Google Ads will merge its advertising identify and business operation verification programs into a unified advertising verification program in March, according to an email sent by Google Ads to some advertisers today. The Google Ads unified advertising verification process is similar to the current identity verification process – you’re required to submit your legal business or individual name, along with any other supporting documentation. This information will be displayed in an ad disclosure. The email (see in full, below) shared details on what will change. New section: About your business. Google said it will ask advertisers questions (e.g., the advertiser’s industry and billing country) related to their Google Ads and account, which will be shown in a new section, About your business. Why? So Google can understand whether you are a direct or indirect provider of the products or services being advertised. Verification timeline change. Advertisers must submit their About your business answers within 30 days. Failure to do so will result in your account being paused. On top of that, Google said there will be an additional 30 days to complete any requested verifications, which could be identify, business operations, or both. Advertisers were previously given 30 days to start identity verification, and an additional 30 days to complete it. And advertisers were previously given 21 days to complete business verification, and were given a 7-day notice period before account suspension. Six reasons why Google may pause your account. If:
Why we care. Google began its push for greater transparency in political advertising in 2018. These changes are all meant to let searchers clearly know who is behind the ads they’re seeing and potentially clicking on. Hopefully, this will make for a safer user experience (e.g., less fraudulent and scam ads) and improve the Google Ads ecosystem. Here’s is the full text of the email Google Ads sent: In March 2022, Google 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. Similar to the current approach, advertisers will be notified via an email and an in-account notification when they have been selected for the Advertiser verification program. Under this program, advertisers will be asked to initiate the verification process within 30 days, and will have another 30 days to complete all the requested verification requirements, which may comprise multiple steps, including verifying their identity, their business operations or both. As a part of the unified Advertiser verification program, there will be revised timelines and enforcement actions, details of which are below. What’s 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).
As part of Google’s ongoing transparency efforts, we will also make information about your Google Ads accounts and ad campaigns publicly available.
These changes will not impact the scope or requirements of Google’s other verification programs. We will begin implementing these updates to streamline the experience on March 31, 2022 with a gradual ramp up over two months. Thank you for your cooperation. Sincerely, The Google Ads Team The post Google Ads creates unified advertiser verification program appeared first on Search Engine Land. via Search Engine Land https://ift.tt/aHMo9Vgln
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