April 21, 2022

By Patrick McAdams

Earlier this year, Google announced their plan to increase transparency by implementing additional verification requirements to those who advertise on Google’s Ad network. The requirements are slowly rolling out to all Google advertisers.

In the past, Google has made efforts to create a safer environment for users, cracking down with strict policies on advertisements that touch on certain topics such as politics, gambling, and drug use. Their ultimate goal is to build trust that Google is providing a safe and positive experience between users and advertisers. The recent verification program is part of Google’s larger effort to give users more transparency, choice, and control.

What Does This Mean for Your Business?

The process is to verify that you’re really who you say you are. Google wants to stop malicious ad practices by lifting the veil of mystery over who’s actually producing the ads that they’re serving.

So what does this all mean for your business’s ad campaigns? Google will be emailing the administrators of each ad account to prompt them to start the process. Once this happens, the business is required to submit a number of legal documents to prove their legitimacy as the rightful owner. The business is given 30 days to start the process once prompted, and an additional 30 days to complete it after they start.

Once a business is verified, their ads will include a drop-down where audiences can click to see more info on the publisher. This section contains info about:

  • Why they were served the ad
  • The name and location of the advertiser
  • How they can configure their preferences on seeing ads from this advertiser in the future

Below is an example of what this looks like on a currently verified business advertisement:

In Canada, Google asks the business owner to provide one of the below documents to verify their business:

  • Certificate of Incorporation
  • Certificate of Good Standing/Status
  • Certificate of Compliance
  • DUNS certificate
  • Organizations may also provide their 7-digit Corporate Number. 

For personal identity verification, this person must also submit one of the following Canadian government issued photo IDs:

  • Passport
  • Identification card
  • Driving license
  • Permanent residence card

This can be completed by submitting the information through the Billing section of Google Ads.

Visit Google support for more information from Google on this process.

How Intrigue Makes This Process Easier

The process of verifying all advertisers on Google is going to take a long time, but it is bound to happen. If you’re an Intrigue client and have already been notified, we’re here to help.

You’re busy running your business. The last thing you need is more on your to-do list. We’re happy to take care of the verification process on your behalf. As a client, we’re authorized administrators on your Google Ads account. We’ll just need you to reach out when you get notified of the verification prompt, and we’ll let you know what additional info we’ll need from you to take it from there.

    Patrick McAdams is a Data & Conversion Analyst at Intrigue.

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