Good news for all Google fan boys who believe that its social network Google+ still has the potential to compete with the giants of social networking. In a recent update, Google has decided to roll out +Post ads to all advertisers who meet a minimum threshold of Google+ followers. In addition to this Google is also announcing two new features: promoted Hangouts on Air and automatic post promotion.
Last December, Google initially introduced +Post ads to a limited number of advertisers as a new way to amplify content and create conversations across the web. +Post ads let you to take a piece of your public Google+ content, like a photo or video, and turn it into an engagement ad that runs across the Google Display Network.
The new advertising format is now available to all advertisers who meet the following requirements:
1. Google+ page with at least 1,000 followers.
2. Use a post that contains content relevant to their audience.
3. And have opted in to shared endorsements for Google+ pages.
Google has shared some success stories about the +Post ads on its blog. For example for the launch of the 2014 Corolla, Toyota USA sought to drive consideration from a younger audience by promoting their Google+ content with +Post ads. For this campaign, Toyota USA saw a 50% higher engagement rate than the industry average for rich media ads.
Similarly prAna, a yoga and climbing inspired apparel company, incorporated +Post ads into their existing AdWords display campaigns to raise awareness with their potential customers.
+Post Ads is now available to all AdWords advertisers with a significant number of followers. Check out the AdWords Help Center for more details.
Hangouts on air and automatic post promotion
“The other two new features – Hangouts on Air and automatic post promotion have been developed to help marketers to create compelling ad experiences and make it easier to extend the reach of [their] social content,” states Google.
Promoting a Hangout on Air to a +Post ad lets users take specific actions: RSVP prior to the Hangout, watch the broadcast live, and view a recording after the event.
ASOS hosted a shoppable Hangout where fans could check out styles and make purchases from a collection created in collaboration with a global activewear brand. The event was promoted live in a +Post ad, driving awareness and live tune-ins of the event on relevant web sites. In total, 71% of live viewers for the Hangout watched from a +Post ad.
Automatic post promotion meanwhile means advertisers can promote their most recent Google+ post to get a bigger reach and pay only when users engage with their content.
The company pitches +Post ads as a brand-friendly format because they allow companies to convert a piece of their public Google+ content into a display ad that can run across over 2 million sites in the Google Display Network. This not only makes marketers happy but even users can have the experience intact.