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

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.

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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

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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.

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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.

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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.

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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 |

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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

Selling on Amazon?

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.

npx skills add nexscope-ai/Amazon-Skills --skill amazon-ppc-campaign -g

See all Amazon seller skills: 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 — Your AI Assistant for smarter E-commerce decisions.

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Built by Nexscope — research, validate, and act on e-commerce opportunities with AI.