This session served as the kickoff meeting for the HDM Academy's new Google Ads/Search course, led by Hatif Taloui, with both in-person and online participants.
Key topics included foundational digital marketing concepts, the structure and goals of Google Ads campaigns, common misconceptions, and the importance of critical thinking and hands-on practice.
Action steps for participants and process clarifications were discussed, especially regarding campaign setup, account management, and participation guidelines.
Attendees were encouraged to be skeptical, engage actively, and prepare for deep dives into campaign optimization and data analysis in future sessions.
Action Items
Ongoing – All Participants: Bring a dedicated notebook and colored pens to future sessions for note-taking.
Ongoing – All Participants: Subscribe to the HDM YouTube channel to access free content and receive notifications for future sessions.
Ongoing – All Participants: Announce in advance if unable to attend an in-person session so seats can be reassigned.
Ongoing – HDM Admin Team: Prepare and provide MCC account setups for clients requiring campaign account connections due to current Google policy changes.
Before Next Session – Hatif Taloui: Review platform to maintain or improve the quality of both online and in-person learning experiences.
Course Introduction and Philosophy
The session opened with audio-visual checks and an introduction by Hatif Taloui, explaining the evolution and rationale behind developing a comprehensive, practice-driven Google Ads course.
The course aims to address market knowledge gaps by building from basic concepts to advanced strategies, with an emphasis on removing false beliefs and encouraging independent investigation.
Participants were encouraged to take the course seriously, remain skeptical about information, and conduct active research rather than rely solely on hearsay or industry rumors.
The course structure includes theory, practice, campaign setup, analysis, and group mentoring sessions, with Q&A at the end of each meeting.
Digital Marketing and Google Ads Fundamentals
A historical overview of digital marketing trends in Iran and globally was provided, highlighting the evolution from search-only campaigns to multi-channel and data-driven strategies.
Emphasis was placed on the dangers of incomplete learning and the prevalence of misinformation or "false beliefs" within the market.
The importance of understanding marketing fundamentals, campaign objectives, and the user journey before choosing technical solutions was stressed.
Real-life analogies were used to reinforce the message: each tool and campaign type has its proper application, just as one uses the right utensil for a given task.
Campaign Types and Structure in Google Ads
The two primary Google Ads networks were defined: Google Search Network (GSN) for text/search-based campaigns, and Google Display Network (GDN) for visual/banner-based campaigns.
Detailed distinctions were made between campaign types: Search, Display, Video, Shopping, and Universal App Campaigns, including platform and user journey relevance.
Participants practiced searching keywords live and analyzing ad appearance, learning that ad display is not guaranteed and may vary for each user/session.
Misconceptions were addressed:
Spending more per click does not guarantee top placement.
Number one ad positions are not static and depend on multiple algorithmic factors beyond just bid amount.
Advertising across multiple sites or domains does not guarantee improved results and may waste budget.
Common Myths and Market Misconceptions
Persistent false beliefs, such as Google Ads guaranteeing sales, always being the top organic result, or being too expensive for small businesses, were critically examined.
The instructor highlighted the risk of market manipulation due to client ignorance and stressed ethical responsibility among marketing professionals.
The session reinforced the need for campaign goals to align with business objectives rather than simply chasing visibility or clicks.
Real-world examples were used to debunk myths about brand keyword targeting, multi-site advertising strategies, and automatic campaign optimization.
Hands-On Recommendations and Participant Guidelines
Active learning was encouraged: take copious notes, bring specific tools for documentation, and conduct real-time searches to test hypotheses.
All participants should share findings, question teachings, and experiment directly with tools rather than relying on anecdotal evidence.
For practical matters, participants were advised to coordinate with administrators regarding account setup and discuss any attendance issues in advance.
Decisions
Course will proceed with both online and in-person sessions — to maximize access and accommodate demand.
MCC account management will be handled internally by HDM — due to Google’s current payment and policy limitations.
Participants must notify the team in advance for absence — so seats can be allocated efficiently.
Open Questions / Follow-Ups
Further clarification requested on: optimal use of automatic versus manual campaign settings; more detailed analysis of campaign parameter interactions.
Requests for additional real-world examples and demos, especially in campaign optimization, to be addressed in future sessions.
Follow-up on integrating and comparing internal vs. external advertising platforms for Iranian businesses.
Continue improving online session quality in response to participant feedback.