"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?"

Introduction

As the PM for Google AdWords, I understand that our core initiative is to increase spend, account engagement, and the number of accounts in the SMB space over the next year. This aligns with Google's broader objectives of expanding its advertising market share and supporting small businesses in their digital growth.

To address this strategic challenge, I'll outline a comprehensive approach that includes:

1. Clarifying our strategic goals
2. Analyzing the market and competitive landscape
3. Defining our product vision and roadmap
4. Prioritizing key initiatives
5. Developing an execution plan
6. Establishing metrics and KPIs
7. Managing risks and planning contingencies

Let's begin by ensuring we have a clear understanding of our strategic goals.

Step 1

Clarify the Strategic Goals (3-4 minutes)

• Based on the focus on SMBs, I'm assuming we're looking to expand our market penetration in this segment. Could you confirm if this is a relatively untapped market for AdWords, or are we looking to increase share in an existing customer base?

Why it matters: Determines if we focus on acquisition or retention strategies Expected answer: Mixture of both, with emphasis on expanding to new SMB customers Impact on approach: Would balance new user onboarding with engagement features for existing customers

• Given the emphasis on increasing spend and engagement, I'm curious about the current pain points for SMBs using AdWords. Are we seeing issues with complexity, ROI perception, or something else?

Why it matters: Helps prioritize which product areas to focus on improving Expected answer: Complexity is a major barrier for SMBs Impact on approach: Would prioritize simplification and education initiatives

• Considering the competitive landscape, are we seeing any specific threats from platforms that cater explicitly to SMBs with simpler ad solutions?

Why it matters: Informs our differentiation strategy Expected answer: Yes, some niche players are gaining traction with SMB-focused solutions Impact on approach: Would focus on leveraging Google's strengths while simplifying the offering

• In terms of resource allocation, do we have any constraints or specific areas of investment that have been predetermined for this initiative?

Why it matters: Helps frame the scope of our roadmap Expected answer: There's flexibility, but a preference for leveraging existing infrastructure Impact on approach: Would focus on optimizing current features and incremental improvements

Based on these assumptions, our strategic approach will focus on simplifying the AdWords experience for SMBs, balancing new user acquisition with increased engagement for existing customers, and leveraging Google's unique strengths to differentiate from niche competitors.