Google+ began testing its +Post ads with select advertisers back in December, and today announced they’re now available to all Pages that qualify.
In order to qualify, you must have a minimum of 1,000 followers, the sponsored post must be “relevant to your audience,” and you have Shared Endorsements turned on.
The social network is also testing the ability to promote a Hangout On Air, a live-streamed video chat, and what it’s calling “automatic post promotion.”
Here’s how automatic post promotion works:
“At any given moment, there is someone interested in your brand, but it’s challenging to make sure you reach people at every moment that matters. Now you can automatically promote your most recent Google+ post, and pay only when people engage with your content, extending the reach of your social content across the web.”
Google highlighted a few case studies from early testing of +Post ads, particularly mentioning Toyota, one of its earliest brand partners:
“For the launch of the 2014 Corolla, Toyota USA sought to drive consideration from a younger audience by promoting their Google+ content with +Post ads. For this campaign, Toyota USA saw a 50% higher engagement rate than the industry average for rich media ads.”
According to Ogilvy Brussels CEO Koen Van Impe, engagement rates were 50 to 100 percent higher, compared to past campaigns.
As a longtime active user, I was actually surprised (in a good way) by Google’s announcement since I can’t recall seeing a single ad during the testing period.
Google+ will soon celebrate its three-year anniversary in June, and a recent study found the social network has as many U.S. adult users as Twitter.