Google+ Pages for Businesses: The Impact on your AdWords campaign
Yesterday, Google introduced Google+ Pages for businesses, which is expected to have a dramatic effect on +1s in AdWords. Businesses can link to their web site URLs and their AdWords account when they create a Page on Google+. As a result, +1s for any of the linked URLs — on web sites or landing pages for AdWords ads — will all accrue to the brand, making the numbers much larger.
Up to now, +1s were specific to individual URLs, and could only accumulate when someone +1ed either that URL in organic results or an AdWords ad that used that URL as a landing page. Now, +1s with ads will be displayed both on Google.com and on the display network. According to Google, ads with +1s are performing better than ads without, probably because they’ve been socially recommended.
Google uses +1 data to improve target ads on its display network. Consequently, advertisers’ ads are served more often to friends of those who +1ed the ad or the landing page URL. Despite this new way of aggregating +1s, Google claims this won’t affect the auction on the display network or ad targeting any differently.
Advertisers can enable Social Extensions in the Ad Extensions section and enter their Google+ Page URL. AdWords Express users can enter their Page URL to have their Google+ Page selected as a landing page for their ads. This option may not yet be available to all advertisers immediately.