Next Ads Plan — Plan Ky Sau Tu Data Ky Truoc
Plan khong co data cu = doan mo = dot tien. Thu tu bat bien: Quet data → Nhan winner → Fix/dung loser → Test hypothesis moi. Day la skill cuoi chuoi performance va la skill dau cua chu ky moi.
Thu thap thong tin
Buoc 0 — LUON quet data cu truoc (input bat buoc)
Truoc khi viet bat ky dong plan nao, phai co:
- Performance report ky truoc (tu
07-bao-cao-marketing hoac dashboard tracking) — spend, CPL, ROAS, leads, don theo kenh/campaign/creative.
- Audit neu ky truoc co van de (tu
21-audit-ads-performance / 03-danh-gia-hieu-suat).
- KPI target ky moi — giu hay doi? (neu doi, tinh lai bang
10-tinh-kpi-nguoc)
- Budget ky moi va offer/san pham moi se chay (neu co).
Thieu report → dung lai, yeu cau data hoac chay 07-bao-cao-marketing truoc. Neu chi thieu 1 phan, ghi ro gia dinh trong plan.
Nguyen tac
- Luon quet data truoc. Khong len plan tu cam tinh hay tu "thay co ve on".
- Nhan winner truoc khi test moi. Von uu tien cho thu da chung minh; cai moi chi duoc 30% budget testing.
- Toi da 2-3 hypothesis moi/ky. Test nhieu hon → khong du data ket luan cai nao.
- Moi quyet dinh giu/dung/thay phai co so lieu di kem. "Creative A CPL 15K vs target 12K, frequency 3.1" — khong ghi "chay kem".
- Budget ky sau lap theo 3 kich ban. Xau / Co so / Tot — cam ket theo Co so, chuan bi san hanh dong cho 2 kich ban con lai.
Quy trinh
Buoc 1 — Review ky truoc
| Da work (GIU) |
Khong work (DUNG/FIX) |
Chua test (THEM VAO) |
| [winning creative/audience/kenh + so lieu] |
[losing ad set + so lieu + ly do] |
[hypothesis moi tu quan sat] |
Rut winning patterns:
- Creative type: video / static / carousel — cai nao CPL tot nhat?
- Hook type: pain / curiosity / social proof — hook nao CTR cao nhat?
- Audience: interest / broad / LAL — tep nao re va chat nhat?
- Kenh: kenh nao ROAS cao nhat? Kenh nao dang keo tut trung binh?
- Bai hoc van hanh: gio vang, tan suat refresh creative, loi setup da gap.
Buoc 2 — Dinh huong ky moi
| Ky plan |
Budget tong |
Objective |
KPI target |
Campaign/Offer moi |
| [thang/quy] |
[so] |
[lead/conv] |
CPL [so] / ROAS [so]x / Leads [so] |
[neu co] |
Buoc 3 — Nhan winner
| Winner goc |
CPL/ROAS ky truoc |
Nhan ban thanh |
Thay doi gi |
Budget moi |
Kenh |
| [Creative A] |
[so] |
Giu nguyen + tang budget +20-30% |
Khong doi |
[so] |
[x] |
| [Audience B] |
[so] |
Duplicate + creative moi |
Them 2 variant |
[so] |
[x] |
| [Hook C] |
[so] |
Adapt sang kenh moi |
Doi format |
[so] |
[x] |
Ap quy tac 55-scaling-ads: tang +20-30%/lan, khong x2; giu nguyen winning ad set.
Buoc 4 — Dung / fix loser
| Campaign / Ad set |
Van de (so lieu) |
Quyet dinh |
Neu fix: thay gi |
| [ten] |
CPL > 2x target 3 ngay |
DUNG |
— |
| [ten] |
CTR < 0.5% |
FIX |
Doi creative/hook, giu tep |
| [ten] |
Frequency > 3.5, CTR giam 30% |
FIX |
Refresh creative, mo tep |
Moi loser dung phai ghi ly do vao log — de ky sau khong test lai y het.
Buoc 5 — Phan bo budget ky moi
| Campaign |
Muc tieu |
Budget/ngay |
% Tong |
| Scale winner |
Maintain + grow |
[so] |
50% |
| Testing (hypothesis moi) |
Tim winner moi |
[so] |
30% |
| Retargeting |
Convert warm |
[so] |
15% |
| Lookalike |
Scale tu seed moi |
[so] |
5% |
| Tong |
|
|
100% |
Buoc 6 — Budget ky sau theo 3 kich ban
| Kich ban |
Gia dinh |
Budget |
Leads du kien |
Hanh dong neu xay ra |
| Xau |
CPL +30% vs ky truoc (mua cao diem, fatigue) |
[so] |
[so] |
Cat testing con 20%, don ve winner + retarget |
| Co so |
CPL bang ky truoc |
[so] |
[so] |
Chay dung plan nay |
| Tot |
CPL -20% (winner moi an) |
[so] |
[so] |
Day them budget scale +20%/72h, mo kenh moi |
Cam ket voi stakeholder theo kich ban Co so; 2 kich ban con lai co san action de khong bi dong.
Buoc 7 — Hypothesis moi can test (toi da 2-3)
| # |
Hypothesis ("Neu X thi Y vi Z") |
Bien test |
Platform |
KPI do |
Timeline |
| 1 |
[vd: Neu dung UGC testimonial thi CPL giam vi trust cao hon] |
Creative format |
[x] |
CPL |
7 ngay |
| 2 |
[vd: Neu mo LAL 3% thi volume tang ma CPL giu] |
Audience |
[x] |
CPL |
7 ngay |
Setup va tieu chi ket luan theo 19-ab-test-setup (1 bien/lan, >=7 ngay, du conversions).
Buoc 8 — Creative pipeline
| Creative can lam |
Type |
Hook |
Kenh |
Deadline |
Dung cho |
| [ten] |
Video |
Pain |
Meta |
[ngay] |
Testing |
| [ten] |
Static |
Social proof |
Meta |
[ngay] |
MOFU/Retarget |
| [ten] |
UGC |
Testimonial |
TikTok |
[ngay] |
Scale |
Luon co 2-3 creative du tru truoc khi ky moi bat dau — khong doi fatigue moi brief.
Buoc 9 — Lich theo tuan + nguong nghiem thu
| Tuan |
Focus |
Action |
% KPI thang can dat (luy ke) |
| 1 |
Launch winner clones |
Setup + launch, verify tracking |
20% |
| 2 |
Launch test moi |
Chay hypothesis, doc so ngay 3 |
45% |
| 3 |
Optimize |
Scale winner, pause loser |
70% |
| 4 |
Review + chuan bi ky sau |
Pull data, viet report, draft plan moi |
100% |
Cuoi moi tuan doi chieu luy ke vs nguong: hut > 15% → kich hoat hanh dong kich ban Xau ngay, khong doi het thang.
Cau truc ket qua
Ten file: next-ads-plan-[ten-san-pham]-[YYYYMMDD].md — gom 9 phan theo dung 9 buoc tren (Review · Dinh huong · Nhan winner · Dung loser · Budget split · 3 kich ban · Hypothesis · Creative pipeline · Lich tuan).
Lien ket skill
07-bao-cao-marketing: nguon data chinh — chay truoc skill nay.21-audit-ads-performance / 03-danh-gia-hieu-suat: neu ky truoc co van de, audit truoc khi plan.10-tinh-kpi-nguoc: tinh lai KPI khi doi target/budget/offer.54-media-plan: khi ky moi thay doi lon (kenh moi, offer moi) → lap lai media plan day du.19-ab-test-setup: chi tiet setup hypothesis test.52-account-structure: setup campaign moi theo plan nay va launch.
Checklist chat luong
1---
2name: 57-next-ads-plan
3description: "Dung khi ket thuc mot ky va can lap plan quang cao ky sau tu data that — giu winner, thay loser, gia thuyet test moi, va ngan sach theo 3 kich ban. Kich hoat khi user nhac 'next ads plan', 'plan ads thang sau', 'ky toi chay gi', 'dua vao ket qua lap ke hoach ads', 'ads thang toi'. Khong dung cho — lap media plan lan dau khi chua co data thi dung skill 54-media-plan; chan doan tai sao ky vua roi kem thi dung skill 21-audit-ads-performance."
4metadata:
5 version: 1.0.1
6 category: performance
7license: MIT
8triggers:
9 - "next ads plan"
10 - "plan ads thang toi"
11 - "ke hoach ads ky sau"
12 - "plan ads tu data"
13 - "plan campaign moi tu ket qua cu"
14 - "media plan ky toi"
15 - "plan ads thang sau"
16output: "File .md — plan ads ky sau co can cu data: review ky truoc, nhan winner, dung/fix loser, hypothesis moi, budget 3 kich ban, lich theo tuan"
17related:
18 - 07-bao-cao-marketing
19 - 21-audit-ads-performance
20 - 03-danh-gia-hieu-suat
21 - 54-media-plan
22 - 52-account-structure
23 - 19-ab-test-setup
24 - 10-tinh-kpi-nguoc
25---
26
27# Next Ads Plan — Plan Ky Sau Tu Data Ky Truoc
28
29> Plan khong co data cu = doan mo = dot tien. Thu tu bat bien: Quet data → Nhan winner → Fix/dung loser → Test hypothesis moi. Day la skill cuoi chuoi performance va la skill dau cua chu ky moi.
30
31## Thu thap thong tin
32
33### Buoc 0 — LUON quet data cu truoc (input bat buoc)
34
35Truoc khi viet bat ky dong plan nao, phai co:
36
371. **Performance report ky truoc** (tu `07-bao-cao-marketing` hoac dashboard tracking) — spend, CPL, ROAS, leads, don theo kenh/campaign/creative.
382. **Audit neu ky truoc co van de** (tu `21-audit-ads-performance` / `03-danh-gia-hieu-suat`).
393. **KPI target ky moi** — giu hay doi? (neu doi, tinh lai bang `10-tinh-kpi-nguoc`)
404. **Budget ky moi va offer/san pham moi se chay** (neu co).
41
42Thieu report → dung lai, yeu cau data hoac chay `07-bao-cao-marketing` truoc. Neu chi thieu 1 phan, ghi ro gia dinh trong plan.
43
44## Nguyen tac
45
461. **Luon quet data truoc.** Khong len plan tu cam tinh hay tu "thay co ve on".
472. **Nhan winner truoc khi test moi.** Von uu tien cho thu da chung minh; cai moi chi duoc 30% budget testing.
483. **Toi da 2-3 hypothesis moi/ky.** Test nhieu hon → khong du data ket luan cai nao.
494. **Moi quyet dinh giu/dung/thay phai co so lieu di kem.** "Creative A CPL 15K vs target 12K, frequency 3.1" — khong ghi "chay kem".
505. **Budget ky sau lap theo 3 kich ban.** Xau / Co so / Tot — cam ket theo Co so, chuan bi san hanh dong cho 2 kich ban con lai.
51
52## Quy trinh
53
54### Buoc 1 — Review ky truoc
55
56| Da work (GIU) | Khong work (DUNG/FIX) | Chua test (THEM VAO) |
57|---------------|----------------------|---------------------|
58| [winning creative/audience/kenh + so lieu] | [losing ad set + so lieu + ly do] | [hypothesis moi tu quan sat] |
59
60Rut winning patterns:
61- Creative type: video / static / carousel — cai nao CPL tot nhat?
62- Hook type: pain / curiosity / social proof — hook nao CTR cao nhat?
63- Audience: interest / broad / LAL — tep nao re va chat nhat?
64- Kenh: kenh nao ROAS cao nhat? Kenh nao dang keo tut trung binh?
65- Bai hoc van hanh: gio vang, tan suat refresh creative, loi setup da gap.
66
67### Buoc 2 — Dinh huong ky moi
68
69| Ky plan | Budget tong | Objective | KPI target | Campaign/Offer moi |
70|---------|------------|-----------|-----------|--------------------|
71| [thang/quy] | [so] | [lead/conv] | CPL [so] / ROAS [so]x / Leads [so] | [neu co] |
72
73### Buoc 3 — Nhan winner
74
75| Winner goc | CPL/ROAS ky truoc | Nhan ban thanh | Thay doi gi | Budget moi | Kenh |
76|-----------|-------------------|----------------|-------------|-----------|------|
77| [Creative A] | [so] | Giu nguyen + tang budget +20-30% | Khong doi | [so] | [x] |
78| [Audience B] | [so] | Duplicate + creative moi | Them 2 variant | [so] | [x] |
79| [Hook C] | [so] | Adapt sang kenh moi | Doi format | [so] | [x] |
80
81Ap quy tac `55-scaling-ads`: tang +20-30%/lan, khong x2; giu nguyen winning ad set.
82
83### Buoc 4 — Dung / fix loser
84
85| Campaign / Ad set | Van de (so lieu) | Quyet dinh | Neu fix: thay gi |
86|-------------------|------------------|-----------|------------------|
87| [ten] | CPL > 2x target 3 ngay | DUNG | — |
88| [ten] | CTR < 0.5% | FIX | Doi creative/hook, giu tep |
89| [ten] | Frequency > 3.5, CTR giam 30% | FIX | Refresh creative, mo tep |
90
91Moi loser dung phai ghi ly do vao log — de ky sau khong test lai y het.
92
93### Buoc 5 — Phan bo budget ky moi
94
95| Campaign | Muc tieu | Budget/ngay | % Tong |
96|----------|---------|------------|--------|
97| Scale winner | Maintain + grow | [so] | 50% |
98| Testing (hypothesis moi) | Tim winner moi | [so] | 30% |
99| Retargeting | Convert warm | [so] | 15% |
100| Lookalike | Scale tu seed moi | [so] | 5% |
101| **Tong** | | | **100%** |
102
103### Buoc 6 — Budget ky sau theo 3 kich ban
104
105| Kich ban | Gia dinh | Budget | Leads du kien | Hanh dong neu xay ra |
106|----------|---------|--------|---------------|---------------------|
107| Xau | CPL +30% vs ky truoc (mua cao diem, fatigue) | [so] | [so] | Cat testing con 20%, don ve winner + retarget |
108| Co so | CPL bang ky truoc | [so] | [so] | Chay dung plan nay |
109| Tot | CPL -20% (winner moi an) | [so] | [so] | Day them budget scale +20%/72h, mo kenh moi |
110
111Cam ket voi stakeholder theo kich ban Co so; 2 kich ban con lai co san action de khong bi dong.
112
113### Buoc 7 — Hypothesis moi can test (toi da 2-3)
114
115| # | Hypothesis ("Neu X thi Y vi Z") | Bien test | Platform | KPI do | Timeline |
116|---|--------------------------------|-----------|----------|--------|---------|
117| 1 | [vd: Neu dung UGC testimonial thi CPL giam vi trust cao hon] | Creative format | [x] | CPL | 7 ngay |
118| 2 | [vd: Neu mo LAL 3% thi volume tang ma CPL giu] | Audience | [x] | CPL | 7 ngay |
119
120Setup va tieu chi ket luan theo `19-ab-test-setup` (1 bien/lan, >=7 ngay, du conversions).
121
122### Buoc 8 — Creative pipeline
123
124| Creative can lam | Type | Hook | Kenh | Deadline | Dung cho |
125|-----------------|------|------|------|---------|---------|
126| [ten] | Video | Pain | Meta | [ngay] | Testing |
127| [ten] | Static | Social proof | Meta | [ngay] | MOFU/Retarget |
128| [ten] | UGC | Testimonial | TikTok | [ngay] | Scale |
129
130Luon co 2-3 creative du tru truoc khi ky moi bat dau — khong doi fatigue moi brief.
131
132### Buoc 9 — Lich theo tuan + nguong nghiem thu
133
134| Tuan | Focus | Action | % KPI thang can dat (luy ke) |
135|------|-------|--------|------------------------------|
136| 1 | Launch winner clones | Setup + launch, verify tracking | 20% |
137| 2 | Launch test moi | Chay hypothesis, doc so ngay 3 | 45% |
138| 3 | Optimize | Scale winner, pause loser | 70% |
139| 4 | Review + chuan bi ky sau | Pull data, viet report, draft plan moi | 100% |
140
141Cuoi moi tuan doi chieu luy ke vs nguong: hut > 15% → kich hoat hanh dong kich ban Xau ngay, khong doi het thang.
142
143## Cau truc ket qua
144
145Ten file: `next-ads-plan-[ten-san-pham]-[YYYYMMDD].md` — gom 9 phan theo dung 9 buoc tren (Review · Dinh huong · Nhan winner · Dung loser · Budget split · 3 kich ban · Hypothesis · Creative pipeline · Lich tuan).
146
147## Lien ket skill
148
149- `07-bao-cao-marketing`: nguon data chinh — chay truoc skill nay.
150- `21-audit-ads-performance` / `03-danh-gia-hieu-suat`: neu ky truoc co van de, audit truoc khi plan.
151- `10-tinh-kpi-nguoc`: tinh lai KPI khi doi target/budget/offer.
152- `54-media-plan`: khi ky moi thay doi lon (kenh moi, offer moi) → lap lai media plan day du.
153- `19-ab-test-setup`: chi tiet setup hypothesis test.
154- `52-account-structure`: setup campaign moi theo plan nay va launch.
155
156## Checklist chat luong
157
158- [ ] Da doc report/audit ky truoc — plan khong viet tu cam tinh
159- [ ] Bang review co du 3 cot: giu / dung-fix / chua test, kem so lieu
160- [ ] Winner duoc nhan truoc, tuan thu quy tac scale +20-30%
161- [ ] Moi loser dung co ly do ghi vao log
162- [ ] Budget split theo 30/50/15/5, cong dung 100%
163- [ ] Budget ky sau co 3 kich ban kem hanh dong tuong ung
164- [ ] Toi da 2-3 hypothesis, moi cai co bien test + KPI + timeline
165- [ ] Creative pipeline co deadline, san 2-3 creative du tru
166- [ ] Lich tuan co nguong nghiem thu luy ke 20/45/70/100% KPI thang
gabrielmoreira