Direct Mail

Google Address Validation Vs. PostGrid

By 26 May 2024June 3rd, 2024No Comments
google address validation vs postgrid

What is Address Validation?

Address validation is a process of checking whether the inputted mailing addresses are correct and deliverable. If not, they are corrected and validated – so that companies can continue their mailing activities without any interruptions. The procedure is carried out by comparing the given addresses with an official database like Royal Mail.

google address validation vs postgrid

There are two ways of using an address validation solution – at point-of-entry or bulk validation of an existing database. With millions of addresses spread across the UK, it is difficult to keep an accurate and updated database at all times. Hence, many businesses resort to using address validation. It helps them:

  • Complete deliveries on time
  • Provide a better user experience on their website
  • Prompt checkouts
  • Have access to high-quality data

What Google Isn’t Telling You

Many people turn to Google for searching addresses and the route to reach them. Though Google’s mapping services are excellent as it shows a map for literally any place on earth, its address validation solutions lack more than one thing.

Google’s address validation does not parse, standardize, or verify any addresses. So what does Google actually do with the addresses? It shows you the exact longitudes, latitudes, borders, time zones, and routes to reach those addresses. It doesn’t matter whether you can make use of that route or whether the address is deliverable. Hence, if you want to validate your addresses regularly or mail to the right addresses – Google is not the right option for you. Much of Google’s address data is based on estimations. Moreover, it just uses geocoding to return addresses as per coordinate details. There’s no guarantee that the address even exists.

Google Address Validation Vs. PostGrid

If you are wondering how to select the right address validation solution, you need to know some common features of address validation. Let us dig into these features and also simultaneously find out if Google has those.

Address Parsing and Standardization

Address parsing is breaking down an address into various parts like the street name, city, state, and postcode. It gives meaning to every part of the address and fills it in the respective fields. However, due to abbreviations and misspellings, parsing can not be done properly – now is when standardization comes into the picture.

Standardization helps reformat an address into the standard address format as stated by the country’s postal service provider like Royal Mail. Hence, the addresses become easy to understand and deliver on. It also reduces the work of postal employees and makes your delivery process speedy. Coming to Google, it doesn’t provide any such features. On the other hand, PostGrid’s address validation solution provides parsing and standardization with both to give you more than just pinpointed locations on a map. It also autocompletes all the addresses within a few keystrokes to save your customers time and make checkouts faster and easier.

Address Verification

Address validation or verification is done by cross-checking the inputted data with Royal Mail’s official database. If the address exists in their database, it is marked as “valid,” else wise it is marked as “invalid.” Sometimes, valid addresses are also marked invalid due to formatting errors. Hence, parsing and standardization are done earlier. Since Google does not standardize addresses, it is likely to mark many valid addresses as invalid or unreal – based on guesswork. Moreover, the addresses suggested as valid by Google’s address validation API may not be deliverable.

PostGrid’s address validation API can parse, standardize, and verify addresses in one go with far more accuracy and reliability.

Intercontinental address verification is also possible through PostGrid as it offers global coverage. All the addresses are translated, standardized, and validated as per the destination country’s address guidelines.

Data Cleansing and User Experience

Data cleansing is the priority of every business as wrong addresses can cost a lot. When you incorporate an address validation API into your website so that customers can enter the right addresses and deliveries are rightly completed, there’s a lot to talk about the user experience you are providing.

Google’s address validation solution does not allow type-ahead suggestions. Furthermore, the addresses that Google returns may or may not be updated as it depends on crowdsourced data for updations. Therefore, for advanced data cleansing and improving user experience – opt for a reliable option like PostGrid.

PAF Certified

Google returned addresses are not certified or verified against any official database. You can never rely on Google for getting mailable addresses.

So, does PostGrid provide certified addresses? Yes, all addresses returned by PostGrid’s address validation API are PAF certified. Being the most accurate mailing address database in the UK, PAF helps PostGrid return only deliverable and validated addresses. You should also know that PostGrid’s API is GDPR – DPA 2018 compliant and ISO 9001, 14001, 27001, 2701 certified. Hence, you get up-to-date addresses with no security concerns.

Integration and Set-Up

Next on the list is the technical part. PostGrid’s address validation and verification API is easy to install and integrate. There is no technical expertise required, and our team is available 24 x 7 so that you can contact us any time of the day and get instant technical assistance.

However, Google does not provide any assistance or technical support. If you have any queries, you might just have to post them on a public forum and wait for replies. Hence, its interface is difficult to integrate. Companies can use PostGrid’s API to integrate quickly with several platforms like Magento, Salesforce, Shopify, and more.

Fuzzy Matching

Does your address validation API fill in missing information, correct typos, and offer fuzzy matching? Google, definitely does not. Fuzzy matching helps correct addresses and then validate them. It often happens that the addresses are not validated due to misspellings, abbreviations, and typos. Fuzzy address matching helps cross-check the address anyway and helps in the validation process. PostGrid’s address validation API can correct typos, misspelt words, and add any missing parts.

Secondary Unit Designators

Secondary unit designators are the internal units within a building where your customer may be residing. To deliver mail, you must know the floor number, room number, or suite number of your intended recipient. Just knowing the building name won’t help it, as there might be hundreds of internal units. In this case, we cannot rule out secondary unit designators as an important feature of an address validation solution.

Even though addressing internal units is so important, Google has nothing to do with it. It will just show the address of an outer building. But, PostGrid’s address validation API can come to your rescue as all the returned addresses contain every minute detail that makes them easily deliverable.

Pricing and Branding

Talking about the price of an address validation API, it should be reasonable and include things like free technical assistance. Google offers paid support, and its API costs a lot more than other solutions like PostGrid. Even after paying a lot, you can just guess whether the returned addresses are correct.

Another thing to know is that Google adds the tag “Powered by Google” in your search bar when you incorporate its API. PostGrid allows you to remove the branding tag and appear unique in front of your audience.

Also Read: Google Address Validation Vs PostGrid

What Happens When Your Addresses Aren’t Verified

Missed conversion opportunities, damaged reputation, wastage of time, misspending, and dissatisfied customers are some of the many problems you can face with unverified addresses.

If you keep sending your personalized direct mail items to the wrong addresses, you can never expect responses. Imagine sending a postcard with the name “Jake” to someone named “Jace.” It not only hurts your reputation but also reduces your conversion chances – leading to a huge loss of time and money.

Some of your mail items contain confidential documents, and sending them to the wrong people can lead to huge problems. If you think ahead, your customers are likely to never order from you again because you could not deliver on time. Hence, validated and verified addresses are an essential part of any business – requiring a smart, reliable, and useful API like PostGrid.

💡 Also Read: Postcode Finder

Wrapping Up

Owing to all the above reasons, it is factually correct that Google is not the best in terms of address validation. Companies can rather choose PostGrid and work more efficiently. There are many more reasons to choose PostGrid’s address validation API, like bulk data verification, scalability, faster verification, and much more. Hence, you can increase conversions, improve brand image and credibility, and get access to high-quality data – all through PostGrid’s address validation solutions.

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