How to Use Google +Post Ads To Boost Your Engagement and Amplify Your Reach
What if I told you that something is coming that allows you to essentially turn the entire web into your social media platform. It’s seamless with what you’re already doing on social media. And it’s designed not just to shout at your audience but to foster better engagement with them within a context of providing value.
Sounds like a great idea, and this is exactly what Google is rolling out (right now in beta form) with Google +Post ads.
Now before you start worrying that Google+ is taking a cue from the highly monetized blue network that frustrates marketers every time they change, I don’t think that’s what’s happening here. Sure it’s a form of monetizing Google+. But from my perspective, they’ve done it in a way that helps you use your content to provide value to an even wider audience.
Here’s what you want to know about Google +Post Ads
Announced (quietly) in December 2013, here’s how Google+ Product Manager Eran Arkin described Google +Post Ads:
“+Post ads allow a brand to take a piece of their public Google+ content, like a photo, video or even a Hangout, and with a few clicks, turn it into a display ad that can run across the more than 2 million sites in the Google Display Network. This lets brands think of the entire web as their social stream. Bringing together the sharing capabilities of Google+ and the reach of our ad products has already allowed advertisers to better connect with customers, and customers to better discover what others are thinking.”
This is content-based advertising, and it’s designed to foster engagement with the people most likely to be interested in your brand. With +Post Ads, you can choose to promote a piece of your Google+ content. Your content is displayed on a relevant site – complete with the ability to +1, comment, and share the content right then and there from whatever site your prospect is on. Using targeted marketing tools, you can make sure that the Google+ content you promote is displayed in a highly relevant context, helping you introduce even more people to your Google+ presence.
How To Use Google +Post Ads To Grow Your Business
#1 Amplify Your Reach
Google +Post Ads put your quality content in front of people likely to find it valuable – even if they’re not yet using Google Plus. In a sense, this makes every site in the Google Display Network your social network.
#2 Encourage Engagement With Your Content
More eyes on your great content means that you’re more likely to have people engaging with your content. This is one of the key benefits of social advertising. People see their friends and colleagues engaging with your content and it encourages them to do the same.
And think creatively about the kinds of content you promote. You can promote regular posts, but you can also promote Hangouts on Air. This could be huge! This isn’t just about fostering engagement – it also is a great way to increase your thought leadership in your field.
#3 Increase Your Relevance for SEO Benefit
It’s no secret that Google includes social engagement as one factor in your ranking on search engine results pages. Displaying your content in an appropriate context in multiple places across the web will add significant SEO value and perceived relevance in the eyes of Google. This could seriously boost your rankings on organic search!
Google Plus Post Ads are still in a beta mode. But with the potential this feature offers, I think it’s the perfect time to begin learning how to use this feature to amplify your reach and grow your business.
The reasons to use Google +Posts are many – what’s your take? Will you incorporate this into your promotion mix? Leave me a comment – I love hearing from you!