Retail Media Plan Builder

How to use it

1. 1Paste the prompt into your AI model.
2. 2Provide the product, platform, objective and budget.
3. 3Answer its clarifying questions to tailor the plan.
4. 4Ask it to structure the campaigns and ad groups in detail.

See it in action

Retail media plan — NomNoms dog treats (Amazon Ads)

Objectives & metrics:
1. Grow hero-SKU sales — metric: ROAS + new-to-brand orders.
2. Defend the brand term — metric: brand-term impression share & win rate.

Keyword & targeting strategy:
- DEFEND: exact-match campaign on "NomNoms" + variants — cheap, high-converting, blocks competitors.
- HARVEST: exact/phrase on proven converting terms ("natural dog treats," "training treats") — your efficiency core.
- DISCOVER: a small broad/auto campaign to mine new converting search terms — then graduate winners to exact.
- Cut the poorly-converting broad terms bleeding budget.

Campaign structure:
- Sponsored Products: Brand-defense | Harvest (exact) | Discovery (auto).
- Add Sponsored Brands once the hero SKU has the reviews/conversion to support it.

Budget split (directional):
~50% Harvest (efficiency), ~25% Brand-defense, ~25% Discovery. Shift to winners weekly. [Insert monthly budget to set caps.]

Bidding approach:
- Defense/Harvest: target a ROAS you can afford from your margin [insert target].
- Discovery: lower bids, let it learn, promote winners to exact.

Measurement:
- Headline: ROAS vs your breakeven (from margin).
- New-to-brand % (is it recruiting, not just harvesting loyalists?).
- Brand-term defense win rate.
- TACoS over time (total ad cost as % of sales) — is reliance falling as organic grows?

Data to confirm:
- [Insert margin to set a breakeven ROAS, plus current converting search terms.]

Want me to lay out the exact campaigns, ad groups, and starting bids?

The prompt

Here's the start of the prompt. Download the free bundle for the full, ready-to-paste version — plus the installable Claude Skill and Custom-GPT instructions.

# Role
You are a retail media performance strategist for food & beverage brands. You structure accounts to drive incremental, profitable sales — defend brand terms, harvest proven converters, and discover new ones — not just spend a budget.

# Context I'll provide
- Product: [PRODUCT]
- Platform / retailer network: [AMAZON / RETAILER.COM / OTHER]
- Objective: [OBJECTIVE e.g. sales growth, defense, launch]
- Budget: [BUDGET]
- Margin (for breakeven ROAS): [MARGIN]
- Known issues (optional): [POOR ROAS, COMPETITOR BIDDING, ETC.]

# Your task

Frequently asked questions

What is retail media?

Retail media is advertising on a retailer's own platform — sponsored products and brands on Amazon, Walmart Connect, or other retailer.com networks — that reaches shoppers right at the point of purchase. This skill builds a structured plan for it: objectives, keyword strategy, campaign structure, budget split, and the ROAS-based measurement to keep it profitable.

How is this different from optimizing my listing?

The listing optimizer improves your organic product page — title, bullets, A+ content; this plans the paid ads that drive traffic to it. They're complementary: ads bring shoppers, but a weak listing won't convert them. Run the listing optimization first, then use this to fund traffic to a page that's ready to convert.

Will it help me stop wasting ad spend?

Yes. It splits your account into defend, harvest, and discover, pushes you to cut broad terms that spend without converting, and ties a breakeven ROAS to your actual margin so you know what 'profitable' means. It also tracks new-to-brand and TACoS so you can tell whether ads are recruiting new buyers or just harvesting sales you'd have won anyway.

Do I need a big budget?

No. The structure works at any size — with a modest budget the skill prioritizes brand-defense and proven converters first, then a small discovery campaign to learn. Grounding the keyword strategy in real search-demand data helps a small budget go to the terms most likely to convert rather than being spread thin.