Bí Quyết Quảng Cáo Facebook

1 MC LC

MC LC

LI M U ..................................................................................................................................................................... 2

I. TNG QUAN V FACEBOOK .......................................................................................................................................... 3

II. FACEBOOK ADS ............................................................................................................................................................. 9

2.1. Tng quan v Facebook Ads .................................................................................................................................. 9

2.2. Hnh thc qung co ............................................................................................................................................ 24

2.3. Facebook Ads Manager ........................................................................................................................................ 43

2.4. c hiu bo co qung co ................................................................................................................................ 64

2.5. Facebook Power Editor ........................................................................................................................................ 72

2.6. Facebook Retargeting .......................................................................................................................................... 90

2.7. Audience Insights ............................................................................................................................................... 104

2.8. Kinh nghim qung co ...................................................................................................................................... 114

2.9. Gii php khi ti khon qung co Facebook b kha ........................................................................................ 143

III. FANPAGE ................................................................................................................................................................. 147

3.1. iu khon ca Trang trn Facebook ................................................................................................................ 147

3.2. To Fanpage ....................................................................................................................................................... 150

3.3. Quyn hn v chc nng trong Fanpage ........................................................................................................... 151

3.4. Ch cch t tn Fanpage ............................................................................................................................... 151

3.5. Chuyn i ti khon c nhn thnh Fanpage ................................................................................................... 152

3.6. To s kin trn Fanpage ................................................................................................................................... 152

3.7. Tng hp cc cch tng like cho Fanpage. ......................................................................................................... 153

3.8. Trnh qun l doanh nghip ............................................................................................................................... 155

3.9. Verify Page ......................................................................................................................................................... 163

3.10. Facebook Insights ............................................................................................................................................. 163

IV. PROFILE.................................................................................................................................................................... 170

4.1. Xc minh user Facebook v cc quyn li.......................................................................................................... 170

4.2. Ti d liu c nhn trn Facebook ..................................................................................................................... 170

4.3. Tm kim T kha trn Facebook ................................................................................................................... 171

4.4. Tip tc s dng Facebook Graph Search .......................................................................................................... 173

4.5. Nhng iu khon mi ca Facebook ............................................................................................................... 176

4.6. Lin h Facebook x l s c ............................................................................................................................. 182

V. STRATEGY & TACTICS ............................................................................................................................................... 184

5.1. SMS v Email Marketing .................................................................................................................................... 184

5.2. Do thm i th xy dng chin lc Social Media hiu qu ................................................................... 187

5.3. Bng iu khon Digital Dashbroads ................................................................................................................. 201

http://biquyethoctap.com Cng ng Chia S B Kp Hc Tp

B Quyt Kim Hng Trm n Hng Trn Facebookhttp://biquyethoctap.com/ban-hang-facebook

http://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

2 LI M U

5.4. Lm Content nh th no cho hiu qu? .......................................................................................................... 222

LI M U

C mt s tht m khng ai c th ph nhn c rng, Facebook hin ang l mng x hi ln nht

hnh tinh. Ngi ngi dng Facebook, nh nh dng Facebook. V dng nh Facebook tr thnh

mt th v kh v cng li hi bi cng ng rng ln m n to nn. Nu coi Facebook l mt quc

gia, th y s l mt quc gia ng dn ng th ba trn th gii.

Thm nhp vo Vit Nam c mt thi gian, Facebook chng minh c s pht trin ln mnh

nh v bo ca mnh: ch sau gn 1 nm, tng lng ngi dng Facebook tng hn 2 ln. Tnh n

qu IV/2014, ti Vit Nam c trn 20 triu ngi tham gia mng x hi ny v tr thnh quc gia

m Facebook c th phn tng trng nhanh nht. Trung bnh c 3 giy th Facebook c 1 ngi dng

Vit Nam mi. V n nay chng ta vn cha thy du hiu st gim ca mng x hi khng l ny.

Facebook to ra c mt cng ng rng ln m ngi dng c th d dng chia s, tng

tc vi nhau. Mc d Facebook khng thu ph vi mi ngi tham gia, nhng mng x hi ny li c

mt ngun thu cc k ln n t qung co. Dch v qung co Facebook ang dn tr thnh mt cng

c Marketing ph bin v em li hiu qu cao cho cc nh kinh doanh n l, nhng t chc hay thm

ch l c mt tp on. Nhng nh qung co c th tip cn c vi nhng khch hng tim nng

ca mnh da vo nhng c im, hnh vi s dng ca h trn Facebook, vi b cng c qun l ti

u, bo co chi tit sau mi chin dch. Qung co Facebook ang dn thay th cc cng c Marketing

khc v c rt nhiu t chc, c nhn a chung.

Thit lp qung co Facebook l iu ht sc n gin. Nhng t c hiu qu bn hng, nhiu

ngi mua sn phm ca bn li l mt bi ton khc. Trong thi im chng ti bin son cun sch,

th ngy cng c nhiu ngi tham gia vo sn chi ny hn, cc chnh sch, iu khon ang dn mt

tht cht, nht l i vi th trng Vit Nam. Nu bn khng trang b y kin thc, khng s dng

cc cng c sn c ca Facebook mt cch thng minh v ti u, bn hon ton c th b bp bi

nhng i th ca mnh. V th, chng ti quyt nh cho ra i cun sch Qung co Facebook t

A n Z nhm gip bt k c nhn no cng c th hiu r rng nguyn l hot ng v p dng thnh

cng vo vic chy qung co thc t. Ni dung trong cun sch ny hon ton khng xa l i vi

nhiu ngi, chng ti da trn nhng g Facebook cung cp bin son v chnh sa cho ph hp

vi th trng Vit Nam. Vi cch trnh by d hiu, lng thng tin y , cng nhng v d minh

ha thc t t cc chin dch chng ti thc hin, cun sch Qung co Facebook t A n Z ha

hn s gip bn c mt ci nhn y v tng quan nht v qung co Facebook.

Nu bn khng bn c hng? Gi chy qung co vn cn cao? Hay thm ch bn ch l mt ngi

mi bt u tm hiu v kinh doanh trn Facebook? Cun sch ny c th s l mt s la chn ti u

gip bn gii quyt c nhng vn .




3 I. TNG QUAN V FACEBOOK

I. TNG QUAN V FACEBOOK

Facebook cho n thi im hin ti c coi l mt mng x hi ln nht th gii, h gn nh l

mt quc gia thu nh, gp phn vo vic to t do cho con ngi v n lc trong vic to ra mt th

gii phng, ni khng c khong cch gia th gii thc v th gii Internet.

Di y l s liu thng k Qu 3 nm 2014 ca Facebook v ngi dng v xu hng ngi dng

ca h, cng nh nhng nt ni bt v ti chnh:

Thng 9 nm 2014, c trung bnh khong 864 triu ngi dng hot ng (online) hng ngy (k hiu l

DAUs), tng 19% so vi nm ngoi.





DAUs trn in thoi di ng trung bnh vo khong 703 triu ngi, tng 39% so vi nm trc.

Tnh n ngy 30 thng 9 nm 2014, s ngi dng hot ng(online) hng thng (k hiu MAUs) l

khong 1.35 t ngi, tng 14% so vi nm 2013.





Cn MAUs trn in thoi di ng l khong 1.12 t, tng 29% so vi nm 2013.

Ngi dng ch hot ng trn Mobile l khong 456 triu ngi.





V doanh thu - Doanh thu trong qu th 3 nm 2014 t 3,20 t USD , tng 59%, so vi qu 3 nm 2013

l 2.02 t USD. Nu ngoi tr tc ng ca s thay i v t gi ngoi hi th doanh thu s tng 58%.

Doanh thu trn mi khu vc





Doanh thu t qung co l 2.96 t USD, tng 64% so vi cng k nm ngoi. Nu ngoi tr tc ng ca

s thay i v t gi ngoi hi th doanh thu s tng 63%.

Cn doanh thu t qung co trn in thoi di ng, xp x 66% doanh thu qung co trong qu th 3

nm 2014, tng khong 49% doanh thu qung co qu 3 nm 2013. S tin thanh ton v cc khon ph

thu nhp khc l 246 triu USD, tng 13% so vi cng k nm ngoi.





Doanh thu trung bnh trn mi ngi mi khu vc

Trn y l s liu c Facebook chia s cng khai ti investor.fb.com.Thng qua cc s liu trn

chng ta c th thy c mc ph bin ca Facebook ln n nhng no, v v sao chng ta phi

c gng tng tng ra vic Facebook khng tn ti lm g? Khi m iu l v l, hoc nu c, chc

hn phi c 1 mng x hi tt hn c Facebook tng lai. Cn c nhn ti th khuyn bn hy

ngh, hy quan tm n vic Facebook c th gip c g cho chng ta? Nhiu hn l tng tc v to

lp cc mi quan h ?

ng vy, ti l Facebook cn c th gip chng ta Qung co mt cch thc s hiu qu.




9 II. FACEBOOK ADS

II. FACEBOOK ADS

2.1. Tng quan v Facebook Ads

2.1.1. Nguyn tc qung co trn Facebook

I. Trit l v qung co Facebook tin rng qung co cn gp phn to nn tri nghim chung ca ngi dng v ph hp tri nghim . Qung co tt nht l qung co c iu chnh theo tng c nhn da trn cch tng tc v lin kt ca h vi bn b ca h cng cc thng hiu, ngh s v doanh nghip m h quan tm. Nh qung co c trch nhim m bo qung co ca h tun th tt c cc lut, quy ch v quy nh p dng. II. D liu v Quyn ring t A. T chc khng phi l i din cho nh qung co trn Facebook khng c nhn hoc s dng d liu c thu thp, bt ngun hoc ly c t qung co trn Facebook hoc nhng th lin quan n n, bao gm vic phn phi qung co ca Facebook v tng tc ca ngi dng Facebook vi qung co m Facebook cung cp (v d nh thng tin bt ngun t tiu ch nhm mc tiu) (D liu qung co trn Facebook). B. Bn khng c s dng d liu qung co trn Facebook cho bt k mc ch no (bao gm iu chnh nhm mc tiu, kt hp d liu cho nhiu chin dch ca cc nh qung co, hoc cho php i km hay chuyn hng vi th), ngoi tr trn c s tng hp v n danh nh gi hot ng v hiu qu t cc chin dch qung co trn Facebook ca bn. Bn khng c s dng d liu qung co trn Facebook trong bt c trng hp no, bao gm cc tiu ch nhm mc tiu cho qung co Facebook, xy dng hoc b sung h s ngi dng, bao gm c cc h s lin quan n bt k m nhn dng thit b di ng no hoc m nhn dng duy nht khc xc nh bt k ngi dng, trnh duyt, my tnh hoc thit b c th no. C. Bn c th s dng thng tin m ngi dng cung cp trc tip cho bn nu bn a ra thng bo r rng cho h v c c s ng ca h v tun th tt c lut cng nh nguyn tc ngnh p dng. D. Bn khng c truyn b, s dng hoc bn, d l trc tip hay gin tip, bt k d liu no cho cc mng qung co, trao i qung co, cc nh mi gii d liu hoc bn no khc khng phi l i din ca nh qung co v cc chin dch qung co trn Facebook ca h. V d, gin tip y c ngha l bn khng th truyn d liu cho mt bn th ba m sau d liu c truyn cho mt mng qung co. III. To v b tr qung co Tt c cc thnh phn ca qung co, bao gm mi vn bn, hnh nh hoc cc phng tin khc phi lin quan v ph hp vi sn phm hoc dch v s c cung cp v i tng s xem qung co. Qung co khng c cha hnh ng flash hoc m thanh c th pht t ng m khng cn n thao tc ca ngi dng hoc t ng chia s trong Facebook sau khi ngi dng nhp chut vo qung co . Qung co khng c b tr sn phm hoc dch v theo cch khiu dm. Qung




10 II. FACEBOOK ADS

co khng c cha ni dung khai thc chng trnh ngh s chnh tr hoc cc vn "nng" cho mc ch thng mi. Ngoi ra, vn bn trong qung co phi ng ng php v vic s dng cc k hiu, s hoc ch ci phi ph hp vi ngha chnh xc ca k hiu .

A. chnh xc Qung co phi th hin r cng ty, sn phm, dch v hoc nhn hiu s c qung co. Sn phm v dch v c qung co trong mu qung co phi c th hin r trn trang ch v trang web ch khng c cung cp hay lin kt n bt k sn phm, dch v no b cm. Ngoi ra, qung co khng c gi mi lin quan sai lch n cc u i chung ca Facebook. B. Thuc tnh Qung co khng c khng nh hay mang hm , d l trc tip hay gin tip, d trong ni dung qung co hay bng cch nhm mc tiu v c im c nhn ca ngi dng trong cc vn sau:

i. Chng tc hoc ngun gc dn tc; ii. Tn ngng tn gio hoc trit hc; iii. tui; iv. Khuynh hng tnh dc hoc i sng tnh dc; v. Gii tnh; vi. Tnh trng khuyt tt hoc bnh l (bao gm sc khe th cht hoc tinh thn); vii. Tnh trng hoc thng tin ti chnh; viii. T cch thnh vin trong nghip on; ix. H s phm ti; x. H tn.

C. Trang web ch Qung co phi hng ti mt trang ch ang hot ng, v khng t ng iu hng ngi dng ra khi trang ch. D. Hnh nh Qung co v cc tin c ti tr trong Bng tin khng c cha hnh nh c vn bn chim hn 20%.

E. Nhm mc tiu Qung co phi lun p dng tiu ch nhm mc tiu ph hp v khng c s dng tiu ch nhm mc tiu nhm kch ng ngi dng. Qung co cho hng ha v dch v b kim sot (v d: ung c cn v c bc) phi tun theo tt c cc lut, quy nh v quy tc ngnh p dng. Yu cu c th i vi dch v hn h, ung c cn, nh bc, phng tin trnh thai v dch v thu bao phi tun theo cc yu cu lit k ti mc Xem trc va chinh sa quang cao trong cc phn ni dung p dng.

IV. Ni dung qung co Nh qung co phi m bo qung co ca h tun th tt c cc lut, quy nh v nguyn tc p dng. Mi lun iu trong qung co phi c chng minh mt cch tha ng. Qung co khng




11 II. FACEBOOK ADS

c xc phm ngi dng. Qung co v mi u i c qung b trong qung co khng c sai lch, d gy nhm ln, la di hoc c cha spam. Qung co khng c cha hoc qung b cho cc sn phm hoc dch v phi php. Qung co khng c vi phm quyn ca bt k bn th ba no. Cc nguyn tc ni dung c th sau s c p dng: a. Sn phm ngi ln

Qung co khng c qung b ni dung khiu dm thuc bt k loi no, d l ngh thut hay thng mi. Qung co khng c nu bt nh kha thn, chi ngi ln, sn phm ngi ln hoc hnh nh mi ngi tham gia vo cc hot ng c tnh cht qu mc khu gi hoc khiu dm. C th c php qung co cc sn phm hoc dch v sc khe tnh dc, chng hn nh thuc trnh thai, cht bi trn, gel hoc cc ti nguyn chm sc sc khe tnh dc khc v phi nhm mc tiu n nhng ngi trn tui thc hin hot ng tnh dc trong khu vc php l nu c hoc tui s dng cc dch v v sn phm sc khe tnh dc trong khu vc php l .

C th chp nhn: "Pht bao cao su min ph ti trung tm sc khe sinh vin ti a phng bn." "Thc hin tnh dc an ton vi nhn hiu bao cao su ca Facebook." Khng th chp nhn: "Bao cao su tng khoi cm ca bn."

b. Ru

Ngn ng: Ni dung qung co ru khng c chp nhn: Bao gm ni dung nhm hp dn bt k ai tr hn nhm tui c nhm mc tiu trong phm vi cho php. Mt khc, ni dung c lin quan n vn ha ca thanh nin (v d: m ch rng s dng ru l mt nt lch lm hoc l mt hnh vi chun mc cho ngi khng tui).

- Ni dung m t hoc nhm mc tiu vo ph n ang mang thai hoc cho con b. - Ni dung sai s tht v ru, v vic s dng, nh hng hoc c tnh ca ru. - Ni dung m t hoc khuyn khch mi ngi ung ru nhanh, qu gii hn hoc v

trch nhim. - Ni dung m t tiu cc vic king ru hoc gim thiu vic s dng ru. - Ni dung m t qung co vic say ru hoc cc tc ng gy say hoc kch thch ca

ru. - Ni dung m t tch cc sc mnh ca ung c cn. - Ni dung m t s dng ru l nguyn nhn hoc yu t gp phn vo vic t c

thnh cng c nhn, tr tu, kinh doanh, x hi, th thao, th hnh, tnh dc hoc cc thnh cng khc.

- Ni dung m t ru c li cho sc khe, nu ra cc li ch v mt y hc hoc tr liu, gip gim cng thng, lm nh cc vn c nhn hoc cc vn chung, nh du s trng thnh hay cc li ch khc ca ru.

- Ni dung lin quan n vic vn hnh bt k phng tin no hoc tham gia bt k mn th thao, hay cc hot ng nguy him tim n no din ra trong khi hoc sau khi s dng ru.

- Ni dung lin kt n cc hnh vi bo lc, nguy him hoc v vn ha vi vic s dng ru.




12 II. FACEBOOK ADS

C th chp nhn Khng th chp nhn

"Mua bia v ru ti Ca hng ru ca Joe" ""Hy ung say" "Hy n vi l hi Ru nm tri iu k diu

"Cho php ngi di 18 tui ung ru"

Nhm mc tiu: Theo tt c cc lut hin hnh, quy nh, quy tc ngnh v cc nguyn tc ny, bn ch c th nhm mc tiu qung co ru cho cc nhm tui sau:

- 25 tui tr ln n v Thy in - 21 tui tr ln Cameroon, Micronesia, Palau, Qun o Solomon, Sri Lanka v Hoa

K - 20 tui tr ln Nht Bn, Iceland, Thi Lan v Paraguay - 19 tui tr ln Canada, Hn Quc v Nicaragua - 18 tui tr ln cc quc gia khc (khng bao gm nhng quc gia c ch nh

trong Phn IV.B.i ca Nguyn tc qung co). Lu rng qung co khng th nhm mc tiu cho bt k ngi no ( bt k tui no) Afghanistan, Brunei, Bangladesh, Ai Cp, Gambia, Kuwait, Libya, Na Uy, Pakistan, Rp X t, Cc Tiu vng quc Rp Thng nht, Yemen, Nga, Th Nh K hoc bt k th trng no khc m qung co ny b cm.

c. Hn h

Khng c php qung co v cc chng trnh tm bn b hoc cc trang web hn h c tnh khiu dm. Nhng qung co v cc dch v hn h trc tuyn khc ch c php khi c s y quyn trc t Facebook. Nhng qung co ny phi tun th cc yu cu v hnh nh, nhm mc tiu v ngn ng di y: Qung co hn h khng c s dng nh kha thn hoc kch dc hay gi dc. Hnh nh khng c hin th s khoe ngc hoc da tht qu mc hay nhng ngi n mc khng thch hp. Hnh nh khng c l "hnh nh t sng" trong , bn c th thy mt ngi ang t chp nh chnh mnh. Hnh nh khng c m hay nhe.

C th chp nhn:

Nhng nh ny m t mi ngi vi v hnh phc, mi th rt thoi mi v t nhin Khng th chp nhn:




13 II. FACEBOOK ADS

Nhng nh ny khng c chp nhn chy trn Facebook v chng l nh khu gi v khoe c th.

Nhm mc tiu:

- Tham s nhm mc tiu theo "Mi quan h" phi c t thnh "c thn" hoc "Khng xc nh".

- Tham s nhm mc tiu theo "Gii tnh" phi c t thnh "Nam gii" hoc "N gii".

- Tham s nhm mc tiu theo " tui" phi c t thnh ti thiu l 18 tui. - Tham s nhm mc tiu theo "S thch" phi c t thnh "Nam gii", "N gii"

hoc "Khng xc nh". Bn phi tun th nhng yu cu nhm mc tiu ny qung co hn h c th c ph duyt v c cho php chy qung co trn Facebook. Xin lu rng bn cn to qung co ring nhm mc tiu cho c nam v n. Lu y: Qung co c nhm mc tiu n nc Php s khng c chc nng nhm mc tiu theo ty chn gii tnh. Qung co hn h c nhm mc tiu n quc gia ny phi tun th tt c cc nguyn tc khc. Ngn ng:

- Qung co khng c s dng ngn ng khim nh, tc tu hoc lng m. - Vn bn hoc nh qung co phi nu v th hin r sn phm hoc cng ty ang

c qung co. - Qung co khng c biu th rng mi ngi s gp hoc kt ni vi cc c nhn h

cu hoc c th. - Qung co khng c m ch rng mt ngi c th, s, c hoc c tm kim

hoc tip xc bng bt k cch no. - Qung co khng c s dng vn bn "spam" vi tt c cc ch ci u c vit

hoa hoc vi biu tng hay du chm cu khng cn thit. - Qung co khng c hi trc tip thuc tnh ca ngi dng hoc tham kho tui

tc, k c khi tui tc c s dng di dng tui. - Qung co hn h phi bao gm tn trang web hoc dch v trong vn bn qung co.

C th chp nhn: "Trang web hn h s mt dnh cho ngi c thn trung nin" "Gp g nhng ngi c thn trong khu vc ca bn" Khng th chp nhn: "Chat vi cc chng trai trn Facebook" hoc "(1) tin nhn dnh cho bn" (Nhng qung co ny m ch rng c s kt ni gia sn phm chat v tin nhn ca Facebook vi dch v ca bn.) "TM tnh yu ch thc ca bn ngay HM NAY!" "[[Gp g nhng ngi c thn ti y]]" "Bn l ngi c thn?" "Bn hn 55 tui v ang tm kim tnh yu?"




14 II. FACEBOOK ADS

B hn ch: Khng c php qung co cho trang web hn h ch yu mang tnh khiu dm nh cc trang web c ty chn "cp i" hay "mt nhm", cc qung co hn h, cp k hoc yu ng ty tin. Khng c qung co cc dch v "t mua c du qua mng". Hy xem cc v d di y v qung co khng c chp nhn:

d. Dch v ti chnh

ng dng th tn dng: Bn c php qung co cc ng dng th tn dng cho cc t chc c cng nhn (v d: cc ngn hng chnh) min l phi tit l thch hp v % APR (li sut hng nm), ph giao dch v thng tin lin quan khc v trang ch.

C th chp nhn: "Lm th tn dng mi ngay hm nay vi ngn hng tt nht Hoa K, APR thp ch c 4%". Khng th chp nhn: " iu kin ngay cho mi ngi"

Khon vay ngn hn: Qung co khng c qung b khon vay ngn hn, khon vay khng m bo hoc bt k khon vay nh, ngn hn no khc nhm chi tr cho chi ph ca ai cho n hn thanh ton ca ngi m khng c s cho php trc ca Facebook. Dch v cho vay: Tt c qung co phi trnh by chnh xc li sut cho vay ca dch v cho vay trong chnh ni dung ca qung co . Qung co v tin bi cn phi bao gm tn ca trang web cho vay hoc t chc cho vay trong phn ni dung.

C th chp nhn: "Bn cn gip v cho vay? Nhng ngi cho vay ti Hoa K c th gip bn. 15% ph hng nm v khng cn tr tin mt" Khng th chp nhn: "Facebook s tit kim ngay 30% cho bn"

e. nh bc v x s Dnh cho nh qung co nhm mc tiu n Vng quc Anh: K t ngy 1 thng 11 nm 2014, Facebook s ch chp nhn nhng nh qung co c cp php r rng hoc c giy php thng hnh t y ban gim st nh bc ti Vng quc Anh. Facebook s khng chp nhn qung co t khch hng trc y c giy php khng phi ca y ban gim st nh bc v hin cha c giy php r rng hoc giy php tip tc t y ban gim st nh bc.




15 II. FACEBOOK ADS

Qung co v trang khng c qung b nh bc trc tuyn, cc tr chi k nng hoc x s m khng c s cho php trc t Facebook.

Nguyn tc cho qung co nh bc:

- Qung co v trang khng c khuyn khch hnh vi nh bc khng kim sot hoc gii thiu nh bc l mt c hi c thu nhp hoc l mt bin php thay th cho vn vic lm. Qung co khng c s dng cc biu tng nh cc k hiu la M ($$) v ng bng (l ) khng c lin quan n bt k s tin c th no.

- Qung co nh bc, tr chi k nng hoc x s c cho php, phi nhm mc tiu n nhng ngi t 18 tui tr ln cc khu vc php l c cp quyn.

Nguyn tc cho trang v nh bc: Trang v nh bc, tr chi k nng hoc x s c cho php phi:

- Gii hn truy cp cho nhng i tng trn 18 tui v cc khu vc php l c cp quyn qung co.

ng dng nh bc: Nh pht trin c th iu hnh ng dng "Gii tr" hin th thng hiu nh bc nu:

- Thng hiu (v d: [chn tn ca cng ty nh bc] Gii tr) hoc tn ca ng dng ([chn tn ca cng ty nh bc] Poker min ph) biu th r rng rng ng dng l mt tr chi ch gii tr.

- ng dng khng lin kt vi trang web nh bc bng bt k hnh thc no. - Khng th rt s tin thu c trong ng dng bng bt k hnh thc no, bao gm

chuyn i thnh tn dng c th c s dng nh bc trc tuyn hoc nh bc ti sng bc.

X s: Cc y ban x s c cp php hoc ti tr bi cc t chc chnh ph c th qung co, to trang hoc qun l mt chng trnh khuyn mi trn Facebook theo cc gii hn nhm mc tiu di y:

- Qung co phi nhm mc tiu n nhng ngi trn 18 tui khu vc php l kim sot ca y ban x s. V d: x s New York ch c th qung co hoc ti tr tiu bang New York.

- Trang phi gii hn truy cp cho nhng ngi trn 18 tui khu vc php l kim sot ca y ban x s.

f. Sc khe v th cht

Qung co khng c cha nh trc v sau hoc nh v kt qu bt ng hoc khng th xy ra. Qung co khng c m t tnh trng sc khe hoc trng lng c th l hon ho hoc cc k khng mong mun (v d: bn khng th s dng nh minh ha mt ngi ang o vng eo ca mnh hoc nh ch tp trung vo c bng ca mt ngi).

C th chp nhn:




16 II. FACEBOOK ADS

Khng th chp nhn:

Ngn ng: Qung co v Tin c ti tr khng c thu ht s ch n s khng hon ho c nhn thy thng qua vic s dng ngn ng nh: Bn c bo khng? hoc "Bn bt u hi?". Thay vo , vn bn phi th hin thng tin thc t v chnh xc v tnh trng sc khe mt cch bnh thng hoc tch cc (v d: Gim cn an ton v hiu qu' hoc 'Sn phm mc tc tt nht').

C th chp nhn: "Mo an ton gim cn" "Bn mun gim cn?" Khng th chp nhn: "Gim 25 pao trong 25 ngy" hoc "Bn cm thy bo?" (Nhng qung co ny khng th chp nhn c v chng ch ra s cn gim c mt cch khng an ton trong khong thi gian cho trc v m ch rng ai thuc mt loi c th nht nh.)

Nhm mc tiu: Cc sn phm sc khe v th cht phi nhm mc tiu n nhng ngi t 18 tui tr ln.

g. To khch hng tim nng

Mi c hi hoc u i c qung co u phi nu y cc iu khon v iu kin ca u i (v d: thi gian cam kt, chi ph) v bao gm chnh sch quyn ring t tit l cch thu thp v s dng thng tin v ngi . Trang ch phi tit l cch s lin h vi ngi (v d: email, in thoi), c d liu no b chia s hoc bn cho bn th ba, ni dung v ngi s lin h vi ngi . V d: nu bn ang chy qung co to khch hng tim nng v gio dc, bn phi cho bit bn th ba c lin h vi mi ngi khng. V d:

C th chp nhn: "Tm hiu thm v bng cp ti i hc Phoenix bng cch ng k nhn thm thng tin t i din ca Facebook (km theo link)" Khng th chp nhn: "C c bng cp v k thut" (V d ny khng cung cp bt k thng tin no v dch v thc t ang c cung cp cho ai .)




17 II. FACEBOOK ADS

h. Dc phm

n thuc v nh thuc trc tuyn: Qung co khng c qung b cho vic bn dc phm theo toa. Qung co cho cc nh thuc trc tuyn b nghim cm ngoi tr cc nh thuc c chng nhn c th c php khi c Facebook ph duyt trc. Thc phm chc nng v cht b sung gc tho mc Qung co qung b vi cht dinh dng dng n king v tho dc thng c cho php, min sao cc qung co ny khng qung b cho sn phm c cha steroid ng ha, chitosan, comfrey, dehydroepiandrosterne, ephedra, hormone sinh trng ca ngi, melatonin v bt k sn phm ph no khc c v kh nghi hoc khng an ton theo quyt nh ring ca Facebook.

i. Ni dung b cm Qung co v Tin c ti tr khng c cha ni dung bt hp php hay ni cch khc l b cm theo Nguyn tc qung co ca Facebook. Ni dung b cm bao gm cc v d c lit k di y:

Sn phm thuc l: Qung co v Tin c ti tr khng c qung co sn phm thuc l hoc lin quan n thuc l. Bao gm thuc l, x g, thuc l nhai, tu thuc, iu ng, ng ht thuc, giy cun, cc dch v cung cp thuc l ha hi v thuc l in t. Cho php Qung co v Tin c ti tr qung b cc blog hoc nhm tn ti gip kt ni mi ngi c s thch lin quan n nhng sn phm ny min l dch v khng dn n vic bn bt k sn phm thuc l hoc lin quan n thuc l no. Cho php Qung co v Tin c ti tr cho cc chin dch, sch in t chng ht thuc, dch v t vn cho ngi nghin thuc v chng trnh hoc thit b phc hi cho ngi ht thuc.

C th chp nhn: "Gp g mi ngi trn khp th gii thch x g" Khng th chp nhn: "Hy mua thuc l v thuc l in t ti y ngay hm nay!"

V kh: Qung co v Tin c ti tr khng c qung b sng, n dc, sng bn sn, sng hi, pho hoa, vt liu n, bnh xt hi cay, dao, sng in hoc bt k loi v kh no, bao gm nhng loi dng t v. Qung co v Tin c ti tr khng c lin kt trc tip hoc gin tip n cc trang ch m mi ngi c th mua bt k sn phm no trong s ny. nh v kh thng c chp nhn, min l v kh khng tr trc tip vo ngi ang xem n. Cho php Qung co v Tin c ti tr qung b cc blog hoc nhm tn ti gip kt ni mi ngi c s thch lin quan n nhng sn phm ny min l dch v khng dn n vic bn bt k v kh hoc vt liu n no.

C th chp nhn: "Trin lm sng hm nay" Khng th chp nhn: "Hy trang b n dc ti y"

Ni dung kch ng v xc phm c nhn, chnh tr v tn gio:




18 II. FACEBOOK ADS

Ni dung Qung co hoc Tin c ti tr khng c th hin s cm th hoc nh bo lc chng li bt k c nhn hoc t chc no, c bit l v chng tc, gii tnh, tn ngng, ngun gc dn tc, tham gia tn gio, tnh trng hn nhn, xu hng tnh dc, c tnh gii hay ngn ng ca c nhn hoc t chc . Facebook cho php s t do ngn lun v chnh tr, tuy nhin, Facebook khng khoan dung vi vic s dng ngn ng xc phm nhm mc ch chnh tr, v iu ny c th dn n phn hi tiu cc cao t mi ngi. Camera theo di v thit b gim st: Qung co v Tin c theo di khng c qung b vic bn camera theo di, b theo di in thoi di ng hoc thit b gim st khc c n trong cc sn phm nh bt, cha kha, v.v.. C th c php qung co cc dch v thm t t. Hng gi: Qung co v Tin c ti tr khng c qung b hoc to iu kin cho vic bn hng gi. Giy t gi: Qung co v Tin c ti tr khng c qung b giy t gi nh bng cp, h chiu, giy nhp cnh, v.v.. Ni dung khiu dm: Qung co v Tin c ti tr khng c bao gm bt k loi nh kha thn hoc ti liu khiu dm no. u gi ng xu: Qung co v Tin c ti tr khng c qung b u gi ng xu, u gi ph u thu v cc m hnh kinh doanh tng t khc.

j. Phn mm

Qung co khng c bao gm hoc lin kt trc tip hoc gin tip n trang web c bn ti xung phn mm gin ip/ phn mm c hi hoc bt k phn mm no dn n tri nghim khng mong i, la bp hoc khng ng n vi ngi dng.

iu ny bao gm phn mm: "Ln" truy cp vo h thng ca ai v thc hin cc hnh ng giu gim

ngi . C th thay i, lm hi, v hiu ha hoc thay th bt k phn cng hoc phn

mm no c ci t trn my tnh ca mt ngi m khng c cho php r rng.

c gi di dng mt thnh phn n ca phn mm khc (bt k chi ph). T ng bt u ti xung m khng c Facebook ph duyt trc hoc

nh ca ngi s hu h thng. Vi phm hoc xm phm quyn s hu tr tu (bn quyn, thng hiu, bng

sng ch hoc bt k quyn s hu no khc) ca bt k bn th ba no. Lu y: Qung co cho vic ti xung thanh cng c phi xc nh r vic s dng thanh cng c v iu ai mong i s xy ra khi ti xung thanh cng c .

k.Dch v ng k




19 II. FACEBOOK ADS

Qung co cho cc dch v ng k phi tun th tt c cc yu cu bn di: Qung co dnh cho cc sn phm yu cu ng k phi nu r cc iu khon ng

k cho mi ngi trong bn sao qung co (v d: "Yu cu ng k"). Vn bn qung co cng phi m t dch v hoc sn phm mt cch chnh xc. Qung co phi m t y m hnh kinh doanh m khng che giu chi tit c th ca cc u i n.

Qung co phi nhm mc tiu ti nhng ngi trn 18 tui khi qung co cc chng trnh hoc cc dch v yu cu ng k.

Trang ch ca qung co phi:

M t v th hin r iu khon v iu kin ca bn. y c th l mt phin bn tm tt ca iu khon v iu kin ca bn, min l bn truyn t thng tin quan trng nht (bao gm cch hy dch v).

Bao gm lin kt n chnh sch quyn ring t ca bn. Hin th hp kim (c/khng) trng m mi ngi phi chn chp nhn iu

khon v iu kin. Bn c th khng hin th hp kim c chn theo mc nh. Nu r gi ca dch v bn qung co, bao gm mi chi tit ca chi ph nh k. Ngay

c khi gi c hin th trong iu khon v iu kin, gi cng phi xut hin u khc trn trang ch (v d: bn cnh hp m mi ngi cn chn chp nhn iu khon v iu kin).

C th chp nhn: "ng k v nhn sch ni yu thch ca bn ngay hm nay. Yu cu ng k." Khng th chp nhn: "Hy xem sch in t ca Facebook ngay hm nay. Facebook c nhng sn phm tuyt vi bn chn". (Ty chn ny khng nu r ph thanh ton nh k v khng minh bch).

Dng th min ph: Qung co u i cho dng th min ph phi nu r tt c cc thnh phn ca mc nhp. Nu c khon ph nh k ngoi vic dng th min ph, trang ch phi nu r thi gian thu ph v khon tin s thu.

C th chp nhn: "Xem th min ph 2 tun tt c cc phim yu thch ca bn" Khng th chp nhn: "Phim min ph khng gii hn" (Vn bn ny khng nu y rng y ch l mt u i dng th v mi ngi cn thanh ton tip tc s dng dch v)

l. Lm vic ti nh/Bn hng a cp

Khng c php qung co cho cc m hnh "lm giu nhanh" hoc c hi kim tin khc kim li m khng cn u t hoc u t t. iu ny bao gm bn hng a cp hoc cc m hnh kinh doanh tng t khng m t y sn phm hoc c hi mang li thu nhp c qung co.

Qung co phi c tnh minh bch, y v vic tham gia v cc c hi kinh doanh v mi ngi c xu hng bo co thng xuyn v nhng c hi ny.

V. Tiu chun cng ng qung co Qung co, hoc cc loi qung co, nhn c nhiu phn hi tiu cc ca ngi dng hoc b coi l vi phm cc tiu chun cng ng ca Facebook, u b cm v c th b xa. Trong mi trng hp, Facebook bo lu quyn xc nh, theo quyt nh ring ca mnh, xem ni dung c th c vi phm tiu chun cng ng ca Facebook hay khng.




20 II. FACEBOOK ADS

A. Hot ng phi php Qung co khng c cu thnh to iu kin hoc qung b cho hot ng phi php. B. Quy ri Qung co khng c lng m, cng kch, quy ri, bt nt, e da, h nhc hoc mo danh ngi khc. C. Ngn t kch ng th ch Qung co khng c cha "ngn t kch ng th ch", bt k hng ti mt c nhn hay mt nhm, da trn t cch thnh vin trong mt th loi nht nh. Cc th loi ny khng gii hn chng tc, gii tnh, tn ngng, ngun gc quc gia, lin kt tn gio, tnh trng hn nhn, khuynh hng tnh dc, gii tnh hoc ngn ng. D. Tr v thnh nin Qung co nhm mc tiu n tr v thnh nin khng c qung b cho sn phm hoc dch v m tr v thnh nin khng c php s dng ti khu vc thm quyn ca h, hoc cc sn phm hoc dch v c coi l khng an ton hoc khng ph hp. E. Tnh dc/nh kha thn Qung co khng c cha ni dung ngi ln, bao gm nh kha thn, hnh v m t con ngi t th gi dc hoc cc hot ng kch dc qu mc. F. Gi tr chn ng Qung co khng c gy chn ng, git gn hoc thiu tn trng hay minh ha hnh vi bo lc.

VI. Gii thiu n Facebook Qung co khng c ngm nh s bo chng hoc cng tc vi Facebook di bt k hnh thc no. Qung co lin kt n ni dung mang nhn hiu Facebook (bao gm Trang, nhm, s kin hoc cc trang web Kt ni) c th thc hin dn chiu c gii hn n "Facebook" trong vn bn qung co vi mc ch lm r trang ch ca qung co. Tt c qung co v trang ch khc khng c s dng bn quyn hoc thng hiu ca Facebook (bao gm Facebook, logo Facebook v logo hnh ch F, FB, Face, Poke, Book v Wall) hoc bt k du tng t no gy nhm ln, tr khi c cho php r rng bng Nguyn tc s dng nhn hiu (https://www.facebookbrand.com) ca Facebook hoc c vn bn cho php trc ca Facebook. VII. Quyn ca ngi khc Qung co khng c cha ni dung vi phm quyn ca bt k bn th ba no, bao gm bn quyn, thng hiu, quyn ring t, quyn cng khai hoc cc quyn c nhn hoc s hu tr tu khc. Facebook bo lu quyn t chi, ph duyt hoc xa b mi qung co v bt k l do g, theo quyt nh ring ca Facebook, bao gm cc qung co nh hng tiu cc n mi quan h ca Facebook vi ngi dng hoc cc qung co qung b cho ni dung, dch v hoc hot ng tri vi v th cnh tranh, li ch hoc trit l qung co ca Facebook. Cc nguyn tc ny c th thay i bt c khi no.



https://www.facebookbrand.comhttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

21 II. FACEBOOK ADS

2.1.2. Gii thiu Qung co Facebook

a. Tip cn tt c nhng ngi thch hp hiu qu hn

Qung co trn Facebook gip cc doanh nghip gp g khch hng mi v gi kt ni vi h. Hu ht

qung co trc tuyn ch tip cn c 38% i tng[1] mong i ca mnh.

Trong khi mc trung bnh ca Facebook l 89%. Vi cc cng c dnh cho doanh nghip ca Facebook,

bn c th t ngn sch v to qung co tip cn vi tt c nhng ngi ph hp.

[1] i tng, hay cn gi l Audience: cng ng ngi quan tm n sn phm/thng hiu trn cc

mng x hi

b. Cch qung co hot ng

Qung co c hin th cho cc nhm ngi c s dng Facebook trn my tnh v thit b di ng.

Khi qung co ca bn c ni dung sng to v c nhm mc tiu[1] tt, chng s nhn c nhiu

lt thch, bnh lun v chia s hn. Khi ai thc hin bt k hnh ng no trong s , bn b h c

th nhn thy qung co ca bn, khin qung co c tc ng mnh m hn. Khi bn qung co bi

vit trn Trang (Page) ca mnh hoc m rng i tng ca qung co, s c nhiu ngi nhn thy

qung co hn khi h truy cp Facebook.




22 II. FACEBOOK ADS

Facebook s gip bn to qung co v thu c kt qu thc t, d iu ngha l kt ni vi nhiu

ngi hn thng qua Fanpage ca bn, tm khch hng ph hp cho ng dng, hoc tng doanh s

trn trang web, hay trong ca hng ca bn.

[1] Nhm mc tiu l bn dch ca t ting anh Target.

c. Cch qung co hin th

Qung co trn Facebook s khc nhau ty thuc vo ni m bn nhn thy qung co v kt qu m

bn mun. Hng dn ny bao gm cc thng s mi nht qung co trn Facebook ca bn trng

s rt tuyt d bt k v tr no.

B

ng

tin

tr

n t

hi

t b di

ng

1. Thng tin x hi Khi thng tin ny c sn, mi ngi s bit nu bn b ca h tng tc vi doanh nghip ca bn. 2. Tn doanh nghip Tn doanh nghip ca bn lun hin th ni bt. 3. Vn bn Nm bt c s thch vi nhiu thng tin hn v ni dung bn ang qung co. 4. Hnh nh v video Cc hnh nh v video hp dn s khuyn khch i tng mc tiu ca bn tng tc. 5. Ku gi hnh ng (khng bt buc)




23 II. FACEBOOK ADS

Mt nt c th ty chnh s khuyn khch mi ngi nhp chut.

B

ng

tin

tr

n m

y

tn

h

1. Thng tin x hi Khi thng tin ny c sn, mi ngi s bit nu bn b ca h tng tc vi doanh nghip ca bn. 2. Tn doanh nghip Tn doanh nghip ca bn lun hin th ni bt. 3. Vn bn Nm bt c s thch vi nhiu thng tin hn v ni dung bn ang qung co. 4. Hnh nh v video Cc hnh nh v video hp dn s khuyn khch i tng mc tiu ca bn tng tc. 5. Ku gi hnh ng (khng bt buc) Mt nt c th ty chnh s khuyn khch mi ngi nhp chut.

C

t b

n

ph

i

1. Hnh nh v video Cc hnh nh v video hp dn s khuyn khch i tng mc tiu ca bn tng tc. 2. Vn bn Nm bt c s thch vi nhiu thng tin hn v ni dung bn ang qung co.

d. Ty chn nhm mc tiu hng u

a im

Tip cn nhng ngi c kt ni vi Trang[1], s kin[2] hoc ng dng[3] ca bn cng nh bn b ca h.




24 II. FACEBOOK ADS

V d: Bn c th qung b mt s kin bng cch hin th qung co cho bn b ca nhng ngi ang tham d. Tip cn nhng ngi cc thnh ph, quc gia v cng ng m bn mun tin hnh kinh doanh. V d: Nu bn l mt doanh nghip a phng, bn c th hin th qung co ca mnh cho nhng ngi gn ca hng ca bn.

Nhn khu hc

Chn i tng cho qung co ca bn da trn thng tin nhn khu hc nh tui tc, gii tnh, hc vn v cc tiu ch khc. V d: Bn c th to nhiu qung co khc nhau thu ht cc nhm tui hoc gii tnh khc nhau.

S thch

Tip cn mi ngi da trn s thch, th vui v Trang m h thch trn Facebook. V d: Nu bn bn dng nh bp, bn c th tip cn nhng ngi thch nu n, cc chng trnh nu n hoc trang web vit v cng thc nu n.

Hnh vi

Tm mi ngi da trn hnh vi mua hng, vic s dng thit b v cc hot ng khc ca h. V d: Cc nh pht trin ng dng c th tip cn nhng ngi dng tin phong hoc ngi s dng mt loi in thoi c th.

Kt ni

Tip cn nhng ngi c kt ni vi Trang, s kin hoc ng dng ca bn cng nh bn b ca h. V d: Bn c th qung b mt s kin bng cch hin th qung co cho bn b ca nhng ngi ang tham d.

[1] Trang, Trang Page = Fanpage [2] S kin = Event [3] ng dng = Application

2.2. Hnh thc qung co

Xac inh muc tie u ban muo n at c vi quang cao tre n Facebook, va Facebook se giup ban tao

quang cao ban t c ke t qua tt vi mc u t hp l.

Cac muc tiu qung co ban co the chon la:

S la n nha p va trang web: Thu hut moi ngi truy ca p trang web cua ban.

Chuye n i trn trang web: Ta ng cac chuye n o i cu the cho trang web cua ban. Bn se ca n

pixel chuye n o i cho trang web cua ban trc khi ban tao quang cao nay.

Tng tc vi bai vie t trn Trang: Quang cao bai vie t tre n Trang cua ban.

S lt thich trang: Nha n so lt thich Trang e ta ng i tng va xa y dng thng hie u cua

ban.

Cai a t ng dung: Thu ht moi ngi cai a t ng dung danh cho thie t bi di o ng hoa c may

tinh.

Tng tc vi ng dung: Thu hut moi ngi s dung ng dung danh cho may tinh.

Yu cu u ai: Tao cac u ai e moi ngi o i trong ca hang cua ban.

Phan h i s kie n: Ta ng so ngi tham d s kie n cua ban.

Lt xem video: To cc qung co thu ht nhiu ngi xem video hn.




25 II. FACEBOOK ADS

2.2.1. S ln nhp vo trang web

Chuyn mi ngi n cc phn quan trng trong trang web ca bn hoc hin th nhiu sn phm

trong qung co ca bn.

Cc thng s hin th

Qung co ca bn s hin th khc nhau ty thuc vo ni n xut hin trn Facebook. Qung co

cng c th hin th khc nu bn s dng kch thc nh nh hn kch thc c khuyn ngh.

BNG TIN TRN THIT B DI NG BNG TIN TRN MY TNH CT BN PHI

M

t s

n p

h

m

Trn cc thit b di ng c kch thc mn hnh l 1.136 x 640 pixel, y l cch qung co ca bn s hin th:

Hnh nh hin th nh sau: 560 x 292 pixel

Tiu : 1-2 dng (ty thuc vo di)

Vn bn: Ti a 110 k t M t lin kt trong Bng tin: 1 dng



Vn bn: Ti a 500 k t

M t lin kt trong Bng tin: 2-3 dng


Tiu : Ti a 25 k t

Vn bn: Ti a 90 k t

Nh

iu

s

n p

h

m

Trn cc thit b di ng c kch thc mn hnh l 1.136 x 640 pixel:



Vn bn: Ti a 120 k t

Cc sn phm ca bn s hin th song song trong mt qung co trn Bng tin. Mi sn phm lin kt n mt phn khc nhau trn trang web ca bn.



Vn bn: Ti a 500 k t

Khng hin th

Mo: Thm mt nt ku gi hnh ng nh "Mua sm ngay" ni vi mi ngi iu h nn lm khi

truy cp trang web ca bn.

Hnh nh hin th

Mt sn phm Nhiu sn phm




26 II. FACEBOOK ADS

B

NG

TIN

TR

N

TH

IT

B DI

NG

B

NG

TIN

TR

N

M

Y T

NH

C

T B

N

PH

I




27 II. FACEBOOK ADS

NG

UY

N

T

C T

HI

T K

S dng nhng nguyn tc ny thit k mt qung co ph hp mi ni m n xut hin trn Facebook.

Kch thc hnh nh khuyn ngh: 1.200 x 628 pixel

Hnh nh khng c cha hn 20% vn bn.

Tiu : 25 k t Vn bn: 90 k t M t lin kt trong Bng tin: 200 k

t

Khuyn ngh kch thc hnh nh: 600 x 600 pixel

Tiu : Ti a 35 k t M t lin kt: Ti a 30 k t Vn bn: 120 k t Hnh nh khng c cha hn 20%

vn bn.

Xem lng vn bn trn hnh nh ca bn ti https://www.facebook.com/ads/tools/text_overlay.

Mo: To mt i tng ty chnh gm nhng ngi truy cp mt phn v sn phm trn trang

web ca bn. Sau , hin th cho h mt qung co trn Facebook ni v cng mt sn phm m h

ang tm kim.

2.2.2. Chuyn i trn trang web

Ti u ha qung co ca bn thu ht mi ngi thc hin cc hnh ng c th trn trang web,

chng hn nh ng k bn tin, mua sn phm hoc hin th nhiu sn phm trong qung co ca bn.

Cc thng s hin th


M

t s

n p

h

m




Vn bn: Ti a 110 k t M t lin kt trong Bng tin: 1

dng



Vn bn: Ti a 500 k t

M t lin kt trong Bng tin: 2-3 dng


Tiu : Ti a 25 k t

Vn bn: Ti a 90 k t



https://www.facebook.com/ads/tools/text_overlayhttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

28 II. FACEBOOK ADS

Nh

iu

s

n p

h

m

nh dng qung co ny cho php khch hng tim nng cun qua cc sn phm bn hin th. Mi sn phm lin kt n mt phn khc nhau trn trang web ca bn. Trn cc thit b di ng c kch thc mn hnh l 1.136 x 640 pixel:



Vn bn: Ti a 120 k t

Cc sn phm ca bn s hin th song song trong mt qung co trn Bng tin. Mi sn phm lin kt n mt phn khc nhau trn trang web ca bn.



Vn bn: Ti a 500 k t

Khng hin th

Mo: Ci t mt pixel theo di chuyn i trn trang web ca bn nh gi kt qu.

Hnh nh hin th

Mt sn phm Nhiu sn phm

B

NG

TIN

TR

N

TH

IT

B DI

NG




29 II. FACEBOOK ADS

B

NG

TIN

TR

N

M

Y T

NH

C

T B

N

PH

I

NG

UY

N

T

C T

HI

T K



Tiu : 25 k t Vn bn: 90 k t M t lin kt trong Bng tin: 200 k t

Kch thc hnh nh khuyn ngh: 600 x 600 pixel

Tiu : 35 k t M t lin kt: 30 k t Vn bn: 120 k t Hnh nh khng c cha hn 20% vn

bn.

Mo: To mt i tng ty chnh (Custom Audiences) gm nhng ngi truy cp mt phn v sn

phm trn trang web ca bn. Sau , hin th cho h mt qung co trn Facebook ni v cng mt sn

phm m h ang tm kim.

2.2.3. Tng tc vi bi vit trn trang




30 II. FACEBOOK ADS

Khi bn qung co bi vit, bn s tip cn c nhiu ngi hn. Tng tc c th bao gm cc lt

thch trn bi vit ca bn, bnh lun, chia s v xem nh.

Cc thng s hin th


n

h


Hnh nh hin th nh sau: Rng ti a 626 pixel, cao ti a 840 pixel

Vn bn: Ti a 110 k t

Hnh nh hin th nh sau: Rng ti a 470 pixel, cao ti a 470 pixel

Vn bn: Ti a 500 k t


Vn bn: Ti a 90 k t

Vid

eo


Hnh nh hin th nh sau: Rng ti a 560 pixel

Vn bn: Ti a 110 k t


Vn bn: Ti a 500 k t


Vn bn: Ti a 90 k t

Mo: To mt i tng ty chnh trong s khch hng hin ti ca bn ri qung co bi vit ca bn

vi h qua phn nhm mc tiu ca cng c to qung co.

Hnh nh hin th

nh Video Vn bn

B

NG

TIN

TR

N

TH

IT

B DI

NG




31 II. FACEBOOK ADS

B

NG

TIN

TR

N

M

Y T

NH

C

T B

N

PH

I

NG

UY

N

T

C T

HI

T K

Chiu rng nh khuyn ngh: 1.200 pixel

T l nh khuyn ngh trong Bng tin: 4:3

T l nh yu cu cho ct phi: 1.9:1


Vn bn: 90 k t

Kch thc hnh nh ti thiu ca nh: 1.200 x 675 pixel (hin th trn qung co ca bn khi video khng pht)

Video: 1.080 pixel T l: 16:9 Kch thc tp: Ti a l

1GB Vn bn: 90 k t

Vn bn: Ti a 500 k t

Mo: Ngay c cc video cc ngn cng c th l mt cng c hu hiu thu ht cc i tng ca

bn. khng nht thit phi l video khc bit. Hy th quay mt video ngn t my nh ca bn v

qung co video trn Trang.

Gi vn bn ca bn ngn gn v sc tch mi ngi c th hiu thng ip ca bn mt cch nhanh

chng. Ni dung vn bn ch nn c ti a 150 k t.

2.2.4. S lt thch trang

Xy dng mi quan h vi tt c nhng ngi quan trng vi doanh nghip ca bn.

Cc thng s hin th




32 II. FACEBOOK ADS

BNG TIN TRN THIT B DI NG

BNG TIN TRN MY TNH CT BN PHI



Vn bn: Ti a 110 k t

Tiu : Ti a 25 k t Loi Trang: Ti a 1

dng ca loi Trang ca bn s hin th


Vn bn: Ti a 90 k t Tiu : Ti a 25 k t Loi Trang: Ti a 1 dng ca

loi Trang ca bn s hin th


Vn bn: Ti a 90 k t

Tiu ty chnh: Ti a 25 k t

Tn trang: Ti a 1 dng

Mo: Tm nhng ngi thch hp vi doanh nghip ca bn bng cch nhm mc tiu theo a im,

tui tc v s thch.

BNG TIN TRN THIT B DI NG


Nguyn tc thit k

Kch thc hnh nh khuyn ngh: 1.200 x 444 pixel.


Vn bn: 90 k t

Mo: Tm nhng ngi thch hp vi doanh nghip ca bn bng cch nhm mc tiu theo a im,

tui tc v s thch.




33 II. FACEBOOK ADS

2.2.5. S lt ci t ng dng

Thu hut moi ngi cai t ng dung cua ban.

Nguyn tc thit k

S dng nhng nguyn tc ny thit k mt qung co ph hp mi ni m n hin th trn

Facebook.

Hnh nh hin th nh sau: 1.200 x 628 pixel

Tiu tn ng dng: 1 dng, 32 k t

Vn bn: 90 k t

Hnh nh hin th

ng dng di ng ng dng dnh cho my tnh

B

NG

TIN

TR

N

TH

IT

B DI

NG




34 II. FACEBOOK ADS

B

NG

TIN

TR

N

M

Y T

NH

C

T B

N

PH

I

TH

N

G S

HI

N T

H


Hnh nh hin th nh sau: 560 x 292 pixel Tiu tn ng dng: 1 dng, 32 k t Vn bn: 90 k t

BNG TIN TRN MY TNH Hnh nh hin th nh sau: 470 x 246

pixel Tiu tn ng dng: 25 k t Vn bn: 90 k t

CT BN PHI Hnh nh hin th nh sau: 254 x 133

pixel Tiu tn ng dng: 25 k t Vn bn: 90 k t

Mo: ng k ng dng ca bn vi Facebook bn c th t gi thu chi ph trn mi hnh ng

(CPA)[1]. Bn s ch thanh ton khi mi ngi ci t ng dng ca mnh t mt qung co trn

Facebook.

[1] CPA (Cost Per Action) = Chi ph cho mi lt tng tc

2.2.6. Tng tc vi ng dng




35 II. FACEBOOK ADS

Thu hut moi ngi cai t ng dung cua ban.

Hnh nh hin th




36 II. FACEBOOK ADS

ng dng di ng ng dng dnh cho my tnh

B

NG

TIN

TR

N

TH

IT

B DI

NG

B

NG

TIN

TR

N

M

Y T

NH




37 II. FACEBOOK ADS

C

T B

N

PH

I

NG

UY

N

T

C T

HI

T K



Tiu : 25 k t Vn bn: 90 k t



Tiu : 25 k t Vn bn: 90 k t

TH

N

G S

HI

N T

H

Qung co ca bn s hin th khc nhau ty thuc vo ni n xut hin trn Facebook. Qung co cng c th hin th khc nu bn s dng kch thc nh nh hn kch thc khuyn ngh.

Hnh nh hin th nh sau: 1.200 x 628 pixel

Tiu tn ng dng: 1 dng, 32 k t Vn bn: 90 k t

Qung co ca bn s hin th khc nhau ty thuc vo ni n xut hin trn Facebook. Qung co cng c th hin th khc nu bn s dng kch thc nh nh hn kch thc khuyn ngh. BNG TIN TRN MY TNH


Tiu tn ng dng: Ti a 25 k t Vn bn: Ti a 90 k t

CT BN PHI


Tiu tn ng dng: Ti a 25 k t Vn bn: Ti a 90 k t

Mo: To mt i tng ty chnh gm nhng ngi s dng ng dng di ng ca bn, sau tip cn

h bng mt qung co khuyn khch h thc hin cc hnh ng c th.




38 II. FACEBOOK ADS

To i tng ty chnh ca bn gm nhng ngi s dng ng dng dnh cho my tnh, sau tip

cn h bng mt qung co khuyn khch h thc hin cc hnh ng c th.

2.2.7. Phn hi s kin

Qung co s kin ca bn trn Facebook nhn c nhiu phn hi hn.

Nguyn tc thit k


Facebook.


T l hnh nh: 2.71:1


Tiu : 25 k t

Vn bn: 90 k t

Ngy v gi trong s kin ca bn trn Facebook s hin th t ng trong qung co ca bn.

Hnh nh hin th

BNG TIN TRN THIT B DI DNG


Hn

h

nh

hi

n t

h

Th

n

g s

hi

n t

h


Tiu : Ti a 25 k t Hnh nh hin th nh

sau: 560 x 208 pixel Vn bn: Ti a 110 k t


Vn bn: Ti a 90 k t Tiu : Ti a 25 k t


Vn bn: Ti a 90 k t

Tiu ty chnh: Ti a 25 k t

Tn trang: Ti a 1 dng




39 II. FACEBOOK ADS

Mo: Ty chnh tiu v vn bn qung co ca bn cho mi ngi bit l do h nn tham d.

2.2.8. Yu cu u i

Qung co kp thi cc chit khu hoc khuyn mi khc mi ngi yu cu trong ca hng ca

bn.

Nguyn tc thit k


Facebook.



Tiu u i: 25 k t

Vn bn: 90 k t

Hnh nh hin th



Hn

h

nh

hi

n t

h

Th

n

g s

hi

n t

h Trn cc thit b di ng c kch

thc mn hnh l 1.136 x 640 pixel:


Tiu u i: 25 k t Vn bn: Ti a 90 k t


Tiu u i: Ti a 25 k t

Vn bn: Ti a 90 k t


Tiu u i: Ti a 25 k t

Vn bn: Ti a 90 k t

Chi tit ty chn:

Ngy ht hn




40 II. FACEBOOK ADS

iu khon v iu kin: Ti a 900 k t

Mo: S dng nhm mc tiu theo v tr thu ht cc khch hng gn doanh nghip ca bn.

2.2.9. Lt xem Video

K mt cu chuyn bng video trong qung co ca bn.

Nguyn tc thit k


Facebook.

Kch thc hnh nh khuyn ngh: Hnh nh s hin th trn qung co ca bn khi video khng

pht. nh phi c kch thc ti thiu l 1.200 x 675 pixel.

Video: 1.080 pixel

T l: 16:9

Kch thc tp: Ti a l 1GB

Vn bn: 90 k t

Hnh nh hin th



Hn

h

nh

hi

n t

h

Th

n

g s

hi

n t

h Trn cc thit b di ng c kch

thc mn hnh l 1.136 x 640 pixel:


Vn bn: Ti a 110 k t


Vn bn: Ti a 500 k t


Vn bn: Ti a 90 k t




41 II. FACEBOOK ADS

Mo: Qung co cc video v cnh hu trng, gii thiu sn phm hoc cu chuyn v khch hng

nng cao nhn thc v thng hiu ca bn.

2.2.10. Cch mua qung co trn Facebook

Cc nh qung co v i l ln mun thu c s ln nhp chut m bo trong mt khung thi gian

c th c th mua qung co t mt ngi i din bn hng ca Facebook bng cc yu cu ng

qung co, hoc s dng cc tnh nng h tr nh qung co ca Facebook, hay ca bn th 3.

V tr qung co

Bao gm Ph hp vi Mua qung co t

Trang ch Ct bn phi ca Facebook.com Bng tin trn my tnh Bng tin trn thit b di ng

Tip cn i tng ca bn t trang c truy cp nhiu nht trn Facebook

Phiu yu cu ng qung co[1], Power Editor[2], API[3]

Ton b Facebook

Tt c cc v tr qung co ngoi tr trang Facebook.com ng xut

T ng t qung co ca bn ni qung co s nhn c cc nhp chut v hnh ng m bn mun trong phm vi ngn sch ca mnh

Phiu yu cu ng qung co, API

Bng tin Bng tin trn thit b di ng Bng tin trn my tnh

Thu ht mi ngi trn Facebook Phiu yu cu ng qung co, Power Editor, API

Bng tin trn thit b di ng

Bng tin trn thit b di ng Thu ht mi ngi khi h ang di chuyn

Phiu yu cu ng qung co, cng c to qung co, Power Editor, API

Bng tin trn my tnh

Bng tin trn my tnh Thu ht mi ngi trn mn hnh ln nht ca h

Phiu yu cu ng qung co, cng c to qung co, Power Editor, API

Ct bn phi trn my tnh

Ct bn phi trn my tnh Chia s ni dung lin quan vi i tng ca bn

Cng c to qung co, Power Editor, API

Trang Facebook.com ng xut

Trang Facebook.com ng xut Cc nh dng ni dung ln c thit k thu ht cc lt xem video hoc lu lng truy cp phn hi trc tip

Phiu yu cu ng qung co

[1] Phiu yu cu ng qung co: Bn cn mt ngi i din bn hng ca Facebook mua qung

co bng phiu yu cu ng qung co. y l cch duy nht c s ln nhp chut m bo.




42 II. FACEBOOK ADS

[2] Power Editor: y l mt cng c t phc v dnh cho cc nh qung co tin tin m bt k ai

cng c th ti xung ti facebook.com/ads/manage/Power Editor.

[3] API: y l Giao din lp trnh ng dng ca Facebook. Bn c th truy cp trc tip cng c ny

hoc thng qua cc cng c do cc Nh pht trin tip th yu thch (PMD) ca chng ti to.




43 II. FACEBOOK ADS

2.3. Facebook Ads Manager

Facebook Ads Manager l trnh qun l qung co mc nh ca Facebook. Facebook Ads Manager s

gip bn tip cn ti nhng ngi quan trng nht vi doanh nghip ca bn, bn c th t mc

tiu tip th thng qua cc qung co c thit lp.

Bn c th s dng Facebook Ads Manager thit lp qung co hin th vi ngi dng s dng

my tnh hoc thit b di ng. Vi cc v tr bng tin v ct phi.

2.3.1. To qung co Facebook Ads

(?) Lm cch n to chin dch mi trong trnh qun l qung co?

u tin bn cn truy cp vo trnh qun l qung co: https://www.facebook.com/ads/manage

to chin dch mi t trnh qun l qung co, hy nhp vo nt To qung co trn cng bn

phi ca mn hnh.

Bc 1: Chn muc tiu quang ca ca bn

Khi bn sn sng to qung co ca mnh, hy i n mc cng c to qung co v chn mc tiu

qung co.



https://www.facebook.com/ads/managehttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

44 II. FACEBOOK ADS

Cng c to qung co: https://www.facebook.com/ads/create

Bc 2: Chn nh ca bn

Kch thc nh: i vi hu ht cc qung co, kch thc nh khuyn ngh l 1200x628, do , bn

nn c ti thiu vi nh kch thc ny.

Nu bn gp li trong khi ti nh ln cho qung co ca mnh, hy xem li mc Hnh thc qung co.

Bc 3: Chnh sa vn bn v lin kt ca bn

m bo ni dung s trng ging nh bn mun trong c Bng tin v ct bn phi bng cch nhp vo

tng tab xem trc hai phin bn khc nhau.



https://www.facebook.com/ads/createhttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

45 II. FACEBOOK ADS

Nu bn khng mun qung co ca mnh hin th trong Ct bn phi hoc trong Bng tin, hy s dng

ty chn Xa.

Bc 4: Chn i tng cho qung co ca bn

Xc nh nhng ngi bn mun h thy qung co ca mnh. S dng cc trnh iu khin gii hn

nhng ai s thy qung co ca bn theo la tui, gii tnh, v tr, ca h. S lng i tng c

hin th c tnh cho bit s ngi trn Facebook c th thy qung co ca bn. Qung co c ngn

sch cao hn s tip cn c nhiu ngi hn trong s i tng tim nng.




46 II. FACEBOOK ADS

Nhm mc tiu n nhng ngi c th s phn hi qung co ca bn bng cch la chn cc s thch

thu hp phm vi i tng tim nng ca bn.

Kim tra phn m t nhm mc tiu (ct s liu Demographics) ca bn xem c chnh xc khng ct

pha bn phi.

2.3.2. Vit ni dung qung co

a. Chon anh cho quang cao cua ban

Khi bn to qung co trn Facebook, bn s c ty chn ti ln ti a 6 nh khc nhau nh mt

cch n gin xem qung co no hot ng tt nht v tn dng ti a ngn sch qung co

ca mnh.

Khi ban cung ca p nhie u anh, Facebook se tao nhie u quang cao cho ban trong mo t nhom qung

co, Facebook co the s dung nga n sach cua ban cho quang cao hoat o ng to t hn cac quang

cao khac. Bn s ch b tnh ph mt ln cho ngn sch nhm qung co mnh chn, ngay c khi

bn s dng nhiu nh.

Nu bn gp li trong khi ti nh ln cho qung co ca mnh, bn hy c li phn Hnh thc

qung co bit thm chi tit v kch thc nh cho cc qung co c th.




47 II. FACEBOOK ADS

Nu bn bit chnh xc loi qung co mnh mun to, hy xem thng tin ni dung c khuyn

ngh cho cc v tr qung co c th trn Facebook trong mc Hnh thc qung co ca cun

sch.

Nguyn tc chn nh ng cho qung co ca bn:

nh qung co khng c cha hn 20% vn bn trong nh. xem nh qung co ca bn

c tun th chnh sch ny khng, hy s dng cng c li[1] ca Facebook xem nh ca

bn c hot ng khng.

nh trong qung co ca bn phi tun th Nguyn tc qung co chung ca Facebook.

Chon hinh anh co lie n quan trc tie p e n san pha m hoa c dich vu cua ban.

S dung hinh anh sang va ba t ma t, ngay ca khi c xem kich thc nho.

Lu y: Nu bn ang ti tp PNG ln, bn cn gi kch c tp di 1 MB. Nhng tp PNG c kch c trn

1 MB c th s b m.

[1] Kim tra 20% text trong nh: https://www.facebook.com/ads/tools/text_overlay

(?) Ti vn cha hiu v 20% vn bn trong hnh nh qung co?

Hinh anh trong quang cao cua ban co the bao go m va n ban tua n th Nguyn ta c quang cao chung cua

Facebook, nhng khng c bao go m qua 20% va n ban trong hinh anh m bo rng mi ngi

ch nhn thy ni dung cht lng cao. Ni dung ny bao gm c logo v khu hiu trong hnh nh.

Facebook khuyn bn nn s dng trng vn bn trong qung co truyn i thng ip ca bn.

xem qung co ca bn c nm trong gii hn vn bn 20% hay khng:

i ti cng c li: https://facebook.com/ads/tools/text_overlay

Nhp vo Duyt ti ln hnh nh m bn mun s dng trong qung co.

Nhp vo Hin th li hin th hnh nh trong li 5x5.

Nhp vo cc cha vn bn. Nu vn bn xut hin trong 6 tr ln th hnh nh rt c th c

nhiu hn 20% vn bn v c th khng iu kin s dng trong qung co trong Bng

tin hoc ct bn phi.

Lu y: Li ny ch minh ha cch Facebook xem xt vn bn ca hnh nh qung co. Facebook s c

thng bo cui cng v vic hnh nh ca bn c tun th chnh sch ca Facebook hay khng.



https://www.facebook.com/ads/tools/text_overlayhttps://facebook.com/ads/tools/text_overlayhttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

48 II. FACEBOOK ADS

(?) Ti c ca n thm hinh anh trng quang ca cua minh khng?

Ta t ca quang cao tre n Facebook e u ca n co hinh anh. The m hinh anh co lie n quan n san pha m hoa c

dich vu cua ban la mo t trong cac ye u to quan trong nha t co th quye t inh thanh co ng cua quang cao.

Ne u ban ang quang cao cho mo t Trang, ng dung hoa c s kie n a co hinh anh c lie n ke t, ban co

the tha y hinh anh o la hinh anh ma c inh cho quang cao cua minh. Ban co the s dung hinh anh ma c

inh hoa c the m hinh anh mi e xua t hie n trong pha n cua quang cao .

(?) Tai sa ti nn chn nhie u hinh anh ch quang ca cua minh?

Chon nhie u hinh anh cho quang cao cua ban trong mo t nhom qung co la cach n gian e bie t

quang cao nao hoat o ng to t nha t va e ta n dung to i a chi ph quang cao cua bn. Khi ban cung

ca p cho Facebook nhie u hinh anh, Facebook se tao ra nhie u quang cao cho ban trong mo t nhom qung

cao, vi va y ma Facebook co the s dung nga n sach nhom qung cao cua ban quang cao hoat o ng to t

hn cac quang cao khac.

Lu y ra ng ban se chi bi tinh phi mo t la n o i vi ngn sach ban chon ne u ban tao nhie u quang cao trong

mo t nhm qung co, vi ngn sach cua ban c chi inh theo ca p o nhm qung co.

(?) Ti c the tai ln cac hinh anh cu the ch tng vi tri quang ca khng?

Kho ng, ban kho ng the tai le n cac hinh anh cu the cho tng vi tri quang cao. Khi ban tai hinh anh le n,

Facebook se s dung hinh anh o ta t ca cac vi tri ma quang cao cua ban c hie n thi.

(?) Ti c the xem trc quang ca cua mnh u?

Bn c th xem trc qung co mnh to trong Trnh qun l qung co theo cc bc sau:




49 II. FACEBOOK ADS

1. i ti Trnh qun l qung co (https://www.facebook.com/ads/manage).

2. Tr chut n khung cha Qung co v nhp vo lin kt bn di qung co bn mun xem

trc.

3. Nhp vo V tr v xem trc qung co xem giao din qung co ca bn khi ang chy

trn Facebook.

Lu y ra ng cac bie n the khac trong quang cao cua ban co the hie n thi khi quang cao ang chay.

b. Chon video cho quang cao cua ban

(?) Lm th n to ra mt qung co video?

Bn c th to ra mt qung co video trong Trnh to qung co hay trong Power Editor bng cch

chn mt trong cc mc tiu qung co sau:

Lt xem video.

Lt ci t ng dng Mobile.

Tng tc bi vit trn trang.

(?) Lam cach na e thm lin kt ku gi hanh ng va quang ca cua ti?

Ne u muc tie u quang cao cua ban la so ln nha p chut vao trang web hoa c chuye n o i tre n trang web,

ban se c ye u ca u the m lie n kt ke u goi hanh o ng vao quang cao cua minh khi ban chinh sa Va n

ban va lie n ke t cua quang cao.

Tao quang cao cho so ln nha p chut vao trang web hoa c chuye n o i trn trang web.

Lu rng nu mc tiu qung co ca bn l s lt xem video, bn cn to qung co ca mnh

trong Power Editor thm lin kt ku gi hnh ng.

(?) Ti c th ti ln nhng nh dng tp video no?

Facebook h tr hu ht cc loi tp video nhng Facebook khuyn bn nn s dng nh dng MP4.

Di y l danh sch hon chnh:

3g2 (Video trn thit b di ng)

3gp (Video trn thit b di ng)

3gpp (Video trn thit b di ng)



https://www.facebook.com/ads/managehttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

50 II. FACEBOOK ADS

asf (Video Windows Media)

avi (Video AVI)

dat (Video MPEG)

divx (Video DIVX)

dv (Video DV)

f4v (Video Flash)

flv (Video Flash)

m2ts (Video M2TS)

m4v (Video MPEG-4)

mkv (nh dng Matroska)

mod (Video MOD)

mov (QuickTime Movie)

mp4 (Video MPEG-4)

mpe (Video MPEG)

mpeg (Video MPEG)

mpeg4 (Video MPEG-4)

mpg (Video MPEG)

mts (Video AVCHD)

nsv (Video Nullsoft)

ogm (nh dng Ogg Media)

ogv (nh dng Video Ogg)

qt (QuickTime Movie)

tod (Video TOD)

ts (Dng truyn ti MPEG)

vob (Video DVD)

wmv ((Video Windows Media)

(?) Ti khng ti c video ln?

Video thng l tp ln nn bn c th mt vi pht ti ln y . Di y l mt s mo ti

video ln Facebook:

m bo rng video ca bn c nh dng c h tr. Facebook khuyn bn nn dng nh

dng MP4. Phn mm video ca bn (v d: Final Cut, Avid, iMovie) nn c thng tin v cch xut

video sang MP4.

Kim tra xem bn c ang s dng phin bn trnh duyt mi nht hay khng.

Xin lu rng vic c ti mt video nhiu ln ln s khng y nhanh c qu trnh. Bn c

th m ca s hoc tab trnh duyt khc trong khi video ang ti ln.

c. Vit ni dung cho qung co ca bn




51 II. FACEBOOK ADS

Nguyn tc vit ni dung cho qung co ca bn:

Ku gi hnh ng ca ngi dng da trn nhng cch din t ni dung ca bn.

Nhn mnh mi li ch, vic bn h gi hoc u i tng t m doanh nghip ca bn ang

cung cp.

S dng hnh nh n gin, bt mt lin quan n vn bn qung co ca bn.

Nu bn ang qung co trang web, hy bao gm tn doanh nghip hoc thng tin chnh khc

trong tiu .

Nu bn bit chnh xc loi qung co mnh mun to, hy xem thng tin ni dung c xut

cho cc v tr qung co c th trn Facebook trong phn Hnh thc qung co.

2.3.3. Xem trc va chinh sa quang ca

a. Chinh sa vn ban va lin ke t

(?) Ti cn ch g khi c vn bn trong hnh nh qung co?

Hnh nh trong qung co ca bn phi c lin quan v ph hp vi sn phm c qung co.

Lu nhng im ny khi bn chn hnh nh cho qung co:

Qung co trong Bng tin khng c cha hnh nh c nhiu hn 20% vn bn, bao gm c

logo v khu hiu.

C th chp nhn:




52 II. FACEBOOK ADS

Khng th chp nhn:

Hnh nh khng c khai thc cc vn tnh dc hoc cc vn nhy cm khc.

Hnh nh khng c s dng cc phng php gy chn ng hoc gy s hi.

Khng th chp nhn:

Hnh nh c nhm mc tiu n nhng ngi di 18 tui phi ph hp vi nhm tui .

Hnh nh khng c gi dc qu mc, ng kha thn, h da, khoe thn hoc tp trung mt

cch khng cn thit vo cc b phn trn c th.

C th chp nhn:

Khng th chp nhn:

Hnh nh khng c minh ha cc chc nng khng tn ti, v cc nt n nh la ngi

dng.

C th chp nhn:




53 II. FACEBOOK ADS

Khng th chp nhn:

Hnh nh khng c cha cc m QR Code[1].

Hnh nh khng c s dng hnh nh thng hiu Facebook m khng c php.

[1] QR Code, vit tt ca Quick response code (tm dch "M phn hi nhanh") hay cn gi l m vch

ma trn (matrix-barcode) l dng m vch hai chiu (2D) c th c c bi mt my c m vch

hay smartphone (in thoi thng minh) c chc nng chp nh (camera) vi ng dng chuyn bit

qut m vch.

(?) Gii han ky t ch tiu e va vn ban cua quang ca cua ti la gi?

Quang cao cua ban, phai bao go m tie u e va va n ban, c gii han 25 ky t cho tie u e va 90 ky t

cho va n ban no i dung.

Ne u ban ang quang cao cho mo t Trang, ng dung hoa c s kin, mc tiu e se t o ng ly tn Trang,

ng dng hoc s kin e ngi xem se hie u ro no i dung cua quang cao.

Nhm mc tiu

Nhm mc tiu theo s thch phi tng ng vi s thch c lin quan n sn phm hoc dch v

c qung co. H thng ca Facebook s thng k s thch v tng hp cc ch mt cch t ng

m khng cn s qun l hoc nh gi ca con ngi. Mc d Facebook cung cp nhiu ty chn

nhm mc tiu t lung to qung co, khng c m bo rng qung co ca bn s c chp nhn

hoc phn phi da trn t kha hoc xut m bn chn. Bn c th c bn di bit thm cc

yu cu nhm mc tiu c th.

Ru:

Tun th tt c lut hin hnh, quy nh, quy tc ngnh v cc nguyn tc ny, bn ch c th

nhm mc tiu qung co ru n cc nhm tui sau:

25 tui tr ln n v Thy in

21 tui tr ln Cameroon, Micronesia, Palau, Qun o Solomon, Sri Lanka v Hoa K

20 tui tr ln Nht Bn, Iceland, Thi Lan v Paraguay

19 tui tr ln Canada, Hn Quc v Nicaragua

18 tui tr ln cc quc gia khc (khng bao gm nhng quc gia c ch nh trong

Phn IV.B.i ca Nguyn tc Qung co).




54 II. FACEBOOK ADS

Lu rng qung co khng th nhm mc tiu cho bt k ngi no (bt k tui)

Afghanistan, Brunei, Bangladesh, Ai Cp, Gambia, Kuwait, Libya, Na Uy, Pakistan, Rp X t,

Cc Tiu vng quc Rp Thng nht, Yemen, Nga, Th Nh K hoc bt k th trng no khc

m qung co ny b cm.

Hn h:

Tham s nhm mc tiu theo "Mi quan h" phi c t thnh "c thn" hoc

"Khng ch nh".

Tham s nhm mc tiu theo "Gii tnh" phi c t thnh "Nam gii" hoc "N gii".

Tham s nhm mc tiu theo " tui" phi c t thnh ti thiu 18 tui.

Tham s nhm mc tiu theo "S thch" phi c t thnh "Nam gii" hoc "N gii".

Sn phm Ngi ln:

Qung co cho sn phm ngi ln c th chp nhn phi c nhm mc tiu n ngi t 18

tui tr ln.

Ni dung trang ch v URL trang ch

URL trang ch:

URL im n phi hot ng ng trong tt c cc trnh duyt

Gii hn a ch IP theo a l:

Qung co trn Facebook c nh gi t nhiu v tr quc t. Do , nu bn qung co trang

web bn ngoi c gii hn vi nhng ngi mt s vng nht nh, qung co ca bn c

th s b t chi.

Trang Li:

URL im n khng c a mi ngi ti trang web ang xy dng hoc n mt trang li

m bo rng mi URL theo di chuyn ng n trang ch m bn mun.

Popup bt ln:

Qung co khng c hng n trang ch c Popup bt ln hoc bt xung khi ai truy

cp hoc thot trang

Ti xung c khi chy t ng:

Qung co khng c hng n trang ch c ti xung phn mm c hi hoc phn mm

gin ip, t ng c khi chy khi truy cp hoc lin kt n tp yu cu chng trnh hoc

ng dng b sung m ni dung.

im n Facebook: Cc gii hn sau p dng cho qung co chuyn n trang ch Facebook:

Qung co khng c chuyn n Nhm " ng" hoc "B mt".

Qung co khng c chuyn n trang ch Facebook (www.facebook.com)



http://www.facebook.comhttp://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

55 II. FACEBOOK ADS

Trang web Tin cy: Qung co khng c dn n trang ch c nh du l c

ting xu trn Trang web tin cy. Trang web Tin cy l dch v nh gi trang web ca

bn th 3 v khng lin kt vi Facebook. tm hiu thm v xp hng ca bn v cch

nh hng n danh ting trang web ca bn, vui lng truy

cp: http://www.mywot.com/.

Trang ch: Trang ch phi phn nh r rng v chnh xc sn phm hoc dch v ang

c qung b trong qung co. Ngoi ra, trang ch khng c cha ni dung, sn

phm hoc dch v b cm bi Nguyn tc Qung co.

b. Xem trc qung co

(?) Tai sa ta t ca quang ca trng Bang tin xem trc nhin khng gi ng nhau?

Ta t ca quang cao cua ban co the nhin kho ng gio ng nhau trong phn Xem trc bng tin vi ban s

dung hinh anh co kich thc khac nhau. Xem trc Bang tin trong pha n Chinh sa vn ban va lie n ke t

cua co ng cu tao quang cao cho bie t hinh anh cua ban se xua t hie n nh th nao tre n Facebook.

Facebook muo n am bao se hie n thi cho moi ngi hinh anh ln va cha t lng cao trong quang cao, vi

va y ne u hinh anh cua ban kho ng ap ng tie u chua n nay, n se c a t ma c inh thanh inh dang

Bang tin cu.

Lu y ra ng ne u hinh anh cua ban khng u ln e hie n thi inh dang ln hn, biu tng s xut

hin bn canh hinh anh a tai ln.

Ne u ban tai le n hinh anh co kich thc to i thie u 600px x 225px, quang cao cua ban se xua t hie n inh

dang quang cao Bang tin mi nha t:

Ne u ban tai le n hinh anh co kich thc di 600px x 225px, quang cao cua ban se xua t hie n inh

dang quang cao Bang tin cu hn:



http://www.mywot.com/http://biquyethoctap.comhttp://biquyethoctap.com/ban-hang-facebook

56 II. FACEBOOK ADS

c. Lp ngn sch cho qung co

Pha n pho i quang cao tre n Facebook c xac inh bi mo t so ye u to bao go m gia tha u, th trng cnh

tranh, i tng mc tie u va lich s hie u sua t quang cao.

To i u hoa quang cao cua ban

Quang cao cua ban se t o ng c to i u hoa e tip cn vi nhng ngi xem ma ban a chon trong

bc trc. Pha n nay cho bie t tho ng tin tom ta t ve cach quang cao cua ban se c to i u hoa. Ne u

ban muo n kie m soat hn na vie c inh gia va muc tie u cua ban, hy nha p vao Chuye n sang inh gia

nng cao trong phn inh gia.

(?) Khac bie t gia thanh tan ch s la n hie n thi (CPM) va thanh tan ch s la n nha p chu t

(CPC) la gi?

CPM la vie t ta t cua Cost Per Impression, tc chi phi cho 1.000 la n hie n thi.

CPM trung bnh ca bn l s tin trung bnh bn thanh ton cho mt nghn ln hin th qung co.

CPM trung bnh c tnh l:

Tng chi ph cho qung co / (tng s lt hin th / 1000)

Lu y: Bn s thy d liu ny ngay c khi qung co ca bn c t thu trn c s CPC nhng bn

s ch b tnh ph i vi s ln hin th nu bn t thu trn c s CPM.

CPC la vie t ta t cua Cost Per Click, tc chi phi cho mo i ln nha p chuo t. Ne u ban ang thanh toan cho so

la n nha p chuo t, ban se bi tinh phi mo i khi ai o nha p vao quang cao cua minh.

(?) C gia tha u chi phi t i thie u ch m i ln nha p chu t (CPC) khng?

Chi phi to i thie u cho mo t ln nha p chuo t la $0,01. Ma c du, ve c bn a y la gia tha u nho nha t ban co the

nha p, nhng trong ha u he t cac trng hp gia tha u nay se kho ng u cao e hie n thi quang cao cua ban.

Ban co kh na ng nha n c so la n hie n thi va so ln nha p chuo t nhiu hn ne u gia tha u cua ban

trong pham vi gia tha u c xut, c cung ca p trong pha n inh gia khi ban thie t la p quang cao

cua minh. Ban cung co the theo doi so tie n tha u c xut trong trinh quan ly quang cao.




57 II. FACEBOOK ADS

(?) C s tie n t i a ma ti c ch phep e thanh tan ch m t nha p chu t khng?

Gia tha u to i a cua ban cho mo t ln nha p chuo t phai nho hn nga n sach hang ngay cua ban. Ne u ban

muo n a t gia tha u cao hn, ban ca n ta ng nga n sach hang ngay cua minh le n.

Nga n sach hang ngay cua ban it nha t phai ga p o i gia tin tha u cua ban. Vi du: ne u ban a t tha u $2,00

cho mo t ln nha p chuo t, thi nga n sach hang ngay cua ban ca n to i thie u la $4,00.

(?) Thanh tan ch s la n nha p chu t (CPC) ha c s la n hie n thi (CPM) c anh hng e n vi tri

ma quang ca cua ti hie n thi trn Facebk ha c rui r ma quang ca nha n c khng?

Ta t ca cac quang cao canh tranh mo t cach co ng ba ng vi nhau ba t ke chung thanh toan cho so la n nha p

chuo t hay so la n hie n thi. o i vi mi kho quang cao co sa n, quang cao to t nha t c chon e chay da

tre n nga n sach, cha t lng va hie u sua t quang cao.

Ne u ban thanh toan cho so la n nha p chuo t, so tie n tha u to i a ma ban a t trong pha n inh gia khi ban

thie t la p quang cao se quye t inh ta n sua t hie n thi quang cao cua ban. Ne u ban thanh toan cho so lt

hie n thi, quang cao cua ban se c to i u hoa e hie n thi cho nhng ngi c nhie u kha nng se giup

ban at c muc tiu nht, da trn ngn sach hang ngay va ngn sach tron i ma ban a a t.

(?) Ngn sach cua ti c phn b nh the na khi ti thanh tan ch s la n hie n thi (CPM)?

Ban se kho ng bao gi c thanh toan nhie u hn nga n sach hang ngay hoa c nga n sach tron i ma

ban a t trong pha n inh gia khi ban thie t la p quang cao. Quang cao cua ban se c ie u chinh da

tre n nga n sach ban nha p, muc tie u ban a t va khoang thi gian ban chi inh.

(?) ie u gi xay ra ne u ti thanh tan ch s la n nha p chu t (CPC) thay vi s la n hie n thi (CPM)?

Ne u ban quang cao mo t cho Trang, ng dung hoa c s kie n, cach duy nha t e thanh toan cho so la n

nha p chuo t la chon vo phn Xem Tuy chon Na ng cao trong pha n muc tie u. Thie t la p nay danh cho nha

quang cao co kinh nghie m, no cho phep ban ca u hinh quang cao ca minh, bao go m a t gia tha u to i a

cho mo i ln nha p chuo t. Khi ban thanh toan cho so la n nha p chuo t, moi ngi co the nha p vao quang

cao cua ban nhng ho it co kha na ng thc hie n cac hanh o ng khac.

Khi ban thanh toan cho so