Dive Brief: 

• Google has introduced a new type of promoted post for Google+ allowing brands to turn social content into ads that run on the Google Display Network. 
• The product is still in beta, but brands like Toyota USA, Cadbury UK and Ritz are testing it out. 
• The promoted posts, photos, videos and Hangouts from Google+ aren't just promoted on the Google+ platform like ads with Facebook and Twitter, but are distributed across the web with the Google Display Network. 

Dive Insight: 

Google is leveraging its search and web advantage with this test of promoted Google+ posts. The ability to display ads across Google Display Network rather than be confined to Google+ is a clear advantage over other social media ad products, and the potential reach could inspire a large group of brands to advertise with the company.