ecommerce-ppc-strategy-planner

# E-Commerce PPC Strategy Planner 📊 Plan your cross-platform advertising strategy: which platforms to use, how much to spend on each, and what campaigns to run. Generates actionable briefs for Google Ads, Meta Ads, and TikTok Ads — with ad copy and creative direction included. ## Installation ```bash npx skills add nexscope-ai/eCommerce-Skills --skill ecommerce-ppc-strategy-planner -g ``` ## Two Modes | Mode | When to Use | Input | Output | |------|-------------|-------|--------| | **A — Build** | Starting ads for the first time | Product info + budget + margins | Platform recommendation + budget split + campaign briefs + ad copy | | **B — Optimize** | Running ads but want better results | Per-platform ROAS/CPA data | Cross-platform audit + budget reallocation + optimization actions | ## Capabilities - **ROAS financial framework**: Calculate break-even ROAS, target ROAS, and max CPA from product margins — the foundation for all platform decisions - **Platform recommendation**: Match your product type to the right ad channels (search-intent → Google, visual/impulse → Meta, demo/novelty → TikTok) - **Cross-platform budget allocation**: Split budget across channels based on expected ROAS and funnel stage - **Google Ads brief**: Shopping, Search, and Performance Max campaign structures with keyword direction - **Meta Ads brief**: Audience targeting, ad set structure, and creative hooks for Facebook + Instagram - **TikTok Ads brief**: Video hook concepts, Spark Ads strategy, and audience targeting - **Ad copy generation**: Headlines, descriptions, and CTAs for each platform - **Creative brief**: Image/video specs, style direction, hook angles (not actual image/video creation) - **Cross-platform audit**: Compare ROAS/CPA across channels and identify where to shift budget ## Usage Examples ### Mode A — Build New Strategy ``` I sell handmade candles on Shopify. Price $34, cost $8. Monthly ad budget $2,000. Help me plan which platforms to advertise on. ``` ``` I'm launching a fitness resistance band set, $29.99, 60% margin. $5,000/month budget. Where should I advertise and how much on each platform? ``` ``` I have a Shopify store selling pet accessories. Best sellers are dog bandanas ($15) and cat toys ($12). $1,000/month to start. What's my ad strategy? ``` ### Mode B — Optimize Existing ``` Running Google Shopping (ROAS 3.2x, $3,000/mo) and Facebook ($1,800/mo, ROAS 1.4x). Margin is 45%. Should I shift budget? ``` ``` My TikTok ads get tons of views but barely convert. Google Shopping is profitable. Total budget $4,000/month. Help me optimize. ``` --- ## How This Skill Collects Information **Step 1: Extract from the prompt.** Parse product type, price, margins, budget, platforms mentioned, ROAS data, store type. **Step 2: Identify gaps.** Compare against what's needed: Mode A critical info: | Info | Why It's Needed | |------|----------------| | Product price + cost/margin | Calculate break-even ROAS and Max CPA | | Monthly ad budget | Allocate across platforms | | **Buyer behavior type** | Determines which platform is primary (see below) | | Existing website traffic / email list | Determines if retargeting is viable | Mode B critical info: | Info | Why It's Needed | |------|----------------| | Per-platform spend + ROAS/CPA | Audit each platform's performance | | Profit margin | Calculate break-even ROAS | | Campaign duration | New campaigns need 2-4 weeks before optimization | **Step 3: One follow-up.** Ask only for missing critical items. Always include the buyer behavior question for Mode A: ``` Mode A example: "Nice — handmade candles at $34 with $2,000/month budget. To plan your strategy, I need a few things: 1. Your product cost per unit (to calculate break-even ROAS) 2. How do customers typically find products like yours? a) They search for it (e.g., 'soy candles') — they know what they want b) They discover it visually — they see it and want it (lifestyle, fashion, decor) c) They need to see it in action — demo/video is what sells it d) Not sure — I'll analyze and recommend 3. Do you have existing website traffic or an email list? (This affects whether retargeting is viable from day one)" Mode B example: "Got it — Google and Facebook running. To audit properly: 1. Your product margin (or cost + price, I'll calculate) 2. How long have these campaigns been running? (New campaigns need 2-4 weeks before optimization)" ``` The buyer behavior answer directly determines platform selection: - **a) Search** → Google Shopping / Search is primary - **b) Visual** → Meta Ads (Facebook / Instagram) is primary - **c) Demo** → TikTok Ads is primary - **d) Not sure** → Infer from product type, mark as ⚠️ estimated **Step 4: Use estimates when stuck.** Don't block on missing data — use category benchmarks, but: - **Mark every estimate clearly** in the output with ⚠️ (e.g., "⚠️ Estimated: conversion rate 2.5% based on home decor category average") - **Explain what better data would change** (e.g., "If you can share your actual Shopify conversion rate, I can recalculate the ROAS target and budget split more accurately") - **List what to provide next time** at the end of the report for more precise results --- ## Key Concepts ### ROAS (Return on Ad Spend) The universal metric across all platforms. ROAS = Revenue ÷ Ad Spend. A 4:1 ROAS means $4 revenue for every $1 spent. ### Break-even ROAS The minimum ROAS needed to not lose money: **Break-even ROAS = 1 ÷ Profit Margin** | Profit Margin | Break-even ROAS | Meaning | |:-------------:|:---------------:|---------| | 25% | 4.0x | Need $4 revenue per $1 ad spend just to break even | | 33% | 3.0x | | | 50% | 2.0x | | | 60% | 1.67x | | | 75% | 1.33x | Higher margin = more room for ad spend | ### Target ROAS Break-even ROAS + profit buffer. Typically 1.5-2x the break-even ROAS for sustainable growth. ### Platform ROAS Benchmarks (2025-2026) | Platform | Average ROAS | Top Quartile | Best For | |----------|:-----------:|:------------:|----------| | Google Ads (Shopping) | 4.5x | 6x+ | High-intent buyers (they're already searching) | | Meta Ads (FB/IG) | 2.2x | 4-5x | Visual products, impulse buys, retargeting (3.6x) | | TikTok Ads | 1.4x | 2x+ | Product discovery, demo-driven, younger audiences | Industry-wide ecommerce average: 2.87x ### Max CPA (Cost per Acquisition) Maximum you can pay to acquire one customer: **Max CPA = Average Order Value × Profit Margin**. Example: $34 product × 50% margin = $17 max CPA. --- ## Mode A Workflow — Build Strategy ### Step A1: Collect Product Info | Detail | How to Get It | Critical? | |--------|--------------|:---------:| | Product type and description | From user's prompt | ✅ Yes | | Selling price (or AOV) | Ask or infer | ✅ Yes | | Product cost / profit margin | Must ask user | ✅ Yes | | Monthly ad budget | Must ask user | ✅ Yes | | Buyer behavior type | Asked in follow-up (see "How This Skill Collects Information") | ✅ Yes | | Store platform (Shopify, WooCommerce, etc.) | Ask or infer | Helpful | | Existing website traffic / email list | Asked in follow-up | Helpful | | Target market / geography | Ask or infer | Helpful | ### Step A2: Calculate ROAS Framework ``` 📊 CROSS-PLATFORM FINANCIAL FRAMEWORK Product Price (AOV): $34.00 Product Cost: $8.00 Profit Margin: 76.5% Break-even ROAS: 1.31x ($1 ad spend must generate $1.31 revenue) Target ROAS: 2.5x (maintains ~36% profit after ads) Max CPA: $26.01 (max cost to acquire one sale) Monthly Ad Budget: $2,000 At Target ROAS (2.5x): $5,000 expected monthly ad revenue At Break-even (1.31x): $2,620 minimum monthly ad revenue ``` ### Step A3: Recommend Platform Mix Match the product to the right platforms based on product characteristics: | Product Type | Primary Platform | Secondary | Why | |-------------|-----------------|-----------|-----| | Commodities (people search for them) | Google Shopping | Meta retargeting | Capture existing demand | | Visual / lifestyle products | Meta Ads | Google Shopping | Create demand through imagery | | Novel / demo-driven products | TikTok Ads | Meta Ads | "Wow" factor drives discovery | | High-ticket / considered purchases | Google Search | Meta retargeting | Research-heavy buyer journey | | Repeat consumables | Meta + Email | Google Brand | Build loyalty, retarget buyers | **Platform selection logic (based on buyer behavior answer from follow-up):** 1. User answered **a) Search** → Google Shopping is primary 2. User answered **b) Visual** → Meta is primary 3. User answered **c) Demo** → TikTok is primary 4. User answered **d) Not sure** → infer from product type using the table above (mark as ⚠️ estimated, explain reasoning) 5. Always include retargeting (Meta or Google Display) if budget > $1,000/mo AND user has existing website traffic or email list 6. If budget < $1,000/mo → pick ONE primary platform only, don't spread thin ### Step A4: Allocate Budget Across Platforms Use this framework, adjusted for product type: **For search-intent products (Google primary):** | Channel | % of Budget | Purpose | |---------|:-----------:|---------| | Google Shopping / PMax | 50-60% | Capture high-intent buyers | | Meta Ads (prospecting) | 20-25% | Create demand + build audiences | | Meta/Google retargeting | 10-15% | Convert visitors who didn't buy | | Testing (TikTok / new) | 5-10% | Discover new channels | **For visual/impulse products (Meta primary):** | Channel | % of Budget | Purpose | |---------|:-----------:|---------| | Meta Ads (prospecting) | 45-55% | Primary demand creation | | Google Shopping | 20-25% | Capture search spillover | | Meta/Google retargeting | 15-20% | Highest ROAS channel | | TikTok Ads | 5-10% | Discovery + younger audience | **For demo/novelty products (TikTok primary):** | Channel | % of Budget | Purpose | |---------|:-----------:|---------| | TikTok Ads | 40-50% | Product discovery via video | | Meta Ads | 20-30% | Broader audience + retargeting | | Google Shopping | 10-20% | Capture search from viral interest | | Retargeting | 10-15% | Convert viewers who didn't buy | ### Step A5: Generate Platform Briefs For each recommended platform, output a campaign brief: **Google Ads Brief:** - Campaign type recommendation (Shopping, Search, Performance Max) - Keyword themes (not full keyword list — that's for google-ads-ecommerce skill) - Bidding strategy recommendation (Target ROAS, Maximize Conversions) - Daily budget - Key settings (location targeting, device bids, scheduling) **Meta Ads Brief:** - Campaign objective (Sales, Traffic, Engagement) - Audience targeting: demographics, interests, behaviors, lookalikes - Ad set structure (how many ad sets, what audiences) - Placement recommendations (Feed, Stories, Reels) - Daily budget per ad set **TikTok Ads Brief:** - Campaign objective (Conversions, Traffic) - Targeting: demographics, interests, behaviors - Spark Ads vs In-Feed vs TopView recommendation - Content style recommendation (UGC, product demo, before/after) - Daily budget ### Step A6: Generate Ad Copy and Creative Direction For each platform, generate 3 ad copy variations AND a creative brief using these specs: #### Google Ads Copy Specs | Element | Max Length | Notes | |---------|:---------:|-------| | Headline | **30 characters** | Write 3-5 headlines; Google rotates them | | Long headline | **90 characters** | For Performance Max / Display | | Description | **90 characters** | Write 2-4 descriptions | | Display path | **15 characters × 2** | e.g., /soy-candles/shop | CTA: Chosen from Google's preset list (Shop Now, Learn More, Get Offer, Sign Up). **Example:** ``` Headline 1: Handmade Soy Candles – $34 (30 chars) Headline 2: 60+ Hour Clean Burn (22 chars) Headline 3: Free Shipping Over $50 (25 chars) Description 1: Hand-poured soy candles with natural essential oils. Clean burn, long-lasting fragrance. Shop now. (90 chars) Description 2: Eco-friendly candles perfect for gifts or self-care. Made in small batches with premium soy wax. (90 chars) ``` #### Meta Ads (Facebook / Instagram) Copy Specs | Element | Recommended | Max | Notes | |---------|:----------:|:---:|-------| | Primary text | **125 chars** | 2,200 | First 125 visible before "See more" | | Headline | **40 chars** | 255 | Below the image/video | | Description | **30 chars** | — | Shows in some placements only | | Image | **1080×1080** | — | Square for Feed | | Stories/Reels | **1080×1920** | — | Vertical 9:16 | | Video length | **15-60s** | 240 min | 15-30s performs best | CTA: Shop Now, Learn More, Get Offer, Sign Up, Order Now. **Example:** ``` Primary text: Your evening ritual, upgraded. Hand-poured soy candles that fill your space with natural fragrance for 60+ hours. 🕯️ Headline: Shop Handmade Soy Candles Description: From $34 · Free Shipping CTA: Shop Now ``` #### TikTok Ads Copy Specs | Element | Max Length | Notes | |---------|:---------:|-------| | Ad text / caption | **100 characters** | Keep short — users scroll fast | | Display name | **40 characters** | Your brand name | | Video | **9:16 vertical** | 720×1280 minimum | | Video length | **9-15 seconds** | Sweet spot; max 60s | | Spark Ads | N/A | Boost existing organic posts — no separate copy needed | CTA: Shop Now, Learn More, Download, Contact Us. **Hook rule:** First 2-3 seconds must grab attention. Start with motion, a question, or a surprising visual — never a logo or slow intro. **Example:** ``` Hook (0-3s): [Close-up of match striking, candle being lit in cozy room] Caption: The only candle that lasts 60+ hours 🕯️ #soycandle #cozyvibes CTA: Shop Now ``` #### Creative Brief (all platforms) For each platform, also provide: - **Visual style direction**: lifestyle, product-only, UGC, comparison, or before/after - **Video hook concept**: What happens in the first 3 seconds (the make-or-break moment) - **Key messages**: 2-3 bullet points the creative must communicate - **What NOT to do**: Common mistakes for this product type (e.g., "Don't use stock photos for a handmade product") #### Creative Asset Prompts Generate ready-to-use prompts that users can take directly to a designer or AI image tool (Midjourney, DALL-E, Flux, etc.): **For each recommended platform, provide 2-3 image prompts:** ``` 📸 AI Image Prompt (Product Shot): "[Product] on [surface/background], [lighting style], [camera angle], [mood/aesthetic], commercial product photography, [aspect ratio]" 📸 AI Image Prompt (Lifestyle): "[Scene description with product in context], [lighting], [color palette], [mood], editorial photography style, [aspect ratio]" 📸 AI Image Prompt (Ad Creative): "[Scene] with space for text overlay on [top/bottom/left], [style], [dimensions for platform]" ``` **For video ads, provide a shot list:** ``` 🎬 Video Shot List (15s): 0-3s: [Hook — what grabs attention] 3-8s: [Product showcase — key features/benefits] 8-12s: [Social proof or lifestyle context] 12-15s: [CTA — clear next step + end card] ``` **For designer briefs, include:** - Deliverables: exact sizes and quantities needed per platform - Reference mood/style (e.g., "Aesop-style minimalist" or "Glossier-style friendly") - Brand colors and fonts (if user provides them) - What assets the designer should deliver (PSD, PNG, video files) This section ensures the user can immediately act on the strategy — either by generating visuals with AI tools or briefing a designer/photographer. ### Step A7: Generate Complete Strategy Compile Steps A1-A6 into the Mode A Output template below. --- ## Mode B Workflow — Optimize Existing ### Step B1: Collect Platform Data | Detail | Critical? | Notes | |--------|:---------:|-------| | Platforms running | ✅ Yes | Google, Meta, TikTok, etc. | | Per-platform spend | ✅ Yes | Monthly or daily | | Per-platform ROAS or CPA | ✅ Yes | The core metric | | Product profit margin | ✅ Yes | To calculate break-even | | Campaign duration | Helpful | New campaigns need 2-4 weeks before optimization | | CTR and conversion rates | Bonus | Deeper performance analysis | | Best/worst performing audiences | Bonus | For audience optimization | ### Step B2: Cross-Platform Audit Compare each platform against break-even and target ROAS: | Platform | Spend | ROAS | vs Break-even | vs Target | Status | Action | |----------|------:|:----:|:-------------:|:---------:|:------:|--------| | Google Shopping | $3,000 | 4.5x | ✅ +3.2x | ✅ +2.0x | 🟢 | Scale budget | | Meta Prospecting | $1,200 | 1.8x | ✅ +0.5x | ❌ -0.7x | 🟡 | Optimize audiences | | Meta Retargeting | $600 | 5.2x | ✅ +3.9x | ✅ +2.7x | 🟢 | Scale budget | | TikTok | $800 | 0.9x | ❌ -0.4x | ❌ -1.6x | 🔴 | Cut or restructure | ### Step B3: Budget Reallocation Shift money from underperformers to winners: - 🟢 Platforms beating target ROAS → increase budget 20-30% - 🟡 Platforms between break-even and target → optimize before scaling - 🔴 Platforms below break-even → cut budget 50% or pause ### Step B4: Per-Platform Optimization For each underperforming platform, provide specific actions: - **Google:** keyword negative list, bidding strategy change, campaign type switch - **Meta:** audience refinement, creative refresh, placement optimization, lookalike expansion - **TikTok:** creative hook changes, targeting adjustments, Spark Ads pivot ### Step B5: Generate Optimization Plan Compile into the Mode B Output template below with prioritized actions and timeline. --- ## Output Formats ### Mode A Output — Multi-Platform Strategy ``` # ✅ E-Commerce PPC Strategy — Ready to Implement ## Financial Framework Product: [name] | Price: $XX | Margin: XX% Break-even ROAS: X.Xx | Target ROAS: X.Xx | Max CPA: $XX Monthly Budget: $X,XXX ## Platform Mix [Visual showing recommended platforms and % allocation] ## Platform 1: [Google Ads / Meta / TikTok] Budget: $XXX/month (XX%) Campaign Type: [type] Targeting: [audiences / keywords] Bidding: [strategy] Ad Copy (3 variations): V1: [headline] | [description] | [CTA] V2: ... V3: ... Creative Brief: Format: [dimensions + type] Style: [lifestyle / UGC / product demo / comparison] Hook: [first 3 seconds concept for video, or key visual for static] Key Messages: [2-3 bullet points] Creative Asset Prompts: 📸 Product Shot: "[AI image prompt ready to paste into Midjourney/DALL-E]" 📸 Lifestyle: "[AI image prompt for lifestyle scene]" 📸 Ad Creative: "[AI image prompt with text overlay space]" 🎬 Video (15s): 0-3s: [Hook] 3-8s: [Product showcase] 8-12s: [Social proof / lifestyle] 12-15s: [CTA + end card] ## Platform 2: [...] [same structure] ## Budget Summary | Platform | Monthly | Daily | % | Expected ROAS | Expected Revenue | |----------|---------|-------|---|:-------------:|-----------------:| | [name] | $XXX | $XX | XX% | X.Xx | $X,XXX | ## 30-Day Test Plan Week 1: [launch actions] Week 2: [check metrics, early optimizations] Week 3: [scale winners, cut losers] Week 4: [full review, reallocate] ``` ### Mode B Output — Cross-Platform Optimization ``` # ✅ PPC Optimization Actions — Ready to Implement ## Priority 1: Budget Shifts (Do Today) [Platform]: $XX/mo → $XX/mo (reason) [Platform]: $XX/mo → $XX/mo (reason) ## Priority 2: Platform-Specific Fixes (This Week) [Platform]: [specific actions — audience changes, creative refresh, etc.] ## Priority 3: Testing (Next Week) [New audience / creative / platform to test] ## Cross-Platform Audit [Full comparison table from Step B2] ## Expected Results (4 Weeks) | Metric | Current | Target | Impact | |--------|---------|--------|--------| | Blended ROAS | X.Xx | X.Xx | +XX% | | Monthly Revenue | $X,XXX | $X,XXX | +$X,XXX | ``` --- ## Other Skills This skill covers cross-platform strategy. For platform-specific execution, check out these dedicated skills: - **google-ads-ecommerce** — Google Shopping, Search, and Performance Max campaign setup (coming soon) - **meta-ads-ecommerce** — Facebook and Instagram ad campaign setup (coming soon) - **tiktok-ads-ecommerce** — TikTok ad campaign setup (coming soon) More e-commerce skills: [nexscope-ai/eCommerce-Skills](https://github.com/nexscope-ai/eCommerce-Skills) ### Selling on Amazon? **[amazon-ppc-campaign](https://github.com/nexscope-ai/Amazon-Skills/tree/main/amazon-ppc-campaign)** — Build and optimize Amazon Sponsored Products / Brands / Display campaigns. Calculates ACoS targets, groups keywords by campaign type, sets bid strategies based on Amazon's suggested ranges. Output follows Seller Central hierarchy — ready to implement. ```bash npx skills add nexscope-ai/Amazon-Skills --skill amazon-ppc-campaign -g ``` See all Amazon seller skills: [nexscope-ai/Amazon-Skills](https://github.com/nexscope-ai/Amazon-Skills) ## Limitations This skill provides strategic planning and creative direction based on industry benchmarks and product analysis. It cannot access live ad platform data, create actual images/videos, set up tracking pixels, or manage ad accounts directly. For deeper optimization with live data, check out **[Nexscope](https://www.nexscope.ai/)** — Your AI Assistant for smarter E-commerce decisions. --- **Built by [Nexscope](https://www.nexscope.ai/)** — research, validate, and act on e-commerce opportunities with AI.