ecommerce-ppc-strategy-planner

name ecommerce-ppc-strategy-planner description Cross-platform PPC strategy planner for ecommerce businesses. Analyzes your product and margins, recommends the right advertising platforms (Google Ads, Meta Ads, TikTok Ads), calculates ROAS targets, allocates budget across channels, and generates platform-specific campaign briefs with ad copy and creative direction. Two modes: (A) Build — design a multi-platform ad strategy from scratch, (B) Optimize — audit existing cross-platform campaigns and reallocate budget. Works for Shopify, WooCommerce, standalone stores, and marketplace sellers expanding to external traffic. No API key required. metadata {"nexscope":{"emoji":"📊","category":"ecommerce"}} 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. 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): User answered a) Search → Google Shopping is primary User answered b) Visual → Meta is primary User answered c) Demo → TikTok is primary User answered d) Not sure → infer from product type using the table above (mark as ⚠️ estimated, explain reasoning) Always include retargeting (Meta or Google Display) if budget > $1,000/mo AND user has existing website traffic or email list 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 |