 Hey guys today's video is gonna be all about Google. All right, what I want to do is focus on Google a little bit I'm gonna break down the different parts of the actual what's called the SERP the SERP the search search engine results page A lot of people don't understand what the different sections of that SERP the whenever you Google a keyword term is I want to break that down for you guys very simply and clearly so what I've done Because I've taken a lot of the questions that we get throughout the last couple weeks about Google about search engine Optimization about pay-per-click and I've compiled some screenshots to just kind of go through and just do one quick video on all the different sections of The Google page. Okay, so I'm gonna start with this first screenshot. All right Dylan's gonna pull it up for us. I use the keyword final expense insurance I wanted to break down just really quickly that first initial Sort of what you see whenever you Google that keyword term So if you notice that green a little thing that says add on the side of it What that is is that's the pay-per-click advertising that you essentially pay Google per click You don't pay just to be on the list. You only pay when individuals actually click on that as well So Google pay-per-click in my opinion is to be used only and you have a healthy budget In general, you want to kind of stay away from Google pay-per-click unless you have at least $1,000 a month of actual hardspend The main reason you want to kind of set the cap at that thousand dollars a Hardspend is because the way Google works is every time you click you take away from a budget And so what you do is you set up daily budgets So if you have less than a thousand dollars a month Your daily budgets are too small to be able to really compete if you notice at the top of that It looks like the average cost per click for this particular keyword is $23 and 56 cents Which means as a final expense individual insurance agent We should probably stay away from that specific keyword because there's lots of big companies that are bidding up that keyword Basically because Google is just a giant auction. So how you get into that list as you do pay-per-click? I wouldn't recommend you guys dabbling in in the pay-per-click without working with the Google partner like we are And being able to like work with an expert because you know bidding on these keywords that are you know? Final expense insurance and super basic is what all the big dogs are doing and so it's just too expensive for us to play ball right one of the things that I want to break down as well is if you look at the The next screenshot that I pulled up is is the Google Maps, okay? So I want you to notice on Google Maps So if you guys may not have noticed that there's actually an ad at the top of Google Maps What that what I'm trying to break down is is Google actually has an ad type where we could put an ad in Google Maps when someone's looking for the keyword that we want to make sure that you're always at the top of Google Maps you got a big red, you know pin there and that you're always being seen so Some people don't even realize that you can do that. So this works a lot with property and casualty You know insurance offices that really want to dominate a local market That is really a good fit for these individuals because sometimes these ad types are not being utilized in a local market and National companies can't really bid on while they can but it's difficult for them to bid on the actual local Google map ad type So there's a lot of low hanging fruit if you want to just play ball and buy those keywords and use that ad type That's on the actual Google Maps itself The next thing I want to break down is if you look at the next screenshot I use the keyword final expense insurance, okay? How many of you guys have heard how important search engine optimization is well Search engine optimization is is instead of paying per click like I've just went through now We're going to create content and give Google enough content to consider us a Relative, you know website for the keyword that was being searched with an authority to be found on this list Now one of the things I want to show you you guys may have seen People also ask section. Okay. What that is is Google has basically said here's the keyword that's searched This people also ask section if you click on those little down arrows. It's basically just additional information that is teaching about the content that The keyword was being searched. So if the keyword search was final expense insurance This people all also ask is more of like an informative Place where Google places content now most of these Actual content pieces and the people always ask are blog posts So if you create a excellent blog post in your area, there's a high chance that you're actually going to get on that list If you're developing blog content, you're doing search engine optimization You can earn your way into that spot. So what that means is is that we can actually you know create content That's where a lot of organic traffic comes from That's from this particular section. So what'll happen is is, you know, you may be Shown as like a people also ask section blog posts, etc. They click into that Before you know it they're on your website with several different, you know blogs that they're reading You're the one educating them and they felt your lead form that's on your website That's why blogging is so important. It does take time You know six months eight months to actually see some results on search engine optimization But that's one of the ways that you do it another thing that I could show you if you continue to do with search engine Optimization you build at your blog feed and you build at your content Because I can go to Google Analytics and show you what the top performing pages of your website are in terms of how many people are Getting to your website and on that list if you blog enough and you create enough content Consistently you will see that in your top 20 pages of people finding your website your home page will be your first You know your services will probably be your second, but in that top 20 you will see blog posts and blog content That's in that top 20 pages being visited and that means that you're you know on these snippets across the country somewhere That's how if you guys have ever heard of like insurance agents driving passive leads through search engine optimization It's because they're building out a content and structuring it the correct way to get on these types of things with Google And I'll have to pay per click. All right The next thing I want to show you is a spreadsheet. I might use a different keyword this time. This was a Home owners insurance agents Springfield Moe. Okay, so I broke down I want to I actually spelled it in two words on purpose Just to kind of show you that this particular keyword is You know because it's separated home dash owners insurance agent Springfield Moe People are actually searching that keyword very often in fact Or they're just basically searching this keyword as well And I want to focus on the right section which is Millennium Brokers insurance now. They're not a client I don't know who these guys are Particularly I just did a keyword search and I want to show you this section on the right Is what's called Google my business Google my business is essentially like pretend like it's like your yellow book page of 2019 Okay, if you want to own the keyword and if you're owning that keyword for homeowners insurance spaced out, etc Then not only does he get this guy Millennium Brokers if you look he's number one on the google search engine Results page under the people always ask also ask Um, and he's number one. So he's number one and number two On the actual list and he has google my business. So this guy is dominating this Actual page. I'd be one to bet that this guy gets passive leads out the yin yang, you know to basically You know fuel some inbound calls because he's not only number one on google He's number two on google and he owns the google my business section So you've got to make sure that you set up this google my business the correct way There's a whole process to go through With what's called directory listing management Um google my business is one directory listing yahoo being yell facebook You know even youtube accounts are connected as well. So if you can set up all your directory listings specific to your specific area Then you actually get go a long way with google to get owning this actual google my business section on the right All right, the next thing I wanted to show you is what I call like a little bit of a Let's call it like a secret hack of the insurance industry world if you want to drive inbound calls, okay This spreadsheet I specifically looked for A keyword called allstate quote now The reason I chose allstate quote was because how many commercials do we see of allstate? Throughout, you know basketball games or whatever it is. Well, what happens is is people that are consuming these tv You know shows or whatever they have their laptops their phones in front of them And if they are premium just increased and they just saw an allstate quote or allstate commercial and whatever for whatever reason It spurred their memory to try and say, you know what? Maybe I'll just have them quote right or whatever So I want to notice something very interesting the number one result For allstate quote is what it's state farm Okay, so state farm is trying to basically steal the traffic that allstate is essentially generating And they're going to do it because they're number one and all states number two Right now, let me give you a secret if you're a local allstate agent or a local state farm agent You can also buy that keyword and it's going to be cheaper Then what it would be for allstate or state farm to buy it because they're doing these nationwide campaigns with millions of dollars a month of ad spend And they're kind of blanketing the country and they're saying if John In springfield, Missouri doesn't bid on this keyword will take it for pennies on the dollar. Well If john comes in and buys that keyword, then he gets the phone call Not allstate or not state farm and not the all state lead generating tool that may go to a local allstate office Not you right now The last thing I want to show is I did a google search for state farm insurance quote On my cell phone and took that screenshot So the first thing that you see is an ad obviously that's state farm But I want to point out down here. It says call 4177252621 or whatever. Okay What this is called is this is whenever someone googles Our keyword on their cell phone. These are called mobile click to call ads now What can happen is is It makes it really easy for a user to you know, do a google search Click their phone and then call right away and get that phone call Well, google has built a campaign type for us To only pay when someone actually dials their phone number. Okay, so you're not paying per click for website traffic You're only paying per call, right? So right now in this situation State farm is number one, but you notice that I'm down here Doug Baker insurance.com He's a state farm office and he was savvy enough to buy that keyword So instead of this User that's looking for a state farm insurance quote Going to state farms sort of overall website and then hopefully funneling down to I don't know. What's this guy's name? Doug Baker Doug Baker is going to get that direct call Instead of state farm choosing who to send that to do you see what I'm saying? So we can buy phone calls that way the best part about the That program is that you can actually get a download list of all the spread of spreadsheet of who's called So you can kind of track your roi. It's really accountable Um, I will tell you they need a little bit of heavier of a budget to be able to play ball on the whole paper call Paper click kind of thing. You need at least a thousand 1500 a month at least of actual ad spend so Those are some little tricks, you know, one of the things that I want to kind of communicate with this type of Marketing is that it's called what's called like lower funnel traffic with higher buyer intent Okay, what I mean by that is someone that's googling You know state farm insurance quote Don't you think that they're looking to quote something? Okay? Obviously, they're in the in the mode of looking for an actual quote That would be a better lead or prospect than someone that fits our geographic fits our demographic We put a marketing message in front of them. We we hope that they react to that marketing message That's also great as well. That's done by facebook instagram, you know, social media Etc great marketing. I'm not saying it's bad But google is what's called the bottom funnel traffic, which is these guys are ready to get a quote done As opposed to facebook, which is hey, you could be ready for a quote. You fit my demographic and my market Let's see if I can entice you to get let me quote you These guys are already going to google to look for someone to quote something most like who's a premium crease or Some type of life change event that causes them to You know question their insurance agents, you know customer service, etc. Whatever that looks like So, you know, I just want to kind of break down that google in my opinion Is a little bit heavier of a lift that needs to be more of a It's kind of more of an advanced I would say product because you can burn through budget quick and your roi is great What you need a bigger budget for about 90 days to really be able to You know determine, you know, your return and investments, etc. As opposed to social media where that game is like lower risk You know quicker reward, but lower quality leads. So if you want to kind of Work towards the higher end scale of the buyer intent, which is something that you'll hear me talk about if you listen Any of what we're doing with marketing, you know, google is on the higher end of buyer intent, but it's also more expensive So I would say google would be for the more mature agency the more mature agent that has a marketing budget developed Or is already doing google ad words and doesn't really hear from their google ad words guy One of the things that I can help you do is I can actually audit that account And I can if you just give us access to your actual ad words account I can go in and kind of look And figure out where you're wasting money if you are wasting money and give you full report of what percentage I think I can drop your cost per lead that way, so Thanks for taking the time to learn a little bit about google I'll do more videos on google, but this was just sort of my first Go of some screenshots that I feel I could help you guys out because we get a lot of questions on this stuff So thanks for paying attention And if you need any questions or want us to do an audit on your ad words account or whatever that looks like Just head over to secureagentmarketing.com and just fill out a little form and we'll get in touch and we'll figure it out Thank you