Advertiser verification isn’t just a chore – it’s critical for maintaining a successful Google Ads account, helping you avoid ad suspensions, unlock more features, and improve audience trust
If you’re familiar with Google Ads, you might have encountered the phrase ‘Advertiser Verification’ or even seen notifications prompting you to complete the process. But have you taken the time to verify your account? If not, you may be leaving your business vulnerable to potential disruptions – and missing out on the full benefits of Google Ads.
In this blog post, we’ll dive into why advertiser verification is important, how it can affect your account, and why it might take a bit more time than you’d expect. At Pixal, we’re here to guide our clients through the process, helping you ensure your Google Ads account stays fully operational and in compliance with all necessary regulations.
What is Advertiser Verification in Google Ads?
Advertiser Verification is a process that Google Ads uses to verify the identity of advertisers. This process helps ensure that the ads you’re running are legitimate and comply with Google’s policies. Advertiser verification also ensures that Google can connect ads with real businesses and avoid fraudulent activity, ensuring a safer environment for both advertisers and users.
As part of this process, you may be asked to provide certain business details and documentation to confirm your identity and the legitimacy of your company. It sounds daunting, but don’t worry: it’s all standard stuff and pretty much a formality. You might just need to provide a few details like proof of business registration and tax identification numbers.
Why Is Advertiser Verification Important?
Verification might sound like an avoidable admin chore, but there are several good reasons to get it ticked off your list:
1. Protect your account and ads from suspension
If your account isn’t verified, there’s a higher risk of your ads being suspended or disapproved. Google has become stricter about verifying advertisers in recent years to protect users from fraud and misinformation. If you don’t verify your account, you may face ad disapprovals or even a complete suspension of your account, preventing your ads from running.
2. Enable more advertising features
Verified accounts gain access to a wider range of Google Ads features. Some features, such as political advertising or financial services ads, require verification. If you’re looking to expand your advertising opportunities or run specific types of campaigns, verification is essential.
3. Improve trust and transparency
Being a verified advertiser helps increase the credibility and trustworthiness of your ads. It shows users that your business is legitimate, which can improve their confidence in clicking on your ads. Google is also working to improve transparency by displaying verified advertisers, which helps your brand stand out from potential scammers or shady businesses.
The Different Types of Advertiser Verification
There are several verification types that you may need to complete, depending on your business model, industry, and location. While some can be quick and easy, others may require more documentation and a little more time to complete.
1. Basic Identity Verification
For most businesses, the first step is verifying your identity with Google. This process involves submitting proof of your business registration (such as a business license or a tax ID) or a government-issued ID. While this step is generally straightforward, it can take several days for Google to review and approve your documentation.
2. Verification for Specific Industries
Certain industries have additional verification requirements. For example, businesses in financial services, healthcare or political advertising are often subject to more stringent verification processes. You may need to provide extra documentation such as licences, regulatory compliance certificates, or other industry-specific documents. This can be more time-consuming but is crucial to ensure compliance with legal and regulatory standards.
3. Ads Transparency and Political Ads Verification
If you’re running political ads or ads related to certain sensitive topics such as healthcare or gambling, you may need to complete a special verification process. Google will ask for specific disclosures or certifications to ensure your ads are following rules regarding transparency and honesty.
4. Verification for Countries and Regions
Different regions and countries may have specific requirements for advertisers. For instance, advertisers based in the EU might need to comply with additional privacy regulations like GDPR, while US-based advertisers might need to go through extra steps for political or issue-based ads. Make sure you check Google’s guidelines for your region to ensure you meet the necessary requirements.
Why Advertiser Verification Can Be Time-Consuming
The verification process can sometimes feel like a hassle – especially if your business is in a highly regulated industry or if you don’t have the necessary documents easily available.
Some businesses may even face delays while waiting for approval or may have to go through multiple rounds of submission if Google requests additional information.
Here are the typical reasons why verification can take time:
- Google’s review process: Once you submit your documents, Google needs to review and approve them, which can take anywhere from a few days to a couple of weeks.
- Industry-specific regulation: If you’re in a highly regulated industry (such as finance or healthcare), you may have to submit more paperwork, which can take time to gather and process.
- Mistakes or missing information: If you submit incorrect or incomplete information, you may need to reapply or provide additional documents, which can delay the process.
- Regional differences: Depending on where your business is located, there may be extra legal or regulatory hoops to jump through.
How to Speed Up the Advertiser Verification Process
While verification can take time, there are steps you can take to ensure it goes as smoothly as possible:
- Prepare documents in advance: Before you start the process, make sure you have all the necessary business documentation ready to submit. This will save you time if Google requests additional details.
- Be accurate: Double-check that all the information you submit is accurate and up-to-date. Errors or inconsistencies can delay the approval process.
- Check Google’s requirements: Make sure you understand the specific requirements for your business, industry, and region. This will help you avoid submitting unnecessary documents and speed up the process.
- Stay on top of communications: If Google requests more information or clarification, respond promptly to avoid unnecessary delays.
Is Your Google Ads Account Verified?
If your account isn’t verified yet, now is the time to start the process. At Pixal, we can help you navigate the verification process, ensuring your account is fully compliant and ready for success. Contact us today.