Phan biet quang cao tang tuong tac va quang cao chuyen doi

Trong he thong Facebook Ads day phuc tap, viec chon dung muc tieu chien dich (Campaign Objective) la yeu to quyet dinh den su thanh cong hay that bai cua mot chien dich marketing. Hai trong so cac muc tieu thuong gay nham lan nhat doi voi cac nha quang cao moi la “Quang cao tang tuong tac” (Engagement) va “Quang cao chuyen doi” (Conversion). Mac du ca hai deu su dung cung mot cong cu va hien thi tren cung mot nen tang, nhung chung co ban chat, co che hoat dong, va muc dich cuoi cung hoan toan khac nhau. Viec hieu ro su khac biet nay khong chi giup toi uu hoa chi phi ma con dam bao chien dich dat duoc muc tieu kinh doanh ro rang. Bai viet nay se phan tich chuyen sau de giup ban phan biet ro rang giua hai loai hinh quang cao quan trong nay.



Ban chat va Muc tieu co ban

Su khac biet co ban nhat nam o chinh muc dich cua chien dich ma ban thiet lap trong Ads Manager.

Quang cao Tang Tuong Tac (Engagement Ads)

Quang cao Tang Tuong Tac duoc thiet ke voi muc tieu la khuyen khich nguoi dung tuong tac truc tiep voi bai dang cua ban. Cac hanh dong tuong tac o day bao gom Like, Comment, Share, Reaction, hoac Click de xem them noi dung, nhap vao anh/video, tham chi la nhan Follow Fanpage. Muc tieu cuoi cung cua loai hinh nay la xay dung nhan thuc thuong hieu (Brand Awareness), tang uy tin xa hoi (Social Proof), va lam tang pham vi tiep can tu nhien (Organic Reach).

Ban chat cua Engagement Ads la tim kiem nhung nguoi dung co xu huong thich tuong tac voi noi dung tren Facebook. He thong se uu tien hien thi quang cao den mot tap nguoi dung thich the hien cam xuc hoac de lai binh luan, chu khong phai la nhung nguoi co xu huong mua hang. Loai hinh nay la buoc dau tien quan trong trong funnel marketing, giup thuong hieu tro nen quen thuoc va dang tin cay hon trong mat khach hang.

xem them: Nhung khai niem co ban: CPM, CPC, CTR, ROAS

Quang cao Chuyen Doi (Conversion Ads)

Nguoc lai, Quang cao Chuyen Doi co muc tieu cuoi cung la tao ra mot hanh dong co gia tri thuc te ben ngoai Facebook. Hanh dong nay co the la mua hang thanh cong, dang ky tai khoan, dien form lien he, them san pham vao gio hang, hoac tai ung dung.

Ban chat cua Conversion Ads la tim kiem nhung nguoi dung co xu huong thuc hien cac hanh dong mang tinh kinh doanh. De loai hinh nay hoat dong, ban bat buoc phai cai dat Facebook Pixel (hoac Conversion API) tren website de Facebook co the theo doi va ghi nhan duoc cac hanh dong chuyen doi. Muc dich cua no la toi da hoa loi nhuan (ROI) va thuc day doanh so truc tiep. Khi ban chay Conversion Ads, he thong se uu tien phan phoi quang cao den nhung nguoi dung trong tap doi tuong cua ban da co lich su thuc hien hanh dong mua hang hoac dang ky cac dich vu tuong tu.



Co che toi uu hoa va Chien luoc phan phoi

Su khac biet ve muc tieu dan den co che toi uu hoa (Optimization) va chien luoc phan phoi (Delivery) hoan toan khac nhau giua hai loai hinh quang cao nay.

Co che toi uu hoa cua Engagement Ads

Khi ban chon muc tieu Engagement, he thong Facebook se toi uu theo chi phi tren moi tuong tac (Cost Per Engagement - CPE). Thuat toan se tim kiem nhung nguoi trong tap doi tuong cua ban ma co chi phi de ho nhan like/comment la re nhat.

Chinh vi co che nay, Engagement Ads thuong co chi phi thap va ket qua nhanh chong ve mat tuong tac, giup bai dang co ve "hot" hon. Tuy nhien, nhung nguoi tuong tac nay khong phai luc nao cung la khach hang tiem nang thuc su. Ho co the chi la nhung nguoi ranh roi thich nhan Like ma khong co y dinh mua sam. Do do, luu y rang Engagement Ads khong the thay the cho Conversion Ads khi muc tieu la ban hang.

Co che toi uu hoa cua Conversion Ads

Nguoc lai, Conversion Ads duoc toi uu theo chi phi tren moi chuyen doi (Cost Per Acquisition - CPA) hoac chi phi tren moi ket qua (Cost Per Result - CPR). Thuat toan se san lung nhung nguoi co kha nang cao nhat de thuc hien chuyen doi ma ban da dinh nghia.

Vi muc tieu la hanh dong co gia tri cao hon, nen chi phi tren moi luot hien thi (CPM) va chi phi tong the (Budget) cua Conversion Ads thuong cao hon so voi Engagement Ads. Tuy nhien, ty le hoan von (ROAS) lai co xu huong cao hon vi ban chi tra de tiep can nhung nguoi co y dinh mua hang manh me. De Conversion Ads chay hieu qua, no can thoi gian (thoi gian hoc tap - Learning Phase) va mot luong du lieu (Pixel Data) du lon de Facebook co the tim ra duoc khach hang ly tuong mot cach chinh xac.

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

Thoi diem va Cach thuc ap dung hieu qua

Hai loai hinh quang cao nay khong doi lap nhau ma thuong duoc su dung bo sung cho nhau trong cac giai doan khac nhau cua chien luoc marketing.

Ap dung Engagement Ads

Engagement Ads thuong duoc su dung trong giai doan dau tien (Awareness) cua funnel marketing.

Xay dung Social Proof: Dung de "lam nong" mot bai dang truoc khi chay Conversion. Mot bai dang co san hang tram luot Like va binh luan se tao uy tin va thuyet phuc hon rat nhieu.

Tiep thi lai (Retargeting) cac Bai dang: Dung de hien thi lai cac bai dang da co tuong tac cao nham giu chan va nuoi duong moi quan he voi khach hang tiem nang.

Chien dich Thuong hieu: Khi muc tieu la tang nhan dien thuong hieu mot cach rong rai va re.

Ap dung Conversion Ads

Conversion Ads duoc ap dung trong giai doan cuoi (Consideration va Purchase) cua funnel marketing.

Ban hang truc tiep: Day luu luong truy cap co y dinh mua hang den website.

Lead Generation: Thu thap thong tin khach hang tiem nang qua cac form dang ky.

Tiep thi lai chuyen sau: Nhắm đến nhung nguoi da them hang vao gio nhung chua mua, hoac nhung nguoi da truy cap website de thuc hien hanh dong mua hang cuoi cung.

Viec ket hop ca hai mot cach khon ngoan se tao nen mot he thong marketing vung chac. Chang han, cac chuyen gia cua Lolo Media thuong su dung Engagement Ads de tao ra mot "suon" tuong tac manh me cho bai dang, sau do moi bat dau chuyen sang Conversion Ads de tan dung uy tin xa hoi do va tao ra doanh so thuc te. Su ket hop nay giup toi uu hoa ca chi phi lan hieu qua cua chien dich tong the.



Tom ket su khac biet chinh

Tieu chi

Quang cao Tang Tuong Tac (Engagement)

Quang cao Chuyen Doi (Conversion)

Muc tieu chinh

Xay dung Nhan thuc & Social Proof

Tao ra Doanh so/Lead thuc te

Hanh dong mong muon

Like, Comment, Share, Xem Video

Mua hang, Dien Form, Dang ky

Co che Toi uu

Toi uu de dat CPE thap nhat

Toi uu de dat CPA thap nhat

Cong cu yeu cau

Khong can cong cu dac biet

Bat buoc phai cai dat Facebook Pixel

Ban chat nguoi tiep can

Nguoi co xu huong tuong tac tren Facebook

Nguoi co xu huong mua hang/dang ky thuc te



Xuất sang Trang tính

Hieu ro rang su khac biet giua hai loai hinh quang cao nay la yeu to quan trong nhat truoc khi ban bam nut Chay Quang cao. Hay luon tu hoi: Muc tieu thuc su cua toi la gi? Neu la lan truyen thuong hieu, hay chon Engagement. Neu la ban san pham, hay chon Conversion. Lua chon dung muc tieu se giup thuat toan cua Facebook tro thanh cong cu manh me nhat de dat duoc muc tieu kinh doanh cua ban.