On the final day of INOTEX 2024, a panel titled “The Role of Google in Digital Advertising: Experts’ Perspectives” was held on the INOTEX stage. The panel featured Nima Mohammad Hosseini, Digital Marketing Manager at Tapsell, as the moderator, with Hatef Talavai, Founder and Manager of HDM Digital Marketing Team; Amir Hemmati, User Acquisition Team Leader at Okala; Farzad Shah Heidari, Manager of Toranj; and Arman Aghababagoli, Manager of Gaex Ads Group.

Farzad Shah Heidari, Manager of Toranj, reported: “Fraudulent clicks happen in two ways. Sometimes they may occur unintentionally, which we have seen happen on Google as well. However, this issue is more related to the level of competition in the industry and whether the competition is serious or not. Sometimes competitors create a series of fraudulent clicks on a rival’s advertisement.”

He added, “In financial businesses, however, being on Google Ads is not for sales but rather to gain users’ trust.” Arman Aghababagoli continued the panel discussion about companies advertising on Google Ads, stating: “The need for advertising on Google Ads is relative; the more well-known companies are in terms of brand awareness, the less they need to advertise on Google Ads.”

Amir Hemmati, User Acquisition Team Leader at Okala, commented on advertising on Google Ads: “In my opinion, advertising on Google Ads depends on the nature of the business. In fast-commerce businesses, you can plan all your Q-commerce strategies. At Okala, we allocate a larger share to Google Ads because it has very good measurability for us, and we can see how much traffic we have. In domestic media, there is a lot of advertising, and the likelihood of an ad getting lost in a large volume of diverse advertisements is high.”

Arman Aghababagoli spoke about the Google Ads service: “A great feature of Google is that this search engine tries not to ruin the efficiency of the platform.” Hatef Talavai discussed fraudulent clicks: “One of the issues agencies deal with is the existence of fraudulent clicks, which they cannot see or prevent, and they need to be informed. Such challenges are less common with Google Ads. In domestic advertising networks, such problems are very prevalent.”

He further added, “Part of the concern about fraudulent clicks in the market is that they are not actually fraudulent; it’s just the perception of businesses that only see the outcome in terms of money.”

Emphasizing Hatef Talavai’s points, Farzad Shah Heidari said, “Sometimes brands don’t have good infrastructure or haven’t prepared a suitable campaign, and they blame it on fraudulent clicks from the advertising network.”

At the end of the event, the User Acquisition Team Leader at Okala stated that they have had a very good experience with Google Ads to date and also mentioned that the target of most modern businesses is Generation Z.