Ecommerce Ppc Strategy Planner

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.

# 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) | Go