Dung khi can viet copy quang cao TRA TIEN cho Meta, TikTok hoac Google — 6 bien the theo 3 tang pheu TOFU/MOFU/BOFU, tuan thu gioi han ky tu va chinh sach nen tang. Co Mode A cho san pham va Mode B cho personal brand, tu chon theo file context. Kich hoat khi user nhac 'viet copy quang cao', 'noi dung chay ads', 'copy Facebook Ads', 'copy TikTok Ads', 'google rsa', 'tieu de quang cao', 'copy retarget'. Khong dung cho — caption dang organic khong chay tien thi dung skill 37-caption-social; loi thoai video thi dung skill 04-script-video; duyet copy da viet thi dung skill 62-marketing-review.
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Dung khi can viet copy quang cao TRA TIEN cho Meta, TikTok hoac Google — 6 bien the theo 3 tang pheu TOFU/MOFU/BOFU, tuan thu gioi han ky tu va chinh sach nen tang. Co Mode A cho san pham va Mode B cho personal brand, tu chon theo file context. Kich hoat khi user nhac 'viet copy quang cao', 'noi dung chay ads', 'copy Facebook Ads', 'copy TikTok Ads', 'google rsa', 'tieu de quang cao', 'copy retarget'. Khong dung cho — caption dang organic khong chay tien thi dung skill 37-caption-social; loi thoai video thi dung skill 04-script-video; duyet copy da viet thi dung skill 62-marketing-review.
argument-hint
<sản phẩm + key message + kênh>
metadata
{"version":"2.5.1","category":"content"}
triggers
["viet quang cao","copy quang cao","noi dung chay ads","copy Facebook Ads","copy TikTok Ads","tieu de quang cao","copy retarget","ads personal brand","promote LinkedIn profile","boost personal post","quang cao tang follow ca nhan","review copy truoc khi len camp","google rsa","duyet copy ads"]
output
file .md gom 6 bien the copy (2 TOFU, 2 MOFU, 2 BOFU), moi bien the co primary text, headline, description, CTA button
Chi co product-marketing-context.md → MODE A (mac dinh — 6 bien the TOFU/MOFU/BOFU ben duoi)
Chi co personal-brand-context.md → MODE B (Personal Brand Mode — section ben duoi)
Co ca 2 → HOI 1 cau: "Ban dang chay ads ban SP hay boost personal brand?"
Khong co → De xuat tao context phu hop
Thu thap thong tin
Hoi toi da 4 cau truoc khi viet:
San pham / dich vu gi? Mo ta ngan, USP chinh, gia, uu dai dang chay (neu co).
Nen tang quang cao? Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. Neu khong chon — mac dinh Meta Ads.
Doi tuong muc tieu? Gioi tinh, do tuoi, noi dau chinh, nguoi quyet dinh mua. Cold (chua biet) hay Warm (da tuong tac)?
Muc tieu quang cao? Tin nhan (CPMess), Lead form, Traffic, Chuyen doi. Neu khong chon — mac dinh tin nhan.
Nguyen tac cot loi
Quy tac 125 ky tu
Tren Meta Ads, chi 125 ky tu dau hien thi truoc nut "Xem them". Dong 1 cua primary text phai:
Gay to mo hoac cham noi dau
Chua USP hoac con so cu the
Tu hoan chinh ve nghia (khong cat giua cau)
TOT: "Da ban len mun 3 nam chua het? 1 lieu trinh 28 ngay — cam ket sau sach." (74 ky tu)
XAU: "Chao ban, cam on ban da quan tam den dich vu cua chung toi. Hom nay minh muon gioi thieu..." (cat giua)
Tieu chuan do dong 1 (do duoc, khong cam tinh)
Tieu chi
Nguong dat
Cach kiem tra
Do dai
60-125 ky tu (ke ca dau cach)
Dem ky tu, khong uoc luong
Ky tu thu 126 tro di
Phai roi vao giua cau, khong cat mat y chinh
Doc rieng 125 ky tu dau — van hieu duoc
Vi tri thong tin quan trong
Trong 40 ky tu dau
Doc 40 ky tu dau — da biet noi ve gi chua
Chao hoi / ten brand
0 — khong duoc xuat hien o dong 1
Tim tu "Chao", "Xin chao", ten brand
Con so cu the
>=1 con so hoac chi tiet dinh luong
Co chu so trong dong 1
Thoi gian doc
<=1.5 giay
Doc to len — vuot 1.5s la dai
Cam tuyet doi trong dong 1: "Chao ban", "Ban co biet khong", ten thuong hieu, emoji mo dau, hashtag.
Tu ngu cam trong toan bo copy
Khong dung neu khong co bang chung kem theo: "sieu hot", "khong the bo lo", "hang trieu khach hang tin dung", "so 1 Viet Nam", "tot nhat thi truong", "duy nhat".
Neu co bang chung that → viet lai thanh con so: "1,247 khach da dung" thay vi "hang trieu khach tin dung".
Thu vien cam xuc trigger
#
Trigger
Mo ta
Vi du ap dung
1
Noi dau (Pain)
Cham vao van de dang gap — tao dong cam
"Met moi vi da mun? Ban khong co loi..."
2
Khat vong (Aspiration)
Ve hinh anh tuong lai tot dep
"Tuong tuong da ban dep tu tin khong can filter"
3
FOMO
So bo lo co hoi, so lieu gioi han
"Chi con 12 slot thang nay — 89 nguoi da dat"
4
Bang chung xa hoi (Social proof)
Nguoi khac da lam va thanh cong
"1,200 chi da trai nghiem — 4.8/5 sao"
5
Uy tin (Authority)
Chuyen gia, chung nhan, kinh nghiem
"10 nam kinh nghiem — bac si da lieu truc tiep tu van"
6
To mo (Curiosity)
Gay thac mac, muon biet tiep
"Co 1 thu 90% nguoi dung skincare sai — ban co biet?"
Quy tac chon trigger theo pheu:
TOFU: To mo (6), Noi dau (1), Khat vong (2)
MOFU: Bang chung xa hoi (4), Uy tin (5), Noi dau (1)
BOFU: FOMO (3), Bang chung xa hoi (4), Noi dau (1)
6 Framework Copy Chuyen Nghiep
Reference day du:skills/vi/references/copy-frameworks-vn.md — template char-limit theo tung nen tang, vi du VN cho moi framework.
Chon framework theo nhiet do audience
Nhiet do
Framework uu tien
Ly do
Cold (chua biet san pham)
AIDA, Star·Story·Solution
Dan dat logic tu dau; ke chuyen khong lo quang cao
Warm (da tuong tac, chua mua)
PAS, 4P
Nhac lai noi dau; tang trust bang proof
Hot (co intent, gan mua)
FAB, BAB
Rap dap loi ich cu the; visual transformation
Retarget (da xem, chua mua)
PAS hoac BAB
Nhan manh hau qua hoac bien doi
Tom tat 6 frameworks
Framework
Cau truc
Dung khi
Platform phu hop
AIDA
Attention → Interest → Desire → Action
Cold audience, launch san pham moi
Meta feed, TikTok, YouTube pre-roll
PAS
Problem → Agitate → Solution
Warm audience, nganh co pain point ro (spa, y te, GD)
Meta feed, LinkedIn, Google RSA
BAB
Before → After → Bridge
Transformation offer (spa, fitness, giao duc)
Meta Reels/Stories, TikTok
4P
Promise → Picture → Proof → Push
High-ticket, can nhieu trust (BDS, khoa hoc, B2B)
LinkedIn, Google, Meta feed dai
FAB
Features → Advantages → Benefits
Khach co intent cao, dang so sanh
Google RSA, Meta retarget
Star·Story·Solution
Star → Story → Solution
Brand storytelling, UGC-style, khong muon lo quang cao
TikTok, Reels, YouTube Shorts
Sai lam pho bien VN: Viet theo cau truc tu do (gioi thieu → tinh nang → CTA) thay vi ap framework. Ket qua: copy nhat, it cam xuc, CTR thap. Moi bien the trong 6 bien the output nen dung 1 framework khac nhau.
Andromeda Warning — Khong clone ads
Meta 2026: He thong Andromeda cluster cac quang cao co Creative Similarity Score > 60% — giam delivery tu dong. 100 bien the nho (doi mau, cat clip, thay font) KHONG tot hon 10 creative thuc su khac biet.
Nguong an toan:
Similarity Score
Trang thai
Hanh dong
< 40%
An toan
Tiep tuc chay
40–60%
Canh bao
Kiem tra lai — co the bi cluster
> 60%
Nguy hiem
Andromeda cluster → giam delivery tu dong
5 chieu da dang de vuot Andromeda:
Hook khac nhau — Pain vs To mo vs Aspiration (khong chi thay text, phai thay goc nhin)
Format khac nhau — Video doc 9:16 vs Anh vuong 1:1 vs Carousel
Nhan vat khac nhau — Founder vs Khach hang review vs KOC/bac si
Am nhac khac nhau — Trending VN vs Nhac cam trang vs Giong noi/voiceover
Boi canh khac nhau — Studio vs Ngoai canh vs UGC phong khach
Hieu chinh cho ads VN. Chi tiet: skills/vi/references/hook-formulas-vn.md.
125 ky tu dau cua primary text = hook quang cao. Moi bien the nen dung kieu hook khac nhau:
#
Kieu hook
Cong thuc
Vi du VN
1
Con so
So lieu cu the, bat ngo
"1,247 chi da trai nghiem — 98% quay lai lan 2"
2
Nguoc doi
Lat nguoc niem tin pho bien
"Chay ads nhieu hon KHONG giup ban co them khach"
3
Truoc/Sau
Ket qua bien doi cu the
"Tu 5 don/tuan len 40 don/tuan — chi trong 60 ngay"
4
Muon uy tin
Nhac ten chuyen gia, chung nhan, brand
"Bac si da lieu 15 nam khuyen dung — ly do bat ngo"
5
Thu nhan
Chia se sai lam, bai hoc that
"Toi da tieu 200 trieu chay ads sai — bay gio toi lam khac"
6
Khan cap
Gioi han thoi gian, so luong
"Con 8 slot thang 6 — 34 nguoi dang cho"
Quy tac chon hook theo tang pheu:
TOFU (cold): Uu tien hook 1 (con so), 2 (nguoc doi) — thu hut chu y
MOFU (warm): Uu tien hook 3 (truoc/sau), 4 (uy tin) — tang tin tuong
BOFU (hot): Uu tien hook 5 (thu nhan), 6 (khan cap) — thuc day hanh dong
Kiem tra hook:
Dong 1 ≤ 125 ky tu va tu hoan chinh ve nghia
Co con so hoac chi tiet cu the (khong chung chung)
Gay to mo hoac cham cam xuc — nguoi doc MUON bam "Xem them"
6 bien the dung 6 kieu hook KHAC nhau
Copy Scoring — Cham diem truoc khi giao
Thang cham diem hieu chinh cho quang cao VN.
Cham 5 tieu chi, moi tieu chi 1–10 diem. Chi giao khi dat ≥ 35/50.
Tieu chi
8–10 diem
5–7 diem
1–4 diem
Hook strength
Gay to mo manh, co con so/chi tiet, khop tang pheu
Chap nhan duoc nhung chua gay an tuong
Chung chung, khong co diem nhan
Cam xuc trigger
Trigger ro rang (Pain/FOMO/Social proof), cam nhan duoc
Co trigger nhung nhe
Khong co trigger, doc xong khong cam giac gi
CTA clarity
CTA cu the, hanh dong ro, 1 buoc duy nhat
CTA co nhung chua cu the
CTA mo ho ("Tim hieu them", "Click vao day")
Compliance
0 vi pham chinh sach
1 canh bao nhe
Co vi pham se bi reject
Platform fit
Dung char limit, giong van khop platform
Gan dung
Sai char limit hoac giong van khong phu hop
Tong
Danh gia
Hanh dong
45–50
Xuat sac
Giao ngay, theo doi hieu suat
35–44
Tot
Giao duoc, ghi chu cai thien
25–34
Trung binh
Chinh lai truoc khi giao
< 25
Yeu
Viet lai tu dau
Moi lan giao copy, them dong:Copy Score: [X]/50 — [Danh gia] vao cuoi file output.
Quy tac theo nen tang
Quy tac
Meta Ads
TikTok Ads
Google Ads
Do dai primary text
125 char dong 1 + 300–500 char toan bo
80–100 char (text overlay)
Khong co primary text
Headline
Toi da 40 char
Khong co
Toi da 30 char x 3
Description
Toi da 30 char
Khong co
Toi da 90 char x 2
Giong van
Chuyen nghiep nhung gan gui
Tre, tu nhien, nhu noi chuyen
Truc tiep, keyword-driven
CTA button
Chon tu danh sach Meta
Khong co nut — CTA trong text
Khong co nut — CTA trong headline
Hinh anh / Video
1:1 (feed), 9:16 (story/reel)
9:16 bat buoc
Khong ap dung (search)
CTA — Thu tu uu tien
Cu the > chung chung. Hanh dong ro > mo ho.
Muc do
CTA
Khi nao dung
Manh nhat
"Nhan tin ngay de dat lich"
Muc tieu tin nhan, BOFU
Manh
"Dat lich tu van mien phi"
Lead form, MOFU/BOFU
Trung binh
"Xem bang gia chi tiet"
Traffic, MOFU
Nhe
"Tim hieu them"
Awareness, TOFU
Tranh dung: CTA chung chung khong co hanh dong ("Click vao day", "Lien he ngay").
Chinh sach quang cao — Compliance checklist
Quy tac
Chi tiet
Vi pham = bi tu choi ads
Khong cam ket tuyet doi
Tranh "dam bao", "100%", "chac chan"
Co
Khong dung "mien phi" trong headline
Meta flag tu "mien phi" trong headline — dung trong body
Co
Khong dung "khuyen mai" qua nhieu
1 lan trong body — khong lap
Co
Khong nhac den dac diem ca nhan
Tranh "Ban bi mun?", "Ban thua can?" — dung "Nhieu nguoi gap tinh trang..."
Co
Truoc/sau phai thuc te
Khong chinh sua anh truoc/sau qua muc
Co
Khong dung hinh anh nhay cam
Khong close-up mun, da bi thuong, co the lo lieu
Co
Disclaimer bat buoc
Thuc pham chuc nang, y te — can dong disclaimer
Co
Khau viet copy theo tang pheu
Moi tang co luat rieng. Viet sai luat tang = copy khong sai chinh ta nhung khong ra so.
Bang luat tung tang
TOFU (Cold)
MOFU (Warm)
BOFU (Hot)
Muc tieu
Dat ten van de, khuech dai nhan thuc
Xay trust, khac biet hoa
Chot — offer + urgency
Do dai primary text
100-150 chu
80-120 chu
60-100 chu
BAT BUOC co
Noi dau duoc goi ten cu the
Social proof (so lieu / testimonial / case)
Gia hoac uu dai + deadline + guarantee
CAM co
Gia, bang gia, uu dai
Push ban truc tiep
Noi dung giao duc dai dong
Hook variant A
Pain hook — bat dau bang noi dau, khong gioi thieu brand
Social proof hook — con so / ket qua cu the
Direct offer hook — offer kem con so
Hook variant B
Curiosity hook — cau hoi hoac statement nguoc doi
Objection hook — xu ly lo ngai pho bien nhat
Testimonial close — quote ngan khach that
CTA
"Tim hieu them" / "Xem ngay"
"Dang ky tu van" / "Xem chi tiet"
"Mua ngay" / "Dat lich ngay" / "Toi muon ket qua tuong tu"
Chi so danh gia
CTR, CPM, thruplay
CPC, cost per landing view, add-to-cart
CPMess, CPL, CPA, ROAS
Trinh tu viet (khong dao thu tu)
Doc insight truoc, khong viet ngay. Mo 09-insight-khach-hang — lay Pain Map, Objection List, Ngan hang ngon ngu khach hang. Neu chua co → chay skill 09 truoc.
Chot 1 message cho 1 ad. Moi bien the chi mang 1 thong diep. Nhoi 3 benefit vao 1 bai = khong benefit nao duoc nho.
Viet hook truoc, than bai sau. Viet 6 hook 125 ky tu truoc — chon xong moi viet phan than.
Gan framework cho tung bien the. 6 bien the = 6 framework khac nhau (AIDA, PAS, BAB, 4P, FAB, Star-Story-Solution) — tranh Andromeda cluster.
Cam con so vao. Moi bien the phai co it nhat 1 con so that. Khong co so that → lay tu 13-phan-tich-du-lieu hoac bo bien the do.
Viet CTA cuoi cung. CTA = dong tu + loi ich cu the, khong phai "Lien he ngay".
Cham diem Copy Scoring (bang o tren) — <35/50 thi viet lai, khong gui di duyet.
Google Ads — Responsive Search Ad (RSA)
Khi platform la Google Search, output khac hoan toan (khong co primary text):
Thanh phan
So luong
Gioi han
Yeu cau
Headlines
15
<=30 ky tu
15 goc do KHAC nhau theo intent: keyword match, benefit, gia, uu dai, thuong hieu, dia diem, urgency, social proof
Descriptions
4
<=90 ky tu
Benefit + CTA + diem khac biet
Display path
2 doan
<=15 ky tu/doan
Chua keyword chinh
Quy tac RSA: it nhat 3 headline chua keyword chinh xac, it nhat 3 headline khong chua keyword (de Google test). Khong ghim (pin) qua 2 headline — ghim nhieu lam giam Ad Strength.
Quy trinh review copy truoc khi len camp
Copy khong duoc di thang tu nguoi viet vao Ads Manager. Chay 3 gate — tong thoi gian 20-30 phut.
Gate 1 — Self-check (nguoi viet, 10 phut)
Dem ky tu dong 1 tung bien the — tat ca <=125
6 bien the dung 6 framework + 6 kieu hook khac nhau
Moi bien the co >=1 con so that, ghi ro nguon so
Doi chieu tu ngu cam va compliance checklist
Copy Score >= 35/50, ghi diem vao cuoi file
Gate 2 — Marketing review (leader, 10 phut)
Chuyen sang 62-marketing-review — che do review ads copy. Nguoi duyet cham 4 cau hoi:
Cau hoi duyet
Dat
Khong dat → tra ve
Copy nay co dung tang pheu cua adset se chay khong?
Sai tang → viet lai
Message co khop offer va landing page khong?
Lech message → sua copy hoac sua LP
Con so trong copy co that va co nguon khong?
Bia so → xoa, khong duoc "lam tron len"
Co bien the nao trung goc nhin voi ads dang chay khong?
Trung → thay goc nhin, tranh Andromeda
Ket qua duyet ghi 1 trong 3: DUYET · DUYET CO DIEU KIEN (sua roi chay, khong can duyet lai) · TRA VE (viet lai, duyet lai tu dau).
Creative di kem dung bien the — khong dung nham anh cua bien the khac
Bien the retarget dung creative khac ads lan 1
Timeline
Moc
Viec
Nguoi lam
T-5
Nhan brief + insight, bat dau viet
Content
T-4
Nop copy 6 bien the, tu cham diem
Content
T-3
Gate 2 marketing review
Leader
T-2
Sua theo review, chot ban cuoi
Content
T-1
Gate 3 pre-launch, setup camp
Performance
T-0
Launch
Performance
Luat: copy tra ve o Gate 2 sau T-3 thi lui launch, khong chay copy chua duyet. Ngoai le duy nhat: camp retarget khan cap dung lai copy da duyet truoc do.
Cau truc ket qua
Khung output day du: header thong tin chung, bang chi tiet cho tung bien the 1-6 theo 3 tang (TOFU · MOFU · BOFU + retarget) voi day du truong trigger / primary text 125 char / primary text day du / headline / description / CTA button / ghi chu creative, bang tong hop 6 bien the, va huong dan A/B test kem quy tac test: doc references/cau-truc-output-6-bien-the.md.
Lien ket skill lien quan
04-script-video — Dung copy ads lam voice-over hoac text overlay cho video ads
02-brief-chien-dich — Copy ads la mot phan cua brief chien dich tong the
09-insight-khach-hang — Lay noi dau, ngon ngu cua khach de viet copy chinh xac
10-tinh-kpi-nguoc — Tinh CPMess muc tieu de danh gia hieu qua copy
36-content-brief — Brief dau vao cho nguoi viet copy (message, angle, proof point)
52-account-structure — Copy tang nao vao adset nao — kiem tra o Gate 3
62-marketing-review — Gate 2 duyet copy truoc khi len camp
19-ab-test-setup — Thiet ke test giua cac bien the copy sau khi launch
Personal Brand Mode
Chi doc khi da xac dinh MODE B o Buoc 0. Bang khac biet Mode A vs Mode B (pheu, goal, tone, CTA, proof), 6 bien the copy personal brand (2 Awareness · 2 Trust · 2 Soft Sell) kem vi du day du, va 3 canh bao bat buoc truoc khi chay ads (nguong 500 follower huu co, niche phai ro, disclosure AI avatar theo Nghi dinh 147/2024): doc references/personal-brand-mode.md.
Checklist chat luong
Kiem tra truoc khi giao copy:
Co du 6 bien the: 2 TOFU + 2 MOFU + 2 BOFU (gom 1 retarget)
Dong 1 cua moi bien the khong vuot 125 ky tu
Headline khong vuot 40 ky tu
Moi bien the dung trigger cam xuc khac nhau
CTA cu the, hanh dong duoc — khong chung chung
Khong vi pham chinh sach quang cao (xem compliance checklist)
Khong dung "mien phi" trong headline
Khong nhac den dac diem ca nhan ("Ban bi...", "Ban thua...")
Co ghi chu creative (hinh anh/video) di kem moi bien the
Giong van phu hop nen tang (Meta vs TikTok vs Google)
Co huong dan A/B test ro rang
Retarget copy khac creative voi ads lan 1
Moi bien the dung dung framework phu hop voi nhiet do audience (Cold/Warm/Hot)
Khong co 2 bien the nao dung cung framework + cung hook → Andromeda risk
Creative di kem moi bien the thuc su khac biet — khong chi doi mau/cat clip
TOFU khong nhac gia; MOFU co social proof; BOFU co gia + deadline + guarantee
Do dai primary text dung chuan tung tang (150/120/100 chu)
Moi bien the co >=1 con so that kem nguon — khong bia so
Khong dung tu ngu cam ("sieu hot", "so 1 Viet Nam"...) neu khong co bang chung
Da qua Gate 1 self-check va ghi Copy Score vao cuoi file
Da qua Gate 2 marketing review, ghi ket qua DUYET / DUYET CO DIEU KIEN / TRA VE
Neu la Google RSA: du 15 headline <=30 char + 4 description <=90 char, khong ghim qua 2 headline
