Google has updated its ads transparency policy to publicly display information about the companies paying for advertisements on its platform. The latest update, which completed the second phase of its rollout last month, follows changes early last year that made advertiser verification a requirement on all new and existing Google ad accounts, and meant that:
Google has updated its ads transparency policy to publicly display information about the companies paying for advertisements on its platform.
The latest update, which completed the second phase of its rollout last month, follows changes early last year that made advertiser verification a requirement on all new and existing Google ad accounts, and meant that:
The newest updates to Google’s ad transparency policy are “the latest evolution in Google’s ongoing efforts to increase transparency in digital advertising”, according to the company as it moves to make it clearer to consumers who is actually paying for the adverts they’re seeing.
It means that anyone using the Google ads transparency tool will now be able to see what ads a company is running, and who is paying for the ads.
By making payments for advertisements more transparent, Google is hoping users will have a clearer picture of who or what companies are funding online advertising,
building trust and helping consumers make more informed decisions, particularly around financial products, healthcare and politics.
One of the main benefits is it’s now going to be much easier to see if the company you see in the advert is actually paying for it.
Google has already cracked down on advertisers who have historically created multiple websites and ad accounts (under the same business umbrella) in order to bid on the
same keywords and dominate SERP results.
The first thing is to make sure your business details are up-to-date and accurate and consumers will now be able to see this information relating to ad accounts.
It also means there’s more accountability around brand advertisements, as consumers can now check whether the company they’re seeing in the advert is actually the one paying for it.
If you’re using an agency, you should check whether the agency is registered as the main payer on your accounts (which is something often done by agencies because it’s
quicker and requires less client comms to set up).
If your agency is down as the main payer on your ad account, you’ll need to re-set and re-do your ads verification to make the information correct to avoid accidentally misleading customers about where the ad funding is coming from.
Whether you need help staying in line with latest compliance requirements for paid ads, or just want to start seeing better results from your advertising spend, get in touch with our PPC agency.
We’ve got a dedicated team of paid media specialists who are always on top of the latest rules and paid ad campaigns that get results for our clients whether you’re selling B2B or direct to consumers.
Get in touch for a free PPC audit and let’s see how we can improve your account.
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