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Google advertisers will soon be required to complete a two-step identity verification process to run campaigns on the Google Ads platform. The network aims to increase transparency, choice, and control for users. Mainly, this platform seeks to filter out scams and false information during the COVID-19 outbreak.
The Google Ads identity verification information will be displayed on all published ads. It includes the advertiser’s business name and country of origin. Depending on the type of advertisement, users will access the verification information:
For search ads, it will appear below the “Why this Ad?” option.
On Display ads, the information will be available via the Ad Choices icon, or the “x” that appears on the banner.
On YouTube, the information will be available to users when they click on the “i” icon or the three-dot icon that appears in every ad.
As Google rolls out its verification requirement, advertisers promoting the following items will be prioritized:
- Products, goods, and services such as retail, media and entertainment, travel, B2B, technology, etc
- Informational, advisory, or educational content related to research or statistics, free health or financial advice, etc
- Content related to regulated industries such as gambling, financial and healthcare products and services
Google Ads will send a direct email to advertisers for a verification request. In other words, businesses will not be able to do this proactively.
Once an email is received, companies will have thirty days to complete the Identity Verification process. Not completing the process will prevent ads from being served.
What are the steps for advertisers to verify their identity on Google?
Below is a breakdown of the two steps for advertisers to verify their identity your profile:
First, advertisers will be asked to complete the Google Ads identity verification form. Google will send it via email. The required information includes the advertiser’s legal name and the business’ country address, supported by a registration document.
Once this is complete, Google will send a status notification about Step 1 within 3 to 5 business days.
An in-account identity check will follow. Businesses will submit an organization registration document and a US government-issued photo ID of the advertiser’s representative. Again, Google will send a status notification within 3 to 5 business days with account updates.
Conclusion
Google will start by verifying advertisers in phases in the U.S. and continue to expand globally. The process is expected to be completed within a few years.
If you are a White Shark Media partner, contact your Account Manager. Once you receive Google’s email, your team will guide you through the Google Ads identity verification process.
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