AdWords+ | The Effect of Google+ on SEM, Paid Search, and Social Advertising | Internet Marketing Driver | The Google+ Project |
Facebook hasn’t connected Social with Search yet. Sure, Google hasn’t either, but it could connect the two much easier than Facebook could (since it controls the largest search engine in the world). And connecting Social with Search is incredibly important to advertisers.

With Google+, if Google can attract users at scale, then it has an opportunity to marry AdWords with Social in a way that Facebook can’t. AdWords already has a huge base of advertiser

The amazing thing about Google+ is that it will enable Google to connect Search and Social, and provide advertisers a closed-loop system. You can target users in Search, and follow them to Google+. Yes, you will be able to reach them when they go back to their friends and family to find recommendations or to share information.