Digital marketers, SEO professionals, advertising agencies, and businesses who use Microsoft Ads need to be aware – Microsoft has modified its approach towards unverified advertisers. This update is not a blanket ban on unverified marketers, but instead a move that could mean your ads are paused in specific situations until the Advertiser Identity Verification (AIV) is completed.
Microsoft’s move is significant as it shifts from potentially interruptive to preemptive measures. Previously, unverified ads could be interrupted once they had started running. However, Microsoft has now adjusted its criteria, mandating that all advertisers complete Ads verification requirements. The intended outcome? Enhanced protection against any potential risks to the Microsoft user community.
The AIV’s completion has been made compulsory. From now, it’s required for all advertisers while setting up a new account. But when would Microsoft pause the ads? Here are the three specific circumstances:
Firstly, if you’re an advertiser serving ads in the European Economic Area (EEA), completing the verification within 30 days is crucial for your ads to continue serving in this region. If this time frame is ignored, your ad serving would be put on hold until you’ve completed the AIV.
Secondly, there are systematic checks that Microsoft has put in place related to risk and usage. If as an advertiser, you’re flagged by such a check, expect your ads to be paused until AIV completion.
Lastly, for advertisers who have been suspended due to policy violations, completing the AIV is the first requirement in their path to appeal against the suspension.
After careful evaluations of customer feedback, Microsoft arrived at this solution. Their primary concern is to minimize any impact on their customers while ensuring a safer and more trustworthy advertising environment. For a detailed understanding of the identity verification process, advertisers can refer to the official help documentation provided by Microsoft.
By staying informed about updates like these, businesses using Microsoft Ads can adapt their digital marketing strategies swiftly, ensuring uninterrupted ad campaigns that comply with the rules. This modified approach from Microsoft towards unverified advertisers is aimed not only at fostering trust amidst users but also at promoting a more secure and compliant advertising ecosystem.
So what’s stopping you? Read about Microsoft’s modified approach to dealing with unverified advertisers, stay ahead of the curve, and adjust your digital marketing strategies accordingly.
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