What Google Advertiser Verification Means For Your Company

Google is constantly looking to improve the quality of its advertising network. The latest significant change to the company’s advertising services is its “advertiser identity verification program.” The program is being rolled out in phases, and advertisers must wait to receive an email request from Google to begin the program.

Smart WSI Marketing is an internet marketing company that monitors all our clients’ accounts for Google advertiser identify verification (AIV) program requests to ensure their businesses have a seamless verification process. If you’re not already taking advantage of our digital marketing agency’s services and find identity verification challenging, get in touch with us today. We’re happy to help!

What is Google Advertiser Identity Verification?

Google’s new verification process is precisely what it sounds like: advertisers must now verify their identities for ads served on Google platforms. As the company strives to provide even greater user transparency, you’ll now be required to disclose details like your legal name and location. The two main components of AIV are:

1. For advertisers, agencies, and marketers. Google will now verify an advertiser’s identity by having them submit documentation proving their legal name and address.
2. For consumers. By simply clicking on a “Why This Ad?” button, AIV enables people to see who is paying for the ads they see through Google Ads or Display & Video 360. For display ads, they can find the information via the “Ad Choices Icon” or the “x” that's shown on the banner.

Any business that uses Google Ads as part of its online marketing strategy will need to comply with the verification process to keep its Google Ads account active.

As Google rolls out its verification program, it is prioritizing these items:

• Goods, services, and products, including retail, travel, B2B, technology, and media and entertainment.
• Content related to regulated industries like gambling and financial and healthcare products and services.
• Informational, educational, or advisory content related to free health and financial advice, research, or statistics.

How Long Does the Verification Process Take?

Once you receive an email request, you have 30 days to complete the AIV process. If you don’t finish the process within those 30 days, Google will prevent your ads from being served. The actual verification process usually takes three to five days after you submit documentation. Once approved, nothing further needs to be done.

Keep Your Digital Marketing Current: How to Complete Google Ads Verification

Google is implementing the AIV process for several reasons. First, it wants to confirm your business is authentic. It also wants to weed out illegitimate advertisers and ensure the ads that do run on its platform are high quality.

When you or your internet marketing agency receive an email request from Google, you’ll be asked to provide:

• Your legal business name.
• The countries in which you operate.
• Your legal business address and proof of same.
• Your company’s registration number and documentation.
• A government-issued photo ID of the account holder.

If you have multiple Google Ads accounts, you must verify each account, though you may not receive email requests for all of them at the same time. Fortunately, Google allows internet marketing agencies to submit verification on behalf of their clients.

How Will Google Use the Ads Verification Information It Collects?

Google’s stated goal has always been to help users make informed decisions. The AIV program is designed to limit illegitimate advertisers from using the platform. Though users will be able to view a drop-down menu to learn more about the advertiser, Google will not disclose any personal details.

Start The Verification Process

Google began its drive for greater transparency in advertising back in 2018. These latest changes are designed to let searchers clearly see who’s behind the ads they’re seeing and potentially clicking on. Google expects the new process to ensure a safer user experience while resulting in fewer fraudulent and scam ads and improving the overall Google Ads experience for businesses and customers alike.

Because all advertisers must submit their “about your business” answers within 30 days or risk having their account paused, it’s critical to get your responses in as quickly as possible. Smart WSI Marketing is an Edmonton digital marketing agency that can quickly and easily provide your business’s documentation to Google and keep you compliant with the AIV program.

For more information on the advertiser identity verification process or to learn about how we can build you a digital marketing strategy that helps you stay in step with your audience at every touchpoint, contact us today.

Lynne Motkoski, Marketing Strategist

Specialty: Online Marketing Strategies
Education: MA Communications & Technology, BComm [U Alberta]
Author: The Online Marketing Handbook for Busy Entrepreneurs (coming soon)

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Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.

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