Sep 17 2012

Improve Your Adwords Performance With Social Ads

Category: pay-per-click advertisingTom Shivers


The folks over at HubSpot have provided another great whitepaper on Google+ and how to use it to generate leads. I’m going to break down the high points for you in this post from just one section of the whitepaper so you can get right to the good stuff.

Take advantage of social proof

Social proof is a marketing component that allows prospects to see real proof that people are satisfied with a product, service or brand. When a prospect experiences social proof, it’s like a trigger that often leads to a purchase decision.

Now consider the power of combining social proof with an ad, or social ads. A study by Nielson in March 2012 revealed that social ads generate 55% greater lift in ad recall than non-social ads. So, when you see an ad that your friends liked, would that stick in your head a tiny bit longer? Umm… yep.

Social proof in Adwords

Many web pages and blogs include the Google+ button so you can easily +1 useful, helpful content, including Adwords ads. What’s different is that Google shows +1 info in the ad itself now – a subtle influence to click the ad. Google’s VP of Engineering announced that social ads have experienced a 5% to 10% increase in click-through rates.

Did you get that last bit?

All +1s from your Google+ Page apply to your Adwords ads and vice versa. But there are two types of social extensions.

The Personal social extension displays info in the ad relevant to the person who is logged into their Google+ account – allowing them to see the people in their Circles who +1’d the ad or brand.

The Basic social extension displays info in the ad for those not logged in to their Google account. So, when Google doesn’t have access to a person’s Circles info, they provide the total number of +1’s for the brand in the ad.

Extra cool points from +1’d ads

When an Adwords ad gets a +1, it translates not only to the ad and brand but also to the content behind the ad. So, when that same content shows up in organic search results, Google will display the +1 info that the ad or brand receives.

More social proof for ads, more social proof for organic content and more potential for prospects to convert from the search results. Cool stuff!

How to get +1s to show up in your Adwords campaigns

Assuming you have ads that are compelling enough to get some +1s, you simply need to login to your Adwords account, click on the Ad extensions tab and enable Social Extensions.

Get HubSpot’s full whitepaper: 6 Ways to Generate Leads With Google+.

And, check out our effective pay-per-click management service.

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5 Responses to “Improve Your Adwords Performance With Social Ads”

  1. Ileane says:

    Hi Tom, I heard about this feature earlier today on Mike Stelzner’s podcast. Great to see you covering it in more detail here. Thanks!
    Ileane recently posted..How To Add Your Google+ Business Page to HootSuiteMy Profile

  2. Tom Shivers says:

    Thanks Ileane, I think this is really cool stuff for businesses who use Google+.
    Tom Shivers recently posted..How User Experience Impacts Search Rank (SEO)My Profile

  3. Heather Stone says:

    Hi Tom,
    What I think is most interesting here is how Google has built a social component directly into its advertising product. For anyone using this advertising approach, it could be a real game changer. Thanks for sharing this with the BizSugar community.
    Heather Stone recently posted..Letting Employees Call the Corporate Philanthropy ShotsMy Profile

  4. Josef Reymund says:

    Really i need to learn about Google+. So, thanks for your helpful article.
    Josef Reymund recently posted..How to Lose Weight Before SummerMy Profile

  5. Tom Shivers says:

    Thanks Heather
    Tom Shivers recently posted..Mobile Sites Will Be Replaced By Responsive Web DesignMy Profile