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
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