It is not a surprise to see Google introduce Google+ pages. Businesses have been asking for that feature for a long time. Google has also announced that businesses can connect their business pages to their AdWords campaign.  What does that mean? All the +1s you receive online from your page, website, ads, and search results will be tallied together as one. With Social Extensions, your visitors will be able to see all your recommendations in one place.

Currently (and for campaigns that don’t have Social Extensions enabled) your AdWords ads only show +1’s from people who have +1’d that ad’s landing page. This limits the likelihood that someone who sees your ad will have a friend or contact who’s recommended it.

By enabling Social Extensions on your ad campaigns you’re able to leverage all the +1’s your brand has received, whether it be on a search result, on your Google+ Page, your website or on your ads, making it more likely that someone who sees your ad will have a friend or contact who has recommended it.

This feature has the potential to improve the performance of your ads. Of course, you want to pay attention to your conversion rates just to be on the safe side. Google is adding a new reporting segment to show you the impact of social annotations. To activate social extensions, just choose the appropriate option from Ad Extensions tab.