As a small business owner you might be wondering about all the hubbub surrounding Google +? Last week, we covered the news that Google was launching its much-anticipated Google + pages for businesses, brands and places. We’re excited about this opportunity for a number of reasons…a feeling that was only bolstered by more news coming out of Google a day after launching Google + pages.
Last Wednesday, Google announced a new feature that allows advertisers and brands to link their Google + page to Google Adwords, called Social Extensions. Since this announcement, this functionality has slowly rolled out to advertisers globally. Again, you might be asking – how will this drive results for my small business? Well, here’s how:
What is Social Extensions?
Social Extensions allows brands and businesses to link all their +1’s, including those +1’s from your Page, your website, ads and search results, and tally these as a single result. This is huge for several reasons:
- According to Google, “with Social Extensions, consumers will be able to see all the recommendations your business has received, whether they are looking for an ad, a search result or your page.” Translation: your 1+s will now reach beyond the 40+ million users that currently reside on Google + and extend out to anyone who is searching on Google.
- Prior to enabling Social Extensions, your ads on Google only displayed +1’s from those people who “1’d the landing page. Now, with Social Extensions, you can leverage all the +1’s your brand has received, whether it be on a search result, on your Google + Page, your website or on your ads.
Where is Social Extensions Located in Adwords?
We love Adwords because the platform is intuitive, clean and simple. Finding Social Extensions within the interface is no different. From your campaign-level view within Adwords, you will find Social Extensions under the Ad Extensions tab. See screenshot below:
Why Link My Google + Page to Adwords?
How often do you vet a purchase you’re considering with a friend or family member? The answer, for most of us, is a resounding yes. Google believes linking your Google + page to Adwords will improve your ad’s performance because of this innate human quality, “71% of shoppers say that recommendations from friends and family impact their purchasing decisions.”
In addition to serving a more personalized ad, Google has also added a new reporting segment that will help you (I’m staring at you, small business owners) “better understand the impact the social annotations are having on your campaigns and ads.” By including this segment, you will see performance split out by:
- Impressions with personal annotations (Impressions where the viewer had a friend or contact who has +1’d your brand).
- Impressions with basic annotations = (Impressions that include an anonymous count of people who +1’d your brand).
- Impression without any social annotations
*Source: Google Adwords blog
According to Google, “you will be charged for standard clicks on your text ads when users click the ad text to visit your site. You will not be charged when a user +1’s your ad.
Currently, reporting on the data is limited within Adwords. As time progresses and Google collects more data and more feedback from users, I’m sure they will refine Social Extensions. For more information on how to leverage this new feature within Adwords, you can visit Google’s Adwords Blog.
Feel free to reach out to us with any questions you may have on our new Google + page.