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Google Ads To Consolidate Advertiser Identity & Business Verification

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Google Ads To Consolidate Advertiser Identity & Business Verification

Google Ads will consolidate the current advertiser Identity verification and Business operations verification programs under a unified Advertiser verification program to provide a simplified and improved advertiser experience in March 2022.

Google began sending out notices of this on Monday, January 2022 to those advertisers who are impacted by this change. Google also posted the details saying “advertisers will be notified via an email and an in-account notification when they have been selected for the Advertiser verification program.”

Here is what Google said is changing:

To run ads again, advertisers must complete the verification successfully by submitting the requested responses to the survey along with the relevant documentation (as applicable).

  • About your business: In the first step of the unified Advertiser verification program, Google will ask advertisers a few basic questions related to their Google Ads account and business under a new ‘About your business’ section. The questions will ask, for example, the advertiser’s industry and billing country, and information to help Google understand if they are a direct or indirect provider (third party) of the products or services advertised on the Google Ads platform. Advertisers will be given 30 days to submit their answers. If advertisers have not submitted their answers by the end of the 30th day, their account will be paused.
  • Verification timeline updates: Responses from the completion of the ‘About your business’ questions will determine the verification requirements and direct advertisers to the next steps of additional verification, which may include verifying your identity, your business operations, or both (see the ‘Advertiser selection criteria updates’ section below). Advertisers will be given 30 days to successfully complete these additional verifications. Failure to complete or meet the verification requirements in the specified time period will result in an account pause. Note that the pause will only be applied by the end of the 30th day if advertisers have not completed or met the requirements.
    • For Identity verification: Previously, advertisers were given 30 days to start verification and additional 30 days to successfully complete the identity verification.
    • For Business operations verification: Previously, advertisers were given 21 days to successfully complete the Business operation verification along with a 7 days notice period before account suspension.
    • For the unified Advertiser verification:  Now, advertisers will have 30 days to complete the ‘About your business’ questions and an additional 30 days to successfully complete all requested verifications, which may include verifying their identity, their business operations or both.

  • Business operations verification updates: To reduce the administrative burden and provide a consistent and synchronized experience for our advertisers, we are aligning the enforcement actions for all the verification requirements under the Advertiser verification program.  As a result of this alignment, failure to complete or meet the business operations verification requirements (if requested) will now result in an account pause instead of an account suspension. This means that advertisers’ accounts will stay open, but their ads will not be able to serve until they are able to complete this program successfully. Note that the pause will only be applied by the end of the 30th day if advertisers have not completed or met the requirements.

    To run ads again, advertisers must complete the verification successfully by submitting the requested responses to the survey along with the relevant documentation (as applicable).

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  • Advertiser selection criteria updates: As a part of unified Advertiser verification program, we are combining the advertiser selection criteria for the current advertiser Identity verification and Business operations verification programs for a more harmonized experience, introducing additional criteria to provide an increased layer of protection for our users, and clarifying the instances when the advertiser accounts may be paused immediately. Details below.
    • Additional criteria: Google may request that advertisers complete the Advertiser verification program if, for example, they are advertising on brand-related queries or user queries in business verticals or industries susceptible to abuse, fraud, and scams (such as travel, customer or technical support services and financial services). Where an advertiser is asked to complete additional verification, advertisers’ campaign performance may be impacted when advertising on certain Google restricted queries. Successful completion of the requested verifications will help improve campaign performance (as applicable).
    • Criteria for immediate account pausing:  In certain circumstances, we may pause advertisers’ accounts immediately when the Advertiser verification program is initiated. Your account may be paused immediately for the following reasons:
      • If we suspect your ads violate our Google Ads policies, including, for example, Misleading representation, Unreliable claims, Unidentified business, Business name requirements, Solicitation of funds, Sensitive Events, and Coordinated Deceptive Practices.
      • If we suspect that your advertising or business practices may cause physical or monetary harm to users. Non-exhaustive examples include: misrepresenting yourself in your ad content; offering financial products or services under false pretenses; or offering unauthorized customer support services on behalf of third parties.
      • If we suspect you are attempting to circumvent our verification process.
      • If your identity or your advertising behavior has been identified as unclear.
  • Transparency & disclosures: Similar to the current process followed in the identity verification,  as a part of the identity and/or business operations verification steps, advertisers will be required to submit their legal business or their individual name along with supporting documentation for the unified Advertiser verification program. With the information advertisers provide, Google will display the advertiser name and location via an ad disclosure.  Learn more about ad disclosures.

Forum discussion at Twitter.




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SEARCHENGINES

Daily Search Forum Recap: March 28, 2024

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.


Google released its Google Ads Saftey report showing how many ads they removed and advertisers they suspended. Google changed the definition of “Top ads” in their help documents, guess why… Google launched a number of maps and shopping features yesterday. Google Ads Share ad preview is now live. Google now lets you search for blockchain wallet addresses.

Search Engine Roundtable Stories:


  • Google Ads Suspended 90% More Advertisers This Year & Removed 5.5 Billion Ads


    Google has released the 2023 Google Ads safety report sharing that Google has removed 5.5 billion ads, suspended 12.7 million advertiser accounts and restricted ads from showing up on 2.1 billion publisher pages. That is about 6% more ads removed, 90% more suspended advertiser accounts and 40% more ads removed from publisher pages.

  • Google Updates Its Definition Of Top Ads; They May Not Be At The Top


    Back in October we reported that Google has confirmed its search ads, Google Ads, can show up mixed in the middle of the organic search results. Now Google is updating its help documentation to change the definition of top ads to say the ads may appear below the organic results, ultimately not making the ads appear at the top.

  • New Google Shopping & Maps Search Features


    Google announced a number of new(ish) shopping and maps/local features yesterday, a lot of them using AI features that Google likes to tout. There are glanceable AI-generated reviews, swipe left/right shopping, AI-generated product ideas, local trip ideas, recommendation lists for locations, and more.

  • Google Ads Adds Share Ad Preview For Performance Max


    Google is now rolling out the ability to share ad campaigns within Google Ads for Performance Max campaigns without the need for the person you are sharing it with to have a Google Ads account. This is a new Share Ad Preview button available in Google Ads account for this.

  • Google Can Search For Your Blockchain Wallet Addresses (Bitcoin & More)


    You can now search Google for any of your wallet addresses across bitcoin and five new Ethereum Virtual Machine (EVM) networks. So you can look up your balances within those networks directly on Google Search.

  • Google Calligraphy Class In NYC


    It appears that Google held some calligraphy class or art class of some sorts at the New York City office. I found this photo on Instagram.

Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Links & Content Marketing

Local & Maps

Advertisement

Mobile & Voice

SEO

PPC

Search Features

Other Search

Feedback:


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.

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Daily Search Forum Recap: March 27, 2024

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.


Google Local Service Ads is asking for more photos. SEOs, please don’t remove the contact us and about us pages. Hotels can remove pricing details from its Google listings. Google Local reviews is testing reactions. Google Analytics real time reporting had issues today. Google help documentation is testing using AI features.

Search Engine Roundtable Stories:


  • SEOs, Please Don’t Remove Contact Us & About Us Pages


    Google’s John Mueller asked if it would be alright not to list a contact us and about us page on their website. The reason is, they would only add it if Google wanted it, but not for users. John Mueller responded, “I can think of good reasons for some sites to have these kinds of pages, but, after double-checking, there’s nothing in our search developer documentation that suggests this is needed.”

  • Google Local Service Ads Sends Email Asking You To Upload Photos


    Google is sending some Local Service Ads advertisers emails asking them to upload photos to their profiles. The email says, “Photos are coming to your Local Services Ads. Upload images to your profile to help your business stand out.” But don’t LSAs already contain photos?

  • Google Search Developer Docs Gain AI Generated Help Features


    A week ago Monday, March 18th, I noticed Google’s search developer documentation had generative AI features to help you find the answers to your question. This is in the form of an improved search, summary of the page content, a chat feature and more. I was told this was rolled out on some developer docs earlier in the year.



  • Google Local Reviews Reactions Notice


    In November 2023 we started to see Google allow reactions on local photos and some reviews. Well, it seems to be rolling out more widely now.

  • Google Analytics Real Time Data Lagging Today


    There are countless complaints across the forums and social media that Google Analytics real time data is lagging and not reporting accurately. It seems like those complaints are legit after checking a number of sites.


  • Google Cafe Cleaning & Delivery Robot


    You probably have seen these cleaning and delivery robots in some restaurants and lounges but have you seen them in the Google cafes? Here is one doing its thing at one of the cafes at the GooglePlex in Mountain View, California.



Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Industry & Business

Links & Content Marketing

Local & Maps

Mobile & Voice

Advertisement

SEO

PPC

Other Search

Feedback:


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.



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SEARCHENGINES

Daily Search Forum Recap: March 26, 2024

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.


Google Search Console is testing an Android App. Google is testing places and places sites in the search bar menu. Google spoke about if a business should have a website and a blog. Google added 3D models to product structured data. Google Search does not support AVIF images, yet. Mikhail Parakhin stepped down as the head of Bing Search and Microsoft Advertising.

Search Engine Roundtable Stories:


  • Google Search Console Tests Android App


    Google seems to be testing an Android App for Google Search Console. This comes several weeks after I reported that Google has no plans for a mobile app for Google Search Console.


  • Google Tests Places & Places Sites Search Bar Filter Tabs


    Yesterday we reported Google is testing products and products sites in the search bar tab in the European regions. Today, Google is testing places and places sites in the search bar tab in the European regions.

  • Google: Should Small Service Businesses Start A Website & A Blog?


    Google’s Search Liaison, Danny Sullivan, was asked about if a business should always have a website and if so, should they also have a blog. Sullivan replied that he believes all businesses should have at least a basic website, but when it comes to a blog, that depends on what they have to say on that blog.



  • Google Adds 3D Models Markup To Product Structured Data For Linking


    Google has added new 3D models markup support to the product structured data documentation so that you can connect, associate or link your products to the appropriate 3D model.



  • Google Search Does Not Support AVIF Images Just Yet


    Did you know that Google Search does not support the AVIF image format? At least not yet. Google Search doesn’t list it on its supported image formats and Google Image Search simply won’t index them. But John Mueller of Google said on X, “I’m sure this won’t be necessary long term.”



  • Mikhail Parakhin Steps Down As Head Of Bing Search & Microsoft Advertising


    Mikhail Parakhin, the head of Bing Search and Microsoft Advertising, is stepping down from that role as Parakhin “decided to explore new roles.” We’ve quoted Mikhail Parakhin here countless times over the past couple of years, to hear that he is leaving the role makes me super sad. His transparency and willingness to listen to the community was amazing.



  • St. Patrick’s Day Dancers At Google Ireland


    Here is a video I found on Instagram from the Google Ireland office of dancers performing at the Google office in celebration of St. Patrick’s Day. It looks like they call themselves the Golden Beats.

Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Links & Content Marketing

Local & Maps

Advertisement

Mobile & Voice

SEO

PPC

Search Features

Other Search

Feedback:


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.

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