Last Updated on 2021-01-01 by ppcguybklyn
In order for consumers to have a clearer understanding of the advertising content they are exposed to, Google announced in their official blog on April 23 that it will implement identity verification for advertisers in the United States this summer.And it is expected that this policy will be gradually extended to the world.
Details of identity verification
This policy is an extension of Google's verification policy for regulating campaigns and political propaganda related advertisements in 2018, so that the audience can clearly know which politician their advertisements are from and their detailed information.
After this policy is put into effect, advertisers must complete the entire verification process before they purchase ads on Google and related networks. The supporting documents that advertisers need to provide includepersonal identification and documents containing information about the company they belong to. These documents must be able to provethe identity of the company and the location of the company’s operations.
Google currently expects to notify advertisers who need priority verification, and if it receives the notification, it must send supporting documents within 30 days. Late delivery or failure to pass verification will prevent your ad from being delivered.
After passing the authentication, the advertisement audience will be able to see the details of the advertiser next to the advertisement, as shown in the figure below.
Google stated that this update is aimed at optimizing Google’s advertising environment, allowing audiences to receive more transparent information, and preventing people from spreading false information.
This policy will be the first to be implemented in the United States this summer and gradually spread to the world. The details of the identity verification have been published on the Google Ads Supportwebsite..
Possible impacts
There is currently no clear time point for implementing this policy in Taiwan, so Taiwanese advertisers do not need to worry about it for the time being. But if you have an owner who is buying American ads, you may have to prepare relevant verification documents so that you can deliver the documents as soon as possible when notified by Google.
The newly added advertiser information column may cause many unsuspecting audiences to click the advertisement by mistake, causing some additional click costs and an increase in bounce rate. But I think that if the keywords and ad copy are highly related to the audience’s search motivation, after confirming the identity, knowing that this is a trusted owner will have a higher chance of interacting with the landing page or even converting.
