Huong dan setup doi tuong tuy chinh trong Ads Manager

Trong the gioi Facebook Ads, neu chi chay quang cao nham muc tieu theo nhan khau hoc hoac so thich thong thuong (Core Audience), ban se rat de bi "dot tien" vi tiep can cac tap doi tuong qua rong va khong chat luong. Doi tuong Tuy Chinh (Custom Audience) chinh la "vu khi bi mat" giup cac nha quang cao chuyen nghiep toi uu hoa hieu suat. Day la mot tap hop nguoi dung da co tuong tac thuc te voi thuong hieu cua ban, tu do giup tang cao ty le chuyen doi (Conversion Rate) va giam chi phi mua khach hang (CAC). Bai viet nay se cung cap mot huong dan chi tiet tu A den Z ve cach setup cac loai Custom Audience quan trong nhat trong Meta Ads Manager.



Doi tuong tuy chinh la gi va vi sao no quan trong

Doi tuong Tuy Chinh (Custom Audience) la mot tap hop nguoi dung duoc Facebook tao ra dua tren du lieu nguon (Source Data) ma doanh nghiep cung cap hoac thu thap duoc tu chinh hoat dong marketing cua minh. Khac voi viec nham muc tieu thong thuong chi dua vao suy doan, Custom Audience nham thang vao nhung nguoi da biet den, da quan tam, hoac da tung mua hang cua ban.

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

Tam quan trong:



Tang hieu qua Retargeting (Tiep thi lai): Ban co the nham quang cao den nhung nguoi da bo gio hang nhung chua thanh toan, voi mot thong diep uu dai dac biet, giup tang kha nang chot don.



Giam chi phi: Viec tiep can mot nguoi da co tuong tac (warm audience) se luon re hon rat nhieu so voi mot nguoi hoan toan moi (cold audience).



Tao Lookalike Audience (Doi tuong tuong tu) chat luong cao: Custom Audience la nen tang du lieu dau vao de tao ra cac tap Lookalike co do chinh xac cao.



Trong Meta Ads Manager, de bat dau setup, ban can truy cap vao muc Doi tuong (Audiences) va chon Tao Doi tuong (Create Audience), sau do chon Doi tuong tuy chinh (Custom Audience).



1. Setup Custom Audience tu Nguon cua Ban (Your Sources)

Day la cac loai doi tuong tuy chinh duoc tao tu du lieu ma ban so huu hoac thu thap truc tiep.



Danh sach Khach hang (Customer List)

Ban chat: Tao mot tap doi tuong tu danh sach khach hang hien co cua ban (email, so dien thoai, ten).



Cach setup: Chon Danh sach khach hang trong phan nguon. Ban can tai len mot file CSV hoac TXT chua cac thong tin tren. Luu y: Du lieu tai len can duoc dinh dang chuan (co the bao gom gia tri don hang, tien te de Facebook toi uu).



Ap dung: Tuyet voi de Retargeting voi cac san pham moi cho khach hang cu, hoac loai tru (Exclude) tap khach hang nay khoi cac chien dich quang cao lay Lead, giup tiet kiem chi phi.



Luu luong truy cap Trang web (Website Traffic)

Ban chat: Tap hop nhung nguoi da truy cap vao website cua ban trong mot khoang thoi gian nhat dinh (vi du: 30, 60, 180 ngay). Dieu kien tien quyet: Phai cai dat Facebook Pixel tren website.



Cach setup: Chon Trang web trong phan nguon. Ban co the lua chon chi nham muc tieu den:



Tat ca khach truy cap.



Nguoi truy cap cac trang cu the (vi du: trang san pham ABC).



Nguoi truy cap nhung khong thuc hien mua hang (loai tru nhung nguoi da mua).



Nguoi da Them vao Gio hang nhung chua mua hang.



Ap dung: Chien dich Retargeting hieu qua nhat de keo nhung nguoi da co y dinh mua quay lai hoan tat don hang.



2. Setup Custom Audience tu Nguon cua Meta (Meta Sources)

Day la cac loai doi tuong tuy chinh duoc tao tu cac tuong tac xay ra tren chinh cac nen tang cua Meta (Facebook, Instagram, Messenger).



Nguoi tuong tac voi Trang (Facebook Page)

Ban chat: Tap hop nhung nguoi da tuong tac voi Fanpage cua ban trong mot thoi gian nhat dinh (vi du: 365 ngay).



Cach setup: Chon Trang Facebook trong phan nguon. Ban co the nham muc tieu den nhung nguoi da:



Thich hoac theo doi Trang.



Tuong tac voi bat ky bai dang hoac quang cao nao.



Nhan tin cho Trang (Inbox).



Luu Trang hoac bat ky bai dang nao.



Ap dung: Dung de xay dung long tin voi nhung nguoi da quan tam den thuong hieu nhung chua mua hang. Thich hop cho cac chien dich Engagement hoac Lead Generation.



Nguoi tuong tac voi Tai khoan Instagram (Instagram Account)

Ban chat: Tuong tu nhu Fanpage, nhung danh cho nhung nguoi da tuong tac voi tai khoan Instagram cua ban.



Cach setup: Chon Tai khoan Instagram trong phan nguon va chon cac loai tuong tac tuong ung (nhan tin, truy cap trang ca nhan, tuong tac voi bai dang/quang cao).



Ap dung: Quan trong cho cac nganh hang thoi trang, my pham, am thuc - nhung noi nguoi dung co xu huong mua hang truc quan.

xem them: Huong dan setup doi tuong tuy chinh trong Ads Manager

Nguoi xem Video (Video Viewers)

Ban chat: Tap hop nhung nguoi da xem mot video cu the ma ban da chay quang cao hoac dang tai.



Cach setup: Chon Video trong phan nguon. Ban co the chon ty le xem toi thieu (vi du: 25%, 50%, 75% hoac 95% thoi luong video) va video cu the ma ban muon nham muc tieu.



Ap dung: Nguoi xem video 75% tro len co muc do quan tam rat cao. Ban co the nham Retargeting den tap nay voi cac video tiep theo trong chuoi noi dung cua minh, tao ra funnel marketing bang video.



Buoc 3: Tao Doi tuong Tuong tu (Lookalike Audience)

Sau khi da setup cac Custom Audience chat luong, buoc tiep theo la nhan rong thanh cong bang cach tao Lookalike Audience (LAL).



Ban chat: Tap hop nhung nguoi moi hoan toan co dac diem hanh vi va nhan khau hoc tuong tu voi Custom Audience nguon cua ban.



Cach setup: Trong Ads Manager, chon Tao Doi tuong va chon Doi tuong tuong tu.



Chon Nguon (Source): Su dung Custom Audience co chat luong cao nhat lam nguon (vi du: Khach hang da mua hang, hoac Nguoi da xem 75% video).



Chon Quoc gia: Thong thuong la Viet Nam.



Chon Quy mo: Thong thuong la 1%. Quy mo 1% (nhom nho nhat) se la nhung nguoi giong nguon nhat, mang lai hieu qua cao nhat nhung co pham vi tiep can hep nhat. Ban co the mo rong den 5% hoac 10% tuy thuoc vao ngan sach va muc tieu.



Ap dung: Su dung LAL de chay quang cao cho cac chien dich lay Lead hoac Ban hang cho thi truong moi (Cold Audience). Cac chuyen gia tai Lolo Media luon khuyen khich cac DN bat dau chien dich moi bang LAL duoc tao tu tap khach hang da mua hang, vi day la tap doi tuong kiem tien hieu qua nhat.



Luu y quan trong de toi uu Custom Audience

Cap nhat du lieu thuong xuyen: Dac biet voi Customer List, hay cap nhat data moi nhat de dam bao tap doi tuong luon chinh xac.



Loai tru (Exclusion) thong minh: Luon loai tru nhung nguoi da mua hang khoi cac chien dich Lead Generation de tranh lang phi ngan sach. Luon loai tru cac doi tuong khong lien quan.



Kich thuoc toi thieu: Moi Custom Audience can co toi thieu 100 nguoi de Facebook co the phan tich va chay quang cao duoc.



Viec thanh thao setup Doi tuong Tuy Chinh va Doi tuong Tuong Tu la mot yeu cau bat buoc de thanh cong voi Facebook Ads trong nam 2025. No giup chuyen doi tu viec quang cao dai tra sang ca nhan hoa, tu do giup tang doanh so va toi uu chi phi mot cach chuyen nghiep nhat.

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