Google offers many products and services to help business owners with their online marketing. Here's a rundown of the most popular ones and you can use them in your digital agency marketing efforts.
This powerful tool allows you to track and monitor the traffic and conversions on your insurance agency website. Here are a few examples of the statistics you can learn in Google Analytics:
- Number of visits to your website
- Type of visitors
- Source of the visits, including search engines, a referring site, direct traffic
- Location of visitors
Knowing these statistics will help you make better decisions when creating your marketing campaigns.
For Insurance Website Builder customers, it's easy to connect Google Analytics to your website. Here are the instructions for Insurance Website Builder customers.
Google Webmaster Tools
Using Google Webmaster Tools helps you keep track of the health of your website. Are Google's crawlers and bots able to visit your website? Do you have any errors on your website? How about spammy or low quality backlinks? You can find answers to all these questions and more with the help of Google Webmaster Tools. You can even check rankings of keywords that people used to find your website.
Webmaster Tools and Analytics are the most important Google products to business owners. When used together these tools help build your brand.
Google My Business (formerly Google+ Local and Google Places)
Google My Business is the place where you can manage your local and social presence for all Google products.
Using Google My Business you can do the following:
- Create and track visits to your local listings page
- Integrate with Google Analytics to see the amount of visits from your local listing page to your main insurance website
- Connect your business social media pages
- Allow customers to post reviews
Reviews posted by customers are invaluable to your SEO efforts. They contribute to where you rank on search engine results pages (SERP).
Google makes it easy to share your local listing pages on your website and blogs. You can use plugins to add badges, +1, or Follow buttons so your clients can connect to your social media pages with one click. See all the plugins Google offers here.
AdWords is Google's pay-per-click (PPC) advertising product. You can buy ad space on Google's SERP by bidding on specific keywords or phrases.
Depending on the keywords, bids can go from a few cents per click to $20-$30 per click. If managed properly, pay-per-click can be a fast way to get visibility for your website. You can set strict budget restrictions on campaigns, which helps control costs.
It's important to remember AdWords isn't for every agency. You should conduct research before setting up any campaigns. Identify the keywords you're bidding on. Then determine whether you can compete with big companies like Geico, Progressive and State Farm.
There you have it! A list of the many products and services Google provides for business owners to use in online marketing, most of which are free. I recommend making as much use of them as possible.
Got a question about any of these Google products or services? Leave a comment below.