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Module: 1. AAU Agency/Module 1 - Mindset Tracking 10
Lesson: 09. Quick Understanding of Google
Duration: 08:06
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[00:00 -> 00:01] All right.
[00:01 -> 00:06] So and this is going to be a very quick module of a kind of giving you a quick understanding
[00:06 -> 00:13] of Google and why this is so important because when you are speaking to clients, they may
[00:13 -> 00:19] seem like they understand what you're talking about, but a large majority of the time they
[00:19 -> 00:21] do not.
[00:21 -> 00:23] There is a lot going on with Google.
[00:23 -> 00:28] There are a lot of different aspects that they have to their business and you need to understand
[00:28 -> 00:32] that so you can explain it to them.
[00:32 -> 00:36] So let's go to our trusty search for a plumber again.
[00:36 -> 00:36] Okay.
[00:36 -> 00:42] When you are talking to potential clients, a lot of people will get confused of what Google
[00:42 -> 00:44] ads really are.
[00:44 -> 00:50] They may say they understand, but you need to make sure that they truly do understand and
[00:50 -> 00:54] you will be shocked at how often they are confused about this.
[00:54 -> 00:58] So your number one thing is you need to make sure you educate them before you sell them.
[00:58 -> 01:04] So right here, these are what we call Google guaranteed ads.
[01:04 -> 01:08] These are only available in certain areas and certain industries.
[01:08 -> 01:14] You know, as far as experience with these go, I don't personally run these.
[01:14 -> 01:21] There is quite an extensive setup for these that the client has to do.
[01:21 -> 01:26] And I've never heard really anything that's great or anything that's horrible.
[01:26 -> 01:27] They're just kind of there.
[01:27 -> 01:33] I know clients that have these running that they get some, some leads, but sometimes they're
[01:33 -> 01:34] expensive leads.
[01:34 -> 01:38] So it's not been overwhelming one way or the other.
[01:38 -> 01:44] But once again, these are only available in certain areas and with certain industries.
[01:44 -> 01:48] And they're called Google guaranteed because that's why the setup process is a little more
[01:48 -> 01:49] elaborate.
[01:49 -> 01:55] Google will guarantee that service up to, I think it's about $2,000.
[01:55 -> 01:57] Next we have the Google ads.
[01:57 -> 02:03] This is where we're talking, you know, to our potential clients about right here.
[02:03 -> 02:07] You can always see there's a little text next to it that says add.
[02:07 -> 02:12] There's typically three up here and then there can be three down at the bottom.
[02:12 -> 02:16] Actually, there can be up to four at the top and three at the bottom for a total of seven.
[02:16 -> 02:21] Now, you don't want your ads down here because most people never get to the bottom of the page,
[02:21 -> 02:22] right?
[02:22 -> 02:25] So you're really working for the top few spots.
[02:25 -> 02:31] Right below this, you have what are called the Google business listings or Google My
[02:31 -> 02:35] Business is sometimes how it's also referred.
[02:35 -> 02:39] It's also referred as the Google Maps section or the big three.
[02:39 -> 02:40] Okay.
[02:40 -> 02:42] Clients will call all these different things.
[02:42 -> 02:48] When you hear that terminology, you know they're talking about this clients will get Google
[02:48 -> 02:55] ads confused with this as well as down below the Google Maps section or the Google My Business
[02:55 -> 02:59] are what we call organic listings.
[02:59 -> 03:00] Okay.
[03:00 -> 03:06] But what we're dealing with with Google ads are these ads right here.
[03:06 -> 03:08] So why does Google have all of this?
[03:08 -> 03:14] Google has all of this because their biggest thing is they want to keep anybody searching
[03:14 -> 03:15] on Google.
[03:15 -> 03:17] They want to keep them on Google.
[03:17 -> 03:20] They want them to find what they're looking for.
[03:20 -> 03:24] And a lot of people don't look at it like this, but if you don't find what you're looking
[03:24 -> 03:30] for, Google knows that and they are going to and then you're going to go somewhere else.
[03:30 -> 03:33] You're going to go to Yahoo or somewhere else to find a search engine that gives you what
[03:33 -> 03:35] you're looking for.
[03:35 -> 03:42] So Google will measure what they call a user experience and they came up with this very
[03:42 -> 03:44] early on and it's quite brilliant.
[03:44 -> 03:48] They know if you come to Google and do your searches and you consistently don't find what
[03:48 -> 03:49] you're looking for.
[03:49 -> 03:51] They know you're not going to come back.
[03:51 -> 03:57] In September of 2020, Google had 94% of all searches on the web.
[03:57 -> 03:59] That's not by accident.
[03:59 -> 04:04] They know how to keep their people coming back to do searches here.
[04:04 -> 04:08] When you're talking to clients, also they'll say, Oh, yeah, those ads at the top.
[04:08 -> 04:11] I never click on those.
[04:11 -> 04:11] That's fine.
[04:11 -> 04:13] They can say whatever they want.
[04:13 -> 04:17] Maybe they don't click on those, but you know what?
[04:17 -> 04:21] This is how Google makes billions and billions and billions of dollars a year.
[04:21 -> 04:26] In fact, Google made over $162 billion in 2019.
[04:26 -> 04:28] A lot of it comes from these ads.
[04:28 -> 04:33] So maybe that person you're talking to doesn't click them, but a lot of people do.
[04:33 -> 04:37] And what Google wants you to concentrate when you're building ads for clients is the
[04:37 -> 04:44] user experience, meaning that once somebody clicks this ad, these ads are free right now,
[04:44 -> 04:45] right?
[04:45 -> 04:51] If somebody clicks this ad wherever it takes them to, they're measuring that experience.
[04:51 -> 04:56] So if they click on this ad and they go to a landing page and they immediately click that
[04:56 -> 05:02] back button, it's probably because that landing page does not reflect what the ad is talking
[05:02 -> 05:03] about.
[05:03 -> 05:09] So an easy example would be if you're trying to sell blue cars and you say, blue cars,
[05:09 -> 05:14] check them out here and they click that and they go to a website and it's got red trucks.
[05:14 -> 05:18] This what the person's going to click the back button right away and Google's measuring
[05:18 -> 05:19] that.
[05:19 -> 05:23] So every time that happens, Google's like, you know what, the person is not finding what
[05:23 -> 05:25] they're looking for.
[05:25 -> 05:27] They are not spending any time on that page.
[05:27 -> 05:29] They're not filling out the forms.
[05:29 -> 05:30] They're not calling.
[05:30 -> 05:31] They're not engaging.
[05:31 -> 05:33] They're not scrolling down the page.
[05:33 -> 05:40] All of that stuff is being measured by Google and it's to give that person a good user experience.
[05:40 -> 05:44] So if that keeps happening and the person just keeps clicking the back button and coming
[05:44 -> 05:50] back here, Google's going to start to say, all right, this ad isn't doing very well.
[05:50 -> 05:52] And so what we're going to do is we're going to drop it.
[05:52 -> 05:56] Not only are we going to drop it, but if you want to keep the ad up here, we're going to
[05:56 -> 05:58] charge you a lot more money.
[05:58 -> 06:04] People just don't realize that a lot of clients are mistaken and believe that whoever pays the
[06:04 -> 06:07] highest here wins.
[06:07 -> 06:08] That is true.
[06:08 -> 06:15] If all things are equal, meaning if all of these ads are working exactly the same and all of
[06:15 -> 06:19] the landing pages are converting exactly the same, then the highest person who's paying
[06:19 -> 06:20] would win.
[06:20 -> 06:27] I happen to know that we have ads and industries that we're running against Fortune 500 companies
[06:27 -> 06:30] who can of course pay more than my clients can.
[06:30 -> 06:35] But I happen to know that we're coming up consistently higher and based on how the ads are
[06:35 -> 06:37] written and what the experience is like.
[06:37 -> 06:43] I can guarantee you they're paying more per click and per lead than we are.
[06:43 -> 06:49] So one thing you need to educate people about is it's not always about who pays the most.
[06:49 -> 06:54] It's about who converts and gives people that good user experience.
[06:54 -> 07:00] You also need to make sure that they understand that this section right here, the Google ads
[07:00 -> 07:02] is what you are explaining to them.
[07:02 -> 07:08] Because a lot of time they believe it's this, they believe it's this or they believe it's
[07:08 -> 07:12] this and they don't understand all of the different aspects of Google.
[07:12 -> 07:16] Now if they ask you about the Google Maps listing, that is something that they can do
[07:16 -> 07:17] on their own.
[07:17 -> 07:19] In fact, these are free.
[07:19 -> 07:25] When these are free and done correctly, these can bring in a ton of leads.
[07:25 -> 07:31] In the bonus section, as we get there, I'm going to add a module in there that would, because
[07:31 -> 07:35] this is something that you could also sell to your clients after you get them on board.
[07:35 -> 07:38] You can help them with their listing.
[07:38 -> 07:43] You can help optimize their listing and give them some tricks on how to engage with these
[07:43 -> 07:47] listings to make sure that they come up in the top three.
[07:47 -> 07:49] So that'll be in the bonus section.
[07:49 -> 07:54] So that was a little look at the differences between the Google guaranteed, the Google
[07:54 -> 08:00] ads, the My Business Listings and SEO and why understanding it's so important when you
[08:00 -> 08:03] are speaking to your potential clients.
[08:03 -> 08:05] All right, see you in the next video.

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--- FULL TRANSCRIPT ---
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All right. So and this is going to be a very quick module of a kind of giving you a quick understanding of Google and why this is so important because when you are speaking to clients, they may seem like they understand what you're talking about, but a large majority of the time they do not. There is a lot going on with Google. There are a lot of different aspects that they have to their business and you need to understand that so you can explain it to them. So let's go to our trusty search for a plumber again. Okay. When you are talking to potential clients, a lot of people will get confused of what Google ads really are. They may say they understand, but you need to make sure that they truly do understand and you will be shocked at how often they are confused about this. So your number one thing is you need to make sure you educate them before you sell them. So right here, these are what we call Google guaranteed ads. These are only available in certain areas and certain industries. You know, as far as experience with these go, I don't personally run these. There is quite an extensive setup for these that the client has to do. And I've never heard really anything that's great or anything that's horrible. They're just kind of there. I know clients that have these running that they get some, some leads, but sometimes they're expensive leads. So it's not been overwhelming one way or the other. But once again, these are only available in certain areas and with certain industries. And they're called Google guaranteed because that's why the setup process is a little more elaborate. Google will guarantee that service up to, I think it's about $2,000. Next we have the Google ads. This is where we're talking, you know, to our potential clients about right here. You can always see there's a little text next to it that says add. There's typically three up here and then there can be three down at the bottom. Actually, there can be up to four at the top and three at the bottom for a total of seven. Now, you don't want your ads down here because most people never get to the bottom of the page, right? So you're really working for the top few spots. Right below this, you have what are called the Google business listings or Google My Business is sometimes how it's also referred. It's also referred as the Google Maps section or the big three. Okay. Clients will call all these different things. When you hear that terminology, you know they're talking about this clients will get Google ads confused with this as well as down below the Google Maps section or the Google My Business are what we call organic listings. Okay. But what we're dealing with with Google ads are these ads right here. So why does Google have all of this? Google has all of this because their biggest thing is they want to keep anybody searching on Google. They want to keep them on Google. They want them to find what they're looking for. And a lot of people don't look at it like this, but if you don't find what you're looking for, Google knows that and they are going to and then you're going to go somewhere else. You're going to go to Yahoo or somewhere else to find a search engine that gives you what you're looking for. So Google will measure what they call a user experience and they came up with this very early on and it's quite brilliant. They know if you come to Google and do your searches and you consistently don't find what you're looking for. They know you're not going to come back. In September of 2020, Google had 94% of all searches on the web. That's not by accident. They know how to keep their people coming back to do searches here. When you're talking to clients, also they'll say, Oh, yeah, those ads at the top. I never click on those. That's fine. They can say whatever they want. Maybe they don't click on those, but you know what? This is how Google makes billions and billions and billions of dollars a year. In fact, Google made over $162 billion in 2019. A lot of it comes from these ads. So maybe that person you're talking to doesn't click them, but a lot of people do. And what Google wants you to concentrate when you're building ads for clients is the user experience, meaning that once somebody clicks this ad, these ads are free right now, right? If somebody clicks this ad wherever it takes them to, they're measuring that experience. So if they click on this ad and they go to a landing page and they immediately click that back button, it's probably because that landing page does not reflect what the ad is talking about. So an easy example would be if you're trying to sell blue cars and you say, blue cars, check them out here and they click that and they go to a website and it's got red trucks. This what the person's going to click the back button right away and Google's measuring that. So every time that happens, Google's like, you know what, the person is not finding what they're looking for. They are not spending any time on that page. They're not filling out the forms. They're not calling. They're not engaging. They're not scrolling down the page. All of that stuff is being measured by Google and it's to give that person a good user experience. So if that keeps happening and the person just keeps clicking the back button and coming back here, Google's going to start to say, all right, this ad isn't doing very well. And so what we're going to do is we're going to drop it. Not only are we going to drop it, but if you want to keep the ad up here, we're going to charge you a lot more money. People just don't realize that a lot of clients are mistaken and believe that whoever pays the highest here wins. That is true. If all things are equal, meaning if all of these ads are working exactly the same and all of the landing pages are converting exactly the same, then the highest person who's paying would win. I happen to know that we have ads and industries that we're running against Fortune 500 companies who can of course pay more than my clients can. But I happen to know that we're coming up consistently higher and based on how the ads are written and what the experience is like. I can guarantee you they're paying more per click and per lead than we are. So one thing you need to educate people about is it's not always about who pays the most. It's about who converts and gives people that good user experience. You also need to make sure that they understand that this section right here, the Google ads is what you are explaining to them. Because a lot of time they believe it's this, they believe it's this or they believe it's this and they don't understand all of the different aspects of Google. Now if they ask you about the Google Maps listing, that is something that they can do on their own. In fact, these are free. When these are free and done correctly, these can bring in a ton of leads. In the bonus section, as we get there, I'm going to add a module in there that would, because this is something that you could also sell to your clients after you get them on board. You can help them with their listing. You can help optimize their listing and give them some tricks on how to engage with these listings to make sure that they come up in the top three. So that'll be in the bonus section. So that was a little look at the differences between the Google guaranteed, the Google ads, the My Business Listings and SEO and why understanding it's so important when you are speaking to your potential clients. All right, see you in the next video.

