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Google Adwords Verification Update: SEO Expert Lance Bachmann shares what advertising professionals must do to protect their Ad accounts”

Google’s identity verification program to rollout across Search, Display, and Vide

Google owns the world’s largest and most comprehensive online advertising network. Among its many offerings, Google AdWords is the most popular and effective platform for PPC advertising, which offers an impressive 1:8 ratio for return on investment. Lance Bachmann: Founder and President of 1SEO.com, firmly believes that advertising on Google has become a quintessential ingredient in the digital marketing mix. In 2019 alone, Google’s website ad revenue crossed 113 billion dollars, with over 40 billion dollars in the first quarter of 2020.

As an industry insider, Lance Bachmann lauds Google’s customer-centric approach and how their primary focus has always been to build a positive consumer experience online. Google recently announced its rollout for advanced Google AdWords verification. This initiative has left online advertisers with a plethora of questions and concerns. Lance shares his insights about what digital advertisers must do to protect their Ad accounts in the wake of Google’s advanced AdWord verification process.

Comply with Google’s verification process

Through his Instagram handle, Lance Bachmann explained that the introduction of advanced verification is compulsory for all online advertisers. Google would conduct the verifications in which the businesses, their licenses, relevant documents, location, and other relevant details would be verified. The process would also entail a mandatory video call with Google executives as part of the process. To ensure that you can use your AdWords account without any hindrances and that your account remains safe and operational, advertisers should be proactive and comply with every aspect of the process. Doing so would allow advertisers to continue operations uninhibited.

Companies that do not respond or fail to comply within 30 days would be unable to run ads of any sort and would risk having their accounts suspended. Lance elaborated, “The verification process takes approximately two weeks. If you miss out on the intimation or forget to respond, you would need to wait for several weeks or months before Google reaches out to you again. Do not let your account get suspended under any circumstances!” Lance mentioned that the initial verifications are being conducted domestically, and a global rollout would take at least two years to complete.

Be prepared

Lance Bachmann believes that advertisers need to understand, adapt, and embrace Google’s advanced identity verification process. Being well informed and prepared can help advertisers stay on top of the game and keep their ad accounts safe. Google has prioritized verification based on the nature of the business. Advertisers that promote products, goods, or services would be selected to undergo the verification process first. Advertisers or companies that are involved in informational, advisory, or educational content would be shortlisted next. The third segment would focus on regulated industries.

Rather than waiting until the last moment, business owners should acquaint themselves with the verification process and its requirements so that they can prepare in advance. Keeping relevant information, documents, and details at hand before receiving an intimation from Google would ensure a smooth verification process without any unnecessary complications. The advanced verification may be a one-time process. However, it might require reconfirmation once every 12 months, post the initial rollout. Lance added, “Being well informed and prepared during the verification process would hold you in good standing with Google, while it may even help expedite the verification process itself. Being well prepared is half the battle won!”

How advanced verification can benefit advertisers in the long run

The advanced verification process would require an investment of time, effort, and resources. However, its long term benefits outweigh any initial difficulty. Apart from having continued access to your Google AdWord account, and being able to utilize Google Ads, there are several benefits that advanced identity verification would entail. Lance elucidated:

1. Users would be able to scroll over ads and gain detailed information about verified advertisers. It would foster a higher degree of trust between advertisers and their target audience. Consumers would enjoy an added sense of security as they know who they are interacting with through the ads. Advertisers would be able to strengthen customer relations and build long-lasting associations.

2. Online consumers would be shielded from fraudulent advertisers, misinformation, and any false advertising. These factors would help create a positive online experience and encourage users to connect, interact, and transact with services that interest them.

3. The advanced identity verification process would help create a conducive atmosphere where advertisers and consumers can interact in a safe and secure environment. The Google AdWords ecosystem would evolve, greatly benefiting all parties involved. Lance elaborated, “The verification process will help weed out unscrupulous advertisers. Secondly, it would help advertisers save costs on CPC and boost engagement and conversion rates. If customers aren’t interested in your ad, they won’t click on it. This automated filtration would benefit advertisers and consumers alike.”


Google is preparing to roll out the advanced verification process across search, display, and video. Despite what many perceive as an initial inconvenience, it would help create mutual trust between advertisers and users. Consumers would know that they are transacting with legitimate businesses that value integrity, honesty, and transparency. Verified advertisers would be considered trustworthy and credible since customers would know that Google has executed a comprehensive background check. All of these factors would compound positive interactions, conversions, and sales online. Lance wants business owners and advertisers to view advanced verification as an opportunity to streamline, adapt, and evolve. Not only would advertisers keep their ad accounts safe, but they will be able to usher in a new era of digital advertising. Advanced verification takes us one step closer towards revolutionizing the way online advertising works.

Karishhma Mago is a former investment banker turned digital marketer. She has been in the digital marketing industry for over 6 years and has worked with clients across different sectors including Volkswagen Finance, Natera, Reliance, Standard Chartered amongst others. She has also done special content projects for Facebook. Karishhma is also a Wikipedia editor and has created over 300 pages for her clients. After founding Facilius Inc in 2014, she has helped grow the company from a two-person team to a dynamic team of 30 people.

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