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 |
| TikTok Ads | [%] | [so] | [Video-first] | CPL, VCR |
| Google Ads | [%] | [so] | [Search intent] | CPL, Conv rate |
| Zalo / khac | [%] | [so] | | |
| Tong | 100% | | | |
Logic phan bo mau (dieu chinh theo data rieng):
- Lead gen B2C: Meta 50% + TikTok 30% + Zalo 20%
- E-commerce: Meta 40% + Google 35% + TikTok 25%
- B2B: Google Search 50% + Meta 30% + YouTube 20%
- SME VN pho bien: Meta 60-70% + TikTok 20-30% + Google 0-10%
Quy tac: kenh da chung minh hieu qua nhan 60-70%; kenh moi test 15-20%; khong dan deu.
Buoc 3 — Phan bo theo funnel TOFU/MOFU/BOFU
| Tang | % Budget | Audience | Creative | KPI chinh |
|---|
| TOFU — Awareness/Traffic | 30-40% | Cold (interest/broad/LAL) | Hook manh, educate, entertain | CPM, CTR 0.8-2% |
| MOFU — Lead gen | 35-45% | Warm (engaged 7-30 ngay) + cold da loc | Educate + offer, giai phap | CPL, lead quality |
| BOFU — Conversion/Retarget | 15-25% | Hot (visit LP, cart, inbox 1-7 ngay) | Urgency, proof, testimonial | CPA, ROAS |
Buoc 4 — Budget split theo loai campaign (chuan van hanh)
| Loai campaign | % Budget | Muc tieu |
|---|
| Testing (cold, tim winner) | 30% | Test creative + audience moi |
| Scale (winner da chung minh) | 50% | Volume chinh |
| Retargeting | 15% | Convert warm/hot |
| Lookalike | 5% | Mo tep tu seed chat luong |
Hai goc nhin (funnel va loai campaign) phai khop nhau khi cong tong — dung bang nay lam chuan chia campaign trong 52-account-structure.
Buoc 5 — Timeline ramp-up
| Tuan | Giai doan | % Budget thang | Focus | Checkpoint |
|---|
| 1-2 | Testing | ~30% | Test 3-5 ad set, 2-3 creative/ad set | Dung ad set CPL > 2x target sau 3 ngay |
| 3-4 | Scaling | ~50% | Scale winner +20-30%/lan, khong x2 ngay | CPL on dinh, volume tang |
| 5+ | Maintaining | ~70% chay on dinh | Refresh creative, test nho lien tuc | Frequency < 2.5, ROAS >= target |
Ramp-up budget/ngay vi du (thang dau): tuan 1: 300-500K/ngay → tuan 2: 500-800K → tuan 3: 800K-1.5M → tuan 4: 1.5M-3M (theo 55-scaling-ads, chi tang khi CPL dat).
Buoc 6 — KPI target theo kenh va decision rules
| Kenh | CPM target | CTR target | CPL target | ROAS target |
|---|
| Meta | [theo references/benchmarks-vietnam.md] | >1.5% | [tu buoc 1] | [tu buoc 1] |
| TikTok | | >1% | | |
| Google | | >3% | | |
CPL decision rules hang tuan (vi du nganh dich vu local, CPL target 12K — chinh nguong theo AOV va CPL target cua ban):
| CPL thuc te | Frequency | Action |
|---|
| ≤ 1.0x CPA target | < 2.0 | WIN — ung vien scale, kiem tra dieu kien trong 55-scaling-ads |
| 1.0 - 1.5x | < 2.0 | Theo doi — toi uu, chua scale |
| > 1.5x keo dai 7 ngay | 2.0-2.5 | Thay creative hoac audience |
| > 3.0x | > 2.5 | TAT — ghi ly do vao log |
Thang nay lay tu skills/vi/references/quality-gates-vn.md Gate 1 (nguon duy nhat). Truoc khi phan xu, kiem tra da spend >= 3x CPA muc tieu chua — chua du thi cho, dung tat som.
Buoc 7 — Contingency plan
| Tinh huong | Dau hieu | Action |
|---|
| CPA > 3x target | Da spend >= 3x CPA target | Tat ad set (Gate 1), test creative moi |
| CTR < 0.5% | Ngay 1-2 | Doi creative / hook ngay |
| Frequency > 3 | Tuan 2+ | Refresh creative, mo rong tep |
| Spend khong het (delivery thap) | Pace < 80% plan | Mo audience, tang bid, check reject |
| CPM tang dot bien | Mua cao diem / canh tranh | Giam budget tam thoi, don sang kenh re hon |
Cau truc ket qua
Ten file: media-plan-[ten-san-pham]-[YYYYMMDD].md
# Media Plan — [San pham/Campaign]
Timeline: [tu ngay - den ngay] · Budget tong: [so] · Objective: [Lead/Conv]
## 1. Campaign overview [ten, offer, timeline, budget, KPI chinh: CPL/ROAS/Leads]
## 2. KPI tinh nguoc [bang 3 kich ban tu 10-tinh-kpi-nguoc]
## 3. Phan bo theo kenh [bang % + tien + objective + KPI]
## 4. Phan bo theo funnel [TOFU/MOFU/BOFU]
## 5. Budget split van hanh [Testing 30 / Scale 50 / Retarget 15 / LAL 5]
## 6. Timeline ramp-up [tuan, budget/ngay, focus, checkpoint]
## 7. KPI target theo kenh + decision rules
## 8. Contingency plan
Lien ket skill
10-tinh-kpi-nguoc: BAT BUOC chay truoc — cho CPL max, budget, target ROAS.51-audience-research: audience cho tung tang funnel.53-tracking-setup: verify tracking truoc khi tieu dong nao.52-account-structure: chuyen plan thanh cau truc campaign.00-ke-hoach-mkt: media plan la 1 phan cua ke hoach marketing tong.57-next-ads-plan: ky sau lap plan tu data ky nay.
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