All You Need To Know: New Google Ads Verification 2022

April 7, 2022  |  Written by Tania Dian  |   Advertising, Business Services, Digital Marketing, PPC

Island Media - Google Ads Verification Program 2022

In 2022, Google has required certain advertisers to undergo a verification program to ensure a safe and trustworthy ad experience for users.

In today's era of globalization, the digital world is expanding rapidly and security breaches that damage user trust can easily occur if improvements are not made. As such, Google now requires businesses to verify their legitimacy, increasing the convenience and security of users as they view Google ads. As Google makes gradual improvements, its systems are constantly being checked and upgraded.

Google ads verification program 2022 with Island Media

Google Released An Update

If a business is asked to complete additional verification, the performance of its advertising campaigns may be affected while it operates as a restricted account.

In March 2022, Google released an update to consolidate all of its current verification programs into one. This unified program is designed to provide a simplified and improved advertiser experience. 

Google may ask advertisers to complete the verification program if an advertiser is targeting keywords related to particular brands or if the business operates in an industry susceptible to abuse, scams, or fraud. (For example, travel, technical support, or financial services). The advertiser will need to provide additional verification to complete the process before it can proceed as usual. However, a successful verification will help improve the performance of an account’s advertising campaigns.

A Simplified & Improved Advertiser Experience

Businesses that need to verify their Google Ads will be notified via email and through an in-account notification. This way every advertiser will be aware that they need to complete the verification program without issue.

The verification process should be completed within a maximum of 3-5 working days. This applies to individuals running ads for themselves, groups running ads for other people, and ad agencies that require two-step verification. Please note that the steps for completing your advertiser identity verification may vary depending on the account’s structure, billing setup, and whether you are advertising on behalf of an organization or an individual. 

Learn more about advertiser verification and business operation verification here.

When is This Running?

March 31, 2022

Google ads verification will begin implementing these updates to streamline the experience on March 31, 2022, with a gradual ramp-up over two months. After advertisers receive a notification from Google they have 30 days to begin the verification process. After this period, they have another 30 days to submit any requirements requested by Google, such as verifying the advertiser's identity, verifying the business they run, or perhaps both. 

If advertisers do not complete this verification within the requested time frame of 30 days their accounts will be paused. However, to unpause an account, all an advertiser has to do is submit the survey answers and relevant documentation requested by Google, and their ads will be visible again.

Here is a brief guide through the verification process

  • Identity verification
    As previously stated, accounts are given 30 days to begin verifying the identity of the advertiser, and an additional 30 days to complete their entire verification process.
  • Business operations verification
    To complete this verification advertisers are given 21 days for operations and then a 7-day notice period before their account will be suspended.
  • Unified Advertiser verification
    Google states that advertisers have 30 days to complete the 'about your business' section of the verification survey, after that, they are granted an additional 30 days for any other requested verifications. This may include identity verification, business verification, or both.

What To Do?

To continue advertising using Google Ads, please follow these instructions: 

  1. Complete the business operations verification form within 21 days of receiving the notification. One form is dedicated per ad account. Failure to fully complete the verification within the specified period will result in account suspension with a 7-day notice period.
  2. Following your verification submission, Google will review the responses. It may follow up with additional questions. The information you provide in the verification will be processed per Google's Privacy Policy.

Please note that during this review period, your ads will continue to run as usual so long as they comply with Google Ads policies.

What Do You Need?

  1. A Google Ads Customer ID
  2. Information regarding your payment method, tax, and billing country.
  3. A website that is associated with a Google ad account.
  4. A legal company name that is associated with a Google ad account and website.
  5. Answers to the following questions regarding the website associated with your Customer ID: 
  • Personal information such as your full name, job title, company name, login email address, mailing address, and phone number. 
  • A Description of the company’s business model in your own words as well as the type of business, what you do, and who you do it for. 
  • Is the Company the end provider of the products/services advertised via the Website? End providers of a product/service typically manage the fulfillment and/or post-sales support for customers. Lead generators, affiliates, or any intermediary that does not own fulfillment or post-sales support are not considered as end providers. 
  • What licenses or certifications are required to provide the products/services advertised using the Website? This could be a Government license, professional license, or perhaps you do not need a licence for your specific business.

What Documents are required for Indonesian Businesses?

Before verifying, it's a good idea to prepare any required documents in advance. As part of the verification program of Google Ads policies, advertisers are required to submit one of the documents listed below based on where their organization is registered, or their place of residence if the advertiser is an individual. The organization or company must submit one of the following registration documents to verify the advertiser’s identity. Acceptable documents include:

  1. Company registration certificate
  2. Deed of Incorporation
  3. Deed of company
  4. Business license
  5. Tax registration certificate
  6. DUNS Certificate
Passport for Google ads verification program 2022 by Island Media

An Additional Verification

Individuals & official representatives must send an ID Card issued by the Indonesian government as part of the verification program.

Acceptable documents include:

  1. Passport
  2. National ID card
  3. Driver's license
  4. Residence Permit

Please note, document requirements may vary depending on the Google Ads policies for each country. Be sure to select your country of residence when viewing the document requirements for your Google Ads account. 

Learn more about the document requirements for verifying advertisor identities. Check out Google’s advertiser identity verification and ad disclosures FAQ.

Need Help?

We can help you with the verification process

If you are unsure how to manage the new Google Ads verification process from your side, don’t worry. Feel free to contact us for further assistance.

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