Google’s +Post ads are a new ad format that can be utilized to captivate the audience and increase engagement across multiple online platforms.
Where do +Post ads come from, and where do they display?
+Post ads are pieces of content that originate from a brand’s Google+ post, and can include a video or images. With this new approach to Google ads, advertisers can turn one of their business’ most engaging G+ posts into an interactive ad, and showcase it within Google’s display network of more than two million websites. The AdWord ad will display a portion of your post, and once the user engages with the ad (by hovering over it for 2+ seconds), it will expand and showcase the entire post on the user’s current webpage.
It is NOT advertising ON Google+. It is the ability to use a Google+ post as an AdWords ad.
Tip: Google recommends using an image size with a 16:9 ratio. Recent trials with +post ad image sizes, suggests that the ideal pic size is 300×140.
What are the benefits of +Post ads versus traditional AdWords?
Advertising content that tells a story is far more compelling and effective than simple-everyday display ads. +Post ads create an opportunity for brands to utilize the resources of the Google+ platform to share and tell stories, and then extend the reach of their message far beyond the Google+ platform.
What’s different here is that Google is enabling social content ads that are not on the social platform. Instead of littering Google+ with ads, +Post ads are places where people expect to see ads: on websites that already have Google Display ads.- Mark Traphagen
Adding to the innovative ad experience, Google’s new ad format is dynamic. The +Post ad’s audience will be able to:
- +1 the +Post ad.
- Share the +Post ad.
- Comment on the +Post ad.
- Participate in a discussion.
- Ask questions.
- Follow a Brand Page.
- Watch a Video.
- Share a Video.
- Watch a Live Hangout.
Virtually every method of interacting with the consumer audience that is currently enjoyed within a Google+ post, will be accessible in +Post ads.
Tip: If a URL is included in the text portion of your Google+ post, the user is able to click on the link in the +post ad and be taken directly to your website or a specific landing page.
Are there any examples of major brands using +Post ads?
Toyota USA provides a great example of how advertisers can use +Post ads to increase user engagement. The automobile company recently used +Post ads to promote the brand’s 2014 Corolla to a younger consumer audience – a tough demographic for most car manufacturers. By incorporating video into their +Post ad, Toyota USA reported 50% more engagement with the +Post ad than traditional advertisements had provided in the past.
It’s a win, win. It’s relevant advertising done right. – Vic Gundotra, former head of Google+
Another great example of +Post ads comes from the UK. The British fashion retailer ASOS incorporated a Hangout on Air into a +Post ad to promote a sale. In doing so, the audience was able to shop for items before, during and after the Hangout; all from the +post ad. In this instance, campaign analytics showed that 71% of viewers who attended the HOA arrived from the +Post ad.
How do I create +Post ads for my business or brand?
In order to create +Post ads and enjoy their enormous marketing benefits, your business or brand must meet three requirements:
- Your Google+ profile must have a minimum of 1,000 followers.
- You must opt-in to shared endorsements for Google+ pages.
- The content displayed in the +Post ad must be relevant to your audience.
Tip: If you do not meet Google’s requirements, do not be discouraged. We can help you create captivating +Post ads and introduce your interactive ad to Google’s display network of more than two million websites.