Every day, countless people rely on Google to explore new businesses, find answers, or uncover solutions, and Google Ads plays a crucial role in connecting these individuals with relevant businesses. However, this ecosystem of trust is sometimes exploited by malicious actors who attempt to deceive users by impersonating legitimate businesses or engaging in fraudulent advertising practices. These scammers not only harm potential customers but also erode trust in brands. Studies estimate that up to 20% of digital ads are fraudulent or scams, and a significant 49% of advertisers consider ad fraud a major concern, especially when utilizing tactics like search ads.

To combat this online deception, Google announced in 2020 its intention to mandate advertiser identity verification for continued use of Google Ads. However, a large portion of advertisers haven’t yet verified their accounts, primarily because Google hasn’t made it mandatory or explicitly prompted them to do so. Therefore, to facilitate the verification process, Google recently announced that a select group of accounts can now proactively submit their advertiser verification. We’ll outline five compelling reasons why you should prioritize this early verification and emphasize its significance.

Understanding Google advertiser verification

Initially introduced in 2018 for political advertisers, Google expanded its advertiser verification program in 2020 to enhance transparency. Here’s what Google had to say about it: “[Advertiser verification] aims to provide users with greater clarity regarding the entities behind the Google ads they encounter, empowering them to make more informed decisions when managing their advertising preferences. Furthermore, this initiative contributes to a healthier digital advertising landscape by identifying and mitigating the impact of bad actors attempting to misrepresent themselves.” Since this announcement, many advertisers have received invitations, often through emails or notifications, to verify their identity within their Google Ads accounts, with a 30-day window to initiate the process. For most, the verification process is simple and may only take a few minutes. Completing Google Ads advertiser verification early offers advantages beyond just staying ahead of paperwork. Over the past year, Google has been progressively introducing additional benefits and features for verified advertisers. Let’s explore these advantages, along with the benefits of early verification.

Five reasons for immediate Google advertiser verification

Here’s why you should prioritize completing your Google Ads account verification at the earliest:

1. Enhanced Trust and Credibility for Your Google Ads

Google’s advertiser verification process is designed to showcase trustworthy brands and remove fraudulent entities from search engine results pages (SERPs). Skeptical users often avoid unfamiliar ads or deals that appear too good to be true, even if they are legitimate. By verifying your ads with Google, your ads will automatically appear with a disclosure whenever they appear, enabling users to quickly and effortlessly confirm your authenticity, location, and view other ads you’re running on Google. On SERPs, users can access your verification information by clicking the three-dot icon (or info icon on mobile devices). Ads on platforms like YouTube or the Google Display Network also feature similar transparency measures and disclosures for verified advertisers.

2. Exclusive Verified Badges on Your Ads (Eliminating the Need for Repetitive Brand Messaging in Headlines)

Verified badges are no longer exclusive to Twitter. As Google expands its advertiser verification program, it’s prominently featuring verified advertisers with distinctive badges alongside their ads. Google has been testing both blue and gold check badges displayed next to verified advertisers on SERPs.

Source These verification badges hold significant potential for advertisers seeking to stand out from competitors, especially those attempting to leverage their strong brand reputation. As unique markers of verified accounts, these badges can directly influence ad performance and boost click-through rates. Beyond enhancing the visual appeal of pay-per-click (PPC) ads, these badges may allow advertisers to replace ad headlines that often reiterate brand authenticity, such as “BRAND official site” or similar messages. While these headlines can be effective, they often lack compelling messaging. Most advertisers would welcome the opportunity to utilize their headlines for more impactful content instead of simply reassuring users about their authenticity.

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3. Brand Highlighting with the Business Name Asset (Exclusive to Verified Advertisers)

In late 2022, Google introduced several exclusive ad features for verified advertisers. One notable addition is the business name asset, allowing businesses to prominently display their name above their ads. This new asset reinforces ad authenticity and promotes brand visibility. Google can dynamically populate this information from your website, or you can provide your own Business Name asset at the campaign level within Google Ads. However, Google’s business name assets must adhere to these guidelines:

1. Character limit of 25 characters.
2. Must strictly match the domain name or legal business name provided during verification.
3. Must be clearly displayed on the ad’s landing page.

4. Customized Logo Assets for Enhanced Brand Identity (Verified Advertisers Only)

Complementing the business name asset, the logo asset is another exclusive perk for verified advertisers. This feature allows businesses to incorporate a customized logo icon to the left of their ads, effectively transforming your PPC ad into a favicon mirroring organic search results. Ads without a logo asset will display a standard blue globe icon as a placeholder.

Example showcasing two ads: one with and one without distinct business name and logo assets. Similar to other Google ad assets (previously known as extensions), these new features can be accessed and managed within your Google Ads account once you’ve completed the advertiser verification process. Verified advertisers will find the business name and business logo assets as menu options under “Ads & assets.”

Keep in mind that Google’s new business logo assets must meet these criteria:

• Alignment with the advertised business and consistency across a given domain name.
• Square aspect ratio (1:1).
• Resolution between 128x128 pixels (minimum) and 1200x1200 pixels (maximum).
• Compatibility with both light and dark modes. Lastly, Google may render your logo in either a square or circular format alongside your ad on the SERP. Ensure any crucial content within your small business logo is centrally placed to prevent cropping when displayed on the SERP.

5. Prioritized Support for Verified Google Ads Accounts

Navigating Google’s advertising policies can be challenging, and even the most meticulous PPC managers may encounter ad disapprovals. Google employs automated systems to ensure ad compliance, which can sometimes lead to overly cautious ad disapprovals or even account suspensions, even if erroneous. Discovering your Google Ads account has been mistakenly suspended can be a frustrating experience. Unfortunately, Google Ad’s support systems can be inadequate for advertisers needing swift resolution and ad reinstatement. For instance, Google’s automated support often provides a response timeframe of “within five business days, though it might take a bit longer.” This delay can be detrimental. However, verified advertisers might receive expedited support, bypassing the standard waiting period. Recently, Google announced that certain advertisers may qualify for prioritize their appeals upon account verification completion. This new prioritized appeal process allows advertisers to address issues more efficiently, minimizing ad downtime and potentially saving businesses significant revenue loss and days of anxiety caused by support delays.

Don’t Delay, Verify Your Google Ads Account Today

Google’s advertiser verification program is a mutually beneficial initiative for both users and advertisers. As Google continues to expand this option to more accounts, proactively verifying your account ensures that your campaigns capitalize on increased trust and credibility, gain access to exclusive features, and enjoy prioritized support from Google Ads. Here’s a recap of the five key reasons to prioritize your Google advertising verification:

1. Elevated trust and credibility for your Google Ads.
2. Exclusive verified badges displayed on your ads, allowing for more impactful ad copy.
3. Opportunity to prominently feature your brand with the business name asset.
4. Customization options with logo assets, enhancing your brand’s visual identity.
5. Access to priority support channels within Google Ads, ensuring faster issue resolution. To initiate your Google Ads account verification, simply follow the instructions provided in Google’s account verification guide here.