lolovnmedia
2 posts
Sep 27, 2025
7:12 PM
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Setup chien dich quang cao cho mua cao diem (Black Friday, Tet...)
Mua cao diem (nhu Black Friday, mua Tet, mua giang sinh) la thoi diem vang de cac doanh nghiep (DN) tang truong doanh so mot cach dot pha. Tuy nhien, day cung la mua canh tranh quang cao khoc liet nhat, khi ma Chi phi moi luot hien thi (CPM) va Chi phi chuyen doi (CPA) co the tang vot. De chien thang trong cac mua cao diem nay, viec Setup chien dich Facebook Ads can duoc thuc hien voi mot chien luoc ro rang, duoc chuan bi ky luong va co he thong tu truoc. Bai viet nay se huong dan ban cac buoc chinh de thiet lap va toi uu mot chien dich quang cao mua cao diem hieu qua nhat.
xem them: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/
1. Chuan bi Nen tang truoc mua cao diem (4-6 tuan)
Thanh cong cua mua cao diem khong den tu nhung ngay cuoi cung, ma den tu su chuan bi som.
Kiem tra Suc khoe Tai khoan va Pixel
Truoc mua cao diem, tai khoan quang cao (Ad Account) phai o trang thai khoi phuc (Good Standing), tranh moi rui ro bi han che hoac khoa tai khoan.
Xac minh Pixel: Dam bao Facebook Pixel (va Conversion API) hoat dong hoan hao, ghi nhan chinh xac tat ca cac su kien chuyen doi (Purchase, AddToCart, InitiateCheckout). Neu Pixel co su co trong mua cao diem, thuat toan se toi uu sai va ban se mat hang chuc trieu dong mot cach oan uong.
Lam nong Fanpage: Tang cuong cac hoat dong tuong tac (Engagement) tren Fanpage de lam quen khach hang voi thuong hieu. Nhung tuong tac ban dau nay giup quang cao trong mua cao diem co diem lien quan (Relevance Score) cao hon.
Xay dung va Lam nong Custom Audience
Du lieu khach hang la tai san quy gia nhat trong mua cao diem.
Tao Custom Audience sau: Xay dung cac tap Custom Audience chi tiet (vi du: Nguoi da xem san pham X trong 30 ngay gan nhat; Nguoi da AddToCart trong 7 ngay gan nhat) de chuan bi cho chien dich Retargeting chuyen sau.
Xay dung Lookalike Audience (LAL): Chay cac chien dich lay Lead chat luong tu 4-6 tuan truoc de co du du lieu tao ra cac tap LAL 1% chat luong cao tu cac tap Khach hang da mua hoac Lead chat luong lam tap doi tuong Cold Audience chinh trong mua cao diem.
2. Setup Chien luoc Ngan sach va Dau thau
Trong mua cao diem, ngan sach (Budget) phai du lon de canh tranh CPM cao va toi uu hoa chuyen doi.
Su dung CBO va Tang Ngan sach dot pha
Ap dung CBO: Luon su dung Campaign Budget Optimization (CBO) de Facebook tu dong phan bo ngan sach vao Ad Set nao dang co hieu suat tot nhat, giam thieu rui ro khi canh tranh thay doi theo tung gio.
Ngan sach Ly tuong: Dat ngan sach cao hon binh thuong tu 30% - 50% de dam bao Ad Set thoat khoi Learning Phase ngay ca khi ty le chuyen doi trong mua cao diem tang vot. Trong cac dip nhu Black Friday, mot so chuyen gia nhu Lolo Media co the de nghi tang gap doi ngan sach de tranh bi mat co hoi hien thi.
Chien luoc Dau thau (Bidding) Thong minh
Khi CPM tang cao, cach dau thau cua ban tro nen rat quan trong.
Tap trung vao Lowest Cost (Chi phi thap nhat): O giai doan dau, hay de Facebook tu dau gia o muc thap nhat de lay du lieu.
Su dung Bid Cap/Cost Cap (Gioi han Chi phi): Neu CPA cua ban tro nen qua dat do, hay thiet lap Cost Cap de gioi han chi phi mua mot don hang. Tuy nhien, hay dat Cost Cap cao hon CPA muc tieu cua ban mot chut de tranh bi mat co hoi hien thi. Luu y: Viec nay chi nen duoc ap dung khi ban da co du du lieu ve CPA on dinh.
3. Chien luoc Creative va Offer theo Funnel Marketing
Mua cao diem la mua cua quyet dinh nhanh, Creative va Offer phai ro rang, thuyet phuc va phu hop voi tung lop khach hang.
Chien dich Lanh (Cold Campaign - Lay khach hang moi)
Doi tuong: LAL 1% tu khach hang da mua hang.
Creative: Su dung Video hoac Carousel Ads gioi thieu san pham chu luc (Best Seller) hoac bo suu tap mua le. Noi dung phai nhan manh loi ich (Benefit) va su khac biet cua thuong hieu.
Offer: Khuyen khich AddToCart (vi du: Tang Ma giam gia 10% cho lan mua dau tien). Muc tieu la keo ho vao phan Retargeting.
Chien dich Nong (Retargeting Campaign - Chot don)
Doi tuong: Nguoi da AddToCart hoac InitiateCheckout trong 7-14 ngay.
Creative: Su dung Dynamic Product Ads (DPA) de hien thi chinh xac san pham ho da bo lai.
Offer: Bao gom y to Khan cap (Urgency) va Thieu hut (Scarcity). Vi du: "Gio hang cua ban sap het han. Chi con 12h de nhan Mien Phi Van Chuyen!" hoac "Chi con 5 san pham cuoi cung!"
Chien luoc Loai tru (Exclusion)
Luon loai tru: Nguoi da mua hang (Purchase) trong 7 ngay gan nhat khoi tat ca cac chien dich ban hang de tranh lam phien va lang phi ngan sach.
xem them: Cach su dung Ads Manager de phan tich hieu qua chien dich.
4. Lien tuc Dieu chinh va Toi uu (Trong mua cao diem)
Trong mua cao diem, viec theo doi phai duoc thuc hien hang gio chu khong phai hang ngay.
Nhan dien va Tat Quang cao thua lo
Phan tich nhanh: Hang ngay, vao Ads Manager, Breakdown theo Placement va Thiet bi de xem chinh xac vi tri hien thi nao dang co CPA qua cao.
Tat Ad Sets thua lo: Tat ngay cac Ad Sets co CPA vuot qua nguong cho phep cua ban. Chuyen ngan sach duoc tiet kiem sang cac Ad Sets/Campaigns dang co ROAS tot.
Tinh Linh hoat trong Creative
Chuan bi san: Chuan bi toi thieu 5-7 Creative moi (hinh anh, video, thong diep) cho moi Ad Set. Khi Tan suat (Frequency) cua mot Creative bat dau tang cao (tren 3.0), hay doi ngay sang Creative moi de tranh Ad Fatigue va duy tri CTR.
Tuong tac nhanh: Tang cuong bo phan phan hoi Comment va Inbox de chot don nhanh chong. Toc do tu van trong mua cao diem la chi huyet quyet dinh ty le chuyen doi.
Chien dich quang cao mua cao diem doi hoi su phoi hop hoan hao giua chien luoc du lieu, ngan sach va noi dung sang tao. Lolo Media voi kinh nghiem van hanh chien dich cho hang tram thuong hieu trong cac mua le lon luon khuyen nghi bat dau som, lam nong du lieu, va thuc hien A/B Testing ky luong truoc khi buoc vao cuoc chien gia ca khoc liet. Chi khi chuan bi tu goc (nen tang du lieu) den ngon (Creative), chien dich cua ban moi co the bung no doanh so mot cach an toan.
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