The +1 button is coming along nicely since its advent in March. And, we’re finding that our comparisons of Google’s button with Facebook’s “like” button (which is, by the way, soon to be replaced by all kinds of gestures) were absolutely on point. Why? Because, according to a post made yesterday on Google’s Inside AdWords blog, the +1 button will start showing up on display ads.
How is this Similar to Facebook?
Rather than telling you, I figured I would just show you (yes I know, I promised I would cut down on screenshots of my Facebook profile. I lied):
As you can see, on Facebook, you can not only “like” an advertisement, but you can also see how many people like it. Sometimes, on Facebook, you can even see which one of your friends likes a specific ad. So as the +1 button becomes more mainstream and people other than SEOs are using it daily, it will likely function in a similar way with regard to ads.
The Background Info on +1
The Google +1 button came about because of the search engine’s desire to improve user experience with improved relevancy of search results. Essentially, those who are signed into their Google accounts can +1 a site, blog or other element on the web, and the connections (through Google – so friends on Google +, or others connected to the person via Google) of that person will see that their friend publicly plus-1’ed something. Where will they see this? Both in that person’s Google + stream (see our recent blog post: The Day Has Finally Arrived: Plus and Plus One Merge), and within the actual search results when they are searching while signed in.
+1 On Display Ads
As Google notes in the blog post, “we believe that 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.” In an earlier post, Google also provides the following image as an example of what this will look like as soon as it fully rolls out:
Google enticed advertisers by noting, “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” Will creating display ads now center on how to entice the most people to +1 them? Further, more +1s will increase the ads chances of showing up on a page. According to Pamela Parker of Search Engine Land, “It’s thought the ads with +1s and annotations will be more successful in getting users’ attention than those without. Though Google hasn’t released specifics, the company says search ads with +1s associated with them have a significantly higher click-through rate.”
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