ecommerce-ppc-strategy-planner

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E-Commerce PPC Strategy Planner 📊

电商PPC策略规划工具 📊

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.

规划你的跨平台广告策略：选择适配平台、分配各平台预算、设计投放活动。可为Google Ads、Meta Ads和TikTok Ads生成可直接落地的简报，包含广告文案和创意方向。

Installation

安装

bash

npx skills add nexscope-ai/eCommerce-Skills --skill ecommerce-ppc-strategy-planner -g

bash

npx skills add nexscope-ai/eCommerce-Skills --skill ecommerce-ppc-strategy-planner -g

Two Modes

两种模式

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

模式	适用场景	输入内容	输出内容
A — 构建	首次投放广告	产品信息+预算+利润率	平台推荐+预算拆分+活动简报+广告文案
B — 优化	已投放广告但想要提升效果	各平台ROAS/CPA数据	跨平台审计+预算重分配+优化动作

Capabilities

功能特性

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

ROAS财务框架：基于产品利润率计算盈亏平衡ROAS、目标ROAS和最高CPA，是所有平台决策的基础
平台推荐：将你的产品类型匹配到合适的广告渠道（搜索意向→Google，视觉/冲动消费→Meta，演示/新奇产品→TikTok）
跨平台预算分配：基于预期ROAS和漏斗阶段在各渠道间拆分预算
Google Ads简报：包含购物广告、搜索广告、Performance Max活动结构和关键词方向
Meta Ads简报：包含Facebook+Instagram的受众定位、广告组结构和创意钩子
TikTok Ads简报：包含视频钩子概念、Spark Ads策略和受众定位
广告文案生成：适配各平台的标题、描述和CTA
创意简报：图片/视频规格、风格方向、钩子角度（不包含实际图片/视频创作）
跨平台审计：对比各渠道的ROAS/CPA，识别预算转移方向

Usage Examples

使用示例

Mode A — Build New Strategy

模式A — 构建新策略

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?

我在Shopify上售卖手工蜡烛，售价34美元，成本8美元，月度广告预算2000美元，帮我规划适合投放的平台。

我要推出一款健身阻力带套装，售价29.99美元，利润率60%，月度预算5000美元，我应该在哪些平台投放，各平台分配多少预算？

我有一家售卖宠物配饰的Shopify店铺，爆款是狗方巾（15美元）和猫玩具（12美元），初始月度预算1000美元，我的广告策略应该是什么？

Mode B — Optimize Existing

模式B — 优化现有投放

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.

当前投放Google购物广告（ROAS 3.2x，月度花费3000美元）和Facebook广告（月度花费1800美元，ROAS 1.4x），利润率45%，我应该转移预算吗？

我的TikTok广告获得了大量曝光但几乎没有转化，Google购物广告是盈利的，总月度预算4000美元，帮我优化投放。

How This Skill Collects Information

工具信息收集逻辑

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

步骤1：从prompt中提取信息：解析产品类型、价格、利润率、预算、提及的平台、ROAS数据、店铺类型。

步骤2：识别信息缺口：和所需信息做对比：

模式A所需核心信息：

信息	需求原因
产品售价+成本/利润率	计算盈亏平衡ROAS和最高CPA
月度广告预算	跨平台分配预算
买家行为类型	决定哪个平台作为核心投放渠道（见下文）
现有网站流量/邮箱列表	判断再营销是否可行

模式B所需核心信息：

信息	需求原因
各平台花费+ROAS/CPA	审计各平台表现
利润率	计算盈亏平衡ROAS
活动运行时长	新活动需要2-4周运行数据才能优化

步骤3：一次跟进询问：仅询问缺失的核心信息。模式A必须包含买家行为问题：

模式A询问示例：
"好的——手工蜡烛售价34美元，月度预算2000美元。为了规划你的策略，我需要了解几个信息：

  1. 你的单位产品成本（用于计算盈亏平衡ROAS）
  2. 客户通常如何找到类似你的产品？
     a) 他们主动搜索（例如「大豆蜡烛」）——明确知道自己想要什么
     b) 他们视觉化发现——看到产品就产生购买欲（生活方式、时尚、家居装饰类）
     c) 他们需要看产品演示——演示/视频是促成转化的关键
     d) 不确定——我会自行分析并给出推荐
  3. 你有现有网站流量或者邮箱列表吗？
     （这会影响首日是否可以开展再营销）"

模式B询问示例：
"了解了——当前在运行Google和Facebook广告。为了准确审计：
  1. 你的产品利润率（或者成本+售价，我会自行计算）
  2. 这些活动已经运行了多久？（新活动需要2-4周运行数据才能优化）"

买家行为的回答会直接决定平台选择：

a) 搜索 → Google购物/搜索广告为核心
b) 视觉 → Meta Ads（Facebook/Instagram）为核心
c) 演示 → TikTok Ads为核心
d) 不确定 → 基于产品类型推断，标记为⚠️预估

步骤4：信息缺失时使用估算值：不要因为缺失数据卡住流程——使用行业基准，但要：

在输出中清晰标记所有估算值，带上⚠️标识（例如「⚠️预估：基于家居装饰类目的平均转化率2.5%计算」）
说明补充数据后可优化的内容（例如「如果你可以提供Shopify实际转化率，我可以更准确地重新计算ROAS目标和预算拆分」）
在报告末尾列出下次需要提供的信息，以便获得更精准的结果

Key Concepts

核心概念

ROAS (Return on Ad Spend)

ROAS（广告支出回报率）

The universal metric across all platforms. ROAS = Revenue ÷ Ad Spend. A 4:1 ROAS means $4 revenue for every $1 spent.

所有平台通用的指标，ROAS = 收入 ÷ 广告支出。4:1的ROAS意味着每投入1美元广告费用可以获得4美元收入。

Break-even ROAS

盈亏平衡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

不亏损所需的最低ROAS：盈亏平衡ROAS = 1 ÷ 利润率

利润率	盈亏平衡ROAS	含义
25%	4.0x	每投入1美元广告费用需要获得4美元收入才能实现盈亏平衡
33%	3.0x
50%	2.0x
60%	1.67x
75%	1.33x	利润率越高，广告投放的容错空间越大

Target ROAS

目标ROAS

Break-even ROAS + profit buffer. Typically 1.5-2x the break-even ROAS for sustainable growth.

盈亏平衡ROAS加上利润缓冲，通常为盈亏平衡ROAS的1.5-2倍，可实现可持续增长。

Platform ROAS Benchmarks (2025-2026)

平台ROAS基准（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

平台	平均ROAS	前25%水平	适用场景
Google Ads（购物广告）	4.5x	6x+	高意向买家（已经在主动搜索产品）
Meta Ads（FB/IG）	2.2x	4-5x	视觉类产品、冲动消费、再营销（3.6x）
TikTok Ads	1.4x	2x+	产品发现、演示驱动类产品、年轻受众

全电商行业平均水平：2.87x

Max CPA (Cost per Acquisition)

最高CPA（获客成本）

Maximum you can pay to acquire one customer: Max CPA = Average Order Value × Profit Margin. Example: $34 product × 50% margin = $17 max CPA.

你可以承担的最高单客获取成本：最高CPA = 平均客单价 × 利润率。示例：34美元的产品 × 50%利润率 = 17美元最高CPA。

Mode A Workflow — Build Strategy

模式A工作流 — 构建策略

Step A1: Collect Product Info

步骤A1：收集产品信息

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

详情	获取方式	是否核心？
产品类型和描述	从用户prompt中提取	✅ 是
售价（或平均客单价）	询问或推断	✅ 是
产品成本/利润率	必须询问用户	✅ 是
月度广告预算	必须询问用户	✅ 是
买家行为类型	跟进询问（见「工具信息收集逻辑」）	✅ 是
店铺平台（Shopify、WooCommerce等）	询问或推断	有帮助
现有网站流量/邮箱列表	跟进询问	有帮助
目标市场/地域	询问或推断	有帮助

Step A2: Calculate ROAS Framework

步骤A2：计算ROAS框架

📊 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

📊 跨平台财务框架

产品售价（平均客单价）:     $34.00
产品成本:            $8.00
利润率:           76.5%

盈亏平衡ROAS:         1.31x（每投入1美元广告费用需要获得1.31美元收入）
目标ROAS:             2.5x（投放广告后可保持约36%的利润率）
最高CPA:                 $26.01（获取一笔订单可承担的最高成本）

月度广告预算:       $2,000
达到目标ROAS（2.5x）:   预期月度广告收入$5,000
达到盈亏平衡（1.31x）:   最低月度广告收入$2,620

Step A3: Recommend Platform Mix

步骤A3：推荐平台组合

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

基于产品特性匹配合适的平台：

产品类型	核心平台	次要平台	原因
标品（用户会主动搜索）	Google购物广告	Meta再营销	捕捉现有需求
视觉/生活方式类产品	Meta Ads	Google购物广告	通过视觉内容创造需求
新奇/演示驱动类产品	TikTok Ads	Meta Ads	「惊喜」属性驱动产品发现
高客单价/决策周期长的产品	Google搜索广告	Meta再营销	买家旅程重调研
复购消耗品	Meta+邮件营销	Google品牌广告	建立用户忠诚度，对买家再营销

平台选择逻辑（基于跟进询问获得的买家行为回答）：

用户选择 a) 搜索 → Google购物广告为核心
用户选择 b) 视觉 → Meta为核心
用户选择 c) 演示 → TikTok为核心
用户选择 d) 不确定 → 基于上表的产品类型推断（标记为⚠️预估，说明推断逻辑）
如果月度预算>1000美元且用户有现有网站流量或邮箱列表，必须包含再营销（Meta或Google展示广告）
如果月度预算<1000美元 → 仅选择1个核心平台，不要分散预算

Step A4: Allocate Budget Across Platforms

步骤A4：跨平台分配预算

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

使用以下框架，根据产品类型调整：

搜索意向类产品（Google为核心）：

渠道	预算占比	用途
Google购物/PMax	50-60%	捕捉高意向买家
Meta Ads（拉新）	20-25%	创造需求+构建受众池
Meta/Google再营销	10-15%	转化未下单的访客
测试（TikTok/新渠道）	5-10%	探索新渠道

视觉/冲动消费类产品（Meta为核心）：

渠道	预算占比	用途
Meta Ads（拉新）	45-55%	核心需求创造
Google购物广告	20-25%	捕捉搜索溢出需求
Meta/Google再营销	15-20%	ROAS最高的渠道
TikTok Ads	5-10%	产品发现+覆盖年轻受众

演示/新奇类产品（TikTok为核心）：

渠道	预算占比	用途
TikTok Ads	40-50%	通过视频实现产品发现
Meta Ads	20-30%	覆盖更广泛受众+再营销
Google购物广告	10-20%	捕捉爆品带来的搜索需求
再营销	10-15%	转化未下单的观众

Step A5: Generate Platform Briefs

步骤A5：生成平台简报

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

为每个推荐的平台输出活动简报：

Google Ads简报：

活动类型推荐（购物广告、搜索广告、Performance Max）
关键词主题（不是完整关键词列表——完整内容可以使用google-ads-ecommerce工具）
出价策略推荐（目标ROAS、最大化转化）
日预算
核心设置（地域定位、设备出价、投放时段）

Meta Ads简报：

活动目标（销售、流量、互动）
受众定位：人口统计、兴趣、行为、相似受众
广告组结构（广告组数量、对应受众）
版位推荐（Feed、Stories、Reels）
每个广告组的日预算

TikTok Ads简报：

活动目标（转化、流量）
定位：人口统计、兴趣、行为
Spark Ads/信息流广告/TopView推荐
内容风格推荐（UGC、产品演示、前后对比）
日预算

Step A6: Generate Ad Copy and Creative Direction

步骤A6：生成广告文案和创意方向

For each platform, generate 3 ad copy variations AND a creative brief using these specs:

为每个平台生成3版广告文案变体，以及符合以下规格的创意简报：

Google Ads Copy Specs

Google Ads文案规格

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)

元素	最大长度	说明
标题	30字符	编写3-5个标题，Google会自动轮播
长标题	90字符	用于Performance Max/展示广告
描述	90字符	编写2-4个描述
展示路径	15字符 × 2	例如 /soy-candles/shop

CTA：从Google预设列表中选择（立即购买、了解更多、获取优惠、注册）。

示例：

标题1：手工大豆蜡烛 – $34    （30字符）
标题2：60+小时清洁燃烧            （22字符）
标题3：满50美元免运费         （25字符）
描述1：手工灌注大豆蜡烛，含天然精油，清洁燃烧，香气持久。立即选购。  （90字符）
描述2：环保蜡烛，适合送礼或自我护理，小批量生产，采用优质大豆蜡。    （90字符）

Meta Ads (Facebook / Instagram) Copy Specs

Meta Ads（Facebook/Instagram）文案规格

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

元素	推荐长度	最大长度	说明
主文案	125字符	2200	前125字符会直接展示，超出部分需要点击「查看更多」
标题	40字符	255	展示在图片/视频下方
描述	30字符	—	仅在部分版位展示
图片	1080×1080	—	Feed用方形尺寸
Stories/Reels	1080×1920	—	9:16竖版
视频时长	15-60秒	240分钟	15-30秒表现最佳

CTA：立即购买、了解更多、获取优惠、注册、立即订购。

示例：

主文案：升级你的晚间仪式，手工灌注大豆蜡烛，天然香气可持续扩散60+小时。 🕯️
标题：选购手工大豆蜡烛
描述：34美元起 · 免运费
CTA：立即购买

TikTok Ads Copy Specs

TikTok Ads文案规格

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

元素	最大长度	说明
广告文案/标题	100字符	保持简短——用户刷动速度很快
展示名称	40字符	你的品牌名
视频	9:16竖版	最低分辨率720×1280
视频时长	9-15秒	黄金时长，最长60秒
Spark Ads	无	加热现有自然帖子——无需单独撰写文案

CTA：立即购买、了解更多、下载、联系我们。

钩子规则： 前2-3秒必须抓住注意力，开头用动态画面、问题或者惊喜视觉——永远不要放logo或者慢节奏开头。

示例：

钩子（0-3秒）：[特写镜头：火柴点燃，蜡烛在温馨的房间里被点亮]
文案：唯一能燃烧60+小时的蜡烛 🕯️ #大豆蜡烛 #温馨氛围
CTA：立即购买

Creative Brief (all platforms)

创意简报（所有平台）

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")

为每个平台同时提供：

视觉风格方向：生活方式、纯产品、UGC、对比、或者前后对比
视频钩子概念：前3秒的内容（决定转化的关键节点）
核心信息：创意必须传达的2-3个要点
避坑提示：这类产品的常见错误（例如「手工产品不要使用库存图片」）

Creative Asset Prompts

创意资产prompt

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.

生成可直接使用的prompt，用户可以直接交给设计师或者AI图片工具（Midjourney、DALL-E、Flux等）：

为每个推荐平台提供2-3个图片prompt：

📸 AI图片prompt（产品图）：
"[产品]放置在[表面/背景]上，[灯光风格]，[拍摄角度]，[氛围/美学]，商业产品摄影，[宽高比]"

📸 AI图片prompt（生活方式图）：
"[包含产品的场景描述]，[灯光]，[调色板]，[氛围]， editorial摄影风格，[宽高比]"

📸 AI图片prompt（广告创意）：
"[场景]，[顶部/底部/左侧]预留文字叠加空间，[风格]，[对应平台的尺寸]"

对于视频广告，提供分镜脚本：

🎬 视频分镜（15秒）：
0-3秒：[钩子——抓住注意力的内容]
3-8秒：[产品展示——核心特性/优势]
8-12秒：[社交证明或者生活场景]
12-15秒：[CTA——清晰的下一步操作+结尾卡片]

设计师简报包含：

交付物：各平台需要的精确尺寸和数量
参考氛围/风格（例如「Aesop风格极简」或者「Glossier风格友好」）
品牌色和字体（如果用户提供）
设计师需要交付的资产格式（PSD、PNG、视频文件）

该部分确保用户可以直接落地策略——要么用AI工具生成视觉素材，要么给设计师/摄影师下达需求。

Step A7: Generate Complete Strategy

步骤A7：生成完整策略

Compile Steps A1-A6 into the Mode A Output template below.

将步骤A1-A6整合到下方的模式A输出模板中。

Mode B Workflow — Optimize Existing

模式B工作流 — 优化现有投放

Step B1: Collect Platform Data

步骤B1：收集平台数据

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

详情	是否核心？	说明
正在投放的平台	✅ 是	Google、Meta、TikTok等
各平台花费	✅ 是	月度或者日度
各平台ROAS或CPA	✅ 是	核心指标
产品利润率	✅ 是	计算盈亏平衡
活动运行时长	有帮助	新活动需要2-4周运行数据才能优化
CTR和转化率	额外信息	更深度的表现分析
表现最好/最差的受众	额外信息	用于受众优化

Step B2: Cross-Platform Audit

步骤B2：跨平台审计

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

将每个平台的表现和盈亏平衡、目标ROAS对比：

平台	花费	ROAS	对比盈亏平衡	对比目标	状态	动作
Google购物广告	$3,000	4.5x	✅ +3.2x	✅ +2.0x	🟢	提升预算
Meta拉新	$1,200	1.8x	✅ +0.5x	❌ -0.7x	🟡	优化受众
Meta再营销	$600	5.2x	✅ +3.9x	✅ +2.7x	🟢	提升预算
TikTok	$800	0.9x	❌ -0.4x	❌ -1.6x	🔴	削减预算或者重构活动

Step B3: Budget Reallocation

步骤B3：预算重分配

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

将预算从表现差的平台转移到表现好的平台：

🟢 超过目标ROAS的平台 → 提升20-30%预算
🟡 介于盈亏平衡和目标ROAS之间的平台 → 先优化再扩量
🔴 低于盈亏平衡的平台 → 削减50%预算或者暂停

Step B4: Per-Platform Optimization

步骤B4：各平台优化方案

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

为每个表现不佳的平台提供具体动作：

Google： 关键词否定列表、出价策略调整、活动类型切换
Meta： 受众优化、创意更新、版位优化、相似受众拓展
TikTok： 创意钩子调整、定位调整、切换Spark Ads策略

Step B5: Generate Optimization Plan

步骤B5：生成优化计划

Compile into the Mode B Output template below with prioritized actions and timeline.

整合到下方的模式B输出模板中，包含优先级动作和时间线。

Output Formats

输出格式

Mode A Output — Multi-Platform Strategy

模式A输出 — 多平台策略

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✅ E-Commerce PPC Strategy — Ready to Implement

✅ 电商PPC策略 — 可直接落地

Financial Framework

财务框架

Product: [name] | Price: $XX | Margin: XX% Break-even ROAS: X.Xx | Target ROAS: X.Xx | Max CPA: $XX Monthly Budget: $X,XXX

产品：[名称] | 售价：$XX | 利润率：XX% 盈亏平衡ROAS：X.Xx | 目标ROAS：X.Xx | 最高CPA：$XX 月度预算：$X,XXX

Platform Mix

平台组合

[Visual showing recommended platforms and % allocation]

[展示推荐平台和预算占比的可视化内容]

Platform 1: [Google Ads / Meta / TikTok]

平台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]

预算：$XXX/月（XX%）活动类型：[类型] 定位：[受众/关键词] 出价：[策略]

广告文案（3个变体）： V1：[标题] | [描述] | [CTA] V2：... V3：...

创意简报：格式：[尺寸+类型] 风格：[生活方式 / UGC / 产品演示 / 对比] 钩子：[视频前3秒概念，或者静态素材核心视觉] 核心信息：[2-3个要点]

创意资产Prompt： 📸 产品图："[可直接粘贴到Midjourney/DALL-E的AI图片prompt]" 📸 生活方式图："[生活场景的AI图片prompt]" 📸 广告创意："[预留文字叠加空间的AI图片prompt]" 🎬 视频（15秒）： 0-3秒：[钩子] 3-8秒：[产品展示] 8-12秒：[社交证明 / 生活场景] 12-15秒：[CTA + 结尾卡片]

Platform 2: [...]

平台2：[...]

[same structure]

[相同结构]

Budget Summary

预算汇总

Platform	Monthly	Daily	%	Expected ROAS	Expected Revenue
[name]	$XXX	$XX	XX%	X.Xx	$X,XXX

平台	月度预算	日预算	占比	预期ROAS	预期收入
[名称]	$XXX	$XX	XX%	X.Xx	$X,XXX

30-Day Test Plan

30天测试计划

Week 1: [launch actions] Week 2: [check metrics, early optimizations] Week 3: [scale winners, cut losers] Week 4: [full review, reallocate]

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第1周：[上线动作] 第2周：[查看指标，早期优化] 第3周：[扩量表现好的活动，关停表现差的活动] 第4周：[全量复盘，重新分配预算]

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Mode B Output — Cross-Platform Optimization

模式B输出 — 跨平台优化方案

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✅ PPC Optimization Actions — Ready to Implement

✅ PPC优化动作 — 可直接落地

Priority 1: Budget Shifts (Do Today)

优先级1：预算调整（今日执行）

[Platform]: $XX/mo → $XX/mo (reason) [Platform]: $XX/mo → $XX/mo (reason)

[平台]：$XX/月 → $XX/月（原因） [平台]：$XX/月 → $XX/月（原因）

Priority 2: Platform-Specific Fixes (This Week)

优先级2：平台专属优化（本周执行）

[Platform]: [specific actions — audience changes, creative refresh, etc.]

[平台]：[具体动作——受众调整、创意更新等]

Priority 3: Testing (Next Week)

优先级3：测试（下周执行）

[New audience / creative / platform to test]

[待测试的新受众/创意/平台]

Cross-Platform Audit

跨平台审计

[Full comparison table from Step B2]

[步骤B2的完整对比表格]

Expected Results (4 Weeks)

预期效果（4周）

Metric	Current	Target	Impact
Blended ROAS	X.Xx	X.Xx	+XX%
Monthly Revenue	$X,XXX	$X,XXX	+$X,XXX

---

指标	当前值	目标值	提升幅度
综合ROAS	X.Xx	X.Xx	+XX%
月度收入	$X,XXX	$X,XXX	+$X,XXX

---

Other Skills

其他工具

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

本工具覆盖跨平台策略，如需平台专属的执行方案，可以查看这些专用工具：

google-ads-ecommerce — Google购物、搜索和Performance Max活动搭建（即将上线）
meta-ads-ecommerce — Facebook和Instagram广告活动搭建（即将上线）
tiktok-ads-ecommerce — TikTok广告活动搭建（即将上线）

更多电商工具：nexscope-ai/eCommerce-Skills

Selling on Amazon?

在亚马逊开店？

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

amazon-ppc-campaign — 搭建和优化亚马逊 Sponsored Products / Brands / Display活动，计算ACoS目标，按活动类型分组关键词，基于亚马逊建议区间设置出价策略，输出符合卖家后台结构的内容，可直接落地。

bash

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

查看所有亚马逊卖家工具：nexscope-ai/Amazon-Skills

Limitations

限制

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.

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

本工具基于行业基准和产品分析提供战略规划和创意方向，无法访问广告平台实时数据、创建实际图片/视频、设置追踪像素、或者直接管理广告账户。如需基于实时数据的深度优化，可以查看 Nexscope —— 你的电商智能决策AI助手。

由Nexscope构建 —— 用AI助力电商机会的调研、验证和落地。