Google is test running a new social advertising platform that will allow brands to turn their Google+ content into display ads. Brands can convert their Google+ public photos, videos, or even Hangouts to +Post ads that can be displayed all over the Internet through Google Display Network. The new ad format that will allow brand to engage with their consumers was announced by the company's social ads product manager Eran Arkin.

According to Google, several partners such as Toyota USA, Ritz Crackers, Cadbury UK are running the +Post ads at the moment and so far, these brands have experienced expansion rates of as much as 50 percent.

"Bringing together the sharing capabilities of Google+ and the reach of our ad products has already allowed advertisers to better connect with customers, and customers to better discover what others are thinking. Similarly, +Post ads will allow advertisers to start conversations right from the ad - consumers can reshare a video, leave a comment or a question for the brand, or even join a live Hangout. These conversations create a valuable community around a brand where people can talk with each other and with the brand itself," explained Arkin, Monday, on his Google+ post.

"Over the next few months, we'll collect feedback from brands and users, and plan to open this format up to additional advertisers," he added.

The +Post ads is deemed to be very visually appealing plus the social context taken into account that may amplify engagement of fans and buying customers. Tapping the tools and the audience of Google's ad network, every share, +1, and comments of users may be comparable to a ripple effect to every corner of the web.

"Quickly turn posts into ads that scale across the web, and pay only when people engage with your brand's content. This engagement can continue after your ad campaign ends, as people discover your posts on Search and Google+," stated the +Post promo page.

The new ad platform will allow brands and fans able to interact instantly if needed. While it will take a while before the data can of +Post ads can be analyzed, the new ad platform can pose a big challenge to Facebook that obviously is limited to displaying its ads on its own network.