"You're the PM for Google AdWords. One of the core initiatives you own is to increase spend, account engagement, and number of accounts in the SMB (small-to-medium) business space. What does your 1-year roadmap look like?"
+5 votes
1.6k views
in Strategy by (22 points) | 1.6k views

2 Answers

0 votes

 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.  

by (24 points)
0
Can you please elaborate on why do we need separate installment plans for mobile and web? (Looking at Quater 1 and Quater 2 strategy)
0 votes
Clarification questions: 1. Increase Spend - assume revenue increase with AdWords. 2. Account Engagement - assume means finding and interacting with Accounts in a relationship fashion to eventually bring in as customers and 3. increase the number of accounts in the SMB space. I also assume that SMB is quite broad with small 1 to 2 person mom & pop stores selling cookies to larger 50-100 person operations such as hardware outlets. There will have to be targeted offering for each. For now I will assume the smaller of this up to 10 person business.  Including Bakeries, Auto parts, etc.

 

Who are the customers:   As mentioned will go after small business up to 10 persons. The typical persona would be a Baby Boomer or a Gen X person. They are familiar but may not be too tech savvy. They may be engaged in the day to day operations and not into the Adwords type engagements.

Customer needs: Want to play in the Search segment and get my store in front of the Gen X-Y-Z to increase sales. Want to invest appropriately but not able to take on too much technical challenges and Cloud type of activity.

Prioritize: Get Website up or Get AdWords based on Store Name, Location and Items sold or services offered. Assume year over year growth.

Solutions: The solution will require identification of SMB and engagement to build awareness. This would actually mean in person visits to these stores. It wll require word of mouth and other local community campaigns.

Roadmap:  1Q. Select Geo domain. part of city or suburb with a density of SMB. Do market research on SMBs and if they have Web presence, etc... identify SMBs that are potential for engagement. Establish contact and meet and bring awareness. Host local church or community gathering including raffle. Identify targets. 2Q - Start deployments if not already started in 1Q. Evaluate results and share with the target SMBs. Fine tune strategy. 3Q - Assume metrics on target, finetune as needed and scale up to larger Geo ranges. 4Q - go nationwide and then International for larger impact.

Tradeoffs: there is cost involved to physically engage with SMBs including staff costs. This could eventually be contracted out.

Summary: a very thourough engagement model needs to be build with SMBs to pull into AdWords revenue models. Including direct interaction and trials per selected regions.
ago by (43 points)
Your name to display (optional):
Privacy: Your email address will only be used for sending these notifications.
To avoid this verification in future, please log in or register.
Your name to display (optional):
Privacy: Your email address will only be used for sending these notifications.
To avoid this verification in future, please log in or register.

Related questions


Post your resume


Post homework assignment

About this site

Product Management Exercises is the best place to get help preparing for product manager interview questions. Any member of Product Management Exercises can post product manager interview questions, submit answers to the questions, and give feedback to other members' answers.

Resume Review

Post your product manager resume for feedback and give feedback to other members’ resumes.

Follow PM Exercises