Improve Advertiser Satisfaction at AdPlatform

Company Context

AdPlatform is a mid-market digital advertising platform serving 120,000 active advertisers, primarily SMBs and performance marketers. The company generates revenue from campaign spend and has grown quickly, but advertiser satisfaction has declined over the last two quarters despite stable revenue.

Problem

Recent feedback from surveys, support tickets, and account manager notes shows that advertisers are frustrated by three recurring issues: poor campaign transparency, difficulty understanding performance fluctuations, and slow resolution of billing and policy-related problems. Advertiser CSAT has fallen from 78 to 66 in six months, and monthly advertiser churn has increased from 4.5% to 6.2%. Internal analysis suggests that dissatisfied advertisers spend 18% less over the following quarter.

Leadership wants a product-led plan to improve advertiser satisfaction without materially increasing support headcount. You are the PM responsible for the advertiser experience.

Deliverables

1. Define how you would diagnose the root causes behind declining advertiser satisfaction.
2. Identify the advertiser segments you would prioritize and explain why.
3. Propose and prioritize product improvements that address the most important pain points.
4. Define how you would measure success and validate that the changes improve satisfaction and business outcomes.
5. Explain the key trade-offs you would make given the constraints below.

Constraints

• You have one quarter for MVP delivery.
• Engineering capacity is limited to 6 engineers, 1 designer, and shared data science support.
• Support headcount cannot increase this half.
• Any solution must work for both self-serve advertisers and managed accounts.
• Changes to billing systems are high-risk and require careful scoping.