Nhiều bạn hỏi mình rằng muốn tăng ngân sách (Scale ngân sách Facebook) thì cần làm gì? Câu trả lời của mình luôn là: Nhân bản. Vậy tại sao không chỉnh sửa luôn ngân sách và nếu nhân bản thì cần lưu ý điều gì?
Nội dung bài viết
1. Tại sao không chỉnh sửa ngân sách?
Facebook đã nói rất rõ rằng việc chỉnh sửa khi quảng cáo đang chạy sẽ làm quảng cáo đó học lại từ đầu.
– Tính máy học hiểu đơn giản là những người tạo ra kết quả đầu tiên như thế nào thì những người tiếp đến được phân phối quảng cáo sẽ có xu hướng giống những người đầu.
– Chỉnh sửa quảng cáo là khi bạn thay đổi bài viết, đối tượng, ngân sách, lịch chạy, vị trí hiển thị,…
Và khi bạn đang chạy 100k rất hiệu quả, tăng lên 200-300k thì rất có thể quảng cáo sẽ không hiệu quả tương xứng. Vì sao? Bởi vì quảng cáo đã học lại. Bản chất việc học lại không phải không tốt nhưng có thể đem lại rủi ro.
2. Nhân bản thì cần lưu ý gì?
Nhiều bạn luôn sợ rằng khi nhân bản sẽ bị trùng lặp đối tượng dẫn tới quảng cáo không hiệu quả. Bản chất là không hiểu rõ vấn đề.
Việc phân phối trùng lặp kể cả bạn chạy 1 nhóm cũng có thể xẩy ra. Điểm mấu chốt nằm ở Quy Mô Đối Tượng, Ngân Sách và Thời Gian bạn chạy.
Nếu tệp của một nhóm khoảng 3-5tr người. Bạn chạy 200k/ngày cho vài tuần hoặc vài tháng thì bạn hoàn toàn có thể nhân bản một hoặc nhiều lần. Còn nếu bạn chạy tệp khoảng 20k người thì có khi chạy 1 nhóm 200k/ngày trong 1 tuần đã bị trùng lặp đối tượng rất nhiều rồi.
Việc trùng lặp hay không bạn có thể xem thêm ở cột Tần suất.
Những ưu điểm và lưu ý:
– Việc nhân bản không ảnh hưởng trực tiếp đến nhóm cũ so với việc thay đổi ngân sách
– Tỷ lệ thành công của những nhóm ngon khi nhân lên là 70% (không phải lúc nào cũng ngon như ban đầu, nếu kém thì có thể tắt, nhóm cũ vẫn chạy bình thường)
– Thường mỗi lần mình nhân rất nhiều nhóm ngon lên trong 1 camp mới. Nếu hiệu quả thì lại làm tiếp tục (thời gian chờ tầm nửa ngày – 1 ngày). Nhân cho đến khi cảm thấy là đủ và dừng lại cái này tuỳ vào khả năng đánh giá thị trường và mức bán của bạn
Mình vẫn đang làm và cảm thấy rất ổn (ảnh thực tế đang triển khai, tất cả camp chỉ chạy 1 bài viết, bạn cũng có thể chạy nhiều bài viết nếu cảm thấy ổn). Các bạn có thể tham khảo và cho nhận xét khách quan, mình sẽ tiếp thu thêm ạ ^^
Hi vọng với bài chia sẻ về cách Scale ngân sách Facebook sẽ giúp ích hơn cho các bạn trong việc tối ưu chi phí, tiết kiệm ngân sách và đem lại nhiều lợi ích cho doanh nghiệp của mình hơn.
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