/55-scaling-ads

name: 55-scaling-ads
description: "Framework scale ads khi da co winner: kiem tra dieu kien du scale (CPL dat, frequency thap, volume tep con), vertical scaling +20-30%/lan, horizontal scaling (dup ad set, tep moi, kenh moi), quan ly rui ro reset learning phase va lich scale. Quy tac cung: khong tang budget khi CPL dang xau. Kich hoat khi user nhac 'scale ads', 'tang budget', 'nhan winner', 'scale campaign'."
metadata:
  version: 1.0.0
  category: performance
license: MIT
triggers:
  - "scale ads"
  - "tang budget"
  - "scale campaign"
  - "nhan winner"
  - "scale winning ad"
  - "vertical scaling"
  - "horizontal scaling"
  - "mo rong campaign"
output: "File .md — scaling roadmap theo tuan, budget rules, checklist truoc scale, dau hieu dung scale, lich refresh creative"
related:
  - 19-ab-test-setup
  - 21-audit-ads-performance
  - 03-danh-gia-hieu-suat
  - 56-retargeting-plan
  - 52-account-structure
  - 57-next-ads-plan

Scaling Ads — Scale Winner An Toan

> Scale = tang spend ma giu nguyen (hoac cai thien) efficiency. Scale sai = CPL/CPA tang vot, dot budget. QUY TAC CUNG: khong tang budget khi CPL dang xau — fix van de truoc (goi `21-audit-ads-performance`), scale sau.

Thu thap thong tin

Hoi toi da 4 cau:

1. **Campaign da co winning ad chua?** CPL/CPA on dinh bao nhieu ngay roi? (can >=7 ngay) 2. **Metric hien tai?** CPL / CPA / ROAS / Frequency / Reach vs audience size? 3. **Budget hien tai/ngay va budget target muon dat?** 4. **Platform va co bao nhieu creative du tru?** (khong scale khi chi co 1 creative)

Nguyen tac

1. **Khong tang budget khi CPL dang xau.** CPL vuot target → audit va fix truoc, scale la do them dau vao lua. 2. **+20-30%/lan, khong x2 ngay.** Tang dot ngot → reset learning phase → CPL nhay vot. Muc an toan nhat: +20% moi 72h (khop Quality Gate G8 cua repo). 3. **Monitor 24-48h sau moi lan tang** truoc khi tang tiep. 4. **Khong chinh winning ad set khi dang scale.** Moi thay doi lon (budget dot ngot, audience, creative trong ad set) deu co the reset learning. 5. **Luon co creative reserve.** Toi thieu 2-3 creative moi san sang truoc khi scale — scale lam fatigue den nhanh hon. 6. **Vertical truoc, horizontal song song.** Tang budget winner truoc; dong thoi nhan tep/creative de khong phu thuoc 1 diem.

Quy trinh

Buoc 1 — Dieu kien DU de scale (phai dat TAT CA)

• [ ] Chay on dinh >= 7 ngay
• [ ] CPL/CPA <= target trong >= 5/7 ngay gan nhat
• [ ] Frequency < 2.5 (tep chua bao hoa)
• [ ] Reach / audience size < 50% (volume tep con de mo)
• [ ] Khong dang trong learning phase
• [ ] Tracking verify dung (khong scale tren data sai)
• [ ] Co >= 2 creative moi du tru

Thieu bat ky muc nao → chua scale; quay ve toi uu hoac chuan bi them.

Buoc 2 — Vertical scaling (tang budget)

| Muc do | Muc tang | Tan suat | Dieu kien | |--------|---------|---------|-----------| | Conservative | +20% | Moi 72h | CPL on dinh o target | | Moderate | +30% | Moi 2-3 ngay | CPL tot hon baseline ro rang | | Aggressive | +50% | 1 lan duy nhat | Campaign rat stable, chap nhan rui ro | | KHONG LAM | x2 ngay | — | CPL se tang vot, reset learning |

Sau moi lan tang, monitor 24-48h:

• CPL tang <= 20% → giu, cho on dinh roi tang tiep
• CPL tang > 20% → HOLD, khong tang tiep
• CPL tang > 40% → giam ve budget cu, cho 48h on dinh lai

Buoc 3 — Horizontal scaling (mo rong)

1. **Duplicate winning ad set + tep moi:** giu nguyen creative; test same demo voi interest khac / LAL 1% → 3% → 5% / broad. Nho exclude tep goc de tranh overlap. 2. **Creative moi tren winning audience:** giu nguyen tep; them 2-3 variant (doi hook, doi format) — chay o campaign testing, khong nhet vao winning ad set. 3. **Kenh moi voi winning message:** copy hook thang tu Meta → adapt format cho TikTok (hoac nguoc lai). Giu message cot loi, doi cach the hien.

Buoc 4 — Rui ro reset learning phase

| Hanh dong | Co reset learning? | Cach lam an toan | |-----------|--------------------|------------------| | Tang budget <= 20-30% | Thuong khong | Tang tung buoc, cho 72h | | Tang budget > 30-50% | Co the | Chia nho thanh nhieu lan | | Doi audience / placement / bid | Co | Duplicate ad set moi thay vi sua truc tiep | | Them/xoa creative trong ad set | Co the | Them o ad set moi hoac campaign testing | | Pause roi bat lai lau | Co the | Han che pause winner; dieu tiet bang budget |

Buoc 5 — Scaling roadmap mau (dieu chinh theo budget thuc)

| Tuan | Budget/ngay (vi du) | Action | KPI checkpoint | |------|--------------------|--------|----------------| | 1 (Testing) | 300-500K | Test 3-5 ad set | CPL < target | | 2 | 500-800K | +20% winner, dung loser | CPL on dinh 5/7 ngay | | 3 | 800K-1.5M | +20-30% tiep, duplicate winner sang tep moi | Volume tang, CPL giu | | 4 | 1.5M-3M | Horizontal: LAL/broad/kenh moi | CPL giu trong nguong | | Thang 2+ | 3M+ | Full scale + creative moi lien tuc | ROAS >= target |

Buoc 6 — Lich scale hang tuan (nhip van hanh)

• **Daily 15 phut:** CPL hom qua vs target → quyet dinh scale/hold/pause; check frequency > 2.5 → chuan bi thay creative; check pace spend.
• **Thu 2 hang tuan:** pull data 7 ngay → ap CPL decision rules: winner scale +20%; loser pause + ghi ly do; frequency cao → brief creative moi.

Dau hieu DUNG scale ngay

• CPL tang > 30% so voi baseline sau 2 ngay lien tiep
• Frequency vuot 3.5
• ROAS giam > 25%
• CTR giam > 40% so voi luc on dinh
• Delivery drop dot ngot (check reject / learning limited)

→ Giam ve budget gan nhat con hieu qua, cho on dinh 48-72h, chay `21-audit-ads-performance` neu khong hoi phuc.

Creative refresh schedule khi scale

| Tin hieu | Muc do | Action | |---------|--------|--------| | Frequency > 2.5 | Canh bao | Chuan bi creative moi (brief ngay) | | Frequency > 3.5 | Khan cap | Launch creative moi ngay | | CTR giam > 30% | Tuan 2-3 | Refresh hook, giu body | | Dinh ky | Moi 2-3 tuan | Luon co 2-3 creative moi de swap |

Cau truc ket qua

Ten file: `scaling-plan-[ten-san-pham]-[YYYYMMDD].md`

# Scaling