1-800-HURT-911® substantially improves Quality Score and ROI from Google Ads.
- 1 Comparison Testing: Google Ads Title
- 2 1-800-HURT-911® Gives You An Advantage Over Large Personal Injury Law Firms
- 3 What is the Google Quality Score and why is it important to your Google Ads?
- 4 How 1-800-HURT-911® Will Increase Your Google Quality Score
- 5 Landing Pages
- 6 Tracking Calls from Landing Pages When Using a Vanity Phone Number
Comparison Testing: Google Ads Title
In a comparison test of our Google ads title using 1-800-HURT-911® vs. Franckel & Plevy, the results were striking:
- 24.10% lower cost per click — $114.30 for 1-800-HURT-911® vs. $150.60 for Franckel & Plevy.
- 1-800-HURT-911® received 69.84% share of clicks/calls vs. 30.16% for Franckel & Plevy.
(The lower cost per click wasn’t because people bypassed Google Ads by calling 1-800-HURT-911. Calls were received through Google and CallRail tracking numbers.)
At a $25,000 per month budget, using 1-800-HURT-911® in the title of Google Ads should produce 52.72 more clicks or 8.32 more cases per month. With an average settlement value of only $60,000 per case and a 1/3 legal fee, this amounts to additional legal fees of $166,400 per month!
Improvements across all ads but attributed to 1-800-HURT-911® produced:
- 166.66% increase in click/calls
- 44.42% overall conversion rate for all ads
- 86.55% impression share – substantially higher than other advertisers (see chart)
- 1.9 average position – substantially higher than other advertisers (see chart)
- Overall average cost per case for both Franckel & Plevy and 1-800-HURT-911® was $792.41.
Our Google Quality Score has been increasing so we expect these numbers to improve. After we switch to using only 1-800-HURT-911® in the title of Google ads, there should be even further improvement.
Our best performing ads used 1-800-HURT-911® at the beginning of the title so using only 1-800-HURT-911® in the title and at the beginning of the title in Google ads, should further improve results.
The screenshot below shows we received a substantially higher share of impressions and average position in Google Ads.
This chart is a screen capture from our Google Ads dashboard
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 a smaller law firm because they have a huge advertising budget and you don’t.
In fact, a much 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 and Quality Score than those of larger law firms, Google considers them more relevant and you will get a better position, more clicks and pay less per click than your competition!
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 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 most important ways to increase 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).
Our best performing ads used 1-800-HURT-911® at the beginning of the title.
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.