Công thức xây dựng chiến lược Facebook Ads hiệu quả
Để chạy quảng cáo Facebook hiệu quả, bạn cần đầu tư xây dựng một chiến lược Facebook Ads bài bản, mang tính dài hạn và đạt được mục tiêu doanh nghiệp bền vững. Trong bài viết này, chúng tôi gợi ý cho bạn các yếu tố cần quan tâm khi xây dựng một chiến lược Facebook ads hiệu quả và tối ưu nhất.
1. Sử dụng Facebook Pixel
Facebook Pixel là một đoạn mã được sử dụng để theo dõi và thu thập người dùng trên trang web của bạn và đo lường chuyển đổi trong Trình quản lý quảng cáo của Facebook.
Sau khi cài đặt Pixel và cần một khoảng thời gian để thu thập dữ liệu, bạn có thể tạo đối tượng tùy chỉnh, chẳng hạn như những người mua hàng trước đó và những người đã thêm sản phẩm vào giỏ hàng nhưng không mua.
Cài đặt Pixel là bước đầu tiên cần thiết cho bất kỳ chiến lược quảng cáo Facebook nhằm xây dựng tệp khách hàng chất lượng và gia tăng lượt chuyển đổi cho doanh nghiệp. Đặc biệt, dữ liệu của bạn càng lớn, đối tượng và nhắm mục tiêu quảng cáo của bạn sẽ càng chất lượng.
2. Hiểu hành trình khách hàng tiềm năng
Hiểu sâu sắc về hành trình của khách hàng cũng như “đọc vị” hành vi của họ sẽ giúp bạn hiển thị quảng cáo phù hợp đến đúng người vào đúng thời điểm, giúp bạn tiết kiệm ngân sách và tăng lợi tức chi tiêu quảng cáo (ROAS). Hiểu hành trình khách hàng là bước đi quan trọng để xây dựng chiến lược Facebook ads bền vững.
Hành trình của khách hàng sẽ được chia thành ba giai đoạn:
- Giai đoạn nhận thức, còn được gọi là giai đoạn đầu của kênh
- Giai đoạn cân nhắc hoặc giữa kênh
- Giai đoạn quyết định hoặc cuối kênh
Nhận thức (đầu kênh hoặc ToF)
Họ là ai?
Những người trong giai đoạn nhận biết hoặc trong đầu kênh (ToF) của bạn có thể đang gặp một hoặc nhiều vấn đề mà sản phẩm / dịch vụ của bạn giải quyết. Họ có thể đã hoặc chưa biết về thương hiệu của bạn.
Nội dung gì họ đang cần?
Trong giai đoạn này, bạn cần thu hút sự chú ý của khách hàng tiềm năng thông qua các quảng cáo có nội dung giáo dục, miễn phí về vấn đề mà sản phẩm của bạn giải quyết được cho họ.
Bạn tiếp cận họ bằng cách nào?
Để tìm đối tượng cho giai đoạn nhận thức, bạn có thể tạo đối tượng Lookalike với những người đã mua hàng của bạn và đối tượng Facebook gồm thông tin nhân khẩu học và sở thích có liên quan. Khi đã thu đủ một lượng khách hàng quan tâm, bạn có thể tạo đối tượng tùy chỉnh gồm những người đã xem bài quảng cáo đó để nhắm mục tiêu lại với quảng cáo cho giai đoạn giữa hoặc cuối kênh.
Nguồn: https://revealbot.com/
Cân nhắc (giữa kênh hoặc MoF)
Họ là ai?
Trong giai đoạn cân nhắc, mọi người đã biết về vấn đề / thách thức của họ và hiện đang cân nhắc các phương án và lựa chọn để giải quyết nó. Những người trong giai đoạn này muốn đưa ra một lựa chọn thông minh và quan tâm đến việc nghiên cứu nhiều thông tin từ các nguồn xung quanh gồm người thân, internet, người nổi tiếng…
Nội dung gì họ đang cần?
Nội dung về các chương trình hội thảo, sự kiện mua sắm, quà tặng, dùng thử v.v. sẽ là những hoạt động truyền thông hiệu quả trong giai đoạn cân nhắc, vì nó bắt đầu tạo ra sự tương tác và xây dựng mối quan hệ với khách hàng tiềm năng của bạn.
Bất kỳ loại nội dung nào yêu cầu mức độ cam kết thấp mà không mất tiền đều có thể là một cách tiếp cận tuyệt vời cho quảng cáo giữa kênh.
Ra quyết định (cuối kênh hoặc BoF)
Họ là ai?
Trong giai đoạn quyết định, mọi người đã quyết định phương pháp giải quyết vấn đề của họ và hiện đang đánh giá các nhà cung cấp hoặc cửa hàng khác nhau để mua hàng. Tại thời điểm này, rất có thể họ đang so sánh giá và xem các bài đánh giá để giúp đưa ra quyết định cuối cùng.
Nội dung gì họ đang cần?
Loại quảng cáo tối ưu nhất cho cuối kênh thường là các quảng cáo liên quan đến giá, ưu đãi như các chương trình giảm giá độc quyền, giao hàng miễn phí, mua 1 tặng 1, v.v.
Nguồn: revealbot.com
3. Tạo đối tượng mục tiêu
Để chiến lươc Facebook Ads hoàn chỉnh không thể thiếu nhắm mục tiêu đối tượng. Đối với Facebook Ads, Facebook cho bạn ba loại đối tượng để sử dụng tùy vào mục tiêu từng giai đoạn.
- Đối tượng đã lưu là đối tượng được tạo dựa trên sở thích, hành vi và nhân khẩu học.
- Đối tượng tùy chỉnh bao gồm những người dùng đã tương tác với trang web, ứng dụng hoặc nội dung của bạn trên Facebook.
- Đối tượng lookalike là đối tượng được xây dựng bằng cách nhắm mục tiêu những người có thuộc tính tương tự với những người trong đối tượng tùy chỉnh của bạn.
Mỗi đối tượng này có thể được sử dụng trong tất cả các giai đoạn của hành trình khách hàng và toàn bộ chiến lược quảng cáo Facebook. Vậy làm thế nào để bạn sử dụng chúng một cách hiệu quả?
Nguồn: Facebook
Bắt đầu với chân dung người mua (đối tượng đã lưu)
Chân dung người mua là một mô tả chi tiết về một nhóm khách hàng tiềm năng có các đặc điểm giống nhau, chung một lý tưởng hoặc mối quan tâm, thậm chí là những tư tưởng, phong cách sống giống nhau. Bạn càng biết rõ về khách hàng lý tưởng của mình, thì các quảng cáo nhắm mục tiêu càng chạm tới họ.
Dựa vào chân dung người mua, bạn có thể tìm kiếm đối tượng dựa trên nhân khẩu học, sở thích, sự kiện trong đời, thói quen chi tiêu, thói quen kỹ thuật số và thu nhập. Những đối tượng được lưu này sẽ là lựa chọn hợp lý cho quảng cáo giai đoạn đầu kênh của bạn.
Sử dụng dữ liệu khách hàng của riêng bạn (đối tượng tùy chỉnh)
Đối tượng tùy chỉnh cho phép bạn xây dựng đối tượng dựa trên cách mọi người tương tác với trang web hoặc nội dung Facebook của bạn. Đối tượng này thích hợp cho quảng cáo giữa kênh và cả cuối kênh.
Nếu bạn có ngân sách hạn chế, bạn nên bắt đầu tạo đối tượng tùy chỉnh với nhóm đã mua trước đó, tiếp theo là nhóm đã thêm sản phẩm vào giỏ hàng nhưng chưa hoàn tất đơn hàng và nhóm danh sách đăng ký email, số điện thoại.
>>> Xem thêm: 3 Bí quyết sử dụng Đối tượng tùy chỉnh Facebook hiệu quả
Cách tốt nhất để tìm khách hàng mới (đối tượng lookalike)
Sau khi bạn đã thiết lập đối tượng tùy chỉnh, bạn có thể sử dụng đối tượng Lookalike để tìm những người giống với tệp khách hàng tiềm năng sẵn có trong dữ liệu nguồn của bạn. Đối tượng lookalike là một trong những cách hiệu quả nhất để tìm kiếm khách hàng mới chất lượng.
Khi tạo đối tượng Lookalike, bạn có thể điều chỉnh kích thước đối tượng với mức độ từ 1% đến 10%, với 1% có nghĩa là đối tượng giống nhất với những người thuộc tệp gốc ban đầu. Tùy thuộc vào dữ liệu nguồn của bạn, đối tượng lookalike có thể được sử dụng cho quảng cáo cuối kênh và cả đầu kênh.
Nguồn: Facebook
4. Tạo các loại quảng cáo phù hợp
Việc tùy chỉnh quảng cáo cho từng giai đoạn của hành trình khách hàng đảm bảo tiền của bạn được chi tiêu hợp lý và chạm đúng vào nhu cầu của người xem quảng cáo tại thời điểm đó.
Quảng cáo sản phẩm động (DPA) dành cho BoF
Với quảng cáo động, bạn có thể mở rộng quy mô số lượng sản phẩm hiển thị và tiết kiệm ngân sách cũng như thời gian thiết lập thay vì quảng cáo nhiều bài riêng lẻ.
Bạn sẽ thiết lập một danh mục với tất cả các sản phẩm và dịch vụ của mình. Khi người mua tiềm năng thể hiện sự quan tâm đến một trong các sản phẩm của bạn, thuật toán sẽ tự động hiển thị cho họ một trong các sản phẩm hoặc dịch vụ của bạn trong một quảng cáo được cá nhân hóa.
Nguồn: Internet
5. Nghiên cứu báo cáo và phân tích hiệu quả
Bạn có thể đo lường mức độ hiệu quả của quảng cáo Facebook với các chỉ số lợi tức chi tiêu quảng cáo (Return on Ad Spent – ROAS) và chi phí chuyển đổi khách hàng (Cost per acquisition – CPA) hoặc giá mỗi lần mua hàng (Cost per purchase – CPP) có sẵn trực tiếp trong Trình quản lý quảng cáo.
Tổng kết
Chiến lược Facebook Ads đòi hỏi bạn dành ra môt khoảng thời gian, công sức để vận dụng những yếu tố về tâm lý, khám phá insight kết hợp cùng yếu tố kỹ thuật một cách nhịp nhàng, nhuần nhuyễn. Có như vậy, các chiến dịch quảng cáo mới đạt hiệu quả tối đa, mang về nguồn lợi không nhỏ cho doanh nghiệp và đảm bảo sự phát triển bền vững dài hạn của công ty.
Để được tư vấn miễn phí về dịch vụ quảng cáo, bạn vui lòng:
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