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Google Ads To Consolidate Advertiser Identity & Business Verification



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).

  • 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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Daily Search Forum Recap: November 28, 2022



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.

Did we have yet another Google search ranking algorithm update this weekend – hard to say with the Thanksgiving holiday. Google said there is no SEO compliance score. So many SEOs simply don’t know guest posting is against Google’s guidelines. Google local reviews has a bar for positive and negative mentions. Bing is testing favicons in the people also ask. And I have a new vlog with Jeremy Meindl on more of the search spam side.

Search Engine Roundtable Stories:

  • Thanksgiving Holiday Google Search Ranking Algorithm Update – Maybe…

    For the past several weekends, I’ve been reporting about a Google search ranking algorithm update that hit on a Friday and continued throughout the weekend. Well, last weekend was the Thanksgiving holiday in the US and I did see some signs of a possible Google Search ranking algorithm update – but truth is, it is unlikely that Google pushed something out on a Friday of Thanksgiving.
  • So Many SEOs Just Don’t Know Guest Post Links Should Be Nofollowed

    The other day, I covered a poll that showed about half of SEOs still use guest posting for SEO purposes. Then a few days later, an SEO asked John Mueller about something and John told him that the guest post links should be nofollowed, and the SEO was shocked.
  • Bing Tests Favicons In Front Of People Also Ask

    Microsoft Bing is testing placing a favicon or icon of some sort in front of the people also ask results. The screenshot example below is from Frank Standtmann, a German-based SEO, who showed Wikipedia and other sites’ favicon being placed before the people also ask results in Bing’s search results.

  • Google: There Is No SEO Compliance Score

    Google’s Search Liaison, Danny Sullivan, said there is no such thing as an SEO compliance score from Google. He said instead think about avoiding technical errors, don’t spam, and use best practices for your content.
  • Google Local Reviews Bar Representing Positive Vs. Unfavorable Mentions

    Google lets you dive into some of the reviews on a business listing, so if you say show me the reviews of the bar in a hotel, Google will let you do that. Now, when you do that, Google will add a bar that shows you the positive versus unfavorable mentions of that bar in that venue.
  • Vlog #199: Jeremy Meindl On Churn and Burn SEO & No Linking Back-Linking

    In part one, we learned about Jeremy Meindl, why he loves pushing the line in SEO and how he never was caught with any of his SEO spam efforts. In part two we talk more about that, specifically…

  • New Google Glass Structure With Stained Glass At GooglePlex

    Here is a photo I found at the GooglePlex of a new structure that is partially made of stained glass windows. Michael who posted this on Instagram wrote “New glass sculpture up at google campus. Look

Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:


Industry & Business

Links & Content Marketing

Local & Maps

Mobile & Voice



Search Features


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, you can follow us on Facebook 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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