Google Tests Social Ads, Turns Google+ Posts Into Display Ads To Show Across The Web

google-plus-logo-tiltToday, Google introduced a type of promoted post in Google+ that allows brands to turn their social content into ads that are distributed on the Google Display Network. Toyota USA, Cadbury UK and RITZ crackers are among the test partners participating in the closed beta.

Brands can take content posted on Google+ and turn photos, videos and even Hangouts into display ads. Rather than have the ads served only within the Google+ context — as with social ads on other networks such as Facebook and Twitter — advertisers can distribute their social content across the web through Google’s Display Network, which includes some 2 million sites. google +post ads +Post ads are designed to be interactive, with the call-to-action being “Click to Expand” to a full-screen lightbox. Users can follow, +1, comment, ask questions, re-share content or join a live Hangout from the ad unit. google-+post-ads-expandable Google says +Post ads are seeing expansion rates 50% higher than the industry average for rich media ads, but otherwise hasn’t provided any other performance details. The program is running in beta. Interested advertisers can apply here.

Related Topics: Channel: Display Advertising | Content Marketing | Display Advertising | Google | Google: Display Advertising | Google: Google+ | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • dziadzie

    Do we know if the cost will be any higher than for other formats on GDN?

  • Ginny Marvin

    Google says advertisers “pay only when people engage with your brand’s content”. We’ll have to wait to see on what the actual CPEs will look like.

  • Kelly Watt

    On goes the growing options for PPC in social domains. The remarketing options will be great! looking forward to it.

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