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asked in Strategy by (22 points) | 796 views

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 Goal Make search better. Adwords aligns very well with the overall company goal by stitching the internet together and surfacing products/ services that are relevant to the user.  

Clarifying questions By increasing spend do we want to increase the revenue or the profit ? I will assume it’s the revenue since the question doesn’t talk about reducing operation costs. Are there existing issues with engagement? How does these accounts engage with google ads today? How much % of SMB have we penetrated today? Is the market specific to a region?

User SMB's are 1.  mom and pop shops 2. High growth potential, not an overnight success, has less than 100 employees but contribute in a lot of industries

We need to identify what motivates SMBs to use google as a platform to display the ads ?

Pain Points

1.I want my ad to be on the top of the page because that’s where the user clicks - Discoverable

2.Cash flow is a real problem with SMBs so I don’t want to pay so much money upfront - Finances

3.Build Brand awareness to drive - Sales New customers Customer retention

Metrics 

Engagement - Increase in account activity on the AdWords portal

Sessions/CTR/Money - Number of new accounts signed up.

 

<!--StartFragment--><!--EndFragment-->
RoadMapFeaturesMetrics ImpactedResources InvolvedEffort - Time
Quarter 1Revamp pricing strategy - Installment PlanNumber of new accounts signed upPricing, marketing , SalesMedium -  MVP
Quarter 2Implement new pricing strategy - Installment Plan for WebNumber of new accounts signed upEngineering / UXMedium -  MVP
Quarter 3Implement new pricing strategy - Installment Plan for MobileNumber of new accounts signed upEngineering / UXMedium
Quarter 1 & 2 Discovery Tailored Insights -  Surface new opportunities Increased engagement leads to More spendMarket Insights/ Engineering/ Data Science  / Data WarehouseLarge - MVP 
Quarter 3Implement Tailored Insights -  Surface new opportunities Increased engagement leads to More spendEngineering/ Data Science / Data WarehouseLarge
Quarter 4Actionable Insights -  Integrate with Platform CTR on improved worflow leads to More spendEngineering/ Data Science / Data WarehouseLarge

 This is my first time giving a stab at such a complex question. Feedback much appreciated.  

answered by (22 points)

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