PPC Campaign Strategist

Build a complete pay-per-click advertising management system via OpenClaw Ultra. From keyword research to ad copy creation to landing page optimization to bid strategy to A/B testing to performance analysis, manage your entire PPC operation from a single chat interface.

Core System Overview

INFO

This is a closed-loop PPC campaign workflow. OpenClaw Ultra researches keywords, writes ad copy, generates negative keyword lists, reviews landing pages, recommends bid strategies, designs A/B tests, and analyzes performance — so you can maximize ROI on your ad spend.

System Layer	Core Function	Final Output
Keyword Research Layer	Keyword discovery, search volume analysis, intent classification	Keyword list with metrics
Ad Copy Layer	Headline generation, description writing, extension creation	Complete ad sets
Negative Keyword Layer	Irrelevant term identification, waste spend prevention	Negative keyword lists
Landing Page Layer	Page review, CRO recommendations, message match verification	Landing page optimization report
Bid Strategy Layer	Budget allocation, bid recommendations, campaign structure	Bid strategy configuration
A/B Testing Layer	Test design, variant creation, success metric definition	A/B test plan
Performance Layer	Metrics analysis, ROI calculation, optimization recommendations	Performance reports with actions

Prerequisites

Item	Requirement
OpenClaw Ultra	Installed and running
Ad Platform Access	Google Ads, Meta Ads, Microsoft Ads, or other PPC platform
Product/Service Details	What you're advertising, pricing, unique selling points
Target Audience	Demographics, interests, geographic targeting
Budget	Daily or monthly ad spend budget
Landing Page (Recommended)	Existing page to send traffic to

Step 0 — Initialize Your PPC System

Set up OpenClaw Ultra as your dedicated PPC campaign manager.

Operation Steps

1. Open OpenClaw Ultra new chat session
2. Paste the initialization prompt
3. Fill in your business and campaign details

Ready-to-Use Prompt

Act as my PPC campaign strategist.

My business:
- Product/Service: [what you sell]
- Target audience: [who buys it]
- Unique selling proposition: [why they should choose you]
- Price point: [pricing]
- Geographic target: [countries/regions]

My PPC goals:
- Primary objective: [leads / sales / traffic / brand awareness]
- Target CPA (cost per acquisition): [amount]
- Target ROAS (return on ad spend): [X:1]
- Monthly budget: [amount]

Platforms I use:
- [Google Ads / Meta Ads / Microsoft Ads / other]

Build a complete PPC management system covering:
- keyword research
- ad copy creation
- negative keyword management
- landing page optimization
- bid strategy
- A/B testing
- performance analysis

Step 1 — Research & Select Keywords

Discover high-intent keywords that drive conversions.

1.1 Seed Keyword Expansion

Prompt

Expand my seed keywords for PPC campaigns:

Seed keywords:
- [keyword 1]
- [keyword 2]
- [keyword 3]

For each seed keyword, generate:
- Exact match variations
- Phrase match variations
- Long-tail variations (3+ words)
- Question-based keywords (how, what, where, why)
- Commercial intent keywords (buy, price, cost, best, review)

Also suggest:
- Related keywords I may have missed
- Competitor keywords to target
- Seasonal keyword opportunities

Output: expanded keyword list grouped by theme.

1.2 Keyword Analysis & Scoring

Prompt

Analyze and score my keyword list:

[paste keyword list]

For each keyword, assess:
- Search intent: informational / navigational / commercial / transactional
- Competition level: low / medium / high
- Estimated CPC range: [low] - [high]
- Conversion potential: low / medium / high
- Recommendation: target / test / avoid

Scoring criteria:
- Transactional intent: +3 points
- High conversion potential: +2 points
- Low competition: +1 point
- Brand keywords: +2 points
- Informational intent: -1 point

Output: keyword list sorted by priority score.

1.3 Keyword Grouping & Match Types

Prompt

Organize keywords into ad groups:

[paste scored keyword list]

Grouping rules:
- 5-20 keywords per ad group
- Group by theme/intent (not just similarity)
- Each group should have a clear ad message

For each ad group:
- Ad group name
- Theme description
- Keywords with match types:
  - Exact: [high-intent, ready-to-convert]
  - Phrase: [research-stage, comparing options]
  - Broad: [discovery, top-of-funnel] (use with caution)

Output: campaign structure with ad groups and keyword assignments.

Step 1 Output

Organized keyword list with ad groups, match types, and priority scores.

Step 2 — Create High-Converting Ad Copy

Write compelling ads that drive clicks and conversions.

2.1 Search Ad Copy

Prompt

Write search ads for each ad group:

Ad group: [name]
Theme: [description]
Keywords: [list]
Landing page: [URL]
Unique selling points: [list]

For each ad, provide:
- Headline 1 (30 chars max): [include primary keyword]
- Headline 2 (30 chars max): [benefit or offer]
- Headline 3 (30 chars max): [CTA or trust signal]
- Description 1 (90 chars max): [expand on offer + CTA]
- Description 2 (90 chars max): [secondary benefit + urgency]

Write 3 ad variations per group for A/B testing.

Also suggest:
- Sitelink extensions (4 minimum)
- Callout extensions (4 minimum)
- Structured snippet extensions

2.2 Responsive Search Ad (RSA)

Prompt

Create a Responsive Search Ad for [ad group]:

Requirements:
- 15 headlines (30 chars each)
- 4 descriptions (90 chars each)

Headline mix:
- 5 headlines with primary keyword
- 3 headlines with secondary keywords
- 3 headlines with benefits/offers
- 2 headlines with CTAs
- 2 headlines with trust signals (awards, reviews, stats)

Description mix:
- 2 descriptions focused on benefits
- 1 description focused on features
- 1 description with urgency/social proof

Pin critical headlines to position 1 (if needed for brand compliance).

2.3 Ad Copy for Other Platforms

Prompt

Adapt my ad copy for [Meta Ads / LinkedIn Ads / other]:

Original search ad: [paste ad copy]

For [platform]:
- Primary text (125 chars): [hook + benefit]
- Headline (40 chars): [clear value proposition]
- Description (30 chars): [CTA]
- Call-to-action button: [Learn More / Shop Now / Sign Up / etc.]

Additional formats:
- Carousel card headlines (if applicable)
- Video ad script (15s / 30s)
- Story ad text overlay

Maintain message consistency across platforms while adapting to format.

Step 2 Output

Complete ad copy sets ready for campaign launch.

Step 3 — Build Negative Keyword Lists

Prevent wasted spend on irrelevant clicks.

3.1 Standard Negative Keywords

Prompt

Generate negative keyword lists for my campaigns:

My business: [description]
My product/service: [what I sell]

Standard negatives to add:
- Job seekers: jobs, careers, hiring, salary, resume
- Free seekers: free, cheap, discount, torrent, download
- DIY/DYI: how to, tutorial, DIY, make your own
- Research-only: definition, meaning, what is, history
- Competitor brands (if not targeting): [list]
- Irrelevant industries: [list]

Category-specific negatives:
- [Campaign 1]: [relevant negatives]
- [Campaign 2]: [relevant negatives]

Output: negative keyword lists organized by campaign and match type.

3.2 Search Query Mining

Prompt

Analyze these search queries for negative keyword candidates:

[paste search query report data]

For each query:
- Is it relevant to my business? Yes/No
- Should I add it as a negative? Yes/No
- Match type: exact / phrase / broad
- Reason: [why negative or not]

Flag queries that:
- Have clicks but zero conversions
- Are clearly unrelated to my offering
- Are competitor brand searches (unless intentional)
- Indicate wrong intent (research vs. purchase)

Output: recommended negative keywords to add.

Step 3 Output

Comprehensive negative keyword lists to eliminate wasted spend.

Step 4 — Optimize Landing Pages

Ensure your landing pages convert the traffic you're sending.

4.1 Landing Page Audit

Prompt

Audit my landing page for PPC performance:

Landing page: [URL or describe the page]
Ad copy driving traffic: [paste ad copy]
Target keyword: [primary keyword]

Check for:
- Message match: does the page deliver what the ad promised?
- Headline clarity: is the value proposition clear in 5 seconds?
- CTA visibility: is the call-to-action prominent and compelling?
- Form friction: is the conversion process simple?
- Mobile experience: is it optimized for mobile?
- Page speed: any obvious speed issues?
- Trust signals: reviews, testimonials, security badges?
- Above-the-fold content: what's visible without scrolling?

Output: landing page scorecard with specific improvement recommendations.

4.2 Landing Page Copy Suggestions

Prompt

Suggest landing page copy improvements:

Current page: [describe or paste content]
Ad copy: [paste ads]
Target audience: [who they are]
Conversion goal: [what action you want]

Suggest improvements for:
- Headline: [more compelling, benefit-focused version]
- Subheadline: [supporting value proposition]
- Body copy: [address pain points, highlight benefits]
- CTA button text: [action-oriented, specific]
- Social proof: [what testimonials/stats to add]
- FAQ section: [common objections to address]

Output: before/after copy comparison with rationale.

Step 4 Output

Landing page optimization report with specific recommendations.

Step 5 — Configure Bid Strategy & Budget

Set up smart bidding and budget allocation.

5.1 Campaign Structure & Budget

Prompt

Design my campaign structure and budget allocation:

Total monthly budget: [amount]
Campaigns:
- [Campaign 1]: [goal, target audience]
- [Campaign 2]: [goal, target audience]
- [Campaign 3]: [goal, target audience]

For each campaign:
- Recommended daily budget: [amount]
- Bid strategy: [Maximize Conversions / Target CPA / Target ROAS / Manual CPC]
- Bid adjustments: [device, location, time of day, audience]
- Priority level: [high / medium / low]

Budget rules:
- Allocate more budget to highest-converting campaigns
- Reserve [X]% for testing new campaigns
- Set maximum CPC limits to prevent overspending

Output: campaign structure with budget and bid recommendations.

5.2 Bid Strategy Selection

Prompt

Recommend bid strategy for each campaign:

Campaign: [name]
Goal: [conversions / traffic / awareness]
Conversion history: [number of conversions in last 30 days]
Budget: [daily/monthly amount]

Strategy recommendation:
- If < 30 conversions/month: Maximize Clicks → Maximize Conversions
- If 30-50 conversions/month: Target CPA (set at current CPA + 10%)
- If > 50 conversions/month: Target ROAS or Target CPA (optimize)

Also specify:
- Bid floor (minimum): [amount]
- Bid ceiling (maximum): [amount]
- Learning period expectations: [X days]
- When to adjust: [trigger conditions]

Output: bid strategy configuration with parameters.

Step 5 Output

Complete bid strategy and budget allocation plan.

Step 6 — Design A/B Tests

Systematically improve campaign performance through testing.

6.1 Ad Copy Testing

Prompt

Design an A/B test for ad copy:

Campaign/Ad group: [name]
Current ad (Control): [paste ad copy]
Element to test: [headline / description / CTA / offer]

Test design:
- Variant A (Control): [current ad]
- Variant B (Challenger): [new version with one change]
- Variable: [what's different — only change one thing]
- Duration: [minimum 2 weeks or 100 clicks per variant]
- Success metric: [CTR / conversion rate / CPA]
- Statistical significance threshold: [95%]

Output: test plan with both variants and measurement criteria.

6.2 Landing Page Testing

Prompt

Design an A/B test for landing page:

Current page (Control): [describe current page]
Element to test: [headline / CTA / form / layout / image]

Test design:
- Variant A (Control): [current version]
- Variant B (Challenger): [what's different]
- Traffic split: [50/50 or other]
- Duration: [minimum 2-4 weeks]
- Success metric: [conversion rate / bounce rate / time on page]
- Minimum sample size: [X visitors per variant]

Output: test plan with page specifications and measurement criteria.

6.3 Test Prioritization

Prompt

Prioritize my A/B testing roadmap:

Tests I want to run:
1. [Test 1 description]
2. [Test 2 description]
3. [Test 3 description]
...

Prioritization framework (ICE score):
- Impact: How much improvement could this drive? (1-10)
- Confidence: How sure am I this will work? (1-10)
- Ease: How easy is this to implement? (1-10)

For each test, calculate ICE score and recommend:
- Run first / Run next / Run later / Don't run

Output: prioritized test roadmap with ICE scores.

Step 6 Output

A/B test plans with prioritization and measurement criteria.

Step 7 — Analyze Performance & Optimize

Review results and make data-driven optimizations.

7.1 Campaign Performance Report

Prompt

Generate my PPC performance report:

Time period: [last 7 days / 30 days / custom]
Platform: [Google Ads / Meta Ads / other]

Metrics:
- Impressions: [X]
- Clicks: [X]
- CTR: [X]%
- Average CPC: $[X]
- Conversions: [X]
- Conversion rate: [X]%
- Cost per conversion: $[X]
- Total spend: $[X]
- ROAS: [X]:1

By campaign:
| Campaign | Spend | Clicks | Conversions | CPA | ROAS |
|----------|-------|--------|-------------|-----|------|
...

Top performing:
- Best keyword: [keyword] — [metrics]
- Best ad: [ad] — [metrics]
- Best audience: [audience] — [metrics]

Underperforming:
- Worst keyword: [keyword] — [metrics]
- Worst ad: [ad] — [metrics]

Output: performance summary with highlights and concerns.

7.2 Optimization Recommendations

Prompt

Based on my PPC performance data:
[paste performance data]

Provide optimization recommendations:

Keywords:
- Which keywords to increase bids on (high conversion, low CPA)
- Which keywords to decrease bids on (high CPA, low conversion)
- Which keywords to pause (no conversions after [X] clicks)
- New keyword opportunities based on search queries

Ads:
- Which ads to pause (low CTR or conversion rate)
- Elements from winning ads to apply to others
- New ad variations to test

Budget:
- Reallocation recommendations between campaigns
- Suggestions for scaling winning campaigns
- Budget pacing (underspending / overspending alerts)

Bid strategy:
- Any adjustments needed to CPA/ROAS targets
- Device/location/time bid adjustments

Output: prioritized action items for this week.

7.3 Monthly Optimization Summary

Prompt

Generate my monthly PPC optimization summary:

This month vs. last month:
- Spend: [X] vs [Y] ([+/- %])
- Conversions: [X] vs [Y] ([+/- %])
- CPA: [X] vs [Y] ([+/- %])
- ROAS: [X] vs [Y] ([+/- %])

Key actions taken this month:
- [List optimizations made]

Results of actions:
- [Impact of each optimization]

Recommendations for next month:
1. [Priority action]
2. [Priority action]
3. [Priority action]

Testing roadmap for next month:
- [Planned A/B tests]

Output: executive summary with clear next steps.

Step 7 Output

Performance reports with data-driven optimization recommendations.

Final Closed-Loop PPC Workflow

Keywords Researched → Ad Copy Created → Negatives Added →
Landing Pages Optimized → Campaigns Launched → A/B Tests Running →
Performance Analyzed → Optimizations Applied → Next Test Cycle

Practical Usage Tips

1. Start with exact match keywords — they convert better and cost less to learn
2. Write ads for humans, not algorithms — clarity beats keyword stuffing
3. Add negative keywords weekly — search query reports reveal new waste every week
4. Your landing page matters more than your ad — optimize the page before increasing bids
5. Let campaigns run for 2-3 weeks before making major changes — algorithms need learning time
6. Test one variable at a time — you can't learn from a test with multiple changes
7. Track conversions, not just clicks — a high-CTR ad with zero conversions is a waste
8. Review search query reports religiously — they tell you exactly what people are searching for