Google is expanding its verification program for finance ads, which will require advertisers in more countries to prove they're authorized to promote financial services. Verification adds an extra layer of protection against financial fraud, helping to ensure people aren't scammed when they click on search ads.
Google first launched this program in the UK in September 2021, which has reportedly lead to a noticeable decline in ads promoting fraudulent services. Following the successful UK launch, Google is expanding the verification program to additional countries starting with Australia, Singapore, and Taiwan.
So, what Does This Mean for Advertisers?
Advertisers in the above-mentioned markets will have to go through two extra steps before running ads that promote financial services:
- Demonstrate they are authorized by their respective financial services regulator
- Complete Google's advertiser verification program
- This policy goes into effect on August 30, and advertisers have been able to apply for verification since the end of June
The end of August may sound far away, but advertiser verification is not a quick process. It's better to start sooner than later. Google's advertiser verification program consists of multiple requirements that each have their own set of steps to complete:
- Answer a series of questions about their business
- Verify their identity
- Verify details about their business operations
After initiating the verification process you'll have 30 days to complete it. Advertisers that have not completed the new verification process by August 30 won't be allowed to promote financial services using Google Ads.
Was everyone out there aware of this? I think it's well worth a heads-up, given failure to get verified is going to cause some service providers a massive problem.