---
name: minhnv0807/56-retargeting-plan
source: https://app.decimal.ai/s/minhnv0807-56-retargeting-plan@1/SKILL.md
source_sha256: 1f3474f5693d
---

# Retargeting Plan — Chuyen Doi Warm Audience

> Retargeting = noi chuyen voi nguoi da biet minh — message phai khac hoan toan cold ads. Ho can duoc xu ly objection, khong can raise awareness lai tu dau. Khong bao gio show cung 1 ad cho ca cold va warm.

## Thu thap thong tin

Hoi toi da 4 cau:

1. **Platform va san pham/offer dang retarget?** Meta / TikTok / Google / Zalo?
2. **Co pixel / event data chua? Loai event nao dang co?** (video view, page engage, LP visit, add to cart, lead form, purchase) — neu chua co, setup `53-tracking-setup` truoc, cho tich luy data.
3. **Kich thuoc tep warm hien tai?** (uoc luong tu Events Manager / Audience tab — tep qua nho thi chua chay duoc)
4. **Budget du kien va objection chinh cua khach la gi?** (gia? tin tuong? chua gap? de sau?)

## Nguyen tac

1. **Message theo do nong cua tep.** Cang nong cang thang vao offer + urgency; cang nguoi cang can trust + value.
2. **Window cang ngan → tep cang nong → message cang manh.** Nguoi vao LP hom qua khac nguoi xem video thang truoc.
3. **Luon exclude nguoi da convert.** Khong dot impression vao nguoi da mua (tru khi co upsell intent ro rang).
4. **Frequency cap bat buoc.** Retarget tan suat cao de gay kho chiu va bao cao xau — cap theo platform.
5. **Retargeting budget 10-20% tong** (chuan van hanh cua repo: 15%) — khong phan bo qua nhieu vi tep co han; volume den tu cold.
6. **LAL seed chat luong hon so luong.** Seed tu khach mua tot hon seed tu viewer.

## Quy trinh

### Buoc 1 — Phan tang retargeting audience

| Tier | Audience | Signal | Window | Huong message |
|------|----------|--------|--------|---------------|
| 1 (nong nhat) | Add to cart / Initiate checkout | Pixel | 7-14 ngay | Offer manh + urgency + guarantee |
| 2 | Mo lead form chua submit / inbox chua chot | Pixel, inbox | 3-7 ngay | Nhac nho + don gian hoa buoc tiep |
| 3 | LP visitor (>30s) chua convert | Pixel | 14-30 ngay | Trust + social proof + xu ly objection |
| 4 | Video viewers > 50% | Engagement CA | 14-30 ngay | Dao sau interest, educate + proof |
| 5 | Page/post engagers | Engagement CA | 30-60 ngay | Soft offer, value add |
| 6 | Email list / Zalo list | Customer upload | — | Nurture qua CRM (phoi hop `14-email-marketing`) |
| 7 | Past customers | Purchase event | 180 ngay | Upsell / cross-sell / loyalty |

### Buoc 2 — Message framework theo tang

- **Tier 1-2 (sap mua):** Offer + urgency + guarantee. CTA: "Mua ngay" / "Hoan tat dang ky". Format: dynamic ads (neu co catalog), countdown, limited slot.
- **Tier 3-4 (quan tam):** Xu ly objection + social proof + soft CTA. CTA: "Xem chi tiet" / "Doc review". Format: testimonial video, FAQ, comparison.
- **Tier 5-6 (biet brand):** Value add + soft offer. CTA: "Tim hieu them" / "Nhan [tai lieu mien phi]". Format: educate content, case study.
- **Tier 7 (khach cu):** Upsell / cross-sell / uu dai rieng. CTA: "Uu dai danh rieng cho ban". Format: bundle, membership, referral (xem `18-referral-program`).

Map message ↔ tep khi viet copy (chuyen brief sang `05-copy-quang-cao`):

| Tep | Message chinh |
|-----|---------------|
| Video viewers 75% | Education + Proof |
| Website visitors 3 ngay | Strong offer + Urgency |
| LP visitors khong convert | Address objection + FOMO |
| Inbox chua chot | Personal + Last chance |
| Past customers | Upsell / Cross-sell |

### Buoc 3 — Creative format khuyen dung

- **Dynamic ads** (co catalog): tu dong show san pham da xem.
- **Testimonial video:** xu ly "lieu co tin duoc khong".
- **Comparison / FAQ:** xu ly objection cu the.
- **Urgency ad:** dem nguoc, limited slot — chi dung cho Tier 1-2.

### Buoc 4 — Frequency cap

| Platform | Cap khuyen nghi |
|----------|-----------------|
| Meta | 2-3 lan / 7 ngay (tier nong co the cao hon nhe) |
| TikTok | 3-4 lan / 7 ngay |
| YouTube | 2 lan / ngay |
| Toi da moi tep | 2-3 lan / ngay — vuot la spam |

### Buoc 5 — Lookalike audience brief

| Seed | Size seed toi thieu | LAL % | Platform | Muc tieu |
|------|--------------------:|-------|----------|---------|
| Khach da mua | >= 100 | 1% | Meta | Prospecting chat luong cao |
| Lead chat luong | >= 500 | 1-3% | Meta | Scale lead gen |
| Video viewers 75% | >= 1000 | Broad LAL | TikTok | Scale awareness |
| Email list | >= 300 | 1-5% | Meta | Mo rong tu CRM |

LAL la campaign cold (5% budget theo split 30/50/15/5) — khong tinh vao budget retarget, nhung seed sinh ra tu he thong retargeting nay.

### Buoc 6 — Exclusions (bat buoc)

- [ ] Khach da mua (neu khong co upsell intent)
- [ ] Lead da submit form / da chot
- [ ] Nguoi da unsubscribe email
- [ ] Tep dang nam trong campaign prospecting (tranh overlap 2 chieu)
- [ ] Giua cac tier: tier nong exclude khoi tier nguoi hon (1 nguoi chi nam 1 tang)

## Cau truc ket qua

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

```markdown
# Retargeting Plan — [San pham/Campaign]
Platform: [x] · Budget: [so] ([%] tong) · Window chinh: [x ngay]

## 1. Audience segments   [bang tier: audience, signal, window, size uoc tinh]
## 2. Message theo tang   [tier → message → CTA → format]
## 3. Creative brief      [format + noi dung can san xuat, chuyen 05-copy-quang-cao]
## 4. Frequency cap       [theo platform]
## 5. Lookalike brief     [seed, %, muc tieu]
## 6. Exclusion list      [cac loai tru + exclude cheo giua tier]
## 7. KPI ky vong         [CPA retarget, ROAS — thuong cao hon prospecting 2-3x]
```

## Lien ket skill

- `51-audience-research`: dinh nghia tang cold/warm/hot ban dau.
- `53-tracking-setup`: pixel/event la nguyen lieu tao custom audience — phai co truoc.
- `05-copy-quang-cao`: viet copy theo message framework tung tier.
- `52-account-structure`: campaign retarget tach rieng cold, exclusion cheo.
- `55-scaling-ads`: khi scale cold, tep warm phinh ra → tang budget retarget theo.
- `14-email-marketing`: tier email list nurture qua CRM thay vi ads.
- `16-marketing-psychology`: nguyen ly objection handling, FOMO, social proof.

## Checklist chat luong

- [ ] Phan tang du cac tier co data (khong tao tier ma tep qua nho de chay)
- [ ] Moi tier co message + CTA + format rieng — khong dung chung ad voi cold
- [ ] Window khop do nong: cang nong window cang ngan, message cang manh
- [ ] Frequency cap theo platform da ghi ro
- [ ] LAL seed du size toi thieu, ghi % test
- [ ] Exclusion day du: da mua, da chot, unsubscribe, overlap prospecting, cheo tier
- [ ] Budget retarget trong khoang 10-20% tong (chuan 15%)