Vi sao nhieu nguoi “dot tien” khi chay quang cao ma khong ra don

Trong the gioi Digital Marketing day soi dong, chay Facebook Ads duoc xem la con duong tat de tiep can khach hang va bung no doanh so. Tuy nhien, thuc te phu phang la rat nhieu nguoi kinh doanh, dac biet la cac chu doanh nghiep nho, thuong xuyen "dot tien" vao quang cao ma khong he thu ve mot don hang nao, hoac chi thu ve nhung don hang voi chi phi mua khach (CAC) vuot qua ca loi nhuan. Van de khong nam o nen tang, ma nam o chien luoc van hanh va su hieu biet ve tam ly khach hang. Ly do vi sao nhieu nguoi roi vao vong xoay "chi ma khong thu" nay la mot to hop cua nhieu sai lam co ban. Bai viet nay se phan tich cac nguyen nhan hang dau khien viec chay quang cao tro nen vo ich va de xuat cac giai phap toi uu.



Sai lam lon nhat: Nhieu tien, it kien thuc

Nguyen nhan dau tien khien viec quang cao that bai la su thieu thon kien thuc nen tang ve Marketing va cong cu. Nhieu nguoi cho rang chi can co mot bai dang dep, nhan nut "Boost Post" va tang ngan sach la co the ra don.

Khong hieu ro muc tieu chien dich (Campaign Objective)

Facebook Ads cung cap nhieu muc tieu khac nhau nhu Tuong tac (Engagement), Luu luong truy cap (Traffic) va Chuyen doi (Conversion). Nhieu nha quang cao thuong chon sai muc tieu. Vi du, ho muon ban hang nhung lai chon Engagement Ads. Thuat toan cua Facebook se toi uu de tim kiem nhung nguoi chi thich Like/Comment, chu khong phai nhung nguoi co xu huong mua hang. Viec toi uu sai muc tieu dan den viec chi tieu rat nhieu cho tuong tac ao ma khong he co don hang thuc te, day chinh la hien tuong "dot tien vo ich" dau tien.

Thieu chien luoc nham muc tieu (Targeting)

Mot sai lam pho bien khac la nham muc tieu qua rong hoac qua hep. Nhieu nguoi target vao mot tap doi tuong lon hang chuc trieu nguoi, khien chi phi tiep can tang cao do canh tranh. Hoac nguoc lai, target qua hep, khien quang cao khong the toi uu duoc du lieu va he thong Facebook khong the tim ra khach hang tiem nang. Lolo Media luon nhan manh rang, Targeting khong phai chi la chon so thich, ma la su ket hop thong minh giua Nhan khau hoc, So thich, Hanh vi, dac biet la viec khai thac Doi tuong tuy chinh (Custom Audience) tu data khach hang hien co de tao ra Lookalike Audience (Doi tuong tuong tu) chat luong cao.



Noi dung quang cao kem chat luong va thieu gia tri

Ngay ca khi ban da target dung doi tuong va chon dung muc tieu, thi noi dung quang cao (Ad Creative) van la yeu to quyet dinh khach hang co dung lai hay khong.

Noi dung khong thu hut (Low Quality Content)

Nhieu bai quang cao su dung hinh anh mo, thieu tham my hoac video co chat luong thap, khien nguoi xem luot qua ngay lap tuc. Trong khi do, thoi gian tiep xuc voi mot quang cao tren News Feed chi la vai giay dau tien. Neu hinh anh hay video khong co suc hap dan manh, ty le nhap (CTR) se rat thap, dan den chi phi quang cao tang cao (do Facebook danh gia bai quang cao khong lien quan) va khong the tao ra traffic hay don hang.

Thong diep khong giai quyet duoc Pain Point

Quang cao thanh cong la quang cao ban giai phap chu khong phai ban san pham. Nhieu DN chi tap trung vao liet ke tinh nang san pham ma khong noi len duoc loi ich hoac cach san pham giai quyet van de cua khach hang. Khach hang khong quan tam den viec ban co bao nhieu tinh nang, ho chi quan tam den san pham giup ho thay doi cuoc song nhu the nao. Thong diep yeu khien nguoi dung thieu dong luc de click hoac mua hang.

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

He thong ban hang khong dong bo va trai nghiem khach hang toi te

Sai lam cuoi cung, va thuong bi bo qua, la sai sot trong he thong ban hang sau khi quang cao thanh cong. Tinh trang nay xay ra khi quang cao thu hut duoc traffic va Lead (khach hang tiem nang) nhung lai that bai o buoc chuyen doi (Conversion).

Landing Page hoac Website thieu chuyen nghiep

Nhieu nguoi chay Traffic Ads hoac Conversion Ads nhung lai dan khach hang den mot trang web co toc do tai cham, giao dien roi mat hoac thieu thong tin tin cay. Khach hang click vao quang cao voi tam ly san sang mua, nhung lai gap rao can o trang dich. Dieu nay gay mat Lead, giam ty le chuyen doi va lam cho toan bo chi phi quang cao truoc do tro thanh vo nghia.

Xu ly don hang va cham soc khach hang cham tre

Trong cac chien dich Lead Generation (thu thap thong tin) hoac Messenger Ads, toc do phan hoi la yeu to song con. Neu khach hang nhan tin ma phai cho doi qua lau hoac nhan duoc cau tra loi thieu chuyen nghiep, ho se chuyen sang mua hang o doi thu canh tranh. Day chinh la mot trong nhung ly do chinh khien cac DN nho "dot tien" ma khong co don hang: ho tap trung vao Marketing (chay Ads) ma bo quen Sale (xu ly don hang).

De khac phuc, cac DNN can xay dung mot quy trinh tu van nhanh chong, co the ap dung chatbots de phan hoi tuc thoi va chuyen Lead den nhan vien sale mot cach kip thoi.

xem them: Vi sao nhieu nguoi "dot tien" khi chay quang cao ma khong ra don

Giai phap toi uu: Chay Ads co chien luoc va he thong

De thoat khoi vong xoay "dot tien", cac nha kinh doanh can thay doi tu chay quang cao don le sang xay dung he thong quang cao co chien luoc.

Tap trung vao Pixel va Du lieu: Chi chay Conversion Ads de thuc day mua hang. Luon dam bao Pixel duoc cai dat dung de Facebook co du lieu hoc tap va toi uu chien dich.

Kiem soat chat luong noi dung: Dau tu vao Hinh anh/Video chat luong cao va thong diep ban giai phap de tang CTR.

Thuc hien Retargeting: 90% khach hang khong mua ngay lan dau. Luon ap dung Retargeting Ads nham vao nhung nguoi da tuong tac hoac truy cap website de thuyet phuc ho quay lai chot don.

Kiem tra A/B va Toi uu lien tuc: Thu nghiem nhieu tap doi tuong, mau quang cao khac nhau voi ngan sach nho truoc khi scale up (tang ngan sach).

Vieco nay doi hoi kien thuc chuyen mon va kinh nghiem thuc chien. Chinh vi the, nhieu DNN da tim den cac don vi tu van uy tin. Cac chuyen gia tai Lolo Media khong chi giup thiet lap chien dich ma con phan tich sau ve du lieu, toi uu CPA va xay dung funnel marketing lien mach tu Awareness den Conversion, dam bao moi khoan chi tieu quang cao deu duoc dau tu thong minh va mang lai loi nhuan thuc te cho DN.

Viet chay quang cao khong he don gian la "dot tien", ma la mot khoa hoc ve du lieu va tam ly hoc hanh vi. Nguoi thanh cong la nguoi hieu ro luat choi va biet cach bien du lieu thanh chien luoc.