PPC and social media collide
Google is ramping up the profile of social recommendations on pay-per-click (PPC) advertising.
From early October 2011, display ads run through the Google Display Network will begin to show the +1 button. Viewers will be able to recommend any PPC ad by clicking this button. Then when their friends are logged into Google and see the same ad, it will be accompanied by a picture of the original viewer and a note announcing that they gave it a +1 - potentially increasing click-through rates and conversions.
When will I see social PPC ads?
The addition of +1s to the Google Display Network will happen automatically, although advertisers can choose to opt out by visiting campaign settings in their AdWords accounts. Ads with specific restrictions (such as audience segments or placement instructions) will continue to be displayed as before. And these +1s will appear across the web so advertisers can expect to see them on search results and websites as well as PPC ads.
Mark Baker, online marketing manager at theEword, said: "Google is trying to bring social media to all aspects of search, so it makes sense for them to push +1s for PPC. Whether or not this initiative takes off remains to be seen, but the key things for PPC advertisers to watch out for are how many people use +1s and under what circumstances."
The Google+1 button was introduced in June after a high-profile trial at the start of the year. Google relies on +1s as a 'signal' when determining the relevance of a page in natural search results.