Plan khong co data cu = doan mo = dot tien. Thu tu bat bien: Quet data → Nhan winner → Fix/dung loser → Test hypothesis moi. Day la skill cuoi chuoi performance va la skill dau cua chu ky moi.
Thu thap thong tin
Buoc 0 — LUON quet data cu truoc (input bat buoc)
Truoc khi viet bat ky dong plan nao, phai co:
- Performance report ky truoc (tu
07-bao-cao-marketinghoac dashboard tracking) — spend, CPL, ROAS, leads, don theo kenh/campaign/creative. - Audit neu ky truoc co van de (tu
21-audit-ads-performance/03-danh-gia-hieu-suat). - KPI target ky moi — giu hay doi? (neu doi, tinh lai bang
10-tinh-kpi-nguoc) - Budget ky moi va offer/san pham moi se chay (neu co).
Thieu report → dung lai, yeu cau data hoac chay 07-bao-cao-marketing truoc. Neu chi thieu 1 phan, ghi ro gia dinh trong plan.
Nguyen tac
- Luon quet data truoc. Khong len plan tu cam tinh hay tu "thay co ve on".
- Nhan winner truoc khi test moi. Von uu tien cho thu da chung minh; cai moi chi duoc 30% budget testing.
- Toi da 2-3 hypothesis moi/ky. Test nhieu hon → khong du data ket luan cai nao.
- Moi quyet dinh giu/dung/thay phai co so lieu di kem. "Creative A CPL 15K vs target 12K, frequency 3.1" — khong ghi "chay kem".
- Budget ky sau lap theo 3 kich ban. Xau / Co so / Tot — cam ket theo Co so, chuan bi san hanh dong cho 2 kich ban con lai.
Quy trinh
Buoc 1 — Review ky truoc
| Da work (GIU) | Khong work (DUNG/FIX) | Chua test (THEM VAO) |
|---|---|---|
| [winning creative/audience/kenh + so lieu] | [losing ad set + so lieu + ly do] | [hypothesis moi tu quan sat] |
Rut winning patterns:
- Creative type: video / static / carousel — cai nao CPL tot nhat?
- Hook type: pain / curiosity / social proof — hook nao CTR cao nhat?
- Audience: interest / broad / LAL — tep nao re va chat nhat?
- Kenh: kenh nao ROAS cao nhat? Kenh nao dang keo tut trung binh?
- Bai hoc van hanh: gio vang, tan suat refresh creative, loi setup da gap.
Buoc 2 — Dinh huong ky moi
| Ky plan | Budget tong | Objective | KPI target | Campaign/Offer moi |
|---|---|---|---|---|
| [thang/quy] | [so] | [lead/conv] | CPL [so] / ROAS [so]x / Leads [so] | [neu co] |
Buoc 3 — Nhan winner
| Winner goc | CPL/ROAS ky truoc | Nhan ban thanh | Thay doi gi | Budget moi | Kenh |
|---|---|---|---|---|---|
| [Creative A] | [so] | Giu nguyen + tang budget +20-30% | Khong doi | [so] | [x] |
| [Audience B] | [so] | Duplicate + creative moi | Them 2 variant | [so] | [x] |
| [Hook C] | [so] | Adapt sang kenh moi | Doi format | [so] | [x] |
Ap quy tac 55-scaling-ads: tang +20-30%/lan, khong x2; giu nguyen winning ad set.
Buoc 4 — Dung / fix loser
| Campaign / Ad set | Van de (so lieu) | Quyet dinh | Neu fix: thay gi |
|---|---|---|---|
| [ten] | CPL > 2x target 3 ngay | DUNG | — |
| [ten] | CTR < 0.5% | FIX | Doi creative/hook, giu tep |
| [ten] | Frequency > 3.5, CTR giam 30% | FIX | Refresh creative, mo tep |
Moi loser dung phai ghi ly do vao log — de ky sau khong test lai y het.
Buoc 5 — Phan bo budget ky moi
| Campaign | Muc tieu | Budget/ngay | % Tong |
|---|---|---|---|
| Scale winner | Maintain + grow | [so] | 50% |
| Testing (hypothesis moi) | Tim winner moi | [so] | 30% |
| Retargeting | Convert warm | [so] | 15% |
| Lookalike | Scale tu seed moi | [so] | 5% |
| Tong | 100% |
Buoc 6 — Budget ky sau theo 3 kich ban
| Kich ban | Gia dinh | Budget | Leads du kien | Hanh dong neu xay ra |
|---|---|---|---|---|
| Xau | CPL +30% vs ky truoc (mua cao diem, fatigue) | [so] | [so] | Cat testing con 20%, don ve winner + retarget |
| Co so | CPL bang ky truoc | [so] | [so] | Chay dung plan nay |
| Tot | CPL -20% (winner moi an) | [so] | [so] | Day them budget scale +20%/72h, mo kenh moi |
Cam ket voi stakeholder theo kich ban Co so; 2 kich ban con lai co san action de khong bi dong.
Buoc 7 — Hypothesis moi can test (toi da 2-3)
| # | Hypothesis ("Neu X thi Y vi Z") | Bien test | Platform | KPI do | Timeline |
|---|---|---|---|---|---|
| 1 | [vd: Neu dung UGC testimonial thi CPL giam vi trust cao hon] | Creative format | [x] | CPL | 7 ngay |
| 2 | [vd: Neu mo LAL 3% thi volume tang ma CPL giu] | Audience | [x] | CPL | 7 ngay |
Setup va tieu chi ket luan theo 19-ab-test-setup (1 bien/lan, >=7 ngay, du conversions).
Buoc 8 — Creative pipeline
| Creative can lam | Type | Hook | Kenh | Deadline | Dung cho |
|---|---|---|---|---|---|
| [ten] | Video | Pain | Meta | [ngay] | Testing |
| [ten] | Static | Social proof | Meta | [ngay] | MOFU/Retarget |
| [ten] | UGC | Testimonial | TikTok | [ngay] | Scale |
Luon co 2-3 creative du tru truoc khi ky moi bat dau — khong doi fatigue moi brief.
Buoc 9 — Lich theo tuan + nguong nghiem thu
| Tuan | Focus | Action | % KPI thang can dat (luy ke) |
|---|---|---|---|
| 1 | Launch winner clones | Setup + launch, verify tracking | 20% |
| 2 | Launch test moi | Chay hypothesis, doc so ngay 3 | 45% |
| 3 | Optimize | Scale winner, pause loser | 70% |
| 4 | Review + chuan bi ky sau | Pull data, viet report, draft plan moi | 100% |
Cuoi moi tuan doi chieu luy ke vs nguong: hut > 15% → kich hoat hanh dong kich ban Xau ngay, khong doi het thang.
Cau truc ket qua
Ten file: next-ads-plan-[ten-san-pham]-[YYYYMMDD].md — gom 9 phan theo dung 9 buoc tren (Review · Dinh huong · Nhan winner · Dung loser · Budget split · 3 kich ban · Hypothesis · Creative pipeline · Lich tuan).
Lien ket skill
07-bao-cao-marketing: nguon data chinh — chay truoc skill nay.21-audit-ads-performance/03-danh-gia-hieu-suat: neu ky truoc co van de, audit truoc khi plan.10-tinh-kpi-nguoc: tinh lai KPI khi doi target/budget/offer.54-media-plan: khi ky moi thay doi lon (kenh moi, offer moi) → lap lai media plan day du.19-ab-test-setup: chi tiet setup hypothesis test.52-account-structure: setup campaign moi theo plan nay va launch.
Checklist chat luong
- Da doc report/audit ky truoc — plan khong viet tu cam tinh
- Bang review co du 3 cot: giu / dung-fix / chua test, kem so lieu
- Winner duoc nhan truoc, tuan thu quy tac scale +20-30%
- Moi loser dung co ly do ghi vao log
- Budget split theo 30/50/15/5, cong dung 100%
- Budget ky sau co 3 kich ban kem hanh dong tuong ung
- Toi da 2-3 hypothesis, moi cai co bien test + KPI + timeline
- Creative pipeline co deadline, san 2-3 creative du tru
- Lich tuan co nguong nghiem thu luy ke 20/45/70/100% KPI thang