PPC given social twist
The boundaries between pay-per-click (PPC) marketing and social media marketing are continuing to blur as it emerged that +1s made on the new Google+ Pages can now be displayed on AdWords adverts.
Until this week, +1 recommendations registered on Google+ did not appear on PPC ads. The old system meant that searchers would only see a +1 on a paid ad if their friend had specifically recommended its landing page. But under the new system, PPC ads will show all +1s received by a brand, whether on general Google+ Pages, search results, from within the website or on the ads themselves.
How to activate Social Extensions on AdWords
This greater level of integration between PPC and social media can be switched on using a new AdWords feature called Social Extensions. To add a Google+ page, marketers simply need to click on the Ad Extensions tab in their account, select Social Extensions and then enter the URL of their Google+ Page.
Dan Friedman, a member of the Inside AdWords Crew, explained the benefits of combining AdWords with Google+ Pages. He said: "With Social Extensions, consumers will be able to see all the recommendations your business has received, whether they are looking at an ad, a search result or your page. This means your +1s will reach not only the 40+ million users of Google+, but all the people who come to Google every day."
Mark Baker, online marketing manager at theEword, welcomed the move. He said: "Google is clearly determined to add more social media elements to its core search business. By allowing PPC ads to show +1s given to an entire brand on Google+, Google is greatly increasing the number of recommendations that users will see. Since people are more likely to click on ads recommended by their friends, this has the potential to significantly improve click-through rates for brands using the new Google+ Pages.