At the end of last year, Google started testing the concept of +Post ads. The ads enable those with an account to turn any of their Google Plus content into an interactive ad, and have it run across the Google Display Ad network. Now Google has moved +Post ads out of their limited testing phase. The ads are now available to any Google Plus member with more than 1,000 followers.
+Post ads can be used to get other users engaging. People can comment on your ad, share the ad with a friend, or join a live Hangout On Air. Brands can also reply to any comments, giving them a one-on-one engagement with their customers. Another advantage with these types of ads is that once your ad campaign is over, the posts will remain in our archive (and become searchable on Google Search). So you can continue advertising your product.
With the Hangout option, the advertiser can show their products live. Google Plus users logging on can watch the Hangout and perhaps talk directly to the company representative and ask questions. Once the Hangout is finished, people who missed it will be able to watch a recording of it.
Google says that the companies involved in the limited test reported a higher engagement rate (as much as 50% higher) from +Post ads.
As Wordstream reminds us, social media advertising is going to be “the next big thing.” As we’ve seen, Facebook is ramping up the pressure on companies to buy Facebook advertising if they want their Page content to be seen. The company is also making its ads bigger. So Google has probably decided to go after a bigger chunk of this advertising revenue pie, too. There is certainly a lot of positive buzz about it.
Besides the 1,000 plus follower requirement, other criteria to be met are that your +post ads must contain content that’s relevant to your Google Plus audience. You must also have opted in to shared endorsements for Google Plus pages.
Images: ASOS, Toyota USA, Google
I generally do not like ads online, which is why I have an ad blocker installed. Saying that, it’s good that +Post ads are interactive and seem to want to connect with users on a two-way basis.
Mark O'Neill
I hope you are whitelisting your favourite sites though – including Small Business Trends – so the adverts for those sites get through?
It is totally understandable why you would use an ad blocker. I hate ads myself. But here’s the thing. Blocking all ads on all sites is actually quite detrimental to the long term viability of a site’s existence. Even without clicking an ad, by letting them load on your favourite sites, you are giving the site advertising money.
Hi Mark…
Because I’m so used to not seeing ads, I’ve developed a huge aversion to them, so I tend to block them all. However, I’ve heard what you said and might re-consider for some.
take care…
Aira Bongco
Now there is a greater reason to be active on Google plus. Google is really doing everything to get people to shift. Aside from the fact that G+ plays a major role in search engine ranking, they are now doing it to control Google ads too.
Mark O'Neill
Actually I read last week that Google is downsizing Google+!!
http://arstechnica.com/gadgets/2014/04/report-google-to-end-forced-g-integration-drastically-cut-division-resources/