A year ago my answer would have been different, but gold armor drops yeild a random superior rune. If you look at the prices of 95% of the superior runes available they are 100g at Rune Trader. Thus, identifying them will almost certainly result in a rune that will not be worth salvaging and you will end up selling the identified rune to the merchant for 350g or less.
In contrast, a unidentified gold armor can be sold to another player for 700g (current price) each.
So, 95% of the time you will make twice as much money by not identifying the rune and instead simply selling it unid to another player.
It is funny to think that nowadays, I get more excited about the blue armor drops than either the purple or gold ones.
Note: All this goes out the window if you are after the title and not the cash. In that case, of course you would identify them.
Good luck!