Online advertising makes 1-800-HURT-911® more valuable than ever as a brand asset because it substantially improves your Google Quality Score and ROI.
1-800-HURT-911® Gives You An Advantage Over Large Personal Injury Law Firms
Unlike TV, with Google Ads, a larger law firm cannot gain an advantage over your law firm because they have a huge advertising budget and you don’t.
In fact, your lower budget Google Ads campaign can get more cases at a lower cost per click than the big personal injury law firms! This is because if your Google Ads have a higher conversion rate than those of the larger law firms, they are considered more relevant and you will get a better position, more clicks and pay less per click!
What is the Google Quality Score and why is it important to your Google Ads?
Google states, “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.”
Thus, if your Google Ads have a Quality Score higher than your competition’s Google Ad, you gain two very important points over your competition:
- Your Google Ad will be listed above your competition, so you get more clicks
- You will pay substantially less than your competition for each click
Google states, “The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions…” (Emphasis added)
Basically, if more people click on your ad (conversions) versus your competitor’s ad, Google sees it as more relevant to their user and they will reward you for that.
How 1-800-HURT-911® Will Increase Your Google Quality Score
There are many things you can do to increase your Google Quality Score and you can read several articles here about how to do that. When you license 1-800-HURT-911®, you will get free consultations with Phil Franckel, Esq. which will help you when speaking with your Google Ad campaign manager. If you prefer, your Google Ad campaign manager is welcome to speak with Phil Franckel.
One of the more important ways of increasing the relevancy of your Google ads and thus your Google Quality Score is by using 1-800-HURT-911® in the Google Ad title.
When potential clients look for a lawyer in online advertising and see 1-800-HURT-911® in the ad title, it’s a brand attractant, making it much more likely that online visitors will click on your Google ad (and other online PPC and display advertising).
Once a potential client looking for a lawyer clicks on your online advertising, the potential client will prefer to contact the lawyer either by calling or using a chat service.
According to Pew Research, 51% of U.S. adults will call rather than send an email or text message. The widespread ownership of mobile phones means that calls can be placed at any time, anywhere, which increases call volume.
Your website and landing pages should always include 1-800-HURT-911 for branding, call buttons, and a chat service. See How to Increase Calls from PPC and Online Advertising.
Video testimonials and law firm videos on your landing page are powerful tools to get potential clients to take that next step and decide to call you. See an example of a landing page design for a personal injury lawyer using 1-800-HURT-911®.
Following are examples of videos used by lawyers advertising 1-800-HURT-911®.
Law Firm Video
Law Firm Video
Tracking Calls from Landing Pages When Using a Vanity Phone Number
Tracking calls from Google Ads with a vanity phone number is simple. There are call tracking services for vanity phone numbers but you don’t need it for Google Ads and landing pages. Instead, simply use the vanity phone number as a brand.
With online advertising, people press a button on their smartphone to make a call rather than dialing a phone number. Wherever you have 1-800-HURT-911® or 1-800-487-8911 in the text, a graphic, or a call button, Your Google Ad campaign manager should simply link it to your call tracking phone number. That’s it!
That’s what we do. 1-800-HURT-911® is used as a brand to get people to call and all calls go through several different tracking phone numbers. Callers don’t even know that they didn’t call 1-800-HURT-911.
Because we use 1-800-HURT-911 in the title of our Google Ads, we have a conversion rate of 48%. What’s your conversion rate? It’s probably less than 10%.
Now you have the advantage of using both a vanity phone number to increase your Google Quality Score and ROI and using call tracking phone numbers.