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What's new @ Google? Tips and tools for agencies
Google+: 108, the +1 button is coming to display ads
Tuesday, September 20, 2011
Earlier today we
announced
several exciting new additions to Google+, including many on
mobile
. We’d like to announce one more addition for our AdWords advertisers, +1 on the
Google Display Network
.
Since its
introduction
on search results and search ads, the +1 button has been installed on over a million websites across the web with over 4 billion impressions daily. Starting early October we’re expanding that to include display ads across the web on both desktop and mobile. For the first time, you’ll be able to run social-enabled ad campaigns that work across millions of sites in over 40 countries around the world.
If you’re running display ads through the Google Display Network you may begin seeing the
+1 button and personal annotations
with your ads. With a single click, people can recommend the ad’s landing page to their friends and contacts.
Incorporating personal recommendations into display ads has the potential to change the way people view advertising. A display ad becomes much more powerful when people can see which of their friends and contacts have chosen to endorse it.
For example, take Elaine, who sees an ad for discount flights. She +1’s the ad, thinking her friends might value similar deals. Now when Elaine’s friends and contacts are logged into Google and see the discount flight ad on any of the millions of GDN partner websites, they’ll see Elaine’s picture across the bottom of the ad with a note saying she +1’d it.
On desktop, the +1 button and recommendations will appear at the bottom of display ads, then fade out until the viewer hovers over the ad. The viewer can also close the overlays by clicking the ‘x’.
On mobile, the +1 button will replace the existing ‘g’ logo and recommendations will appear for several seconds, then fade out.
Elaine’s friends and contacts will also be more likely to see the ad. Because a recommendation from a friend is such a strong signal of relevance, the Google Display Network gives ads that have been recommended an extra boost by including them in the auction for any page a friend visits. Of course, if you’re targeting specific
placements
or audience segments (including
interest categories
and
remarketing lists
), your ads will only show on pages that match those restrictions. Additionally, your ads will never show on any placement or category on an
exclusions list
.
What’s even better is that the +1 button on display ads will work together with +1 buttons on search results, search ads, and websites. A single +1 applies to the same content across the web, no matter where it appears.
On the Google Display Network (GDN), the +1 button will be added to image, animated GIF, Flash, Display Ad Builder ads and select
mobile inventory
. You can also choose to include the +1 button on your
DoubleClick Rich Media
ads, which can run on or off the GDN.
We’re confident from our initial experience with the +1 button on search that this’ll be a great addition to your GDN campaigns. However, if you’re not sure that you want the +1 button and recommendations associated with your ads, starting today you can
opt-out
at the campaign level in AdWords under
campaign settings
.
To learn more about the +1 button and how it affects your ads and search results, visit our
+1 button site
.
Posted by Eider Oliveira,
Senior Software Engineer
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