Experts in the field of advertising and marketing discussed Google’s role in this industry in a panel. In this panel, topics such as presence in Google Ads to gain trust and branding, the importance of advertising on this platform for new businesses and the challenges related to fraudulent clicks for agencies were discussed.
According to Iran digital economy annotation, the panel on the role of Google in digital advertising according to experts, with the presence of “Nima Mohammad Hassani”, the digital marketing manager of Tapsell, as the moderator of the panel, “Hatef Talooei”, CEO at HDMarketing Digital Agency, “Amir Hemmati”, the leader of the user acquisition team in Okala, “Farzad Shah Heydari” Marketing Operations Manager at Toranj Capital, “Arman Agha Babagholi” CEO at Gmax Ads Group at the Ads-Up National Advertising Conference was held on the fourth day of the Inotex stage.
At the beginning of this panel, Farzad Shah Heydari, marketing executive director of Toranj, pointed out that in financial businesses, presence in Google Ads is not for sale, and presence in this space is done with the aim of gaining users’ trust.
Arman Agha Babaggoli, the CEO of Gmax platform, said in the continuation of this panel about the advertising of companies in Google Ads: “The more companies are known in terms of brand, the need for digital marketing in the field of Google Ads decreases. Suppose an investor with a large investment brought a new product into the country, and a small workshop by simulating a logo on Google was able to take over the entrance of this big company with one hundredth of the cost and advertising on Google. In a situation where it is said that the size of the online advertising market is between 40 to 60 million dollors, how much do you guess the share of Google ads? About 5 to 6 million dollars per month.
According to him, the very good feature of Google is that this search engine tries not to destroy the performance of the platform.
In the continuation of the panel, Amir Hemmati, the leader of the user acquisition team in Okala, said in this regard: “In my opinion, advertising in Google Ads depends on the type of business. In quick trading businesses, you can choose all programs as long as it is Q-Commerce.” In Okala, we have allocated more share to Google Ads advertising because it has a very good snapshot capability for us and we can see how many visits we have had. There are a lot of advertisements in the domestic media, and the possibility of getting lost in a large volume of various advertisements increases.”
He continued: “The type of use of Google ads depends on the type of business. In the field of Q-Commerce or quick business, you can set up the entire campaign, including display, search and targeting, with Google Ads. “In Okala, we’ve invested more in this tool because it’s more measurable for us.”
The constant controversy of fraudulent click
Hatef Talooei said about fraudulent clicks: “One of the things that agencies are involved in is that there are fraudulent clicks that they don’t see and can’t stop and they need to be told.” Such challenges are less on the side of Google Ads. There are many such problems in domestic advertising networks.
Further, Farzad Shah Heydari emphasized the words of Hatef Talooei and said: “Sometimes brands do not have a good infrastructure or have not prepared a proper campaign, and they blame this issue on fraudulent clicks from the advertising network.”
He continued: “Fraudulent clicks occur in two ways. However, sometimes they may happen unintentionally, which we have seen many times in Google. However, this issue is more related to how many competitors there are in the industry in question and whether the competition is serious or not. “Sometimes competitors create a series of fraudulent clicks on the competitor’s ad.”
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