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Education Program Creation

Education Program Creation

Google
2023

Education Program Creation

Client: Google, Google Ads scaled support team

Project date: 2023
Industry: Technology, Advertisements

Project Overview

EDU Program Development and Implementation
Led the development and implementation of an educational program for the Google Ads Scaled Content team within gTECH Ads during a period of organizational transformation. The program aimed to address the need for structured learning pathways within scaled support to enhance user capabilities and ultimately drive advertising success.

Project Objectives

To establish a comprehensive educational program that empowers users to achieve their advertising goals by improving their knowledge and skills. The program focused on fostering collaboration and alignment among stakeholders to ensure efficient knowledge sharing and resource utilization.

Challenge

Despite high user satisfaction with existing educational resources, there is a significant opportunity to enhance the Continuing Education (cEDU) program and better address the learning needs of over 35% of our monthly help center visitors who seek educational content.

Task

Develop and implement a comprehensive education strategy to enhance user product adoption, expand learning modalities, and establish a robust measurement framework. This involves creating targeted learning experiences, leveraging various content formats, and building a data-driven infrastructure to track and measure education outcomes.

Program Themes:

  • Theme 1: Driving product adoption
  • Theme 2: Evolving learning content
  • Theme 3: Building infrastructure and education journeys
EDU Problem Statement

Action

Developed a comprehensive education framework to enhance user learning experiences and drive product adoption. Key initiatives included:

  • User research: Conducted in-depth user research–root cause analysis–to understand learning preferences and behaviors.
  • Content development: Created targeted learning content aligned with user goals and product features, focusing on visual and interactive formats.
  • Content distribution: Implemented a strategic content distribution plan, leveraging relevant surfaces within the product ecosystem to deliver just-in-time learning opportunities.
  • Measurement and optimization: Established key performance indicators (KPIs) to track user engagement, knowledge acquisition, and product adoption, and iteratively refined the education program based on data insights.
Multimedia Education Strategy

Results

The implementation of the EDU program significantly enhanced user outcomes for the Google Ads Performance Max product. By developing and executing targeted educational initiatives, including a dedicated troubleshooter, a design sprint for adoption strategy, and a content creator education program, the team achieved substantial improvements.

Key Deliverables:

  • Launched a PMax Spendspikes troubleshooter content.
  • Lead PMax task and adoption strategy ideation, via a “design thinking” design sprint.
  • Established a content creator education program, using existing launch training materials developed by the Google Ads Scaled Content team Learning team.
  • Created program templates for: CUJ sprint workshops, CUJ assessment, TUI analysis framework, Comms playbooks, EDU framework for solutioning.

KPIs:

  • Page views: 445,734 (+29.7%)
  • Escalation percent: 0.49% (-22.8%)
  • Page rating: 86.26% (+7.8%)
  • Page rating surveys: 2,104 (+100)
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