Explaining The Google Ads Identity Verification Program (For Franchisees With Questions)
Last month, Google sent an email to select advertisers announcing their new Identity Verification Program Beta Test, which is designed to increase transparency and trust in advertisers on their platform by giving users the ability to see an advertiser's verified information (company, country of business). Some of you may have been “lucky enough” to have received this request and are left wondering what the heck does it mean for your business?
According to Google, this is being rolled out in phases. Upon Google's request via email and in-account notification, advertisers will need to submit two forms of legal IDs to continue running advertisements through Google Ads. Since this is not optional, there could be many advertisers finding their accounts paused if they do not take action within 30 days of the initial request. So, if you manage your own Google Ads account, including Paid Search, Display, YouTube and Shopping, then keep your eyes peeled for this request to prevent an interruption in your marketing! Good news is it seems to be a pretty quick and painless process.
You Got The Google Email…Now What?
Alright, once you receive the request to verify your identity, you will need to submit two forms of ID from the list of accepted documents. To start, click GET STARTED in the banner at the top your Google Ads account, or go to your Billing Settings from the gear in the upper righthand corner on the screen.
Once you’re in the Billing Settings, you should see the Identity Verification tile. To submit your documents, click “Get Started” and follow the next steps:
Agree & Continue to the Ads Transparency disclaimer.
Fill out the information as it is entered on your business W9
Business Name
Address
Upload PDF of your W9
Enter your name and address as a “representative of your business”
Upload an accepted photo ID, like a driver’s license.
Then click submit and wait for Google to process the documents.
In our experience, you should be verified within a few days, though Google says this could take up to 5 business days. Once verified, users will be able to click on the "About this advertiser" option hidden on the ad (see example). Your legal business name will be listed as the advertiser; however, the location is simply the country of origin, NOT the actual address.
Having Difficulties? Here Are Some Pro Tips!
Both Front and Back (if there is a Back) of document needs to be uploaded.
Document must be in color.
Document must not have any reflection or glare covering important information.
Document needs to be well lit.
Document cannot be blurry.
Document cannot be partially covered or out of frame, all 4 corners of the document need to be visible.
Must not be an invalid or expired document.
Conclusion
While this is a pretty quick and easy process overall, it could cause some disruptions for smaller businesses who may run their own ad accounts. If those accounts or associated emails aren’t checked often, ads could be paused before you know what’s going on! We’re unsure if this process is any different for advertisers using with Google Express accounts. Either way, let this be your cue to check any ad accounts that could and should be active, and keep your eyes peeled for the Identity Verification request in your email.
