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:

1. San pham / offer can chay va revenue target? (doanh thu muc tieu thang hoac campaign + AOV + gross margin %)
2. Budget tong bao nhieu / thang? Co gioi han cung khong hay tinh nguoc tu revenue?
3. Kenh muon chay va objective chinh? Meta / TikTok / Google / Zalo / YouTube — Lead gen / Conversion / Traffic?
4. Timeline campaign bao nhieu tuan? Co moc mua vu / launch nao phai bam khong?

Nguyen tac

1. 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.
2. Phan bo theo funnel, khong don het vao 1 kenh / 1 tang. Chi chay BOFU tu dau = CPA cao vi chua co trust.
3. Plan phai co so cu the. Khong de blank KPI. Moi kenh co CPL/CPMess target rieng.
4. Review moi tuan, dieu chinh theo data. Plan la gia thuyet — data thuc te quyet dinh.
5. 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.

Checklist chat luong

• KPI tinh nguoc tu doanh thu, co CPL max + break-even ROAS + 3 kich ban
• Budget cong dung 100% o ca 3 goc nhin: kenh, funnel, loai campaign
• Khong de blank KPI — moi kenh co target rieng
• Budget split van hanh theo 30/50/15/5 (hoac ghi ly do lech)
• Timeline ramp-up co checkpoint va dieu kien tang budget
• Decision rules CPL co nguong so cu the theo CPL target cua project
• Contingency plan co it nhat 4 tinh huong
• Benchmark doi chieu references/benchmarks-vietnam.md — so lieu lech thi uu tien file repo