Bring these inputs
Buyer brief, verified offer, contribution model, historical results and approved budget.
Use approved, minimized data. Replace personal details with anonymous IDs.
Work through the lesson
- Choose one product, buyer situation and business outcome. Describe the offer, supporting proof and landing page before selecting channels.
- Use AI to translate the buyer’s questions into search ad groups or social creative angles. Keep keyword intent and negative-keyword suggestions for human review.
- Calculate an allowable acquisition cost from contribution and desired retained margin. Use current platform forecasts only as estimates, not promised results.
- Prepare a small creative test with one clear hypothesis. Check links, mobile checkout, conversion events, feed accuracy and campaign settings before launch.
- Review spend, purchases, contribution, new-customer mix and returns. Define pause conditions before spending; budget changes require an owner.
Try this prompt
Replace the bracketed fields with your own evidence.
Build a two-week PPC learning plan for [product, buyer, offer]. Use [margin model] and budget ceiling [amount]. Provide keyword themes, exclusions, two creative hypotheses, landing-page requirements, measurement definitions and stop conditions. Keep all ads as drafts and mark unsupported claims.
Worked example
Illustrative economics: $60 net order revenue minus $36 variable costs leaves $24 before advertising. Retaining $8 leaves $16 for acquisition under these assumptions; fixed costs and repeat-purchase effects need separate treatment.
Before you use the result
- The spending cap is approved.
- Conversion events have been tested.
- ROAS is not treated as final profit.
Complete the exercise
Create the deliverable described at the top of this lesson. Save the input evidence, your edited output, unresolved questions and the name of the reviewer in your workbook.