New Verification Rules for Financial Services Ads on Google & Bing

To continue placing ads on Google and Bing, staying up-to-date with the latest verification requirements on these popular advertising platforms is essential. Let’s talk about the new verification processes for financial services advertisers on both platforms, ensuring you can navigate these changes effectively and continue advertising your services successfully.

Google’s New Verification Requirements

Google has introduced new verification requirements for financial services advertisers. Here’s what you need to know:

The Verification Process: To advertise financial services on Google, you must complete the verification process. This process ensures that your business is legitimate and trustworthy. Follow these steps to get verified:

  1. Visit the Google Ads Help Center and search for “Financial products and services verification.”
  2. Review the verification requirements and gather the necessary documentation.
  3. Submit your verification application through the designated process.
  4. Wait for Google’s review, which may take several business days. 
  5. Once approved, your account will be verified, and you can continue advertising your financial services.

Compliance With Google Policies: While undergoing verification, you must familiarize yourself with Google’s Financial products and services policy. This policy outlines the platform’s guidelines and restrictions for advertising financial services. Ensure that your ads comply with these policies to avoid any disruptions.

Microsoft/Bing’s Verified Advertisers Policy & Verification Process 

Microsoft Advertising, which includes Bing, has implemented a new policy for verified advertisers. Here’s what you need to know:

Verified Advertisers Policy: Microsoft Advertising will only show ads from verified advertisers starting from a specific date. This policy aims to enhance trust and improve the overall ad experience for users.

The Bing Verification Process: To become a verified advertiser on Microsoft/Bing, follow these steps:

  1. Look out for an email request and an in-product notification from Microsoft Advertising. 
  2. Read the instructions provided in the request to understand the verification process. 
  3. Complete the verification process within the given timeframe, usually 30 days. 
  4. Provide the required documentation and information to verify your identity and business.
  5. Wait for Microsoft Advertising’s review, which may take 3-5 business days. 
  6. Once verified, your account will be enabled, and your ads reappear.

The Microsoft Appeal Process: You can appeal the decision if your verification is unsuccessful. Visit the Advertiser identity verification appeals page or contact Microsoft Advertising Support for assistance.

As a marketer, it’s crucial to understand and comply with the new verification requirements on Google and Microsoft/Bing. By following the outlined processes and ensuring compliance with the platforms’ policies, you can continue advertising your financial services effectively and maintain trust with your audience. Stay informed about any updates or changes to these verification processes to ensure ongoing success in your advertising efforts.


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