I know what you are thinking. Yet another Google+ post about how great the social platform is and how it can kill Facebook. Well, hold on a minute and hear me out. Yes, I’ve been testing Google+ extensively over the past two weeks. Yes, I think Google did a fabulous job with its social platform. And yes, I think Facebook should be worried. Google+ can definitely pull users and usage away from Facebook, which can cause problems for the giant social network. But I’m not here to write about Google killing Facebook (or vice versa). I’m going to write about the unique advertising opportunities that are possible now that Google+ has arrived. No, the opportunities aren’t available yet (and the screenshot above isn’t real), but they could be, and soon. Needless to say, it’s an exciting time for digital marketers.
Since I started testing Google+, I’ve been thinking a lot about how Google could monetize Google+ via its AdWords platform. Google can do something advertising-wise that Facebook hasn’t been able to do (and probably won’t be able to do), which is close the loop between Search and Social. That’s an incredibly important point, and one that marketers should start thinking about now.
The Impact of Google+ on SEM and Social Advertising
Last week I wrote a blog post about the potential impact of Google+ on SEM and Social Advertising, which explained how Google could uniquely track users from Search to websites and then back to Social (via Google+). I explained how Google owns Search, but how users go off the AdWords grid when they hit Facebook. On the flip side, I explained that while Facebook has the largest social network in the world (750+ million members), it has almost no serious Search capabilities. That means it can’t target you while you search the web. Neither company could effectively close the loop between what people searched for and then what they were communicating with their family and friends.