In December 2013, Google announced the beta launch of Post+ ads, which allowed advertisers to seamlessly turn their Google+ post content into engagement ads to be served across the Google Display Network. Six months later, Google has released the results of its early test campaigns – and they are promising for advertisers.
Our contacts at Google tell us that the engagement rate benchmark for Post+ ads is 3.41 percent, which is almost 40 percent higher than the industry standard for rich media ads. The benchmark cost-per-engagement comes in at just under $0.20, which is an estimated 60 to 80 percent more efficient than other display partners that sell on a cost-per-engagement model. Post+ ads are highly targetable to affinity segments or follower look-a-likes, so advertisers only pay when users engage with the ad.
+Post ad for retailer Asos (via Google)
Because of this initial success, Google has opened up the product to all advertisers whose Google+ page has at least 1,000 followers. To make Post+ ads even more appealing, Google has also introduced two new features:
- Post+ ads can now promote “Hangouts on Air” before, during and after events. Advertisers can promote a teaser trailer to build awareness and drive RSVPs prior to the event. During the event, marketers can encourage users to watch live within the Post+ light-box itself. Finally, when a Hangout has ended, advertisers can promote a sizzle reel or full recording to drive additional views and engagement.
- Post+ ads can automatically promote a brand’s most recent post for an easy, always-on strategy. This will allow marketers to keep content fresh without having to constantly swap out creative within their ad campaigns.
Brands with established Google+ presences (1,000 followers or more) will want to consider promoting compelling posts, photos, videos, animated GIFs, Hangouts on Air to extend the reach of their content beyond their follower base. To learn more about +Post ads, read our previous blog post on the subject.