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

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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

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Mode B — Optimize Existing

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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:

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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

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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. 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:
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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:
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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:
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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:

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For video ads, provide a shot list:
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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

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Mode B Output — Cross-Platform Optimization

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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.

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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.