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54-media-plan

Dung khi can lap ke hoach chi tieu quang cao cho mot ky — tinh nguoc tu doanh thu, phan bo theo kenh va tang pheu, ty le testing 30 scale 50 retarget 15 lookalike 5, va timeline ramp-up. Kich hoat khi user nhac 'media plan', 'plan ads thang toi', 'phan bo ngan sach quang cao', 'chay bao nhieu tien', 'chia budget cho kenh nao', 'ke hoach chay ads'. Khong dung cho — phan bo ngan sach marketing tong the ngoai ads thi dung skill 61-budget-planning; tinh CPL toi da thi dung skill 10-tinh-kpi-nguoc.

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Media Plan — Ke Hoach Chay Ads

Plan khong co KPI cu the = khong biet thang hay thua. Moi so trong plan phai truy duoc ve doanh thu muc tieu. Goi 10-tinh-kpi-nguoc de tinh CPL max / budget truoc khi phan bo.

Thu thap thong tin

Doc .agents/product-marketing-context.md, output 51-audience-research va 10-tinh-kpi-nguoc neu co. Neu thieu, hoi toi da 4 cau:

  1. San pham / offer can chay va revenue target? (doanh thu muc tieu thang hoac campaign + AOV + gross margin %)
  2. Budget tong bao nhieu / thang? Co gioi han cung khong hay tinh nguoc tu revenue?
  3. Kenh muon chay va objective chinh? Meta / TikTok / Google / Zalo / YouTube — Lead gen / Conversion / Traffic?
  4. Timeline campaign bao nhieu tuan? Co moc mua vu / launch nao phai bam khong?

Nguyen tac

  1. Tinh nguoc tu doanh thu, khong tu "so tien co san". Doanh thu → so don → so lead → CPL max → budget. Neu budget co san < budget can → ha target hoac ha CPL, khong tu lua.
  2. Phan bo theo funnel, khong don het vao 1 kenh / 1 tang. Chi chay BOFU tu dau = CPA cao vi chua co trust.
  3. Plan phai co so cu the. Khong de blank KPI. Moi kenh co CPL/CPMess target rieng.
  4. Review moi tuan, dieu chinh theo data. Plan la gia thuyet — data thuc te quyet dinh.
  5. Testing truoc, scale sau. Tuan 1-2 la chi phi hoc — khong danh gia ROAS tuan dau.

Quy trinh

Buoc 1 — Tinh KPI nguoc (goi 10-tinh-kpi-nguoc)

Doanh thu muc tieu / AOV = So don can
So don / Close rate      = So lead can
Max CPL                  = (Doanh thu x Gross margin %) / So lead
Break-even ROAS          = 1 / Gross margin %
Target ROAS              = Break-even ROAS x 1.5
Budget ads can           = So lead x CPL target

Ket qua bat buoc co truoc khi sang buoc 2: So lead can · CPL max · CPL target · Budget ads · Target ROAS. Tinh du 3 kich ban (Pessimistic / Base / Optimistic) — lap plan bang kich ban Base.

Buoc 2 — Phan bo ngan sach theo kenh

Kenh% BudgetSo tien/thangObjectiveKPI chinh
Meta Ads[%][so][Lead/Conv]CPL, CPMess
TikTok Ads[%][so][Video-first]CPL, VCR
Google Ads[%][so][Search intent]CPL, Conv rate
Zalo / khac[%][so]
Tong100%

Logic phan bo mau (dieu chinh theo data rieng):

  • Lead gen B2C: Meta 50% + TikTok 30% + Zalo 20%
  • E-commerce: Meta 40% + Google 35% + TikTok 25%
  • B2B: Google Search 50% + Meta 30% + YouTube 20%
  • SME VN pho bien: Meta 60-70% + TikTok 20-30% + Google 0-10%

Quy tac: kenh da chung minh hieu qua nhan 60-70%; kenh moi test 15-20%; khong dan deu.

Buoc 3 — Phan bo theo funnel TOFU/MOFU/BOFU

Tang% BudgetAudienceCreativeKPI chinh
TOFU — Awareness/Traffic30-40%Cold (interest/broad/LAL)Hook manh, educate, entertainCPM, CTR 0.8-2%
MOFU — Lead gen35-45%Warm (engaged 7-30 ngay) + cold da locEducate + offer, giai phapCPL, lead quality
BOFU — Conversion/Retarget15-25%Hot (visit LP, cart, inbox 1-7 ngay)Urgency, proof, testimonialCPA, ROAS

Buoc 4 — Budget split theo loai campaign (chuan van hanh)

Loai campaign% BudgetMuc tieu
Testing (cold, tim winner)30%Test creative + audience moi
Scale (winner da chung minh)50%Volume chinh
Retargeting15%Convert warm/hot
Lookalike5%Mo tep tu seed chat luong

Hai goc nhin (funnel va loai campaign) phai khop nhau khi cong tong — dung bang nay lam chuan chia campaign trong 52-account-structure.

Buoc 5 — Timeline ramp-up

TuanGiai doan% Budget thangFocusCheckpoint
1-2Testing~30%Test 3-5 ad set, 2-3 creative/ad setDung ad set CPL > 2x target sau 3 ngay
3-4Scaling~50%Scale winner +20-30%/lan, khong x2 ngayCPL on dinh, volume tang
5+Maintaining~70% chay on dinhRefresh creative, test nho lien tucFrequency < 2.5, ROAS >= target

Ramp-up budget/ngay vi du (thang dau): tuan 1: 300-500K/ngay → tuan 2: 500-800K → tuan 3: 800K-1.5M → tuan 4: 1.5M-3M (theo 55-scaling-ads, chi tang khi CPL dat).

Buoc 6 — KPI target theo kenh va decision rules

KenhCPM targetCTR targetCPL targetROAS target
Meta[theo references/benchmarks-vietnam.md]>1.5%[tu buoc 1][tu buoc 1]
TikTok>1%
Google>3%

CPL decision rules hang tuan (vi du nganh dich vu local, CPL target 12K — chinh nguong theo AOV va CPL target cua ban):

CPL thuc teFrequencyAction
≤ 1.0x CPA target< 2.0WIN — ung vien scale, kiem tra dieu kien trong 55-scaling-ads
1.0 - 1.5x< 2.0Theo doi — toi uu, chua scale
> 1.5x keo dai 7 ngay2.0-2.5Thay creative hoac audience
> 3.0x> 2.5TAT — ghi ly do vao log

Thang nay lay tu skills/vi/references/quality-gates-vn.md Gate 1 (nguon duy nhat). Truoc khi phan xu, kiem tra da spend >= 3x CPA muc tieu chua — chua du thi cho, dung tat som.

Buoc 7 — Contingency plan

Tinh huongDau hieuAction
CPA > 3x targetDa spend >= 3x CPA targetTat ad set (Gate 1), test creative moi
CTR < 0.5%Ngay 1-2Doi creative / hook ngay
Frequency > 3Tuan 2+Refresh creative, mo rong tep
Spend khong het (delivery thap)Pace < 80% planMo audience, tang bid, check reject
CPM tang dot bienMua cao diem / canh tranhGiam budget tam thoi, don sang kenh re hon

Cau truc ket qua

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

# Media Plan — [San pham/Campaign]
Timeline: [tu ngay - den ngay] · Budget tong: [so] · Objective: [Lead/Conv]

## 1. Campaign overview      [ten, offer, timeline, budget, KPI chinh: CPL/ROAS/Leads]
## 2. KPI tinh nguoc         [bang 3 kich ban tu 10-tinh-kpi-nguoc]
## 3. Phan bo theo kenh      [bang % + tien + objective + KPI]
## 4. Phan bo theo funnel    [TOFU/MOFU/BOFU]
## 5. Budget split van hanh  [Testing 30 / Scale 50 / Retarget 15 / LAL 5]
## 6. Timeline ramp-up       [tuan, budget/ngay, focus, checkpoint]
## 7. KPI target theo kenh + decision rules
## 8. Contingency plan

Lien ket skill

  • 10-tinh-kpi-nguoc: BAT BUOC chay truoc — cho CPL max, budget, target ROAS.
  • 51-audience-research: audience cho tung tang funnel.
  • 53-tracking-setup: verify tracking truoc khi tieu dong nao.
  • 52-account-structure: chuyen plan thanh cau truc campaign.
  • 00-ke-hoach-mkt: media plan la 1 phan cua ke hoach marketing tong.
  • 57-next-ads-plan: ky sau lap plan tu data ky nay.

Checklist chat luong

  • KPI tinh nguoc tu doanh thu, co CPL max + break-even ROAS + 3 kich ban
  • Budget cong dung 100% o ca 3 goc nhin: kenh, funnel, loai campaign
  • Khong de blank KPI — moi kenh co target rieng
  • Budget split van hanh theo 30/50/15/5 (hoac ghi ly do lech)
  • Timeline ramp-up co checkpoint va dieu kien tang budget
  • Decision rules CPL co nguong so cu the theo CPL target cua project
  • Contingency plan co it nhat 4 tinh huong
  • Benchmark doi chieu references/benchmarks-vietnam.md — so lieu lech thi uu tien file repo

レビュー

まだレビューはありません。使ってみた感想をお寄せください。

同じリポジトリのスキル

概要と使いどころ

Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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