Account Structure — Cau Truc Tai Khoan Ads

Cau truc tot = doc data nhanh, toi uu dung cho, scale khong roi. Chay sau 53-tracking-setup (tracking xanh truoc) va sau khi co 51-audience-research + 54-media-plan.

Thu thap thong tin

Doc media plan va audience profile neu da co. Neu thieu, hoi toi da 4 cau:

1. Platform va objective? Meta / TikTok / Google / Zalo — Lead gen / Conversion / Traffic / Awareness?
2. So san pham / offer dang chay? Moi offer chinh nen co campaign rieng.
3. Budget tong thang? (de tinh so ad set toi da nuoi duoc)
4. Dang o giai doan nao? Testing / Scaling / Maintaining?

Nguyen tac

1. Cau truc don gian truoc. Khong setup qua nhieu ad set — budget loang, khong ad set nao du data de thoat learning phase.
2. Naming convention nhat quan tu ngay dau. Ve sau doi rat kho; data cu se khong loc duoc.
3. 1 campaign = 1 objective. Khong tron lead gen va conversion trong cung campaign.
4. Cold tach khoi retarget. Campaign retarget rieng, message rieng, khong bao gio tron tep.
5. Khong dung vao ad set dang learning phase. Meta can ~50 conversions/ad set/tuan de thoat learning — moi lan sua lon la reset.

Quy trinh

Buoc 1 — Hierarchy tong quan

Account
├── Campaign 1 — [Objective] — [San pham/Offer] (Cold Testing)
│   ├── Ad Set 1.1 — [Broad]           ├── Ad A (hook 1) / Ad B (hook 2)
│   ├── Ad Set 1.2 — [Interest nhom A] ├── Ad A / Ad B
│   ├── Ad Set 1.3 — [Interest nhom B] ├── Ad A / Ad B
│   └── Ad Set 1.4 — [LAL 1-3%]        └── Ad A / Ad B
├── Campaign 2 — [Objective] — Scale winner (tach rieng khi co winner)
└── Campaign 3 — Retargeting
    └── Ad Set 3.1 — [Warm 7-30 ngay] — creative xu ly objection

Buoc 2 — Naming convention

Cap	Format	Vi du
Campaign	[Platform]_[Objective]_[Product]_[AudienceType]_[MMYY]	META_LEAD_COURSE-A_COLD_0726
Ad Set	[Audience]_[Age]_[Gender]_[Placement]_[Budget]	INT-BUSINESS_25-45_ALL_FEED_200K
Ad	[CreativeType]_[HookType]_[Version]	VID_PAIN_v1, IMG_SOCIAL-PROOF_v2

Quy tac: viet HOA, phan cach _, khong dau, khong khoang trang. Ten ad khop voi utm_content (xem 53-tracking-setup) de doi chieu data Ads Manager ↔ GA4.

Buoc 3 — Chon CBO hay ABO

	ABO (budget o ad set)	CBO (budget o campaign)
Dung khi	Testing — can kiem soat spend deu cho tung tep	Scaling — da co winner, de thuat toan tu phan bo
Uu diem	Moi ad set chac chan co du data	Toi uu tu dong ve ad set hieu qua nhat
Rui ro	Phai tu tay tat loser	CBO don tien vao 1 ad set, tep test khac khong duoc chi
Quy tac	Testing phase mac dinh ABO	Chi chuyen CBO khi ad set da chung minh on dinh

Buoc 4 — Cau truc theo giai doan

TESTING (tuan 1-2):

• 1 campaign / objective; 3-5 ad set (broad, interest A, interest B, LAL, retarget nho); 2-3 ad / ad set (test creative + hook).
• ABO, budget deu nhau giua cac ad set. Muc tieu: tim winning audience + creative.
• Dung ad set CPL > 2x target sau 3 ngay.

SCALING:

• Tach winner ra campaign rieng (CBO). Scale +20-30%/lan, khong x2 ngay (chi tiet: 55-scaling-ads).
• Giu nguyen winning ad set — khong chinh khi dang scale. Tiep tuc test creative moi song song o campaign testing.

MAINTAINING:

• Monitoring daily 15 phut. Refresh creative moi 2-3 tuan. Retargeting chay lien tuc.

Buoc 5 — Budget allocation theo loai campaign

Loai campaign	% Budget	Muc tieu
Cold — Testing	30%	Tim winner moi
Cold — Scaling	50%	Scale winner
Retargeting	15%	Convert warm
Lookalike	5%	Mo tep moi tu seed

Buoc 6 — Budget toi thieu / ad set / ngay

Platform	Toi thieu	Ly do
Meta Ads	100-200K VND	Thoat learning phase (~50 conv/tuan)
TikTok Ads	150-300K VND	Minimum delivery
Google Ads	200-500K VND	Du clicks de toi uu
Zalo Ads	50-100K VND	CPM thap hon

Quy tac kiem tra: budget/ngay cua ad set >= 5x CPL (hoac CPMess) muc tieu. Neu khong du → gop ad set lai, dung chia nho.

Cau truc ket qua

Ten file: account-structure-[ten-san-pham]-[YYYYMMDD].md

# Account Structure — [San pham] — [Platform]
Giai doan: [Testing/Scaling/Maintaining] · Budget thang: [so]

## 1. So do campaign
[Cay hierarchy day du voi ten theo naming convention]

## 2. Bang ad set
| Campaign | Ad Set (ten chuan) | Audience | Budget/ngay | ABO/CBO | Ads ben trong |

## 3. Naming convention ap dung
| Cap | Format | Vi du thuc te cua project |

## 4. Budget allocation
| Loai campaign | % | So tien/ngay | So tien/thang |

## 5. Checklist truoc launch
- [ ] Pixel fire dung tren landing + thank you page (xem 53-tracking-setup)
- [ ] Conversion event dung (Lead / Purchase), khong duplicate
- [ ] UTM day du tren tat ca link, utm_content khop ten ad
- [ ] Test Event Tool xanh het — CHUA XANH = CHUA CHAY
- [ ] Naming dung format toan bo campaign/ad set/ad
- [ ] Budget/ad set >= 5x CPL target/ngay
- [ ] Exclusion: cold da loai khach mua + warm audience

Loi thuong gap

Loi	Hau qua	Fix
Qua nhieu ad set (>5/campaign khi test)	Budget loang, khong du data	Gop ve 3-5 ad set
Sua ad set dang learning	Reset learning, CPL nhay loan	Cho thoat learning roi moi sua
Naming tuy hung	Khong doc duoc data, khong biet camp nao test gi	Ap format chuan, doi ten ngay tu dau
Tron retarget vao cold	Message sai tep, CPL ao thap	Tach campaign, exclude cheo
CBO khi dang test	Tien don vao 1 tep, tep khac khong co data	ABO khi test, CBO khi scale

Lien ket skill

• 51-audience-research: nguon targeting cho tung ad set.
• 54-media-plan: tong budget va phan bo kenh truoc khi chia campaign.
• 53-tracking-setup: bat buoc xanh truoc khi launch.
• 05-copy-quang-cao: viet copy/creative cho tung ad.
• 19-ab-test-setup: quy trinh test 1 bien trong cau truc nay.
• 55-scaling-ads: quy tac tach winner va tang budget.

Checklist chat luong

• Hierarchy ro rang: 1 campaign = 1 objective, cold tach retarget
• Naming convention day du 3 cap, co vi du thuc te cua project
• Chon ABO/CBO dung giai doan (test = ABO, scale = CBO)
• So ad set 3-5 khi test, moi ad set 2-3 ad
• Budget/ad set >= muc toi thieu cua platform va >= 5x CPL target
• Budget allocation theo 30/50/15/5 (hoac ghi ro ly do lech)
• Checklist truoc launch co muc tracking verify xanh