lolovnmedia
1 post
Sep 27, 2025
7:05 PM
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Retargeting khach hang bang Facebook Ads
Trong hanh trinh mua sam truc tuyen, co mot thuc te khong the choi cai: Hon 90% khach hang tiem nang khong thuc hien mua hang ngay trong lan dau tien ho thay san pham cua ban. Ho can them thoi gian de xem xet, so sanh, hoac chi don gian la bi phan tam. Retargeting (Tiep thi lai) chinh la chien luoc quyet dinh giup cac doanh nghiep "cuu van" va chot don nhung khach hang nay. Retargeting su dung Facebook Ads de nham muc tieu den chinh xac nhung nguoi da tung co tuong tac voi thuong hieu cua ban, giup tang cao Ty le Chuyen doi (Conversion Rate) va toi da hoa Ty suat Hoan von Quang cao (ROAS). Bai viet nay Lolo Media se phan tich sau ve ban chat cua Retargeting tren Facebook va cach thuc trien khai mot chien dich tiep thi lai hieu qua.
Retargeting la gi? Tu nhan thuc den mua hang
Retargeting la mot phuong phap quang cao nham muc tieu den nhung nguoi da tung ghe tham website cua ban, xem mot san pham cu the, tuong tac voi Fanpage, hoac xem mot video quang cao. Muc dich cua Retargeting la nhac nho khach hang tiem nang ve thuong hieu cua ban va thuyet phuc ho quay lai de hoan tat hanh dong ma truoc do ho da bo do.
Suc manh cua Retargeting tren Facebook Ads
Chi phi hieu qua: Chi phi de tiep can mot khach hang da biet den ban luon re hon rat nhieu so voi tiep can mot khach hang hoan toan moi (cold audience).
Ty le chuyen doi cao hon: Do doi tuong da co su nhan thuc va quan tam nhat dinh, ty le ho thuc hien mua hang khi thay quang cao lan thu hai, thu ba se cao hon dang ke.
Kha nang phan lop sau: Facebook cho phep ban phan lop chinh xac muc do tuong tac cua khach hang de phan phoi thong diep phu hop nhat.
De thuc hien Retargeting hieu qua, yeu to then chot chinh la Facebook Pixel (va Conversion API), boi no la cong cu ghi nhan moi hanh vi cua khach hang tren website de tao nen cac tap Doi tuong Tuy Chinh (Custom Audience) chinh xac.
1. Xay dung Custom Audience cho chien dich Retargeting
Thanh cong cua Retargeting phu thuoc vao viec phan lop Custom Audience mot cach thong minh theo muc do quan tam cua khach hang. Khong the dung mot thong diep cho moi nguoi.
Lop 1: Khach hang nong (High-Intent Audiences)
Day la nhung nguoi gan nhat voi quyet dinh mua hang, can duoc chot don ngay.
Tap Audience: Nguoi da Them vao Gio hang (AddToCart) nhung chua Mua hang (Purchase) trong 7-14 ngay.
Chien luoc: Chay quang cao voi uu dai manh me va co thoi han (vi du: Mien phi van chuyen, Giam gia 10% trong 24h) de tao cam giac khan cap (Urgency).
Lop 2: Khach hang am (Consideration Audiences)
Day la nhung nguoi da danh thoi gian de nghien cuu ve san pham.
Tap Audience: Nguoi da Xem trang San pham (ViewContent) hoac Bat dau thanh toan (InitiateCheckout) nhung chua AddToCart trong 30 ngay.
xem them: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/
Chien luoc: Tap trung vao gia tri san pham, loi ich hoac review/video huong dan su dung de cung co niem tin. Chay quang cao nham giai quyet cac cau hoi thuong gap ve san pham.
Lop 3: Khach hang lanh (Awareness Audiences)
Day la nhung nguoi chi co tuong tac tong quat voi thuong hieu.
Tap Audience: Nguoi da tuong tac voi Fanpage hoac xem video quang cao (tren 50%) trong 60-90 ngay.
Chien luoc: Chay quang cao nhan thuc thuong hieu voi cac thong diep ve cau chuyen thuong hieu (Brand Story) hoac cac bai viet blog huu ich de giu ho trong funel.
2. Toi uu thong diep Retargeting chuyen nghiep
Mot mau quang cao Retargeting thanh cong phai co thong diep ca nhan hoa (Personalization) cao va phu hop voi nguong cam xuc cua tung lop doi tuong.
Thong diep cuu van gio hang
Khong chi la "Ban da bo quen": Thong diep can them gia tri. Vi du: "Chao ban, chung toi da giu san pham [Ten San Pham] ban chon. Chi con 15 phut de su dung ma FREESHIP doc quyen nay!"
Su dung Dynamic Ads: Day la cong cu Retargeting manh me nhat, cho phep tu dong hien thi chinh xac san pham ma khach hang da xem hoac them vao gio tren website.
Tan suat (Frequency) can bang
Tan suat la chi so so lan trung binh mot nguoi dung thay quang cao cua ban.
Tan suat ly tuong: Nen giu o muc 2-4 lan/ngay doi voi cac chien dich Retargeting nong de khong gay Ad Fatigue (quang cao met moi). Neu Tan suat len qua cao, khach hang se cam thay bi lam phien va co the an hoac bao cao quang cao, lam tang chi phi va giam diem chat luong cua Facebook.
xem them: Toi uu quang cao chuyen doi voi Facebook Pixel.
3. Lien tuc toi uu va do luong hieu qua Retargeting
Retargeting la mot chien dich dai han va can duoc toi uu lien tuc de duy tri ROAS.
Do luong hieu qua bang Ty le Chuyen doi
Doi voi cac chien dich Retargeting, chi so quan trong nhat khong phai la CTR hay CPM, ma la Ty le Chuyen doi (Conversion Rate) va ROAS (Ty suat hoan von quang cao).
Ty le Chuyen doi Retargeting thuong phai cao hon nhieu so voi chien dich Cold Audience (co the gap 2-5 lan). Neu ty le nay thap, co nghia la thong diep Retargeting cua ban chua du suc thuyet phuc hoac Offer chua du hap dan.
Ap dung Chien luoc Lo?i tr? (Exclusion) chuyen nghiep
Luon loai tru nhung nguoi da thuc hien Purchase (trong 30 ngay gan nhat) khoi cac chien dich Retargeting.
Doi voi cac chien dich Retargeting theo lop (vi du: chi nham vao nguoi AddToCart), hay loai tru cac lop tren (vi du: nguoi da mua hang) va lop duoi (vi du: nguoi chi ViewContent) de dam bao ngan sach chi duoc phan bo cho tap doi tuong chinh xac.
Viec Retargeting khach hang bang Facebook Ads la mot chien luoc kiem tien thuc te tren nen tang nay. No yeu cau su chuyen nghiep trong viec phan lop du lieu va sang tao trong thong diep. Chinh vi su phuc tap cua viec phan lop Custom Audience va ap dung Dynamic Ads, nhieu DN da tim den cac don vi co kinh nghiem. Cac chuyen gia tai Lolo Media luon biet cach xay dung cac Phan lop Retargeting chuyen sau (Multi-Layer Retargeting) tu nhieu nguon du lieu (Pixel, CAPI, Customer List), dam bao thuong hieu cua ban luon hien dien truoc khach hang vao thoi diem ho san sang mua nhat.
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