/57-next-ads-plan

name: 57-next-ads-plan
description: "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."
metadata:
  version: 1.0.2
  category: performance
license: MIT
triggers:
  - "next ads plan"
  - "plan ads thang toi"
  - "ke hoach ads ky sau"
  - "plan ads tu data"
  - "plan campaign moi tu ket qua cu"
  - "media plan ky toi"
  - "plan ads thang sau"
output: "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"
related:
  - 07-bao-cao-marketing
  - 21-audit-ads-performance
  - 03-danh-gia-hieu-suat
  - 54-media-plan
  - 52-account-structure
  - 19-ab-test-setup
  - 10-tinh-kpi-nguoc

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:

1. **Performance report ky truoc** (tu `07-bao-cao-marketing` hoac dashboard tracking) — spend, CPL, ROAS, leads, don theo kenh/campaign/creative. 2. **Audit neu ky truoc co van de** (tu `21-audit-ads-performance` / `03-danh-gia-hieu-suat`). 3. **KPI target ky moi** — giu hay doi? (neu doi, tinh lai bang `10-tinh-kpi-nguoc`) 4. **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

1. **Luon quet data truoc.** Khong len plan tu cam tinh hay tu "thay co ve on". 2. **Nhan winner truoc khi test moi.** Von uu tien cho thu da chung minh; cai moi chi duoc 30% budget testing. 3. **Toi da 2-3 hypothesis moi/ky.** Test nhieu hon → khong du data ket luan cai nao. 4. **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". 5. **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 > 3.0x target, da spend >= 3x CPA target (Gate 1, `skills/vi/references/quality-gates-vn.md`) | DE XUAT DUNG (pause qua quy tac 7) | — | | [ten] | CTR < 0.5% | FIX | Doi creative/hook, giu tep | | [ten] | Frequency > 2.5 (heuristic, traffic lanh 7 ngay), 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 ngan sach testing con 20% (khong phai pause; pause ad/ad set van theo Gate 1: CPA > 3.0x target sau khi du data, qua quy tac 7), 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