Google today expanded its test of +Post ads, a new type of monetization for its social network that lets brands turn Google+ content into display ads. At the same time, Google is piloting two new features: promoted Hangouts on Air and automatic post promotion.
The new advertising format is now available to all advertisers who meet the following requirements:
- They have a Google+ page with at least 1,000 followers.
- They are using a post that contains content relevant to their audience.
- They have opted in to shared endorsements for Google+ pages.
As for the two new features, Google says they are meant to help marketers “create compelling ad experiences and make it easier to extend the reach of [their] social content.” Promoting a Hangout on Air to a +Post ad lets users take specific actions: RSVP prior to the Hangout, watch the broadcast live, and view a recording after the event. Automatic post promotion meanwhile means advertisers can promote their most recent Google+ post and pay only when users engage with their content.
Google first launched +Post ads in December 2013, but only for a select number of advertisers. The company says additional advertisers would get it “over the next few months,” and that push is starting now.
The company pitches +Post ads as a brand-friendly format because they allow companies to convert a piece of their public Google+ content into a display ad that can run across over 2 million sites in the Google Display Network. The content in question can be a basic status update, but can also include photos, videos, Hangouts, and now even Hangouts on Air.
In short, Google has figured out a way to make advertisers happy while still keeping users satisfied too. Brands get another way to promote their Google+ content and Google+ users don’t have to see ads, at least not on the social network.
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