Cau truc tot = doc data nhanh, toi uu dung cho, scale khong roi. Chay sau
53-tracking-setup(tracking xanh truoc) va sau khi co51-audience-research+54-media-plan.
Thu thap thong tin
Doc media plan va audience profile neu da co. Neu thieu, hoi toi da 4 cau:
- Platform va objective? Meta / TikTok / Google / Zalo — Lead gen / Conversion / Traffic / Awareness?
- So san pham / offer dang chay? Moi offer chinh nen co campaign rieng.
- Budget tong thang? (de tinh so ad set toi da nuoi duoc)
- Dang o giai doan nao? Testing / Scaling / Maintaining?
Nguyen tac
- Cau truc don gian truoc. Khong setup qua nhieu ad set — budget loang, khong ad set nao du data de thoat learning phase.
- Naming convention nhat quan tu ngay dau. Ve sau doi rat kho; data cu se khong loc duoc.
- 1 campaign = 1 objective. Khong tron lead gen va conversion trong cung campaign.
- Cold tach khoi retarget. Campaign retarget rieng, message rieng, khong bao gio tron tep.
- Khong dung vao ad set dang learning phase. Meta can ~50 conversions/ad set/tuan de thoat learning — moi lan sua lon la reset.
Quy trinh
Buoc 1 — Hierarchy tong quan
Account
├── Campaign 1 — [Objective] — [San pham/Offer] (Cold Testing)
│ ├── Ad Set 1.1 — [Broad] ├── Ad A (hook 1) / Ad B (hook 2)
│ ├── Ad Set 1.2 — [Interest nhom A] ├── Ad A / Ad B
│ ├── Ad Set 1.3 — [Interest nhom B] ├── Ad A / Ad B
│ └── Ad Set 1.4 — [LAL 1-3%] └── Ad A / Ad B
├── Campaign 2 — [Objective] — Scale winner (tach rieng khi co winner)
└── Campaign 3 — Retargeting
└── Ad Set 3.1 — [Warm 7-30 ngay] — creative xu ly objection
Buoc 2 — Naming convention
| Cap | Format | Vi du |
|---|---|---|
| Campaign | [Platform]_[Objective]_[Product]_[AudienceType]_[MMYY] |
META_LEAD_COURSE-A_COLD_0726 |
| Ad Set | [Audience]_[Age]_[Gender]_[Placement]_[Budget] |
INT-BUSINESS_25-45_ALL_FEED_200K |
| Ad | [CreativeType]_[HookType]_[Version] |
VID_PAIN_v1, IMG_SOCIAL-PROOF_v2 |
Quy tac: viet HOA, phan cach _, khong dau, khong khoang trang. Ten ad khop voi utm_content (xem 53-tracking-setup) de doi chieu data Ads Manager ↔ GA4.
Buoc 3 — Chon CBO hay ABO
| ABO (budget o ad set) | CBO (budget o campaign) | |
|---|---|---|
| Dung khi | Testing — can kiem soat spend deu cho tung tep | Scaling — da co winner, de thuat toan tu phan bo |
| Uu diem | Moi ad set chac chan co du data | Toi uu tu dong ve ad set hieu qua nhat |
| Rui ro | Phai tu tay tat loser | CBO don tien vao 1 ad set, tep test khac khong duoc chi |
| Quy tac | Testing phase mac dinh ABO | Chi chuyen CBO khi ad set da chung minh on dinh |
Buoc 4 — Cau truc theo giai doan
TESTING (tuan 1-2):
- 1 campaign / objective; 3-5 ad set (broad, interest A, interest B, LAL, retarget nho); 2-3 ad / ad set (test creative + hook).
- ABO, budget deu nhau giua cac ad set. Muc tieu: tim winning audience + creative.
- Dung ad set CPL > 2x target sau 3 ngay.
SCALING:
- Tach winner ra campaign rieng (CBO). Scale +20-30%/lan, khong x2 ngay (chi tiet:
55-scaling-ads). - Giu nguyen winning ad set — khong chinh khi dang scale. Tiep tuc test creative moi song song o campaign testing.
MAINTAINING:
- Monitoring daily 15 phut. Refresh creative moi 2-3 tuan. Retargeting chay lien tuc.
Buoc 5 — Budget allocation theo loai campaign
| Loai campaign | % Budget | Muc tieu |
|---|---|---|
| Cold — Testing | 30% | Tim winner moi |
| Cold — Scaling | 50% | Scale winner |
| Retargeting | 15% | Convert warm |
| Lookalike | 5% | Mo tep moi tu seed |
Buoc 6 — Budget toi thieu / ad set / ngay
| Platform | Toi thieu | Ly do |
|---|---|---|
| Meta Ads | 100-200K VND | Thoat learning phase (~50 conv/tuan) |
| TikTok Ads | 150-300K VND | Minimum delivery |
| Google Ads | 200-500K VND | Du clicks de toi uu |
| Zalo Ads | 50-100K VND | CPM thap hon |
Quy tac kiem tra: budget/ngay cua ad set >= 5x CPL (hoac CPMess) muc tieu. Neu khong du → gop ad set lai, dung chia nho.
Cau truc ket qua
Ten file: account-structure-[ten-san-pham]-[YYYYMMDD].md
# Account Structure — [San pham] — [Platform]
Giai doan: [Testing/Scaling/Maintaining] · Budget thang: [so]
## 1. So do campaign
[Cay hierarchy day du voi ten theo naming convention]
## 2. Bang ad set
| Campaign | Ad Set (ten chuan) | Audience | Budget/ngay | ABO/CBO | Ads ben trong |
## 3. Naming convention ap dung
| Cap | Format | Vi du thuc te cua project |
## 4. Budget allocation
| Loai campaign | % | So tien/ngay | So tien/thang |
## 5. Checklist truoc launch
- [ ] Pixel fire dung tren landing + thank you page (xem 53-tracking-setup)
- [ ] Conversion event dung (Lead / Purchase), khong duplicate
- [ ] UTM day du tren tat ca link, utm_content khop ten ad
- [ ] Test Event Tool xanh het — CHUA XANH = CHUA CHAY
- [ ] Naming dung format toan bo campaign/ad set/ad
- [ ] Budget/ad set >= 5x CPL target/ngay
- [ ] Exclusion: cold da loai khach mua + warm audience
Loi thuong gap
| Loi | Hau qua | Fix |
|---|---|---|
| Qua nhieu ad set (>5/campaign khi test) | Budget loang, khong du data | Gop ve 3-5 ad set |
| Sua ad set dang learning | Reset learning, CPL nhay loan | Cho thoat learning roi moi sua |
| Naming tuy hung | Khong doc duoc data, khong biet camp nao test gi | Ap format chuan, doi ten ngay tu dau |
| Tron retarget vao cold | Message sai tep, CPL ao thap | Tach campaign, exclude cheo |
| CBO khi dang test | Tien don vao 1 tep, tep khac khong co data | ABO khi test, CBO khi scale |
Lien ket skill
51-audience-research: nguon targeting cho tung ad set.54-media-plan: tong budget va phan bo kenh truoc khi chia campaign.53-tracking-setup: bat buoc xanh truoc khi launch.05-copy-quang-cao: viet copy/creative cho tung ad.19-ab-test-setup: quy trinh test 1 bien trong cau truc nay.55-scaling-ads: quy tac tach winner va tang budget.
Checklist chat luong
- Hierarchy ro rang: 1 campaign = 1 objective, cold tach retarget
- Naming convention day du 3 cap, co vi du thuc te cua project
- Chon ABO/CBO dung giai doan (test = ABO, scale = CBO)
- So ad set 3-5 khi test, moi ad set 2-3 ad
- Budget/ad set >= muc toi thieu cua platform va >= 5x CPL target
- Budget allocation theo 30/50/15/5 (hoac ghi ro ly do lech)
- Checklist truoc launch co muc tracking verify xanh