Google Recognizes Social, Tests New Ad Format for Boosting Twitter Followers

After Google and Twitter formed a partnership in October 2009, many wondered who would benefit the most. Google has benefited in that users can still use the search engine, even if it was to find tweets. Now, Google is testing a new ad format that can help users on Twitter boost their followers.

Mashable reports that “according to ClickZ, ads appear in a box with the Twitter bird icon in the upper left-hand corner and the advertisers’ latest tweet in the center. To the right is a button prompting viewers to follow the advertiser on Twitter, which they can do without having to leave Google. Clicking on any other part of the ad directs the user to the advertiser’s Twitter page”.

Google has used Norway-based firm Qualite Search Marketing for testing. Mashable says that the firm reports only “a modest boost” to its follower count since testing on the platform began in May.

One question to ask is, will an increase in followers automatically mean an increase in engagement? That will be the true test of success.