Google social ads help to increase click-through rates
Google has announced that ads containing Google+ social data have seen an increase in click-through rates.
Google ads with social annotations have seen a greater level of interest and clicks over ads with no social indicators. The inclusion of the +1 button has enhanced users' engagement with ads as they are able to see which of their connections have previously shown an interest in the brand. These social recommendations have resulted in browsers being more likely to connect with the advert and visit the intended site.
Vic Gundotra, Google Vice President for Engineering, told the New York Times the extent to which Google+ enhanced ads have helped adverts engage with users. He stated: "We are seeing 5 to 10 percent click-through-rate uplift on any ad that has a social annotation on our own web sites."
Shadowing Facebook's success
The Google+ enhanced ads follow the success of Facebook social adverts. These advertisements allow Facebook members to see which of their friends have connected with the business and liked their brand page. The introduction of Facebook social adverts saw a 46 per cent increase in click-through rates.
The Nielsen Company, a global information and measurement company, has shown that social ads have more success overall than non-social advertisements. In the 2011 Neilsen Online Brand Effect study, it noted that social ads had a 55 per cent greater ad recall than those without social indicators.
Daniel Nolan, managing director at theEword, said: "While the increase in click-through rates for Google+ enhanced ads may not be as impressive as the results from Facebook social adverts, both suggest that the +1 and Like button are likely to influence a browser, causing their attention to turn to an advert and leading them to click through to the site."