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 ?
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
Engagement - Increase in account activity on the AdWords portal
Sessions/CTR/Money - Number of new accounts signed up.
|RoadMap||Features||Metrics Impacted||Resources Involved||Effort - Time|
|Quarter 1||Revamp pricing strategy - Installment Plan||Number of new accounts signed up||Pricing, marketing , Sales||Medium - MVP|
|Quarter 2||Implement new pricing strategy - Installment Plan for Web||Number of new accounts signed up||Engineering / UX||Medium - MVP|
|Quarter 3||Implement new pricing strategy - Installment Plan for Mobile||Number of new accounts signed up||Engineering / UX||Medium|
|Quarter 1 & 2 ||Discovery Tailored Insights - Surface new opportunities ||Increased engagement leads to More spend||Market Insights/ Engineering/ Data Science / Data Warehouse||Large - MVP |
|Quarter 3||Implement Tailored Insights - Surface new opportunities ||Increased engagement leads to More spend||Engineering/ Data Science / Data Warehouse||Large|
|Quarter 4||Actionable Insights - Integrate with Platform ||CTR on improved worflow leads to More spend||Engineering/ Data Science / Data Warehouse||Large|
This is my first time giving a stab at such a complex question. Feedback much appreciated.