All session materials
IIT Kanpur ·
Session 3 — Reading the Money · Prompts & Activities
Read the report → memorise the rule
Read the report → memorise the rule
How to use this sheet
- Every prompt follows CRISP. Replace everything in
[brackets]with your real numbers. - Paste your real search-term report and real campaign numbers. The AI sorts fast; you own the calls it can't see.
- Operators memorise thresholds. The point of these prompts is to hand you a number you can put on a sticky note — not advice you have to interpret.
The CRISP framework — how we prompt, every time
| C | Context | Your offer, your numbers, the report. |
| R | Role | The expert hat the AI wears. |
| I | Intent | The task, sequenced. One job at a time. |
| S | Specifics | Closeability, phrase/exact, campaign/list level, your CAC ceiling. |
| 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 — The optimisation analyst (classify the search-term report)
Act as a paid-search optimisation analyst.
Here is my search-term report [paste].
Classify each term: convert-and-keep, raise-bid, add-as-negative, or watch.
For each negative, give the one-line reason I'd defend to my manager, AND
whether it should be a phrase or exact negative at campaign or list level.
Flag high-spend / zero-conversion terms first.
Watch-outs
- The AI can read cost and conversion columns brilliantly. It cannot know your sales team's closeability — that judgement stays human.
- Sanity-check that a term actually appeared with real spend before you block it. Don't negate a ghost.
- The one-line defensible reason matters: if you can't defend the negative to your manager, don't add it.
Coach's note — Let the AI triage the report in twenty seconds. Spend your saved hour on the closeability calls it's blind to.
Part 2 · live exercise
Prompt 2 — The bidding strategist (get the override rule)
Act as a bidding strategist. Campaign has [conversions/week], CAC ceiling ₹[X], current CPA ₹[Y]. Recommend manual CPC / Maximize Conversions / tCPA, and the minimum conversion volume before tCPA is trustworthy. State the override rule as a number I can put on a sticky note.
Watch-outs
- The recommendation is only as good as the volume number you feed it. Give real conversions/week.
- The AI may default to smart bidding because it's the fashion. Push back with your real volume — under ~15 conversions/month, Manual CPC is the right answer regardless of what's trendy.
- The last line is the whole point: make it hand you a number, not a lecture.
Coach's note — A good bidding prompt ends in a number you can act on, not advice you have to interpret.
Read the report. Memorise the rule. Don't outsource your judgement to a prompt every time.
The numbers, resolved — not buried in a prompt.