Linking AdWords and Google+ allows advertisers to take full advantage of their Google+ page.
By linking these two Google services, it is possible to better understand the way Social is affecting the performance of your AdWords accounts and campaigns.
Advertisers can know how many impressions their ads had with personal and anonymous annotations vs impressions without any kind of annotations. That way, measuring how ones social efforts are working out is easier.
If most of an advertisers impressions don’t have Google+ annotations, that means that the brand is relatively unknown on Google+.
If there are lots of personal annotations associated with an advertiser’s ads, then people are recommending the advertiser’s products or services. In the case of anonymous annotations, users are +1 the ads individually but not recommending the product or service to their social connections.
To create a Google+ Page, you first need to have a personal profile on Google+. You can login using your Google account if you already have one. If
you don’t have a Google account, it’s very quick and easy to join. You can create a Google+ page here.
Linking your page and your website is useful because:
1. It provides Google with information that we can use to help determine the relevancy of your site to a user query on Google Search.
2. Your site will become eligible for Google+ Direct Connect.
3. You’ll be able to connect your page to your AdWords campaigns with Social Extensions.
You can link your page using one of Google’s badge options, or by simply including the verification code in the HTML of your website.
To get the code, visit https://developers.google.com/+/plugins/badge/config
Social Extensions link your Google+ Page to your AdWords campaigns, so that all your +1s — from your Page, your website, ads and search results — get tallied together and appear as a single total.
To enable Social Extensions, visit the Ad extensions tab in your AdWords account, select Social Extensions from the drop-down box, then click New
Finally, paste the URL of your Google+ Page into the entry field and click save.
Google also added a new reporting segment that will help you better understand the impact that social annotations are having on your campaigns and ads. To access it, simply click the Segment drop-down box and select +1 Annotations.
You can segment any campaign, adgroup, keyword or ad by a new +1 annotation segment. This segment will breakout your performance metrics
into three categories:
Impressions with personal annotations – (impressions where the viewer had a friend or contact who had +1’d your brand.)
Impressions with basic annotations – (impressions that included an anonymous count of people who +1’d your brand)
Impressions without any social annotations
Note that this segment works on all campaigns, even ones that don’t leverage the new Social Extension (since +1 annotations can come from a number of sources, and not simply Google+ Pages).
By showing the type of performance you get from an annotated ads, you can see what share of your ads are served with social information and how those ads perform in comparison to un-annotated ads.
By Pedro Silva