Targeting sai = dot tien du copy hay, creative dep. Skill nay la buoc dau tien cua chuoi performance: 51 → 10-tinh-kpi-nguoc → 54-media-plan → 53-tracking-setup → 52-account-structure. Neu chua co insight khach hang, goi
09-insight-khach-hangtruoc.
Thu thap thong tin
Doc .agents/product-marketing-context.md va output cua 09-insight-khach-hang neu co. Neu thieu, hoi toi da 4 cau:
- San pham / dich vu can chay ads? Gia ban va phan khuc thi truong (mass / mid / premium)?
- Da co data khach hang hien tai chua? (tuoi, gioi, dia ly, hanh vi mua, danh sach khach cu / lead cu / pixel data)
- Kenh can setup targeting? Meta / TikTok / Google / Zalo / YouTube — va objective chinh: Lead gen / Conversion / Traffic / Awareness?
- Ngan sach du kien va KPI target? (CPL / CPMess muc tieu neu da tinh — neu chua, goi
10-tinh-kpi-nguoc)
Nguyen tac
- Targeting sai = dot tien. Lam audience research truoc khi viet copy hay len camp — khong lam nguoc.
- Khong lam 1 lan roi bo. Update audience profile khi co data campaign thuc te (sau 3-5 ngay chay, so sanh CPL/CPA theo segment).
- Cold: test broad truoc, narrow sau. Chi thu hep khi da co data chung minh. Thuat toan hien tai toi uu tot voi tep rong + creative dung.
- Khong nhoi qua nhieu interest cung luc. Moi ad set 1 nhom interest ro rang — nhieu interest tron lan thi khong biet cai nao work.
- Tep viet dung ngon ngu khach hang. Pain point ghi theo loi khach noi, khong viet nhu marketer.
- Audience size toi thieu cho cold: 100K-500K. Tep qua nho → CPM cao, nhanh bao hoa; qua rong khong co creative dan loi → loang.
Quy trinh
Buoc 1 — Core audience profile
Tong hop tu data khach hien tai (CRM, page insight, don hang) + insight tu 09-insight-khach-hang:
| Hang muc | Chi tiet |
|---|---|
| Tuoi | [khoang tuoi chinh + khoang phu] |
| Gioi tinh | [ti le nam/nu theo data thuc] |
| Dia ly | [tinh/thanh uu tien — theo kha nang giao hang/phuc vu] |
| Thu nhap uoc tinh | [khop voi muc gia san pham] |
| Nghe nghiep / vai tro | [nhom chinh] |
| Thiet bi chinh | Mobile / Desktop / Ca hai |
Buoc 2 — Psychographic & behavior
- Pain points chinh: 3-5 diem, viet dung ngon ngu khach hang.
- Motivation mua: ho mua vi muon dat gi / tranh gi.
- Online behavior: nen tang hay dung, gio online peak theo tung kenh (sang/trua/toi), loai content hay tuong tac (video / carousel / static / text).
Buoc 3 — Targeting settings theo kenh
Chi lam cho kenh se chay. Moi kenh output 1 block san setup:
- Meta Ads: Age range, Gender, Locations; Detailed targeting 10-15 interests lien quan (chia nhom de test rieng); Behaviors; Exclusions (khach da mua, lead da submit); danh gia Broad vs Narrow.
- TikTok Ads: Age, Gender, Interests, Behaviors (video lien quan da xem), Device iOS/Android.
- Google Ads: In-market audiences; Custom intent 10-15 keywords; Affinity; Customer match neu co danh sach.
- Zalo Ads: Do tuoi, gioi, dia ly, nghe nghiep, thiet bi.
- YouTube Ads: Custom intent (keywords video khach hay xem), Placement (kenh/video cu the), Topics.
Buoc 4 — Phan tang cold / warm / hot
| Tier | Dinh nghia | Signal | Nguon |
|---|---|---|---|
| Hot | Vao LP, add to cart, mo form, inbox chua chot | Pixel events, inbox | Meta, Google, CRM |
| Warm | Xem video >50%, engage page/post, click link, follow | Engagement custom audience | Meta, TikTok |
| Cold | Chua biet brand | Interest / behavior / broad / LAL | Tat ca kenh |
Quy tac: cold va warm/hot phai nam o campaign khac nhau, message khac nhau (xem 56-retargeting-plan). Luon exclude warm/hot khoi campaign cold de data sach.
Buoc 5 — Lookalike seed
| Seed | Size toi thieu | LAL % | Platform | Muc tieu |
|---|---|---|---|---|
| Khach da mua | >=100 | 1-3% | Meta | Tim nguoi giong khach tot nhat |
| Lead chat luong | >=500 | 1-5% | Meta | Scale lead gen |
| Video viewer 75% | >=1000 | Broad LAL | TikTok | Scale awareness |
| Email list | >=300 | 1-5% | Meta | Mo rong tu CRM |
Seed cang chat (khach mua > lead > viewer) thi LAL cang chat luong. Khong tao LAL tu seed duoi nguong size.
Buoc 6 — Gia thuyet targeting de test
Moi gia thuyet 1 dong, dang "Neu target [X] thi [metric] se [Y] vi [Z]" — chuyen cho 19-ab-test-setup va 52-account-structure de len ad set:
| # | Gia thuyet | Bien test | Metric do | Uu tien |
|---|---|---|---|---|
| 1 | Broad + creative manh re hon interest | Broad vs Interest | CPL | Cao |
| 2 | [Interest nhom A] sat pain hon [nhom B] | Interest A vs B | CPL, CTR | Cao |
| 3 | LAL 1% khach mua chat hon LAL 3% | LAL % | CPL, close rate | Trung binh |
| 4 | [Age segment X] chuyen doi tot hon | Age split | CPL | Thap |
Toi da 3-5 ad set test cung luc — nhieu hon thi budget loang, khong du data ket luan.
Cau truc ket qua
Ten file: audience-research-[ten-san-pham]-[YYYYMMDD].md
# Audience Research — [San pham]
Ngay: [YYYY-MM-DD] · Kenh: [Meta/TikTok/...] · Objective: [Lead/Conversion/...]
## 1. Core audience profile
| Tuoi | Gioi | Dia ly | Thu nhap | Nghe nghiep | Thiet bi |
## 2. Psychographic & behavior
- Pain points: [3-5, ngon ngu khach hang]
- Motivation: [muon gi / tranh gi]
- Online behavior: [nen tang, gio peak, format ua thich]
## 3. Targeting settings theo kenh
### Meta: [age/gender/location/interests theo nhom/behaviors/exclusions]
### TikTok: [...] · Google: [...] · Zalo: [...]
## 4. Audience tiers
| Tier | Audience | Signal | Campaign su dung |
## 5. Lookalike seeds
| Seed | Size | LAL % | Platform | Muc tieu |
## 6. Gia thuyet targeting (chuyen cho A/B test)
| # | Gia thuyet | Bien test | Metric | Uu tien |
## 7. Ghi chu do rong tep
- Audience size uoc tinh tung ad set: [so] — cold nen o 100K-500K
- Overlap can tranh: [cac tep de trung nhau]
Sau khi co data thuc te
- Sau 3-5 ngay chay: so sanh CPL/CPA theo tung audience segment, ghi lai winner/loser vao profile.
- Tep thang → nhan sang LAL/broad tuong tu (xem
55-scaling-ads). Tep thua → ghi ly do, khong test lai y het. - Moi ky (thang) doi chieu lai profile voi data CRM: lead tu tep nao chot tot nhat — CPL re chua chac lead chat.
Lien ket skill
09-insight-khach-hang: chay truoc — cung insight, pain, ngon ngu khach hang.08-nghien-cuu-doi-thu: xem doi thu dang target ai, angle nao (Ads Library).10-tinh-kpi-nguoc: tinh CPL max / budget truoc khi len plan.54-media-plan: dung audience nay de phan bo kenh va budget.52-account-structure: chuyen targeting settings thanh cau truc ad set.56-retargeting-plan: chi tiet phan tang warm/hot va message theo tang.
Checklist chat luong
- Profile dua tren data thuc (CRM, page insight, khao sat) — khong doan
- Pain points viet dung ngon ngu khach hang, khong phai ngon ngu marketer
- Targeting settings du cho tung kenh se chay, san paste vao Ads Manager
- Co du 3 tang cold/warm/hot + quy tac exclude giua cac tang
- LAL seed du size toi thieu, ghi ro % test
- Co 3-5 gia thuyet targeting kem bien test va metric do
- Audience size cold trong khoang 100K-500K (hoac ghi ro ly do lech)
- Co ke hoach update profile sau 3-5 ngay chay thuc te