Copy Quang Cao
Buoc 0: Kiem tra context file
Truoc khi viet copy ads, doc ca 2 file (neu ton tai):
.agents/product-marketing-context.md (marketing san pham).agents/personal-brand-context.md (personal brand)
Quyet dinh mode:
- Chi co
product-marketing-context.md → MODE A (mac dinh — 6 bien the TOFU/MOFU/BOFU ben duoi)
- Chi co
personal-brand-context.md → MODE B (Personal Brand Mode — section ben duoi)
- Co ca 2 → HOI 1 cau: "Ban dang chay ads ban SP hay boost personal brand?"
- Khong co → De xuat tao context phu hop
Thu thap thong tin
Hoi toi da 4 cau truoc khi viet:
- San pham / dich vu gi? Mo ta ngan, USP chinh, gia, uu dai dang chay (neu co).
- Nen tang quang cao? Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. Neu khong chon — mac dinh Meta Ads.
- Doi tuong muc tieu? Gioi tinh, do tuoi, noi dau chinh, nguoi quyet dinh mua. Cold (chua biet) hay Warm (da tuong tac)?
- Muc tieu quang cao? Tin nhan (CPMess), Lead form, Traffic, Chuyen doi. Neu khong chon — mac dinh tin nhan.
Nguyen tac cot loi
Quy tac 125 ky tu
Tren Meta Ads, chi 125 ky tu dau hien thi truoc nut "Xem them". Dong 1 cua primary text phai:
- Gay to mo hoac cham noi dau
- Chua USP hoac con so cu the
- Tu hoan chinh ve nghia (khong cat giua cau)
TOT: "Da ban len mun 3 nam chua het? 1 lieu trinh 28 ngay — cam ket sau sach." (74 ky tu)
XAU: "Chao ban, cam on ban da quan tam den dich vu cua chung toi. Hom nay minh muon gioi thieu..." (cat giua)
Tieu chuan do dong 1 (do duoc, khong cam tinh)
| Tieu chi | Nguong dat | Cach kiem tra |
|---|
| Do dai | 60-125 ky tu (ke ca dau cach) | Dem ky tu, khong uoc luong |
| Ky tu thu 126 tro di | Phai roi vao giua cau, khong cat mat y chinh | Doc rieng 125 ky tu dau — van hieu duoc |
| Vi tri thong tin quan trong | Trong 40 ky tu dau | Doc 40 ky tu dau — da biet noi ve gi chua |
| Chao hoi / ten brand | 0 — khong duoc xuat hien o dong 1 | Tim tu "Chao", "Xin chao", ten brand |
| Con so cu the | >=1 con so hoac chi tiet dinh luong | Co chu so trong dong 1 |
| Thoi gian doc | <=1.5 giay | Doc to len — vuot 1.5s la dai |
Cam tuyet doi trong dong 1: "Chao ban", "Ban co biet khong", ten thuong hieu, emoji mo dau, hashtag.
Tu ngu cam trong toan bo copy
Khong dung neu khong co bang chung kem theo: "sieu hot", "khong the bo lo", "hang trieu khach hang tin dung", "so 1 Viet Nam", "tot nhat thi truong", "duy nhat".
Neu co bang chung that → viet lai thanh con so: "1,247 khach da dung" thay vi "hang trieu khach tin dung".
Thu vien cam xuc trigger
| # | Trigger | Mo ta | Vi du ap dung |
|---|
| 1 | Noi dau (Pain) | Cham vao van de dang gap — tao dong cam | "Met moi vi da mun? Ban khong co loi..." |
| 2 | Khat vong (Aspiration) | Ve hinh anh tuong lai tot dep | "Tuong tuong da ban dep tu tin khong can filter" |
| 3 | FOMO | So bo lo co hoi, so lieu gioi han | "Chi con 12 slot thang nay — 89 nguoi da dat" |
| 4 | Bang chung xa hoi (Social proof) | Nguoi khac da lam va thanh cong | "1,200 chi da trai nghiem — 4.8/5 sao" |
| 5 | Uy tin (Authority) | Chuyen gia, chung nhan, kinh nghiem | "10 nam kinh nghiem — bac si da lieu truc tiep tu van" |
| 6 | To mo (Curiosity) | Gay thac mac, muon biet tiep | "Co 1 thu 90% nguoi dung skincare sai — ban co biet?" |
Quy tac chon trigger theo pheu:
- TOFU: To mo (6), Noi dau (1), Khat vong (2)
- MOFU: Bang chung xa hoi (4), Uy tin (5), Noi dau (1)
- BOFU: FOMO (3), Bang chung xa hoi (4), Noi dau (1)
6 Framework Copy Chuyen Nghiep
Reference day du: skills/vi/references/copy-frameworks-vn.md — template char-limit theo tung nen tang, vi du VN cho moi framework.
Chon framework theo nhiet do audience
| Nhiet do | Framework uu tien | Ly do |
|---|
| Cold (chua biet san pham) | AIDA, Star·Story·Solution | Dan dat logic tu dau; ke chuyen khong lo quang cao |
| Warm (da tuong tac, chua mua) | PAS, 4P | Nhac lai noi dau; tang trust bang proof |
| Hot (co intent, gan mua) | FAB, BAB | Rap dap loi ich cu the; visual transformation |
| Retarget (da xem, chua mua) | PAS hoac BAB | Nhan manh hau qua hoac bien doi |
Tom tat 6 frameworks
| Framework | Cau truc | Dung khi | Platform phu hop |
|---|
| AIDA | Attention → Interest → Desire → Action | Cold audience, launch san pham moi | Meta feed, TikTok, YouTube pre-roll |
| PAS | Problem → Agitate → Solution | Warm audience, nganh co pain point ro (spa, y te, GD) | Meta feed, LinkedIn, Google RSA |
| BAB | Before → After → Bridge | Transformation offer (spa, fitness, giao duc) | Meta Reels/Stories, TikTok |
| 4P | Promise → Picture → Proof → Push | High-ticket, can nhieu trust (BDS, khoa hoc, B2B) | LinkedIn, Google, Meta feed dai |
| FAB | Features → Advantages → Benefits | Khach co intent cao, dang so sanh | Google RSA, Meta retarget |
| Star·Story·Solution | Star → Story → Solution | Brand storytelling, UGC-style, khong muon lo quang cao | TikTok, Reels, YouTube Shorts |
Sai lam pho bien VN: Viet theo cau truc tu do (gioi thieu → tinh nang → CTA) thay vi ap framework. Ket qua: copy nhat, it cam xuc, CTR thap. Moi bien the trong 6 bien the output nen dung 1 framework khac nhau.
Andromeda Warning — Khong clone ads
Meta 2026: He thong Andromeda cluster cac quang cao co Creative Similarity Score > 60% — giam delivery tu dong. 100 bien the nho (doi mau, cat clip, thay font) KHONG tot hon 10 creative thuc su khac biet.
Nguong an toan:
| Similarity Score | Trang thai | Hanh dong |
|---|
| < 40% | An toan | Tiep tuc chay |
| 40–60% | Canh bao | Kiem tra lai — co the bi cluster |
| > 60% | Nguy hiem | Andromeda cluster → giam delivery tu dong |
5 chieu da dang de vuot Andromeda:
- Hook khac nhau — Pain vs To mo vs Aspiration (khong chi thay text, phai thay goc nhin)
- Format khac nhau — Video doc 9:16 vs Anh vuong 1:1 vs Carousel
- Nhan vat khac nhau — Founder vs Khach hang review vs KOC/bac si
- Am nhac khac nhau — Trending VN vs Nhac cam trang vs Giong noi/voiceover
- Boi canh khac nhau — Studio vs Ngoai canh vs UGC phong khach
Xem them: skills/vi/references/quality-gates-vn.md Gate 5 (Andromeda Creative Diversity)
6 kieu hook quang cao — Dong 1 quyet dinh tat ca
Hieu chinh cho ads VN. Chi tiet: skills/vi/references/hook-formulas-vn.md.
125 ky tu dau cua primary text = hook quang cao. Moi bien the nen dung kieu hook khac nhau:
| # | Kieu hook | Cong thuc | Vi du VN |
|---|
| 1 | Con so | So lieu cu the, bat ngo | "1,247 chi da trai nghiem — 98% quay lai lan 2" |
| 2 | Nguoc doi | Lat nguoc niem tin pho bien | "Chay ads nhieu hon KHONG giup ban co them khach" |
| 3 | Truoc/Sau | Ket qua bien doi cu the | "Tu 5 don/tuan len 40 don/tuan — chi trong 60 ngay" |
| 4 | Muon uy tin | Nhac ten chuyen gia, chung nhan, brand | "Bac si da lieu 15 nam khuyen dung — ly do bat ngo" |
| 5 | Thu nhan | Chia se sai lam, bai hoc that | "Toi da tieu 200 trieu chay ads sai — bay gio toi lam khac" |
| 6 | Khan cap | Gioi han thoi gian, so luong | "Con 8 slot thang 6 — 34 nguoi dang cho" |
Quy tac chon hook theo tang pheu:
- TOFU (cold): Uu tien hook 1 (con so), 2 (nguoc doi) — thu hut chu y
- MOFU (warm): Uu tien hook 3 (truoc/sau), 4 (uy tin) — tang tin tuong
- BOFU (hot): Uu tien hook 5 (thu nhan), 6 (khan cap) — thuc day hanh dong
Kiem tra hook:
Copy Scoring — Cham diem truoc khi giao
Thang cham diem hieu chinh cho quang cao VN.
Cham 5 tieu chi, moi tieu chi 1–10 diem. Chi giao khi dat ≥ 35/50.
| Tieu chi | 8–10 diem | 5–7 diem | 1–4 diem |
|---|
| Hook strength | Gay to mo manh, co con so/chi tiet, khop tang pheu | Chap nhan duoc nhung chua gay an tuong | Chung chung, khong co diem nhan |
| Cam xuc trigger | Trigger ro rang (Pain/FOMO/Social proof), cam nhan duoc | Co trigger nhung nhe | Khong co trigger, doc xong khong cam giac gi |
| CTA clarity | CTA cu the, hanh dong ro, 1 buoc duy nhat | CTA co nhung chua cu the | CTA mo ho ("Tim hieu them", "Click vao day") |
| Compliance | 0 vi pham chinh sach | 1 canh bao nhe | Co vi pham se bi reject |
| Platform fit | Dung char limit, giong van khop platform | Gan dung | Sai char limit hoac giong van khong phu hop |
| Tong | Danh gia | Hanh dong |
|---|
| 45–50 | Xuat sac | Giao ngay, theo doi hieu suat |
| 35–44 | Tot | Giao duoc, ghi chu cai thien |
| 25–34 | Trung binh | Chinh lai truoc khi giao |
| < 25 | Yeu | Viet lai tu dau |
Moi lan giao copy, them dong: Copy Score: [X]/50 — [Danh gia] vao cuoi file output.
Quy tac theo nen tang
| Quy tac | Meta Ads | TikTok Ads | Google Ads |
|---|
| Do dai primary text | 125 char dong 1 + 300–500 char toan bo | 80–100 char (text overlay) | Khong co primary text |
| Headline | Toi da 40 char | Khong co | Toi da 30 char x 3 |
| Description | Toi da 30 char | Khong co | Toi da 90 char x 2 |
| Giong van | Chuyen nghiep nhung gan gui | Tre, tu nhien, nhu noi chuyen | Truc tiep, keyword-driven |
| CTA button | Chon tu danh sach Meta | Khong co nut — CTA trong text | Khong co nut — CTA trong headline |
| Hinh anh / Video | 1:1 (feed), 9:16 (story/reel) | 9:16 bat buoc | Khong ap dung (search) |
CTA — Thu tu uu tien
Cu the > chung chung. Hanh dong ro > mo ho.
| Muc do | CTA | Khi nao dung |
|---|
| Manh nhat | "Nhan tin ngay de dat lich" | Muc tieu tin nhan, BOFU |
| Manh | "Dat lich tu van mien phi" | Lead form, MOFU/BOFU |
| Trung binh | "Xem bang gia chi tiet" | Traffic, MOFU |
| Nhe | "Tim hieu them" | Awareness, TOFU |
Tranh dung: CTA chung chung khong co hanh dong ("Click vao day", "Lien he ngay").
Chinh sach quang cao — Compliance checklist
| Quy tac | Chi tiet | Vi pham = bi tu choi ads |
|---|
| Khong cam ket tuyet doi | Tranh "dam bao", "100%", "chac chan" | Co |
| Khong dung "mien phi" trong headline | Meta flag tu "mien phi" trong headline — dung trong body | Co |
| Khong dung "khuyen mai" qua nhieu | 1 lan trong body — khong lap | Co |
| Khong nhac den dac diem ca nhan | Tranh "Ban bi mun?", "Ban thua can?" — dung "Nhieu nguoi gap tinh trang..." | Co |
| Truoc/sau phai thuc te | Khong chinh sua anh truoc/sau qua muc | Co |
| Khong dung hinh anh nhay cam | Khong close-up mun, da bi thuong, co the lo lieu | Co |
| Disclaimer bat buoc | Thuc pham chuc nang, y te — can dong disclaimer | Co |
Khau viet copy theo tang pheu
Moi tang co luat rieng. Viet sai luat tang = copy khong sai chinh ta nhung khong ra so.
Bang luat tung tang
| TOFU (Cold) | MOFU (Warm) | BOFU (Hot) |
|---|
| Muc tieu | Dat ten van de, khuech dai nhan thuc | Xay trust, khac biet hoa | Chot — offer + urgency |
| Do dai primary text | 100-150 chu | 80-120 chu | 60-100 chu |
| BAT BUOC co | Noi dau duoc goi ten cu the | Social proof (so lieu / testimonial / case) | Gia hoac uu dai + deadline + guarantee |
| CAM co | Gia, bang gia, uu dai | Push ban truc tiep | Noi dung giao duc dai dong |
| Hook variant A | Pain hook — bat dau bang noi dau, khong gioi thieu brand | Social proof hook — con so / ket qua cu the | Direct offer hook — offer kem con so |
| Hook variant B | Curiosity hook — cau hoi hoac statement nguoc doi | Objection hook — xu ly lo ngai pho bien nhat | Testimonial close — quote ngan khach that |
| CTA | "Tim hieu them" / "Xem ngay" | "Dang ky tu van" / "Xem chi tiet" | "Mua ngay" / "Dat lich ngay" / "Toi muon ket qua tuong tu" |
| Chi so danh gia | CTR, CPM, thruplay | CPC, cost per landing view, add-to-cart | CPMess, CPL, CPA, ROAS |
Trinh tu viet (khong dao thu tu)
- Doc insight truoc, khong viet ngay. Mo
09-insight-khach-hang — lay Pain Map, Objection List, Ngan hang ngon ngu khach hang. Neu chua co → chay skill 09 truoc.
- Chot 1 message cho 1 ad. Moi bien the chi mang 1 thong diep. Nhoi 3 benefit vao 1 bai = khong benefit nao duoc nho.
- Viet hook truoc, than bai sau. Viet 6 hook 125 ky tu truoc — chon xong moi viet phan than.
- Gan framework cho tung bien the. 6 bien the = 6 framework khac nhau (AIDA, PAS, BAB, 4P, FAB, Star-Story-Solution) — tranh Andromeda cluster.
- Cam con so vao. Moi bien the phai co it nhat 1 con so that. Khong co so that → lay tu
13-phan-tich-du-lieu hoac bo bien the do.
- Viet CTA cuoi cung. CTA = dong tu + loi ich cu the, khong phai "Lien he ngay".
- Cham diem Copy Scoring (bang o tren) — <35/50 thi viet lai, khong gui di duyet.
Google Ads — Responsive Search Ad (RSA)
Khi platform la Google Search, output khac hoan toan (khong co primary text):
| Thanh phan | So luong | Gioi han | Yeu cau |
|---|
| Headlines | 15 | <=30 ky tu | 15 goc do KHAC nhau theo intent: keyword match, benefit, gia, uu dai, thuong hieu, dia diem, urgency, social proof |
| Descriptions | 4 | <=90 ky tu | Benefit + CTA + diem khac biet |
| Display path | 2 doan | <=15 ky tu/doan | Chua keyword chinh |
Quy tac RSA: it nhat 3 headline chua keyword chinh xac, it nhat 3 headline khong chua keyword (de Google test). Khong ghim (pin) qua 2 headline — ghim nhieu lam giam Ad Strength.
Quy trinh review copy truoc khi len camp
Copy khong duoc di thang tu nguoi viet vao Ads Manager. Chay 3 gate — tong thoi gian 20-30 phut.
Gate 1 — Self-check (nguoi viet, 10 phut)
Gate 2 — Marketing review (leader, 10 phut)
Chuyen sang 62-marketing-review — che do review ads copy. Nguoi duyet cham 4 cau hoi:
| Cau hoi duyet | Dat | Khong dat → tra ve |
|---|
| Copy nay co dung tang pheu cua adset se chay khong? | | Sai tang → viet lai |
| Message co khop offer va landing page khong? | | Lech message → sua copy hoac sua LP |
| Con so trong copy co that va co nguon khong? | | Bia so → xoa, khong duoc "lam tron len" |
| Co bien the nao trung goc nhin voi ads dang chay khong? | | Trung → thay goc nhin, tranh Andromeda |
Ket qua duyet ghi 1 trong 3: DUYET · DUYET CO DIEU KIEN (sua roi chay, khong can duyet lai) · TRA VE (viet lai, duyet lai tu dau).
Gate 3 — Pre-launch check (performance, 5-10 phut)
Timeline
| Moc | Viec | Nguoi lam |
|---|
| T-5 | Nhan brief + insight, bat dau viet | Content |
| T-4 | Nop copy 6 bien the, tu cham diem | Content |
| T-3 | Gate 2 marketing review | Leader |
| T-2 | Sua theo review, chot ban cuoi | Content |
| T-1 | Gate 3 pre-launch, setup camp | Performance |
| T-0 | Launch | Performance |
Luat: copy tra ve o Gate 2 sau T-3 thi lui launch, khong chay copy chua duyet. Ngoai le duy nhat: camp retarget khan cap dung lai copy da duyet truoc do.
Cau truc ket qua
Khung output day du: header thong tin chung, bang chi tiet cho tung bien the 1-6 theo 3 tang (TOFU · MOFU · BOFU + retarget) voi day du truong trigger / primary text 125 char / primary text day du / headline / description / CTA button / ghi chu creative, bang tong hop 6 bien the, va huong dan A/B test kem quy tac test: doc references/cau-truc-output-6-bien-the.md.
Lien ket skill lien quan
- 04-script-video — Dung copy ads lam voice-over hoac text overlay cho video ads
- 02-brief-chien-dich — Copy ads la mot phan cua brief chien dich tong the
- 09-insight-khach-hang — Lay noi dau, ngon ngu cua khach de viet copy chinh xac
- 10-tinh-kpi-nguoc — Tinh CPMess muc tieu de danh gia hieu qua copy
- 36-content-brief — Brief dau vao cho nguoi viet copy (message, angle, proof point)
- 52-account-structure — Copy tang nao vao adset nao — kiem tra o Gate 3
- 62-marketing-review — Gate 2 duyet copy truoc khi len camp
- 74-copy-hai-lop — Slogan / poster / cau ngan hai lop; khong dung 05 de viet cau an y. Neu cau 74 phai chay ads, viet lai o day theo pheu + policy
- 19-ab-test-setup — Thiet ke test giua cac bien the copy sau khi launch
Personal Brand Mode
Chi doc khi da xac dinh MODE B o Buoc 0. Bang khac biet Mode A vs Mode B (pheu, goal, tone, CTA, proof), 6 bien the copy personal brand (2 Awareness · 2 Trust · 2 Soft Sell) kem vi du day du, va 3 canh bao bat buoc truoc khi chay ads (nguong 500 follower huu co, niche phai ro, disclosure AI avatar theo Nghi dinh 147/2024): doc references/personal-brand-mode.md.
Checklist chat luong
Kiem tra truoc khi giao copy: