Google opens the floodgates for new 'social' ads

Participating businesses can now distribute their Google+ posts across the Web

Internet users may soon start to see more ads that look like posts from Google+, but without visiting the social network.

Google is opening its new "+Post ads" to advertisers meeting certain requirements, marking general availability of the program, which had been in testing mode.

The social ads work differently than the sponsored content traditionally sandwiched between posts from friends on sites like Facebook or Twitter. Instead of plopping the ad into Google+ streams, Google will run it across the Web on its ad display network, which may include news sites, blogs or other pages, allowing brands to reach a larger audience.

The ads will come from posts on businesses' Google+ channels that will be turned into Google "engagement ads," paid for by businesses based on the activity they generate. The idea is that fans or customers will engage with the ads in the same ways they do with content on social sites, such as by commenting on posts or giving it the "+" mark, Google's version of the "like."

"It makes the entire Web our social platform," said Dylan Schwartz, creative director at ad agency Saatchi & Saatchi, in a promo video for the program.

Photos will likely be a big part of the ads, but Google also said it is letting advertisers promote broadcasts using Hangouts On Air, which will let users interact with the ad before, during and after a broadcast.

Toyota USA, the apparel company prAna, and Ogilvy Brussels, among others, have tested the program.

Whether Google's +Post ads will generate much interaction from Internet users at large is another question. Google has faced challenges in generating activity on its social network compared to sites like Facebook or Twitter.

Because the ads will not appear on Google+, they may not drive much traffic to Google's main social network.

To participate, businesses must meet requirements, including having at least 1,000 followers at Google+.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Sounds a bit confusing, but also like there're quite a few benefits. So, it's a good idea to link it with crm and marketing automation? D...

Kirsten

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in