Dun Dun DUNS!!!
Credibility and trust are everything in today’s digital landscape, particularly in marketing. A DUNS number can be a powerful tool for bolstering your business’s reputation. But what exactly is a DUNS number? What does it do? And do you really need one for Google Ads?
What Is a DUNS Number?
The DUNS number (Data Universal Numbering System) is a unique nine-digit identifier issued by Dun & Bradstreet, a global business data and analytics company. This number is used to track and verify businesses worldwide, ensuring they are legitimate. Think of it as a digital fingerprint for your business, widely recognized across various industries.
Originally developed to improve financial tracking, the DUNS number has since become a trusted standard for identifying businesses in various contexts, including partnerships, credit evaluations, and advertising.
Why Is a DUNS Number Important for Businesses?
Having a DUNS number may give you an edge in several ways:
- Global Recognition: A DUNS number acts as an internationally recognized vote of confidence, lending credibility to your business.
- Business Verification: DUNS numbers help to prove your validity to vendors, partners, and, yes, advertising platforms like Google.
- Credit History: This number ties your business to its financial profile, which may help to build creditworthiness.
- Competitive Advantage: Being recognized as a verified business differentiates you from competitors.
What Role Do DUNS Numbers Play in Google Ads?
When advertising with Google—whether through Google Ads or pay-per-lead Local Services Ads (LSAs), designed to help businesses connect with nearby customers—verification is an essential step. Google requires advertisers to prove they are legitimate businesses, and a DUNS number is one option for meeting this requirement.
However, a DUNS number is not necessarily mandatory for Google Ads verification. Businesses can also verify their legitimacy by providing tax documents, business licenses, or other official records. This process helps Google maintain a trustworthy advertising ecosystem, ensuring that only credible businesses run ads.
For advertisers, completing the verification process—whether with a DUNS number or alternative documentation—helps establish credibility with both Google and potential customers, ultimately supporting ad performance and visibility.
Common Concerns About Applying for a DUNS Number
While a DUNS number is considered valuable, some businesses hesitate to apply—and not without reason. Here’s why:
- A Perceived Lack of Need: Small businesses or sole proprietors may not see the relevance of a DUNS number, particularly if they operate locally. However, it’s worth noting that the number can open doors for future opportunities, like government contracts or partnerships.
- Cost Concerns: While Dun & Bradstreet typically provides DUNS numbers free of charge, optional expedited services or additional reports may incur fees. Understanding what’s necessary and what’s optional is key.
- Privacy Worries: Some businesses are reluctant to share details with Dun & Bradstreet. Your digital marketing partner can help clarify how your information will be used.
- Time Constraints: Applying for a DUNS number can take up to 30 days unless placed on the fast track.
How IMPACT Can Help
For what it’s worth, although we are celebrating our 20th year in business and have clients all over the U.S., we have not taken the time to get a DUNS number. It’s not that we won’t, but we just haven’t gotten to it among the dozens of other things on our collective lists. So, although it may be a priority for many businesses, so far at least, it hasn’t been for us. That being said, we’re here to point you in the right direction. We offer recommendations tailored to your specific advertising goals while addressing any concerns you may have about data usage and transparency. Questions? Let’s talk.
