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

Supporting Association

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in