/56-retargeting-plan

name: 56-retargeting-plan
description: "Lap ke hoach retargeting + lookalike: phan tang warm audience (video view / engage / visit / cart), message khac nhau theo tang, frequency cap, thoi gian window, LAL seed va exclusion. Kich hoat khi user nhac 'retarget', 'remarketing', 'lookalike', 'warm audience', 'chay lai nguoi da tuong tac', 'custom audience'."
metadata:
  version: 1.0.0
  category: performance
license: MIT
triggers:
  - "retarget"
  - "retargeting"
  - "remarketing"
  - "lookalike"
  - "warm audience"
  - "custom audience"
  - "chay lai nguoi da tuong tac"
  - "chay lai khach cu"
output: "File .md — retargeting strategy: audience segments theo tier, message framework theo tang, lookalike brief, frequency cap, exclusion list"
related:
  - 51-audience-research
  - 55-scaling-ads
  - 05-copy-quang-cao
  - 52-account-structure
  - 14-email-marketing
  - 16-marketing-psychology

Retargeting Plan — Chuyen Doi Warm Audience

> Retargeting = noi chuyen voi nguoi da biet minh — message phai khac hoan toan cold ads. Ho can duoc xu ly objection, khong can raise awareness lai tu dau. Khong bao gio show cung 1 ad cho ca cold va warm.

Thu thap thong tin

Hoi toi da 4 cau:

1. **Platform va san pham/offer dang retarget?** Meta / TikTok / Google / Zalo? 2. **Co pixel / event data chua? Loai event nao dang co?** (video view, page engage, LP visit, add to cart, lead form, purchase) — neu chua co, setup `53-tracking-setup` truoc, cho tich luy data. 3. **Kich thuoc tep warm hien tai?** (uoc luong tu Events Manager / Audience tab — tep qua nho thi chua chay duoc) 4. **Budget du kien va objection chinh cua khach la gi?** (gia? tin tuong? chua gap? de sau?)

Nguyen tac

1. **Message theo do nong cua tep.** Cang nong cang thang vao offer + urgency; cang nguoi cang can trust + value. 2. **Window cang ngan → tep cang nong → message cang manh.** Nguoi vao LP hom qua khac nguoi xem video thang truoc. 3. **Luon exclude nguoi da convert.** Khong dot impression vao nguoi da mua (tru khi co upsell intent ro rang). 4. **Frequency cap bat buoc.** Retarget tan suat cao de gay kho chiu va bao cao xau — cap theo platform. 5. **Retargeting budget 10-20% tong** (chuan van hanh cua repo: 15%) — khong phan bo qua nhieu vi tep co han; volume den tu cold. 6. **LAL seed chat luong hon so luong.** Seed tu khach mua tot hon seed tu viewer.

Quy trinh

Buoc 1 — Phan tang retargeting audience

| Tier | Audience | Signal | Window | Huong message | |------|----------|--------|--------|---------------| | 1 (nong nhat) | Add to cart / Initiate checkout | Pixel | 7-14 ngay | Offer manh + urgency + guarantee | | 2 | Mo lead form chua submit / inbox chua chot | Pixel, inbox | 3-7 ngay | Nhac nho + don gian hoa buoc tiep | | 3 | LP visitor (>30s) chua convert | Pixel | 14-30 ngay | Trust + social proof + xu ly objection | | 4 | Video viewers > 50% | Engagement CA | 14-30 ngay | Dao sau interest, educate + proof | | 5 | Page/post engagers | Engagement CA | 30-60 ngay | Soft offer, value add | | 6 | Email list / Zalo list | Customer upload | — | Nurture qua CRM (phoi hop `14-email-marketing`) | | 7 | Past customers | Purchase event | 180 ngay | Upsell / cross-sell / loyalty |

Buoc 2 — Message framework theo tang

• **Tier 1-2 (sap mua):** Offer + urgency + guarantee. CTA: "Mua ngay" / "Hoan tat dang ky". Format: dynamic ads (neu co catalog), countdown, limited slot.
• **Tier 3-4 (quan tam):** Xu ly objection + social proof + soft CTA. CTA: "Xem chi tiet" / "Doc review". Format: testimonial video, FAQ, comparison.
• **Tier 5-6 (biet brand):** Value add + soft offer. CTA: "Tim hieu them" / "Nhan [tai lieu mien phi]". Format: educate content, case study.
• **Tier 7 (khach cu):** Upsell / cross-sell / uu dai rieng. CTA: "Uu dai danh rieng cho ban". Format: bundle, membership, referral (xem `18-referral-program`).

Map message ↔ tep khi viet copy (chuyen brief sang `05-copy-quang-cao`):

| Tep | Message chinh | |-----|---------------| | Video viewers 75% | Education + Proof | | Website visitors 3 ngay | Strong offer + Urgency | | LP visitors khong convert | Address objection + FOMO | | Inbox chua chot | Personal + Last chance | | Past customers | Upsell / Cross-sell |

Buoc 3 — Creative format khuyen dung

• **Dynamic ads** (co catalog): tu dong show san pham da xem.
• **Testimonial video:** xu ly "lieu co tin duoc khong".
• **Comparison / FAQ:** xu ly objection cu the.
• **Urgency ad:** dem nguoc, limited slot — chi dung cho Tier 1-2.

Buoc 4 — Frequency cap

| Platform | Cap khuyen nghi | |----------|-----------------| | Meta | 2-3 lan / 7 ngay (tier nong co the cao hon nhe) | | TikTok | 3-4 lan / 7 ngay | | YouTube | 2 lan / ngay | | Toi da moi tep | 2-3 lan / ngay — vuot la spam |

Buoc 5 — Lookalike audience brief

| Seed | Size seed toi thieu | LAL % | Platform | Muc tieu | |------|--------------------:|-------|----------|---------| | Khach da mua | >= 100 | 1% | Meta | Prospecting chat luong cao | | Lead chat luong | >= 500 | 1-3% | Meta | Scale lead gen | | Video viewers 75% | >= 1000 | Broad LAL | TikTok | Scale awareness | | Email list | >= 300 | 1-5% | Meta | Mo rong tu CRM |

LAL la campaign cold (5% budget theo split 30/50/15/5) — khong tinh vao budget retarget, nhung seed sinh ra tu he thong retargeting nay.

Buoc 6 — Exclusions (bat buoc)

• [ ] Khach da mua (neu khong co upsell intent)
• [ ] Lead da submit form / da chot
• [ ] Nguoi da unsubscribe email
• [ ] Tep dang nam trong campaign prospecting (tranh overlap 2 chieu)
• [ ] Giua cac tier: tier nong exclude khoi tier nguoi hon (1 nguoi chi nam 1 tang)

Cau truc ket qua

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

# Retargeting Plan — [San pham/Campaign]
Platform: [x] · Budget: [so] ([%] tong) · Window chinh: [x ngay]

## 1. Audience segments   [bang tier: audience, signal, window, size uoc tinh]
## 2. Message theo tang   [tier → message → CTA → format]
## 3. Creative brief      [format + noi dung