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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

This is very educational content and written well for a change. It's nice to see that some people still understand how to write a quali...

mark Johnson

Digital advertising continues to dominate marketing budgets

Read more

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

I enjoyed reading your article. It all starts from creating a persona of your ideal customer. Once you understand the needs then you can ...

Ardie Cash

4 skills needed for a marketer to sit on boards

Read more

A very prestigious list. Cant wait to see who ends up in this years list. Cheers!!

Diganto

CMO50 2018 is now open for submissions

Read more

Latest Podcast

More podcasts

Sign in