Google Ads Verification: An Essential Step for Ensuring Transparency and Trust
In the landscape of digital advertising, transparency and trust are paramount. Advertisers, consumers, and platforms alike seek assurance that the ads they encounter are legitimate, safe, and aligned with ethical standards. Google, as the leading digital advertising platform, has implemented an “identity verification program” to enhance transparency and protect users.
Why Google Identity Verification?
Combatting Fraud and Scams: By verifying advertisers’ identities, Google reduces the risk of fraudulent or malicious ads. This step helps protect users from deceptive practices and ensures a safer online experience.
Enhancing Transparency: Verified advertisers’ information is made publicly available through ads disclosures and the Ads Transparency Center. Users can access details about the advertiser’s Google Ads account and ad campaigns, fostering transparency and accountability.
Reducing Invalid Activity: Verification helps prevent abuse of ad features by ensuring that only legitimate entities participate. This, in turn, reduces invalid clicks, impressions, and other suspicious activities.
The Verification Process
Selection and Notification
Advertisers selected for verification receive an email and an in-account notification. These notifications provide instructions on how to initiate the verification process.
About Your Business
The first step involves completing the “About your business” section. Advertisers provide essential information such as their legal name and the country in which they operate. Google verifies this information to confirm the advertiser’s identity.
Additional Steps
Based on the account structure, billing setup, and whether the advertiser represents an organization or an individual, customized additional steps may be required. These steps could include verifying business operations or other relevant details.
Deadline for Completion
If given a deadline, advertisers have 30 days from the notification to start the verification process. Failure to complete the program within this timeframe results in account pausing. Advertisers without a specific deadline follow the same steps but without the risk of account pausing.
Who Can Complete Verification?
Identity verification must be completed by an admin of the Google Ads account or the payments profile responsible for ad payments. Here’s a breakdown by customer type:
Individual Advertisers: The individual managing the account or payments profile completes verification.
Organizations: An authorized advertising representative, or admin, of the organization, completes the process.
Document Requirements
Any document, notice, or letter either issued by the IRS or stamped by the IRS that states your Organization name. Some examples are CP575, 147C, CP299, 988, 937, 1050, 5822 etc.
Forms submitted to the IRS will only be accepted if a copy of the form is available on the IRS website. Some examples are Forms 8871 and 990. See here (political organizations) and here (tax exempt organizations) for ways to search for your organization on the IRS website.
Certificate of Business Incorporation issued by the state where you conduct business activities that states your Organization name
Your most recent SEC filing (e.g., 10-K, 10-Q or 8-K forms) that state the Organization name
Business credit reports that state your Organization name from Experian, Equifax, or TransUnion
Only for government departments and agencies: an official letter including full name, address and date
Authorized representative’s government-issued photo ID:
Passport
State identification
Driving license
Permanent resident card or Green card
An authorized representative is an admin of the Google Ads account and/or the payments profile paying for the ads. The government-issued photo ID can be issued in any country.
Individuals must submit a US government-issued photo ID as part of the verification program. Acceptable documents include:
Passport
State identification
Driving license
Permanent resident card or Green card
The Future of Transparency
Google’s commitment to transparency extends beyond identity verification. As part of its ongoing efforts, Google continues to refine policies, improve ad disclosures, and empower users with information. By participating in the verification program, advertisers contribute to a more trustworthy advertising ecosystem.
In conclusion, Google Ads verification is a crucial step toward building a safer, more transparent digital advertising environment. Advertisers who embrace this process demonstrate their commitment to ethical practices and user trust.
Remember, transparency benefits everyone—advertisers, users, and the digital community at large. Let’s continue walking this path together, ensuring that ads serve their purpose while maintaining integrity and trust.
For more information, visit the Google Ads Help Center or contact Egg to Apples for help.