As social media platforms vie for brands’ business, Google has launched the latest promotional program called +Post ads that will let brands display their Google+ page posts as interactive display ads. This will allow brands to repurpose their posts as social ads in Google’s display advertising network, which will bring additional Web traffic to brands’ Google+ pages. They will also promote a brand’s efforts to engage with consumers and enhance their image as a customer-conscious brand. MarketingLand.com reported on the rollout to show how this addition to Google+ could equate to more business for both brands and the social network.
With +Post ads, brands will be able to spin their social media content into interactive ads. These are simply a newer version of promoted posts that are placed into Google’s display ad network. Brands will have the option to automatically promote their most recent Google+ posts and only pay when people engage with that content.
Each +Post ad will include a “click to expand” button that will prompt a full-screen view of the social content. Then, Google+ users who are signed into the social media site will be able to share, comment, and +1 while staying on the site.
The new ad program is now available to any Google+ brand page with more than 1,000 followers.
Google started testing the program in December and its early participants experienced outstanding results. Toyota USA tried out the program to promote the rollout of its 2014 Corolla and saw a 50% higher engagement rate than the industry average for rich media. And a +Post ad drew in 71% of the live viewers for a Hangout on Air with UK online style site ASOS.
These +Posts ads offer benefits to both brands and Google+. They bring companies and their branding firms another valuable vehicle to promote their presence and participation on the social Web. They also give Google+ an edge over other social media sites through their instant interactivity, which appeals to advertisers.
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Written by Michael Del Gigante