/54-media-plan

name: 54-media-plan
description: "Lap media plan chay ads: tinh nguoc tu doanh thu ra CPL max va budget, phan bo ngan sach theo kenh va funnel TOFU/MOFU/BOFU, budget split Testing 30/Scale 50/Retarget 15/LAL 5, timeline ramp-up theo tuan, KPI target va contingency plan. Kich hoat khi user nhac 'media plan', 'plan ads', 'ke hoach chay ads', 'phan bo ngan sach ads'."
metadata:
  version: 1.0.0
  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 + 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 | |-------------|-----------|--------| | < CPL target | < 2.0 | WIN — scale +20-30% | | 100-125% target | < 2.0 | Acceptable — theo doi | | 125-150% target | 2.0-2.5 | Optimize — thay creative | | > 150% target | > 2.5 | PAUSE — replace hoac stop |

Buoc 7 — Contingency plan

| Tinh huong | Dau hieu | Action | |----------