Google wants to make sure everyone advertising on their platform is who they say they are. This is called advertiser verification. But for some specific industries, it’s not enough just to verify who you are. You actually need to apply for extra approval before your ads can run. This is all about protecting users and keeping things fair, especially when it comes to sensitive areas.
Key Takeaways
- Certain industries require special certification from Google to run ads.
- Requirements vary by location, so always check for your specific target areas.
- Using uncertified click trackers can lead to ad disapprovals.
- Manager Accounts (MCCs) can have certifications applied across multiple linked accounts.
- Disapproved ads will often show a "Certificate Required" message, guiding you on what to do next.
Why Google Needs Advertiser Verification
Google aims to protect its users and ensure that businesses can advertise fairly. That’s why they sometimes ask advertisers to go through a verification process. It’s a way to build trust and make sure that advertisers are legitimate.
Industries Requiring Special Approval
Beyond the general advertiser verification, there’s a list of industries that need an extra layer of approval. If you’re advertising in any of these areas, you’ll need to apply for specific certifications:
- Gambling and games
- Healthcare and medicines
- Financial services
- Cryptocurrencies and related products
- Copyrighted content
- Political content and election advertising
- Alcohol (in certain countries)
- Other restricted businesses, such as:
- Government documents or services
- Event ticket sales
- Free desktop software
- Food and beverages high in fat, sugar, and salt
It’s really important to remember that the rules can change depending on where you’re advertising. So, you must check the location-specific restrictions for every country or region you plan to target with your ads.
Restricted Ad Formats and Click Trackers
Google also keeps an eye on how ads are tracked. If you’re using click trackers, they need to be certified by Google. If you use a click tracker that isn’t on Google’s approved list within your tracking template, your ads might get disapproved. So, make sure any tracking tools you use are on the up and up.
Manager Account (MCC) Certification
If you manage multiple Google Ads accounts under a Manager Account (MCC), and you’ve already got certifications for industries like gambling, healthcare, or finance, you might be able to apply that certification to other accounts under your MCC. This can save you a lot of hassle. However, whether you’re eligible for this depends on the advertiser and the type of certification you need.
How to Fix "Certificate Required" Disapprovals
If one of your ads gets disapproved because you haven’t got the right certification for a specific industry, Google will usually tell you. Here’s how to find out:
- Go to your Google Ads account.
- Click on the "Campaigns" icon.
- In the menu, click the "Campaigns" dropdown.
- Select "Ads."
- Find the disapproved ad.
- Hover over the "Not eligible" message in the "Status" column.
- Under the policy details, if you see the message "Certificate required," you know you need to apply for that specific industry certification.
Once you know what you need, you can head over to the Google Ads Policies Help Center to find out more about applying for the necessary certifications. It might seem like a bit of a faff, but it’s necessary to keep your ads running smoothly in these regulated areas.
