/54-media-plan

name: 54-media-plan
description: "Dung khi can lap ke hoach chi tieu quang cao cho mot ky — tinh nguoc tu doanh thu, phan bo theo kenh va tang pheu, ty le testing 30 scale 50 retarget 15 lookalike 5, va timeline ramp-up. Kich hoat khi user nhac 'media plan', 'plan ads thang toi', 'phan bo ngan sach quang cao', 'chay bao nhieu tien', 'chia budget cho kenh nao', 'ke hoach chay ads'. Khong dung cho — phan bo ngan sach marketing tong the ngoai ads thi dung skill 61-budget-planning; tinh CPL toi da thi dung skill 10-tinh-kpi-nguoc."
metadata:
  version: 1.0.2
  category: performance
license: MIT
triggers:
  - "media plan"
  - "plan ads"
  - "ke hoach chay ads"
  - "phan bo ngan sach ads"
  - "budget allocation"
  - "plan Meta Ads"
  - "plan TikTok Ads"
  - "len ke hoach quang cao"
output: "File .md — media plan day du: KPI tinh nguoc, phan bo kenh + funnel + loai campaign, timeline ramp-up, KPI target theo kenh, contingency plan"
related:
  - 10-tinh-kpi-nguoc
  - 51-audience-research
  - 53-tracking-setup
  - 52-account-structure
  - 00-ke-hoach-mkt
  - 57-next-ads-plan

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 + bien dong gop truoc ads % = (gia ban - gia von - phi van chuyen/thanh toan/hoan hang/phi san) / gia ban) 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 Bien dong gop truoc ads %) / So lead
Break-even ROAS          = 1 / Bien dong gop truoc ads %
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 | Gate 1: chi phan xu khi spend >= 3x CPA target; > 3.0x thi de xuat pause qua quy tac 7 | | 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: 430-720K → tuan 3: 620K-1M → tuan 4: 900K-1.5M (2 buoc +20%/tuan, cach nhau >= 72h, theo `55-scaling-ads` va Gate 8; 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 cu