Google Ads Will Now Require Identity Verification

Google has proclaimed that users will now need to verify their identity before accessing Google Ads. They will also require to confirm their geographical location in order to access it. This new amendment in Google Ad policy is based on the 2018’s policy update that requires identity verification for any political campaigns. Here is everything you need to know about it:

New Requirement for Google Ads Marketers

The new verification system will include these aspects:

• Personal Identification
• Incorporation documents of a business
• Other ways of verification of an advertiser
• Operating geography verification

This new verification system will be applied in the US, and then gradually, it will become globally. This program will be applicable to advertisers who run Search, YouTube, or Display ads. As per Google, it might take several years for the whole Google Ads program to have only verified advertisers and this will make the platform even more reliable and trustworthy.

Google is also targeting some major companies for prioritizing this new amendment for them, and soon, they will get a notification from Google about it. Users will have up to 30 days to verify their identity and geolocation after getting the notification from the leading ad hosting company. When you submit a verification request along with the required documents, it may take up to 3 to 5 to verify your account. 

In case a user underestimates Google’s announcement, its ads will be straightly terminated by Google after 30 days. This new rule will display the legal name or trademark of the marketer, and it does not really show who is managing the ads in real. It means those who are running ads for someone else or for a client will not require any verification. In case you are a Google Partner or Google rep representative, you can submit a verification request via your clients.

How will it Affect User Experience?

From now on, whenever an advertiser posts an ad via Google Ads, its advertiser’s identity will be visible to the audience. They can see it underneath the “Why This Ad?” option in the Search Ads. These disclosed details about the advertisers will include name, location, and country. There will be an option for the users to stop seeing the ads from the advertiser.

In-Display Ads, the same information can be seen by the Ad Choices icon or the “x” close button from your audience. By tapping any of these buttons, your audience will be able to easily recognize who you are and where you are operating your business. 

Why this Rule of Advertiser Verification?

In the attempts to make the platform and its services transparent, Google is trying to offer better transparency as well as equip users with more trustful information about who is hosting ads to them. It was all explained by the director of product management, jack Canfield. These new rules and policies are currently under development. 

Reactions of Advertisers on Google’s new Term to Use Ads

The response of the advertisers is pretty diverse.  Some are concerned, and some are happy with the new change. People are raising worry about the tiny arrow icon that triggers the advertiser’s information as it is located close to the ad’s headline, and the audience may mistakenly click on the ad instead. This can cost the advertiser as they will be charged for every single click. What do you think about Google’s new requirement for advertiser identity verification?