Google announced new updates for advertisers. What needs to be done for Google Ads authentication is explained in detail.
In March 2022, Google will combine existing advertiser authentication and business activities verification programs into a unified advertiser verification program to deliver a simpler and improved advertiser experience. Similar to the current approach, advertisers will be notified via email and in-account notification when they are selected for the advertiser verification program.
Google Ads Advertiser Verification Program
Under this program, advertisers will be required to initiate the verification process within 30 days. Advertisers will be given an additional 30 days to complete all required verification requirements (which may consist of multiple steps, such as verifying advertiser identity or business activities, or both).
Google Ads Authentication
• About your business: In the first step of the combined advertiser verification program, Google will ask advertisers some basic questions about their Google Ads accounts and businesses under the “About your business” section . For example, questions will be asked about the advertiser's industry, the country of billing address, and information that will help Google understand that the advertiser is a direct or indirect (third party) provider of products or services advertised on the Google Ads platform. Advertisers will be given 30 days to submit their responses. If advertisers do not submit their responses by the end of the 30th day, their account will be paused .
• Updates to the verification timeline: Answers to questions in About your business will set the verification conditions and guide advertisers to further verification steps, which may include verification of identity, business activities, or both (see “Advertiser selection criteria updates” below). Advertisers will be given 30 days to successfully complete these additional verifications. If the verification requirements are not completed or fulfilled within the specified time, the account will be paused. Note that this account suspension will only apply if advertisers do not complete or meet the requirements by the end of the 30th day.
○ For authentication: Previously, advertisers were given 30 days to begin the verification process and an additional 30 days to complete the authentication process.
○ For business activities verification: Previously, advertisers were given 21 days to successfully complete business activities verification and 7 days notice before account suspension.
○ For combined advertiser verification: Advertisers will now be given 30 days to complete their “About your business” questions and an additional 30 days to successfully complete any requested verifications (which may include verifying advertiser identity or business activities, or both).
Updates on business activities verification:
We harmonize enforcement of all verification terms under the advertiser verification program to reduce administrative burden and provide a consistent experience for our advertisers. With this compliance, failure to complete or meet business activities verification (if requested) requirements will result in account suspension rather than account suspension. In this case, advertisers' accounts will remain open, but ads will not be served until the program completes successfully. Note that the pause will only apply after the 30th day if advertisers fail to complete or meet the requirements.
To advertise again, advertisers will need to successfully complete the verification process by submitting the requested survey responses and related documentation (where applicable).
Updates to advertiser selection criteria:
We combine the advertiser selection criteria of existing advertiser authentication and business activities verification programs into the combined advertiser verification program to provide a more consistent experience. In this regard, we are implementing additional criteria to provide an additional layer of protection to our users, and we are clarifying when advertiser accounts may be paused immediately. Details are below.
○ Additional criteria: Google may require advertisers running ads to address brand-related or user inquiries in industries that are vulnerable to abuse, fraud, and fraud (for example, travel, customer or technical support services, and financial services) to complete the advertiser verification program. In cases where the advertiser is asked to complete an additional verification, the advertiser's campaign performance may be affected when running ads on certain queries restricted by Google. Successfully completing the requested verifications can help improve campaign performance (where applicable).
○ Instant account suspension criteria: In some cases, advertisers' accounts may be paused immediately when the advertiser verification program is started. Your account may be paused immediately for the following reasons:
• We suspect your ads are violating our Google Ads policies, such as Misleading Statements, Untrustworthy Claims, Unidentified Business, Business Name Terms, Solicitations, Sensitive Events, and Coordinated Deceptive Practices.
• We suspect that your advertising or business practices may cause physical or material harm to users. Some examples of this include, but are not limited to: misrepresenting your identity in advertising content, providing financial products and services under false pretenses, or providing unauthorized customer support services on behalf of third parties.
• We suspect that you are trying to circumvent our verification process.
• We determine that your identity or advertising objective is unclear.
• Transparency and disclosures: Similar to the current process followed in the authentication process, as part of the identity and/or business activities verification steps, advertisers will need to submit supporting documents for the combined advertiser verification program with their official business or individual names. Google will display the advertiser name and location in the ad description using information provided by advertisers. Learn more about ad disclosures.
As part of Google's ongoing transparency efforts, we will make information about your Google Ads accounts and ad campaigns public.
• User experience improvements: Advertisers will be able to initiate the verification process, monitor verification status and progress, and view the reasons for failure (if any) in a new user interface under the Billing and Payment settings tab in their Google Ads account. Advertisers can access this interface via in-product prompts and notifications.
These changes will not affect the scope or terms of Google's other verification programs. To make the experience easier, these updates will begin to apply on March 31, 2022 and will take effect gradually over a two-month period.
What is Google Ads?
Google Ads, formerly Google AdWords, is an advertising system developed by Google to help businesses reach target markets online through its search engine platform and partner sites (youtube). These partner sites host a text or image ad that appears on the page after a user searches for keywords and phrases related to a business and its products or services. On Google.com, AdWords ads usually appear in specific places at the top and right of a search results page.
If you don't have a Gmail address, create one.
Go to the Google Ads homepage.
Click the Sign In link in the upper right corner of the page.
In the Email field , enter your Google Account email address, alternate email address, or Gmail username.
Enter your password in the password field.
Click Sign in.
What Can Be Done With Google Ads (Adwords)?
- Customers associate certain keywords and phrases with your business.
- You can target with Google Ads, meaning ads follow a customer to other Google sites like YouTube and NTV – this improves conversion and lowers cost-per-click.
- You have the flexibility to specify which sites will host your ads, focus on your target market by focusing on specific regions and cities.
- Google Ads determines who is searching for your products AdWords reminds customers what they have searched before, keeping your brand in mind.
- Google Ads helps you optimize existing campaigns and leverage results to increase overall success.
You can share your thoughts about Google Ads Authentication in the comments section.
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