The world of digital advertising is constantly evolving, and Google is at the forefront of these changes. Recently, the company has been experimenting with displaying blue badge icons and labels on certain search ads for advertisers who have been verified by Google Ads. This is part of Google’s ongoing advertiser verification program, and it appears that the company is now testing the use of small blue checkmarks for verified advertisers.
Why the Blue Badge?
While this move may seem like a small one, it has the potential to significantly impact how users interact with Google Ads. Verification badges can increase brands’ credibility and trustworthiness with potential customers. When users see the blue badge, they know that the advertiser has been verified by Google, which means that the advertiser has met certain requirements for advertising on the platform. This can help users feel more confident in clicking on the ad and potentially making a purchase or taking another desired action. Additionally, the blue badge can help the ad stand out from other ads that do not have the badge, potentially leading to higher click-through rates and conversions.
Larger Trend in the Tech Industry
However, this move by Google is part of a larger trend in the tech industry. With tech companies struggling financially, many are looking to monetize their verification programs. For example, when Elon Musk bought Twitter in October 2022, he started work on revamping Twitter Blue to the point that on April 1, you will have to be verified via the Twitter Blue subscription to have a blue verification checkmark. All legacy verification checkmarks will disappear unless they upgrade to Twitter Blue. In the case of Twitter, participation in voting polls and visibility in the “For You” feed will also require Twitter Blue. Meta followed Twitter with paid verification with their new Meta Verified subscription.
While there are some possible positives to this move that may not be motivated solely by profits, such as giving businesses that don’t have a physical location a way to be verified, it raises concerns about the direction that the tech industry is headed. As more and more companies start to monetize their verification offerings, it could become increasingly difficult for smaller businesses to compete. Additionally, it raises questions about how much power these tech giants have over their users and whether they are using that power in a responsible way.
Why Verification Existed in the First Place
It’s important to remember that verification programs were originally created to help users identify trusted sources of information and to combat the spread of misinformation. However, as these programs become monetized, their original purpose could become secondary to profits. This is a worrying trend, and it’s important for users to be aware of the potential consequences.
At the same time, it’s important to recognize that the tech industry is a business like any other, and companies have to find ways to make money to stay afloat. Monetizing verification programs may be one way for these companies to do so. However, it’s important for companies to strike a balance between profits and their users’ best interests. Ultimately, it will be up to users to decide whether they want to participate in these paid verification programs or not.
Google’s experimentation with blue badge icons and labels on search ads is just the latest example of how tech companies are trying to expand their verification offerings. While this move could potentially benefit advertisers and users, it also raises concerns about the direction that the tech industry is headed. As more companies start to monetize their verification programs, it will be important for users to be aware of the potential consequences and to make informed decisions about whether to participate or not.
