56-retargeting-plan

name	56-retargeting-plan
description	Dung khi can chay lai vao nguoi da tuong tac — phan tang warm theo hanh vi va cua so thoi gian, thong diep rieng tung tang, frequency cap, va seed cho lookalike. Kich hoat khi user nhac 'retarget', 'remarketing', 'chay lai nguoi da xem', 'lookalike', 'tep warm', 'khach xem roi khong mua'. Khong dung cho — tim tep moi hoan toan thi dung skill 51-audience-research; keo lai khach da mua roi bo di thi dung skill 69-giu-chan-khach-hang.
metadata	{"version":"1.0.1","category":"performance"}
license	MIT
triggers	["retarget","retargeting","remarketing","lookalike","warm audience","custom audience","chay lai nguoi da tuong tac","chay lai khach cu"]
output	File .md — retargeting strategy: audience segments theo tier, message framework theo tang, lookalike brief, frequency cap, exclusion list
related	["51-audience-research","55-scaling-ads","05-copy-quang-cao","52-account-structure","14-email-marketing","16-marketing-psychology"]

Retargeting Plan — Chuyen Doi Warm Audience

Retargeting = noi chuyen voi nguoi da biet minh — message phai khac hoan toan cold ads. Ho can duoc xu ly objection, khong can raise awareness lai tu dau. Khong bao gio show cung 1 ad cho ca cold va warm.

Thu thap thong tin

Hoi toi da 4 cau:

1. Platform va san pham/offer dang retarget? Meta / TikTok / Google / Zalo?
2. Co pixel / event data chua? Loai event nao dang co? (video view, page engage, LP visit, add to cart, lead form, purchase) — neu chua co, setup 53-tracking-setup truoc, cho tich luy data.
3. Kich thuoc tep warm hien tai? (uoc luong tu Events Manager / Audience tab — tep qua nho thi chua chay duoc)
4. Budget du kien va objection chinh cua khach la gi? (gia? tin tuong? chua gap? de sau?)

Nguyen tac

1. Message theo do nong cua tep. Cang nong cang thang vao offer + urgency; cang nguoi cang can trust + value.
2. Window cang ngan → tep cang nong → message cang manh. Nguoi vao LP hom qua khac nguoi xem video thang truoc.
3. Luon exclude nguoi da convert. Khong dot impression vao nguoi da mua (tru khi co upsell intent ro rang).
4. Frequency cap bat buoc. Retarget tan suat cao de gay kho chiu va bao cao xau — cap theo platform.
5. Retargeting budget 10-20% tong (chuan van hanh cua repo: 15%) — khong phan bo qua nhieu vi tep co han; volume den tu cold.
6. LAL seed chat luong hon so luong. Seed tu khach mua tot hon seed tu viewer.

Quy trinh

Buoc 1 — Phan tang retargeting audience

Tier	Audience	Signal	Window	Huong message
1 (nong nhat)	Add to cart / Initiate checkout	Pixel	7-14 ngay	Offer manh + urgency + guarantee
2	Mo lead form chua submit / inbox chua chot	Pixel, inbox	3-7 ngay	Nhac nho + don gian hoa buoc tiep
3	LP visitor (>30s) chua convert	Pixel	14-30 ngay	Trust + social proof + xu ly objection
4	Video viewers > 50%	Engagement CA	14-30 ngay