51 Audience Research

Audience Research — Nghien Cuu Tep Cho Ads

Targeting sai = dot tien du copy hay, creative dep. Skill nay la buoc dau tien cua chuoi performance: 51 → 10-tinh-kpi-nguoc → 54-media-plan → 53-tracking-setup → 52-account-structure. Neu chua co insight khach hang, goi 09-insight-khach-hang truoc.

Thu thap thong tin

Doc .agents/product-marketing-context.md va output cua 09-insight-khach-hang neu co. Neu thieu, hoi toi da 4 cau:

1. San pham / dich vu can chay ads? Gia ban va phan khuc thi truong (mass / mid / premium)?
2. Da co data khach hang hien tai chua? (tuoi, gioi, dia ly, hanh vi mua, danh sach khach cu / lead cu / pixel data)
3. Kenh can setup targeting? Meta / TikTok / Google / Zalo / YouTube — va objective chinh: Lead gen / Conversion / Traffic / Awareness?
4. Ngan sach du kien va KPI target? (CPL / CPMess muc tieu neu da tinh — neu chua, goi 10-tinh-kpi-nguoc)

Nguyen tac

1. Targeting sai = dot tien. Lam audience research truoc khi viet copy hay len camp — khong lam nguoc.
2. Khong lam 1 lan roi bo. Update audience profile khi co data campaign thuc te (sau 3-5 ngay chay, so sanh CPL/CPA theo segment).
3. Cold: test broad truoc, narrow sau. Chi thu hep khi da co data chung minh. Thuat toan hien tai toi uu tot voi tep rong + creative dung.
4. Khong nhoi qua nhieu interest cung luc. Moi ad set 1 nhom interest ro rang — nhieu interest tron lan thi khong biet cai nao work.
5. Tep viet dung ngon ngu khach hang. Pain point ghi theo loi khach noi, khong viet nhu marketer.
6. Audience size toi thieu cho cold: 100K-500K. Tep qua nho → CPM cao, nhanh bao hoa; qua rong khong co creative dan loi → loang.

Quy trinh

Buoc 1 — Core audience profile

Tong hop tu data khach hien tai (CRM, page insight, don hang) + insight tu 09-insight-khach-hang:

Buoc 2 — Psychographic & behavior

• Pain points chinh: 3-5 diem, viet dung ngon ngu khach hang.
• Motivation mua: ho mua vi muon dat gi / tranh gi.
• Online behavior: nen tang hay dung, gio online peak theo tung kenh (sang/trua/toi), loai content hay tuong tac (video / carousel / static / text).

Buoc 3 — Targeting settings theo kenh

Chi lam cho kenh se chay. Moi kenh output 1 block san setup:

• Meta Ads: Age range, Gender, Locations; Detailed targeting 10-15 interests lien quan (chia nhom de test rieng); Behaviors; Exclusions (khach da mua, lead da submit); danh gia Broad vs Narrow.
• TikTok Ads: Age, Gender, Interests, Behaviors (video lien quan da xem), Device iOS/Android.
• Google Ads: In-market audiences; Custom intent 10-15 keywords; Affinity; Customer match neu co danh sach.
• Zalo Ads: Do tuoi, gioi, dia ly, nghe nghiep, thiet bi.
• YouTube Ads: Custom intent (keywords video khach hay xem), Placement (kenh/video cu the), Topics.

Buoc 4 — Phan tang cold / warm / hot

Quy tac: cold va warm/hot phai nam o campaign khac nhau, message khac nhau (xem 56-retargeting-plan). Luon exclude warm/hot khoi campaign cold de data sach.

Buoc 5 — Lookalike seed

Seed cang chat (khach mua > lead > viewer) thi LAL cang chat luong. Khong tao LAL tu seed duoi nguong size.

Buoc 6 — Gia thuyet targeting de test

Moi gia thuyet 1 dong, dang "Neu target [X] thi [metric] se [Y] vi [Z]" — chuyen cho 19-ab-test-setup va 52-account-structure de len ad set:

Toi da 3-5 ad set test cung luc — nhieu hon thi budget loang, khong du data ket luan.

Cau truc ket qua

Ten file: audience-research-[ten-san-pham]-[YYYYMMDD].md

# Audience Research — [San pham]
Ngay: [YYYY-MM-DD] · Kenh: [Meta/TikTok/...] · Objective: [Lead/Conversion/...]

## 1. Core audience profile
| Tuoi | Gioi | Dia ly | Thu nhap | Nghe nghiep | Thiet bi |

## 2. Psychographic & behavior
- Pain points: [3-5, ngon ngu khach hang]
- Motivation: [muon gi / tranh gi]
- Online behavior: [nen tang, gio peak, format ua thich]

## 3. Targeting settings theo kenh
### Meta: [age/gender/location/interests theo nhom/behaviors/exclusions]
### TikTok: [...] · Google: [...] · Zalo: [...]

## 4. Audience tiers
| Tier | Audience | Signal | Campaign su dung |

## 5. Lookalike seeds
| Seed | Size | LAL % | Platform | Muc tieu |

## 6. Gia thuyet targeting (chuyen cho A/B test)
| # | Gia thuyet | Bien test | Metric | Uu tien |

## 7. Ghi chu do rong tep
- Audience size uoc tinh tung ad set: [so] — cold nen o 100K-500K
- Overlap can tranh: [cac tep de trung nhau]

Sau khi co data thuc te

• Sau 3-5 ngay chay: so sanh CPL/CPA theo tung audience segment, ghi lai winner/loser vao profile.
• Tep thang → nhan sang LAL/broad tuong tu (xem 55-scaling-ads). Tep thua → ghi ly do, khong test lai y het.
• Moi ky (thang) doi chieu lai profile voi data CRM: lead tu tep nao chot tot nhat — CPL re chua chac lead chat.

Lien ket skill

• 09-insight-khach-hang: chay truoc — cung insight, pain, ngon ngu khach hang.
• 08-nghien-cuu-doi-thu: xem doi thu dang target ai, angle nao (Ads Library).
• 10-tinh-kpi-nguoc: tinh CPL max / budget truoc khi len plan.
• 54-media-plan: dung audience nay de phan bo kenh va budget.
• 52-account-structure: chuyen targeting settings thanh cau truc ad set.
• 56-retargeting-plan: chi tiet phan tang warm/hot va message theo tang.

Checklist chat luong

• Profile dua tren data thuc (CRM, page insight, khao sat) — khong doan
• Pain points viet dung ngon ngu khach hang, khong phai ngon ngu marketer
• Targeting settings du cho tung kenh se chay, san paste vao Ads Manager
• Co du 3 tang cold/warm/hot + quy tac exclude giua cac tang
• LAL seed du size toi thieu, ghi ro % test
• Co 3-5 gia thuyet targeting kem bien test va metric do
• Audience size cold trong khoang 100K-500K (hoac ghi ro ly do lech)
• Co ke hoach update profile sau 3-5 ngay chay thuc te