| name | 54-media-plan |
| description | Dung khi can lap ke hoach chi tieu quang cao cho mot ky — tinh nguoc tu doanh thu, phan bo theo kenh va tang pheu, ty le testing 30 scale 50 retarget 15 lookalike 5, va timeline ramp-up. Kich hoat khi user nhac 'media plan', 'plan ads thang toi', 'phan bo ngan sach quang cao', 'chay bao nhieu tien', 'chia budget cho kenh nao', 'ke hoach chay ads'. Khong dung cho — phan bo ngan sach marketing tong the ngoai ads thi dung skill 61-budget-planning; tinh CPL toi da thi dung skill 10-tinh-kpi-nguoc. |
| metadata | {"version":"1.0.1","category":"performance"} |
| license | MIT |
| triggers | ["media plan","plan ads","ke hoach chay ads","phan bo ngan sach ads","budget allocation","plan Meta Ads","plan TikTok Ads","len ke hoach quang cao"] |
| output | File .md — media plan day du: KPI tinh nguoc, phan bo kenh + funnel + loai campaign, timeline ramp-up, KPI target theo kenh, contingency plan |
| related | ["10-tinh-kpi-nguoc","51-audience-research","53-tracking-setup","52-account-structure","00-ke-hoach-mkt","57-next-ads-plan"] |
Media Plan — Ke Hoach Chay Ads
Plan khong co KPI cu the = khong biet thang hay thua. Moi so trong plan phai truy duoc ve doanh thu muc tieu. Goi 10-tinh-kpi-nguoc de tinh CPL max / budget truoc khi phan bo.
Thu thap thong tin
Doc .agents/product-marketing-context.md, output 51-audience-research va 10-tinh-kpi-nguoc neu co. Neu thieu, hoi toi da 4 cau:
- San pham / offer can chay va revenue target? (doanh thu muc tieu thang hoac campaign + AOV + gross margin %)
- Budget tong bao nhieu / thang? Co gioi han cung khong hay tinh nguoc tu revenue?
- Kenh muon chay va objective chinh? Meta / TikTok / Google / Zalo / YouTube — Lead gen / Conversion / Traffic?
- Timeline campaign bao nhieu tuan? Co moc mua vu / launch nao phai bam khong?
Nguyen tac
- Tinh nguoc tu doanh thu, khong tu "so tien co san". Doanh thu → so don → so lead → CPL max → budget. Neu budget co san < budget can → ha target hoac ha CPL, khong tu lua.
- Phan bo theo funnel, khong don het vao 1 kenh / 1 tang. Chi chay BOFU tu dau = CPA cao vi chua co trust.
- Plan phai co so cu the. Khong de blank KPI. Moi kenh co CPL/CPMess target rieng.
- Review moi tuan, dieu chinh theo data. Plan la gia thuyet — data thuc te quyet dinh.
- Testing truoc, scale sau. Tuan 1-2 la chi phi hoc — khong danh gia ROAS tuan dau.
Quy trinh
Buoc 1 — Tinh KPI nguoc (goi 10-tinh-kpi-nguoc)
Doanh thu muc tieu / AOV = So don can
So don / Close rate = So lead can
Max CPL = (Doanh thu x Gross margin %) / So lead
Break-even ROAS = 1 / Gross margin %
Target ROAS = Break-even ROAS x 1.5
Budget ads can = So lead x CPL target
Ket qua bat buoc co truoc khi sang buoc 2: So lead can · CPL max · CPL target · Budget ads · Target ROAS. Tinh du 3 kich ban (Pessimistic / Base / Optimistic) — lap plan bang kich ban Base.
Buoc 2 — Phan bo ngan sach theo kenh
| Kenh | % Budget | So tien/thang | Objective | KPI chinh |
|---|
| Meta Ads | [%] | [so] | [Lead/Conv] | CPL, CPMess |
|
