Cach giu tan suat quang cao hop ly, tranh lam phien khach

Trong quang cao Facebook Ads (Meta Ads), viec kiem soat Tan suat (Frequency) la yeu to then chot quyet dinh hieu suat chuyen doi va chi phi quang cao cua ban. Tan suat duoc hieu la so lan trung binh mot nguoi dung thay quang cao cua ban. Neu Tan suat qua cao, khach hang se cam thay bi lam phien, dan den hien tuong "quang cao met moi" (Ad Fatigue). Khi Ad Fatigue xay ra, CTR (Ty le nhap) giam, CPA (Chi phi chuyen doi) tang cao va Diem Chat luong quang cao giam manh. Muc tieu cua nha marketing la giu Tan suat o muc ly tuong, dam bao quang cao duoc hien thi vua du de nhac nho khach hang ma khong gay ra cam giac kho chiu. Bai viet nay se phan tich cac chien luoc de giu Tan suat quang cao hop ly va ben vung.



1. Tan suat ly tuong va Nguy co cua Ad Fatigue

Tan suat ly tuong khong phai la mot con so co dinh, no phu thuoc vao nganh hang va muc tieu chien dich. Tuy nhien, theo hau het cac chuyen gia, Tan suat nen duoc giu o muc 2.0 - 4.0 cho cac chien dich lay khach hang moi (Cold Audience). Doi voi cac chien dich Retargeting (Tiep thi lai), Tan suat co the cao hon mot chut (4.0 - 7.0) vi doi tuong da biet ve ban.

xem them: Cach giu tan suat quang cao hop ly, tranh lam phien khach.

Khi Tan suat vuot qua 5.0 doi voi Cold Audience, nhung dau hieu nguy hiem cua Ad Fatigue se xuat hien: So luong binh luan tieu cuc tang len, khach hang bat dau an quang cao hoac bao cao vi spam. Tinh trang nay khong chi lam ton thuong danh tieng thuong hieu ma con khien thuat toan Facebook danh gia quang cao cua ban kem chat luong, dan den viec tang chi phi CPM va CPA.

Viec kiem soat Tan suat chinh la kiem soat su can bang giua hien dien thuong hieu va trai nghiem nguoi dung.



2. Toi uu hoa Tap doi tuong de lam giam Tan suat

Mot trong nhung ly do chinh khien Tan suat tang la do tap doi tuong (Audience) qua hep. Khi ban nham muc tieu vao mot so luong nho nguoi dung voi mot ngan sach lon, quang cao se lap lai truoc mat ho.

Mo rong Tap doi tuong (Scale Out)

Mo rong LAL: Neu ban dang chay Lookalike Audience (LAL) 1%, hay thu mo rong len LAL 3% hoac 5%. Viec nay se cung cap mot tap doi tuong lon hon cho thuat toan de phan phoi, giup Tan suat giam xuong. Tuy nhien, hay dam bao mo rong mot cach co kiem soat de chat luong chuyen doi khong bi anh huong.

Mo rong khu vuc dia ly: Neu tap doi tuong cua ban o mot khu vuc han che, hay mo rong ban kinh dia ly hoac them cac thanh pho lan can vao Ad Set.

Chia nho va Loai tru (Segment and Exclude)

Chia nho theo Funnel: Chay nhieu chien dich nho nham muc tieu vao cac lop doi tuong khac nhau (Awareness, Consideration, Conversion) thay vi mot chien dich lon.

Loai tru (Exclusion) thong minh: Luon loai tru cac tap doi tuong da chuyen doi hoac khong con tiem nang ra khoi chien dich. Vi du, loai tru nhung nguoi da mua hang khoi chien dich ban hang hien tai, hoac loai tru nhung nguoi da tuong tac trong 90 ngay truoc khoi chien dich lay khach hang moi. Lolo Media luon biet cach su dung chien luoc Loai tru chong lan (Audience Exclusion) de ngan chan su trung lap giua cac Ad Set, mot bien phap hieu qua giam Tan suat tong the.



3. Chien luoc Thay doi Creative (Ad Refresh) de kiem soat Tan suat

Khi tap doi tuong khong the mo rong them nua, thay Creative la cach duy nhat de giam Tan suat. Khi Creative thay doi, thuat toan xem do la mot thong diep moi, giup "dat lai" Tan suat trong tam tri khach hang.

Ap dung Cycle Creative

Chuan bi san: Luon co mot bo Creative du phong (Backup Creative) cho moi Ad Set. Cac Creative nay phai khac biet hoan toan ve hinh anh, goc quay hoac thong diep chinh de nguoi dung khong cam thay bi lap lai.

Ngưỡng thay doi: Khi Tan suat bat dau cham nguong 3.5 hoac CTR bat dau co xu huong giam (du la rat nho), hay thay ngay Creative moi. Viec thay doi nay phai duoc thuc hien truoc khi Ad Fatigue xay ra.

Su dung Dinh dang da dang: Thay doi tu Video ngan sang Carousel, tu Hinh anh tinh sang Story Ads de lam moi trai nghiem quang cao.

Tao Creative chong "Chay (Burn Out)"

Hay tao ra cac Creative khong qua "ban hang" de chay trong thoi gian dai ma khong gay kho chiu. Vi du: Video chia se kien thuc, hinh anh vui nhon, hoac minigame nham muc tieu Engagement. Cac Creative nay giup giu am cho tap doi tuong ma khong can day ho vao hanh vi mua hang ngay lap tuc.

xem them: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/

4. Toi uu hoa Ky thuat va Quan ly Tan suat

Ngoai cac chien luoc tren, ban cung can su dung cac cong cu cua Ads Manager de kiem soat Tan suat.

Su dung Quy tac Tu dong (Automated Rules)

Ban co the thiet lap Quy tac Tu dong de Facebook tu dong tat Ad Set neu Tan suat vuot qua mot nguong cu the (vi du: Tan suat > 4.5 va CTR < 1.0%). Viec nay giup kiem soat rui ro ngay ca khi ban khong co mat de theo doi.

Quan ly Tan suat trong Retargeting

Doi voi cac chien dich Retargeting, de giu Tan suat on dinh, hay chia nho tap doi tuong theo ngay. Vi du: Ad Set 1 Retargeting 1-7 ngay, Ad Set 2 Retargeting 8-14 ngay. Viec chia nho nay dam bao khach hang khong bi hien thi cung mot quang cao qua nhieu lan trong mot khoang thoi gian ngan.

Giu Tan suat quang cao hop ly la mot nghe thuat cua su can bang giua so luong va chat luong. Bang cach ap dung chien luoc mo rong doi tuong (Scale Out) va thay Creative lien tuc (Ad Refresh), ban se khong chi tranh duoc viec lam phien khach hang ma con dam bao CPA luon o muc re va ROAS duoc toi uu hoa. Day la mot yeu cau bat buoc de dat duoc thanh cong ben vung trong marketing so hien dai.