Guest
Guest
Oct 09, 2025
12:20 AM
|
Sai lam pho bien khi chay Facebook Ads va cach khac phuc
Facebook Ads (Meta Ads) la mot cong cu tiem nang to lon, nhung no cung la mot con dao hai luoi doi voi nhung nha kinh doanh thieu kinh nghiem. Sai lam trong qua trinh van hanh quang cao khong chi dan den lang phi ngan sach ma con gay anh huong nghiem trong den hieu suat chuyen doi (Conversion) va suc khoe tai khoan quang cao. Viec nhan dien va khac phuc som cac sai lam pho bien la buoc dau tien va quan trong nhat de dat duoc ROAS (Ty suat Hoan von Quang cao) ben vung. Bai viet nay Lolo Media se phan tich cac sai lam thuong gap nhat khi chay Facebook Ads va cung cap cac giai phap thuc chien de ban co the toi uu hoa chien dich cua minh.
1. Sai lam ve Chien luoc va Muc tieu quang cao
Nhieu nguoi chay Facebook Ads that bai ngay tu buoc dau tien: xac dinh sai muc tieu va chien luoc tong the.
Mot trong nhung sai lam lon nhat la chon sai Muc tieu Chien dich (Campaign Objective). Chang han, nhieu chu shop muon ban hang nhung lai chi chon muc tieu Tuong tac (Engagement). Thuat toan cua Facebook se toi uu de tim kiem nhung nguoi chi thich Like/Comment, chu khong phai nhung nguoi co y dinh mua hang. Dieu nay dan den viec chi tieu rat nhieu cho tuong tac ao, khong ra don hang thuc te. Cach khac phuc don gian la luon chon muc tieu Sales (Ban hang) hoac Leads (Khach hang tiem nang) khi ban muon nhan duoc don hang. Neu ban muon xay dung thuong hieu, hay chon Brand Awareness (Nhan thuc thuong hieu) hoac Video Views.
Sai lam thu hai la thieu chien luoc Retargeting (Tiep thi lai). Nhieu doanh nghiep chi tap trung toan bo ngan sach vao tim kiem khach hang moi (Cold Audience) va bo qua nhung nguoi da Add to Cart (Them vao gio) hoac da xem san pham. Nho rang, khach hang da co tuong tac la tap doi tuong co ty le chuyen doi cao nhat va CPA re nhat. Khac phuc sai lam nay bang cach phan bo toi thieu 30% ngan sach cho cac chien dich Retargeting nham vao cac tap Custom Audience tu website hoac Fanpage.
xem them: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/
2. Sai lam ve Du lieu va Ky thuat nen tang
Hieu qua cua Facebook Ads phu thuoc hoan toan vao chat luong du lieu dau vao. Sai sot ky thuat co the dan den viec thuat toan toi uu sai, gay ton that lon.
Sai lam pho bien la cai dat Facebook Pixel khong chinh xac hoac thieu su kien chuyen doi. Neu Pixel khong ghi nhan duoc su kien Purchase (Mua hang) mot cach chinh xac, thuat toan se khong biet duoc ai da mua hang va se phan phoi quang cao mot cach mu quang. De khac phuc, ban phai dam bao cai dat day du cac su kien tieu chuan (ViewContent, AddToCart, InitiateCheckout, Purchase) va su dung Event Testing Tool trong Ads Manager de kiem tra. Doi voi cac doanh nghiep chuyen nghiep, viec chuyen sang Conversion API (CAPI) la buoc bat buoc de dam bao du lieu chinh xac hon trong boi canh hien tai.
Mot sai lam ky thuat khac la de Ad Set (Nhom quang cao) bi mac ket trong Giai doan Hoc tap (Learning Phase). Dieu nay xay ra khi ngan sach qua thap hoac tap doi tuong qua nho, khien Facebook khong co du du lieu (50 chuyen doi/tuan/Ad Set) de toi uu. De khac phuc, ban co the tang ngan sach hoac mo rong tap doi tuong (vi du: tu LAL 1% len 3%) de cung cap du du lieu cho thuat toan.
3. Sai lam ve Sang tao va Toi uu hoa Noi dung
Cho du co chien luoc tot den dau, noi dung quang cao (Creative) van la yeu to thu hut khach hang.
Sai lam dau tien la khong thuc hien A/B Testing Creative. Cac nha quang cao chi su dung mot Creative duy nhat cho toan bo chien dich. Dieu nay gay ra rui ro Ad Fatigue (Quang cao met moi): Tan suat (Frequency) tang cao, CTR (Ty le nhap) giam manh va CPA tang vot. Giai phap la lien tuc test Creative moi (hinh anh, video, thong diep) va tat ngay Creative co CTR thap (duoi 1%) de dam bao chi phi CPM luon o muc re.
xem them: Sai lam pho bien khi chay Facebook Ads va cach khac phuc.
Sai lam thu hai la thong diep khong giai quyet duoc Pain Point. Creative chi liet ke tinh nang cua san pham ma khong noi len loi ich hay cach san pham giai quyet van de cua khach hang. De khac phuc, ban phai tap trung vao khach hang, su dung ngon ngu mang tinh cam xuc, thuyet phuc va nhan manh vao gia tri doc nhat (USP) cua san pham.
4. Sai lam ve Nham muc tieu va Quan ly Du lieu
Sai lam trong viec nham muc tieu la mot trong nhung ly do chinh khien ngan sach bi lang phi.
Nhieu nguoi target qua rong (vi du: tat ca nguoi dung nu tai Viet Nam 25-35 tuoi) khien quang cao bi pha loang. Nguoc lai, nhieu nguoi lai target qua hep (vi du: chi 10.000 nguoi) khien he thong khong the toi uu. Giai phap toi uu nhat la su dung Lookalike Audience (LAL) duoc tao ra tu tap doi tuong chat luong cao (Purchase/Add to Cart), voi quy mo 1%-3% de can bang giua do chinh xac va pham vi tiep can.
Mot sai lam nghiem trong nua la khong su dung tinh nang Loai tru (Exclusion). Neu ban khong loai tru khach hang da mua hang khoi chien dich ban hang hien tai, ban dang lang phi ngan sach de tiep can nhung nguoi da chot don, gay kho chiu cho chinh khach hang cua minh.
Tom lai, thoat khoi tinh trang chay quang cao thua lo doi hoi mot su chuyen doi tu tu duy thiet lap sang tu duy toi uu va phan tich. Cac chuyen gia tai Lolo Media luon biet cach nhan dien cac "lo hong" du lieu va chien luoc nay de dieu chinh kip thoi, dam bao moi dong von quang cao deu duoc dau tu mot cach thong minh nhat, giup DN ban dat duoc muc tieu kinh doanh ben vung.
|
