 Hey guys, it's Landon McArthur with Secure Agent Marketing. I'm here to talk about a very important question that we had asked all the time Which is should you use AdWords, Google AdWords, in the insurance industry? Before I answer this question, I want to provide a little bit of context of why I feel qualified to answer this question I'm not just a random guy that is going to give you his opinion on AdWords, okay? Before I started Secure Agent Marketing with Cody Askins I ran a four million dollar digital marketing agency. One of our primary products was Google AdWords One of the things that I have been doing for Cody is running and overseeing his AdWords account from the very beginning and I fell in love with the insurance industry specifically primarily because AdWords was really driving a lot of conversions and leads for us, and it was a really fun product to use for insurance marketing specifically. I have personally overseen and spent millions and millions of dollars of other people's budget along with my own on different various Google AdWords campaigns, okay? I'm a Google Premier partner. I've been a partner I know if there's one topic that I can speak very clearly on it is going to be Google AdWords So what I want to do is I want to answer a few questions for you guys and just kind of do a little bit of education Because we get this quite a bit, okay? First off, I want to make sure that you guys understand what Google AdWords is Google AdWords is one of the oldest digital marketing products that exists. It is why Google is a multi-bazillion dollar company and why they're just a Monsters. This is what they do very well, and then it's called search advertising, okay? Google AdWords is search advertising. What that means is that whenever you Google a keyword term you can pay per click to be on the top of that list for whatever that keyword is and then pay for that website traffic to your site to go to your landing page to go into your marketing funnel and Whatever you want to do. So Google AdWords is the product name to actually do the pay-per-click advertising Another term for it is called SEM, Search Engine Marketing. So you can do pay-per-click, which is PPC You can do that with Bing, you can do that with Yahoo, you can do that with Google Most people focus in on Google AdWords because they're the market leader And that's where most people are googling the keywords that we want to track Not to say that you can't do Yahoo and being pay-per-click advertising, etc So that's what Google AdWords is. One of the things that Google is not known as much for That is really serves the insurance industry the best, or not the best, but very well is what's called pay-per-call advertising So Google is continually building out their calling platform to where we can also build campaigns within Google AdWords That aren't per-click, but they are per-call. So there's lots of really interesting marketing campaigns We can develop where you can actually, you know, not pay-per-clicks to your website But only pay-per-calls when someone's looking up final expense insurance or life insurance or whatever So pay-per-call is also a really awesome product within the Google AdWords platform, right? So how it all works, it really is simple, okay? Google AdWords is a gigantic auction. What everyone is doing that plays ball on the Google AdWords platform Is they're bidding what I'd be willing to pay per-click for a certain keyword, okay? So the way it works is is if you want to buy the keyword term and you know Universal index universal life, for instance, and you want to drive them to your landing page You would say I'd be willing to pay two dollars or three dollars or four dollars Whatever that number is per-click All of the other people that want to bid on that keyword would also be playing paying You know in bidding on that keyword specifically and whoever wins that click is who gets to be number one versus number two So I'm gonna have Dylan show up a screen of like a Google term where there's you know One spot two spot three spot four spot, right? So it costs more money to be on the top spot than it does to be on the second spot And it does be on the third spot that it does be on the fourth spot, etc So it's all a big game, right? It takes a lot of management by professionals That's why you really shouldn't be managing your own Google AdWords account because typically Professionals can do it much more efficient and drive much more lower cost leads cost calls, etc Then what you would be able to do by yourself if you're not actually certified in doing that yourself So a lot of times Google AdWords professionals are are paying for themselves and they're very they're very inexpensive when it comes to You know if you're spending that money yourself You're probably wasting a percentage versus what an individual could actually manage your account for you and save that money for you And give you a better account and lead quality, etc So when do you want to use Google AdWords now? There's two main criteria that I try and teach people when it comes to when you want to use Google AdWords The first criteria is Is there a demand for the keyword that you're wanting to buy? So there's keyword research Um that you can do to make sure that there actually is people googling this keyword that we want to buy in your specific area Most of the time there is the only time I ever get worried about people doing paper click advertising Is if you google the keyword and nobody is buying ads in that keyword that means that keyword isn't driving results Therefore no one's bidding on it. Therefore you shouldn't either right so first there has to be a demand If you want to understand how this works from a conceptual perspective We are only bidding to show our ad in the first spot whenever that Keyword is googled if we are if you can't show up for the first spot if it's not being googled So there's not a demand in your area you can only you can't do google average because you can't show up because no one's googling it Right, so that's the first thing the second thing is Is you've got to have a budget that is sizable enough to be able to make a dent in the google adwords platform Google will tell you just google what's the recommended spend for google adwords campaign They will say at least a thousand dollars a month The reason it's at least a thousand dollars a month Is because the way google works is you set a daily budget Per click per call so if your budget gets too thin your daily budget is like Seven dollars a day or twelve dollars a day or whatever and the particular keyword that you're bidding on Maybe three to four to five dollars per click or per call or whatever So you're only getting three clicks a day your budget is going to be done by ten a.m Or you're only going to be able to have your ads live for three weeks out of the month or two weeks out of the month Etc. So depending on the demand depending on the budget. That's how you come up with your If you should you know use google average So if there is a demand and you have a budget of at least a thousand dollars a month Typically around a thousand and twenty five hundred is a good starting budget to try out google adwords depending on the size of your organization If you're already doing google adwords, that's a whole different story. You can Typically optimize further with a professional that way. So what's the goal of google adwords, right? So really the goal is very simple We're trying to drive conversions leads calls Landing page form fills etc If you're doing google adwords just for clicks you're doing it wrong No one we're kind of evolved the point where people are just putting money in the coin slot and hoping they get conversions But you wouldn't be surprised I'd be you wouldn't you would be surprised and how many people Are currently doing google adwords and they don't have conversion metrics set up. They don't know what their cost per conversion is What what is a conversion? I've met with so many people that are working with rookie adwords people That whenever I ask them what their cost per conversion is they don't know how to answer the question Well, that's a poor job By their average professional to educate them on what the purpose is of this whole thing We don't care about buying clicks. We care about buying conversions and leads and really we don't even care about leads We care about sales and revenue So if i'm spending a thousand dollars a month on adwords and driving, you know $5,000 a month of sales with a commission at 20 percent or whatever you end up making your money that way as opposed to um, you know Hoping that they convert by driving clicks to a landing page. You just kind of crossing your fingers, right? It's it's a broken way to look at i'm going to do a more advanced video on google adwords later But for the basics, this is what I wanted to cover All right, so the goal of adwords is conversions calls leads, etc. All right Should you use adwords? I'll be the first to tell you that there's probably cheaper ways to drive leads Then doing google adwords if you don't have much of a budget I'm telling you google adwords is more of what i would call like the big league of digital marketing You got to have a bigger budget to play there's bigger players in the industry But I will tell you that the insurance keywords in the google platform are the most googled keywords And some of the most expensive keywords in the nation if you go do your research You'll find that it's insurance and insurance products specifically So should you do adwords? Yes, but you should not do adwords if you don't have enough budget to play ball And get yourself moving for at least three to four to five to six months to determine if that google adwords budget is going to Serve you well from a return investment standpoint Secure agent marketing is a full service digital marketing agency that can build and help you with your adwords campaigns We can audit your campaign if you don't trust your current You know an advisor or whatever that is we can get in there audit it all we do is insurance marketing All we do in adwords is insurance marketing whether it's medicare, whether it's aca whether it's final expense whether it's iUL Whatever it is. Okay. This is all that we do now I want to make sure that you're being served correctly because you can burn through thousands of dollars of budget without having professionals So i'd love to talk to you about your adwords account and help you if you can We'll talk soon