits of Local SEO 46% of all searches on Google are people looking for local information. Many of the people doing these local searches

YouTube CPM
Media Shark

What Are the YouTube CPM Rates in 2022?

What Are the YouTube CPM Rates in 2022? Did you know that YouTube receives more than 2 billion viewers every month? With numbers like that, it’s not

seo trends
Marketing Strategies

7 SEO Trends to Look Out for in 2022

7 SEO Trends to Look Out for in 2022 SEO: it’s one of the most important parts of your website. Even the best digital marketing

managed seo
Media Shark

7 Major Benefits of Using Managed SEO Services

7 Major Benefits of Using Managed SEO Services Building your online presence while keeping your company running may feel impossible as you’re starting. However, your

digital ads
Media Shark

7 Tips To Dominating Digital Ads

7 Tips To Dominating Digital Ads Are you tired of spending all of your money on digital ads that aren’t bringing new leads? If you

google display ads
Programmatic

A Beginner’s Guide to Google Display Ads

A Beginner’s Guide to Google Display Ads Google Display Ads: are you looking to get started? Whether you’re not familiar with display ads or you

ott
OTT

What Is OTT Advertising?

What Is OTT Advertising? OTT, or over-the-top advertising, is changing how the digital marketing world works. The days of cable TV commercials are almost over,

how much are youtube ads
Uncategorized

Online Advertising: How Much Are YouTube Ads?

Online Advertising: How Much Are YouTube Ads? Netflix has been dethroned.  No, not by rival streaming programs like Amazon. But by YouTube, to the tune of

SEO for dummies
SEO

SEO For Dummies

SEO For Dummies Did you know that there are more than 1.7 billion websites floating around on the internet right now? Are you looking for the guide

advertising on youtube
Programmatic

A Beginner’s Guide to Advertising on YouTube

A Beginner’s Guide to Advertising on YouTube Google now owns about 92% of the global search market share. You’re no longer limited to creating text ads,

enterprise seo
Media Shark

What Is Enterprise SEO? A Quick Guide

What Is Enterprise SEO? A Quick Guide Compared to traditional ad campaigns, leads through SEO are eight times more likely to convert. A strong SEO strategy can

audio ad
Marketing Strategies

How to Measure an Audio Ad

Are you looking for an inexpensive way to connect with your potential clients but feel like you’re out of ideas about what to try next?

podcast advertising
Marketing Agency

7 Benefits of Podcast Advertising for Your Campaigns

Podcast advertising enables businesses to capitalize on the emerging audio industry. It provides a creative outlet for companies to reach customers. Podcasting has gained significant

display ads
Media Shark

How To Use Display Ads To Your Advantage

The value of the global advertising market is expected to reach $769.9 billion by 2024. When so many businesses have easy access to effective digital channels, it becomes even

TikTok Ads
TikTok Advertising

Is It Worth Investing in TikTok Ads?

Are you thinking of adding TikTok Ads to your advertising strategy? If you consider TikTok a kid’s app for uploading silly videos and watching funny

online video
Marketing Agency

Why the Future of Advertising is Online Video

About 80% of people recall a video they’ve watched within the past month. Meanwhile, 55% of people engage with online video every day. Videos get shared 12

integrated marketing
Marketing Agency

The What, Why and How of Integrated Marketing

Approximately 49% of businesses in the US, use digital marketing to promote their products and raise brand awareness. That’s about half of all businesses in the US,

retargeting
Media Shark

What Is Retargeting and How Does It Work?

Have you ever browsed a product on a website and then seen that same product following you around the internet for weeks afterward? That’s retargeting

online video advertising
Uncategorized

Online Video Advertising in 9 Simple Steps

Did you know that video marketing is used by 86% of businesses to improve brand awareness? Approximately 87% of video marketers have reported that video ads

Native Advertising Work
Marketing Agency

How Does Native Advertising Work?

Did you know that 90% of consumers still term targeted ads as annoying, despite advertisers tailoring them to their needs and interests? Keep reading to understand how

seo companies
Marketing Agency

How SEO Companies Can Help Improve Your Company

According to research, the first organic google result gets an average CTR rate of an impressive 28.5 percent. The second position garners about 15 percent, the

ad campaign
Programmatic

How to Develop a Successful Online Ad Campaign

According to research, global advertising surpassed a hefty $559 billion, which means online ads are fierce competition. Creating a successful ad campaign could seem intimidating, to

YouTube CPM Calculator
YouTube

YouTube CPM Calculator

YouTube CPM Calculator Imagine getting to make more money from your YouTube videos as a creator. Or if you’re an advertiser, think about what it

youtube cpm
YouTube

Everything You Need to Know About YouTube CPM

Viewers are shifting their focus from pay-per-view video streaming to online platforms. YouTube has seen a steady increase in subscribers and users over the past

ad exchange
Programmatic

What is Ad Exchange and How Does It Work?

What is Ad Exchange and How Does It Work? This year the digital ad space defied all pandemic-related odds and rebounded 12%. When breaking the

ad network
Programmatic

How to Incorporate an Ad Network Today

How to Incorporate an Ad Network Into Your Marketing Campaign When the Internet first became prominent, some businesses saw the writing on the wall and

Cookies
Marketing Strategies

Google Guides: Are Cookies Going to Be Banned?

Google Guides: Are Cookies Going to Be Banned? Did you know that Google makes up 56% of the web browser market? Additionally, it also accounts

Audio Ads
Programmatic

Listen Up: What Are YouTube Audio Ads?

Listen Up: What Are YouTube Audio Ads? YouTube is a $15 billion a year ad revenue business.  And that will grow even more with YouTube music audio

YouTube Ad
Marketing Strategies

Ad Answers: How Much Does a YouTube Ad Cost?

Ad Answers: How Much Does a YouTube Ad Cost? Did you know that YouTube gets 30 million visitors every day? This makes the video-sharing platform the biggest

digital marketing trends
Uncategorized

5 Digital Marketing Trends For 2021

5 Of 2021’s Biggest Digital Marketing Trends In 2020, digital marketing surpassed traditional marketing in revenue generated. That trend didn’t reverse in 2021, and it doesn’t look

youtube ads
YouTube

Everything You Need to Know About Youtube Ads

YouTube advertising is effective. 80% of brands reported a higher return on investment from advertising on YouTube than on TV. All video ads stay in a person’s

YouTube

YouTube CPM: What Is a Good CPM for YouTube Ads?

With more than 2.3 billion users and growing, YouTube remains one of the largest platforms out there. If your business isn’t taking advantage of this exposure, you

Marketing Strategies

Media Shark: What is Display Advertising?

Apparently, the average American sees more than 5,000 adverts a day. Display advertising can be the key to helping you grow your business today! If some

ppc specialist
ppc specialist

The Benefits of Outsourcing a PPC Specialist in 2020

About 45% of small businesses are already using pay-per-click (PPC) search marketing. If you’re not, you’re already falling behind your competitors. With PPC advertising, you can generate

Programmatic

Video Marketing With Media Shark

Having custom video content for your business would truly take your digital marketing efforts to the next level and Media Shark is your premier video

Marketing Strategies

8 Benefits of Mobile SEO with Media Shark

There is no doubt that search engine optimization is vital for a successful marketing strategy, but people aren’t using desktops for search anymore. You need

Marketing Agency

Mobile SEO with Media Shark for Small Businesses

There is no doubt that search engine optimization is vital for a successful marketing strategy, but people aren’t using desktops for search anymore. You need

Marketing Agency

7 Common WordPress Mistakes You Need To Fix

WordPress is a fantastic tool for building websites. It has a number of options for customizing and enhancing features. It is easy to use for

wordpress design company
Wordpress Design

Your Guide to WordPress Design Company in 2020

WordPress is behind at least 30% of the internet, which amounts to around 455 million websites. It has the largest share of all platforms, making it

Media Shark

How Does Media Shark Plan for a Product Launch?

How Does Media Shark Plan for a Product Launch? Almost 75% of product launches fall short of projected profits. Some even fail, especially within the programmatic space.

Uncategorized

YouTube Advertising 101: Getting Started

With two billion users logging in monthly, YouTube is the world’s second-largest social media platform. If you’re looking to reach a new audience or add a new

Uncategorized

8 Great YouTube Advertising Ideas

8 Great YouTube Advertising Ideas for Your Business Did you know there are over two billion active monthly YouTube users? That means you could get millions of

Uncategorized

How to Optimize YouTube Ads

How to Optimize YouTube Ads: The Guide You Need Youtube has more than 2 billion unique visits every month, and according to Youtube’s CEO, that number is

Marketing Agency

Signs It’s Time to Switch Marketing Agencies

Many businesses hire marketing agencies expecting top-notch results. In reality, this isn’t always the case. This is especially true when it’s your first time hiring

Uncategorized

Online Marketing Strategies to Help You Win

Online Marketing Strategies to Help You Win The internet is a popular place and has attracted 40% of the world’s population. That’s more than 4.5 billion people

What Does RTB Stand For?

What Does RTB Stand For? RTB stands for real-time bidding, it is has become a popular method that advertisers use to place ads online. However, you may

YouTube CPM
YouTube

What Is a YouTube CPM Rate?

What Is YouTube CPM? Since launching in 2005, YouTube has become one of the most influential platforms in internet history. Which is why advertisers like

online marketing strategies
Marketing Strategies

Online Marketing Strategies to 10X Your Advertising

Online Marketing Strategies to 10X Your Advertising The internet is a popular place and has attracted 40% of the world’s population. That’s more than 4.5 billion people

demand side platforms
RTB

RTB Marketing and Demand-Side Platforms

Demand side platforms or also known as DSPs are changing the marketing game forever and the same can be said for real time bidding. Two

programmatic platforms
Programmatic

The Truth About Programmatic Platforms

The 101 on Programmatic Platforms The digital advertising domain is growing complex and the same can be said within what exists within the programmatic platforms.

Tampa marketing agency
Marketing Agency

How to Find the Right Tampa Marketing Agency

How to Find the Right Tampa Marketing Agency With the emergence of the internet, nearly anything seems possible for businesses. Just like the lottery, anyone

programmatic platforms
Programmatic

Programmatic Platforms and RTB Marketing

Programmatic Platforms and RTB Marketing The digital advertising domain is growing complex. As a result, many marketers have turned to programmatic platforms and RTB marketing.

youtube cpm
YouTube

YouTube CPM Rates: What you Need to Know

That funny cat video you just watched on Youtube might just be making someone some very real cash. Your business can benefit from that exposure,

demand side platform
RTB

Full Breakdown On What Is a Demand Side Platform?

101 Guide To What Is a Demand Side Platform Ahead of all other media channels, programmatic advertising is growing the fastest. But does this help your business? You’ll want

ppc specialist
Marketing Strategies

11 Skills Your PPC Specialist Should Have

Did you know that 7 million advertisers invested a total of $10.1 billion in PPC? That’s a clear indication of how crucial it is! Having the right