At second order in the interaction term, attach the two external fermion fields to different vertices and contract the remaining two fermion fields with each other and the two vector fields with each other. The factor in the expansion is cancelled by the two ways to assign the external ends. There is no closed fermion loop, and hence no extra closed-loop fermionic sign.
After removing the two external Dirac propagators, the internal momentum assignment for the photon and for the fermion gives the one-loop insertion
Thus the insertion is proportional to exactly the propagator product specified in the source. Define . With Fourier convention , the reduced free inverse kernel is , since the printed Dirac propagator equals . Repeated insertions give
The factors of and the sign of the named self-energy are convention dependent; the cancelling counterterm is fixed once this insertion convention is specified. The internal photon joins two vertices on one directed fermion line, as in the first panel of the figure in 1b.

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