Unified Advertiser Verification: New Google Ads Program Combats Scammers
Recently, Google sent out numerous email communications regarding its Unified Advertiser Verification program. Through the program, Google opted to unify its Advertiser Verification and Business Operations programs into a single channel.
With this ads verification program, Google presents a more streamlined process to help businesses and crack down on scams within Google Ads. Here’s a quick rundown of the two programs and how their merger affects advertisers.
What are Google’s Advertiser Verification and Business Operations Programs?
Initially, Google maintained both an Advertiser Verification portal and a Business Operations program. The multimedia goliath designed both of these programs to clarify the identity of businesses and ensure a safe and trustworthy experience for users.
Essentially, they ask questions related to a business’ identity. As a scam-prevention technique, this program basically ensures that business owners are truthfully representing themselves. Taking it a step further, the program verified that businesses have the right to sell their products and are not indulging in fraud-related activities towards those who click on their ads.
March 2022 Updates & the Unified Advertiser Verification Program
Starting in March of 2022, Google chose to consolidate its Advertiser Identity Verification and Business Operations Verification programs.
Here’s a look at the changes to the verification process under the new rules:
New “About Your Business” Section
As a first step in the Unified Advertiser Verification program, Google offers an “About Your Business” section. This section inquiries about basic information related to an Ads account and their business. Google’s questions seek simple answers like what industry you work in, country, type of business, etc.
New Verification Timeline
After the initial questionnaire, the Unified Advertiser Verification program prompts businesses to verify identity and business operations.
Previously for identity verification, Google gave advertisers 30 days to start their verification process and an additional 30 days to complete it. For Business Operations, it used to be 21 days to complete business operation verification with a 7-day notice period before account suspension.
With the new feature, businesses have 30 days to complete the “About Your Business” questions. After that period, businesses receive another 30 days to complete the additional verifications (identity and business operations).
Additional Advertiser Selection Criteria
As part of the new Unified Advertiser Verification program, Google introduced new criteria. For example, Google may request that advertisers complete the verification program in certain instances to avoid fraud and scams.
Additionally, Google is introducing new criteria that will result in immediate account pausing:
If ads are suspected to be violating Google Ads policies like misleading representation, unreliable claims, unidentifiable business, etc.
If Google suspects your business practices may cause physical or monetary harm to users.
If you’ve been suspected of circumventing the verification process
If your business identity or advertising behavior is deemed unclear
Complete Unified Advertiser Verification
As data security expands into an increasingly prominent issue, Google’s Unified Advertiser Verification program seeks to crack down on fraud. While organizations around the world face an adjustment period, the measures take a step towards protecting global user data.
To launch your Google Ads strategy, book a Planning Session with the digital marketing specialists at Rizzo Young Marketing LLC.