Google Ads has announced that it is merging advertiser Identity verification and Business operations verification programs to be under unified Advertiser verification program. The merged verification program has additional criteria of advertising verification for branded queries.
Unified Advertiser verification program
The unified Advertiser verification program will take effect on March 31, 2022. Google says that the Unified Advertiser verification program is only meant for businesses that fall under advertiser Identity verification and Business operations verification. However, there are two other advertiser verification requirements that have been introduced.
Businesses that advertise on brand-related queries or use queries in industries susceptible to abuse, fraud, and scams like travel, customer or technical support services, and financial services will now be required to go through the Unified Advertiser verification program. This will help determine the legitimate owner of the brand name and business authority.
If you have been using your competitor’s brand-related queries to drive traffic to your website through Google Ads then this update may affect you.
Advertisers who meet the criteria of the Unified Advertiser verification program will be given 30 days to verify their details. If after 30 days, an advertiser will not have verified their details, their account will be paused. This means that ads will stop running but your account will not be suspended.