Google+ released their new +Post ads publicly today. The network pre-released +Post ads for testing in December with a handful of retailers including Toyota USA.
But what are the new +Post ads? Here are the basics:
What is the value of advertising with +Post?
When you publish ads on Google+, you get…well…all of Google, which is why this kind of advertising is so valuable to brands. When you advertise with +Post, you not only get an ad placed within the Google+ network, you get your social post placed throughout Google’s entire display network. That means access to ad space on over 2 million sites worldwide, and the ability to drive engagement with an interested audience, no matter where that audience spends their time. The web is your oyster (Sorry, I couldn’t resist)!
What can I learn from the test drivers of +Post ads?
Toyota USA invested in +Post ads early with an aim to grow its engaged audience. Toyota was an ideal test brand for +Post ads because it sees growth year-over-year in direct correlation to the amount of content it posts, allowing for very little mystery in the numbers and providing clear visibility into whether +Post ads were working or not. This is something to keep in mind when determining if +Post ads are a good fit for your brand.
Toyota USA benefited from an engaged user base on Google+, with a much better comments-to-Likes ratio than they experienced on Facebook.
They also found that leveraging social content for digital advertising was a serious plus (ha. ha. ha.).
Photo and video content fared best for Toyota USA — something that’s true for most brands across most social networks, but is still important to note.
Which brands are eligible?
- Brands with Google+ Pages that have at least 1,000 followers
- Brands with posts that are relevant to their audience (i.e. have seen some social media success on Google+)
- Brands that have opted in to “Shared Endorsements” (the setting that allows brands to control whether their Google+ Page’s followers and others see their name and profile pictures paired with recommendations in ads).
I heard that Google’s packaging the +Post rollout with two new features. What are they?
Along with +Post ads, Google is demoing two new features: Promoted Hangouts on Air, and Automatic Post Promotion. Both features are intended to improve brand reach. Here’s the lowdown:
Promoted Hangouts on Air allow you to guide users to take specific actions before, during, and after the broadcast (RSVP, watch live, or view a recording afterwards).
Automatic Post Promotion allows you to promote your most recent Google+ post, pay only when people engage with your content, and send your content to corners of the internet it’s never reached before.
What should I do?
If you fit the criteria and have invested in a lot of Google+ content (or plan to), this is a solid advertising program for you.
We recommend testing the waters for a limited amount of time, giving yourself a firm end date, budget, and goal, and then deciding whether to stick with it from there. Also, remember that you don’t bring your ski poles to go fishing — build your +Post campaign to fit within its format. And, not to sound like a broken record, but: measure, measure, measure.
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