IIT Kanpur · 13 Jun 2026

Session 2 — Buy Intent, Not Clicks · Prompts & Activities

The funnel: gate → tier → build → fire

Saturday, 13 June 2026 3:30 – 6:30 PM IST Part 1 · break · Part 2 Faculty: Siddhesh Joglekar

How to use this sheet

Every prompt follows CRISP. Replace everything in [brackets] with your real numbers.
Paste real inputs — your real AOV, your real margin, the keyword map you built. Never let the AI invent your source material.
The output is a draft to interrogate, not gospel. The AI gives you 30 keywords in 20 seconds; your skill is knowing which 8 deserve your first ₹10,000.

The CRISP framework — how we prompt, every time

C	Context	Who you are, your offer, your numbers, the goal.
R	Role	The expert hat the AI wears.
I	Intent	The task, sequenced. One job at a time.
S	Specifics	The constraints that make it yours — margin net of RTO, category CPCs, realistic conversion.
P	Parameters	The guardrails and the self-check.

A CRISP prompt is a brief, not a wish. The brief is where the quality is decided.

Part 1 · live exercise

Prompt 1 — Affordability gate + keyword map

Use it in: Run your payback verdict, then tier your intent map.

Tool: Claude / ChatGPT / Gemini

Act as a paid-search strategist for India.

Offer [X], AOV ₹[Y], contribution margin ₹[Z net-of-RTO], target CAC ₹[Z].

First: estimate whether Search can pay back inside one purchase at category
CPCs and a 2% landing conversion — yes/no with the math.

Then: 30 keywords grouped transactional / commercial / informational, each
with match type, starting-bid logic, and budget-now-or-wait.

Watch-outs

Use net-of-RTO contribution margin, not gross. This is the #1 mistake — it flips the verdict.
Category CPCs vary ~10x (EdTech commercial ₹15–60 · D2C product ₹8–30 · BFSI commercial ₹150–500+). Force the AI to use your category.
The keyword list is a draft — the AI doesn't know your category's search volume. Pressure-test it against reality (and next week, against the real search-term report).

Coach's note — The AI will give you 30 keywords in 20 seconds. Your skill is knowing which 8 deserve your first ₹10,000.

Part 2 · live exercise

Prompt 2 — Google Ads architect (structure + ads + handoff)

Use it in: Build the campaign, fire the lead handoff.

Tool: Claude / ChatGPT

First: Feed it the keyword map you built before the break.

Act as a Google Ads architect.

Given my keyword map [paste], propose a campaign → ad-group structure, one
tight intent theme per ad group.

For each ad group: 3 RSA headlines + 2 descriptions.

Then: how do I get a lead-form submission into a CRM/sheet automatically, and
which conversion action do I optimise toward?

Watch-outs

One tight intent theme per ad group. Keyword-soup (everything in one group) tanks Quality Score and hides your winners.
RSA copy is a strong first draft — the AI doesn't know your Quality Score history or real CPCs. Edit, don't ship.
On "which conversion action": push it to answer net-of-RTO Confirmed Purchase. If it says "clicks" or "all conversions," that's your cue it doesn't understand your funnel.

Coach's note — The prompt builds the skeleton in a minute. You're paid for the judgement that keeps the skeleton honest.

One offer. One intent map. One funnel: gate → tier → build → fire.

Broad match is a loan against your negative-keyword discipline. Most beginners can't pay it back.