Back in December, Google launched its +Post ads service, which allows companies to take public posts from their Google+ pages and turn them into ads that are shown on sites that belong to the Google Display Network. The idea is to make ads that are more engaging, as +Post ads give users the chance to reply to the ads they see using their own Google+ profile. The search giant launched the service with a beta test that included only a limited number of advertisers, but today the company has announced that it will be expanding +Post ads to include all pages that meet a threshold of 1,000 followers.
That isn’t the only requirement, as advertisers will also have to be using content that’s relevant to their audience and need to opt-in to shared endorsements, but bringing that threshold to 1,000 is certainly the biggest. This, we imagine, will open up the floodgates in a sense, since that’s a pretty low threshold for companies that are already popular. In a post on the Inside Adwords blog, Google discussed the success some entities, including Toyata, prAna, and even the European Parliament had with +Post ads, so we’ll probably see a rather noticeable uptick in the number of companies using +Post ads shortly.
Opening up +Post ads to more pages is just one slice of the pie, however, with Google also launching two new features for the service. The first concerns Hangouts on Air, which can now be advertised across the Internet. Hangouts on Air will be promoted with +Post ads, allowing users to do things like RSVP to the Hangout or view a recording after the Hangout has already aired. It seems like a pretty handy set of features for those companies that like to advertise through Hangouts, though it probably isn’t going to apply to everyone using +Post ads.
The next feature, on the other hand, probably will: automatic ad promotion. Using this feature, pages can choose to automatically promote their most recent Google+ post. Pages using automatic promotion only pay when people engage with the content being advertised, but Google was a little vague when it comes to what, precisely, that means. In any case, it sounds like +Post ads just got a lot better for the pages that use them, though users might not be too happy about the influx of ads that could potentially follow this announcement.