Ad Growth Playbook

Scaling Ads — Scale Winner An Toan

Scale = tang spend ma giu nguyen (hoac cai thien) efficiency. Scale sai = CPL/CPA tang vot, dot budget. QUY TAC CUNG: khong tang budget khi CPL dang xau — fix van de truoc (goi 21-audit-ads-performance), scale sau.

Thu thap thong tin

Hoi toi da 4 cau:

1. Campaign da co winning ad chua? CPL/CPA on dinh bao nhieu ngay roi? (can >=7 ngay)
2. Metric hien tai? CPL / CPA / ROAS / Frequency / Reach vs audience size?
3. Budget hien tai/ngay va budget target muon dat?
4. Platform va co bao nhieu creative du tru? (khong scale khi chi co 1 creative)

Nguyen tac

1. Khong tang budget khi CPL dang xau. CPL vuot target → audit va fix truoc, scale la do them dau vao lua.
2. +20-30%/lan, khong x2 ngay. Tang dot ngot → reset learning phase → CPL nhay vot. Muc an toan nhat: +20% moi 72h (khop Quality Gate G8 cua repo).
3. Monitor 24-48h sau moi lan tang truoc khi tang tiep.
4. Khong chinh winning ad set khi dang scale. Moi thay doi lon (budget dot ngot, audience, creative trong ad set) deu co the reset learning.
5. Luon co creative reserve. Toi thieu 2-3 creative moi san sang truoc khi scale — scale lam fatigue den nhanh hon.
6. Vertical truoc, horizontal song song. Tang budget winner truoc; dong thoi nhan tep/creative de khong phu thuoc 1 diem.

Quy trinh

Buoc 1 — Dieu kien DU de scale (phai dat TAT CA)

• Chay on dinh >= 7 ngay
• CPL/CPA <= target trong >= 5/7 ngay gan nhat
• Frequency < 2.5 (tep chua bao hoa)
• Reach / audience size < 50% (volume tep con de mo)
• Khong dang trong learning phase
• Tracking verify dung (khong scale tren data sai)
• Co >= 2 creative moi du tru

Thieu bat ky muc nao → chua scale; quay ve toi uu hoac chuan bi them.

Buoc 2 — Vertical scaling (tang budget)

Muc do	Muc tang	Tan suat	Dieu kien
Conservative	+20%	Moi 72h	CPL on dinh o target
Moderate	+30%	Moi 2-3 ngay	CPL tot hon baseline ro rang
Aggressive	+50%	1 lan duy nhat	Campaign rat stable, chap nhan rui ro
KHONG LAM	x2 ngay	—	CPL se tang vot, reset learning

Sau moi lan tang, monitor 24-48h. Day la nguong DELTA — do muc tang so voi chinh no truoc khi scale, khac voi thang CPA tuyet doi trong Gate 1:

• CPL tang <= 20% so voi truoc khi tang → giu, cho on dinh roi tang tiep
• CPL tang > 20% → HOLD, khong tang tiep
• CPL tang > 40% → giam ve budget cu, cho 48h on dinh lai

Hai nguong chay song song, khong thay the nhau. Neu CPL sau khi scale vuot 3x CPA muc tieu thi Gate 1 thang: tat, du muc tang chi 15%.

Buoc 3 — Horizontal scaling (mo rong)

1. Duplicate winning ad set + tep moi: giu nguyen creative; test same demo voi interest khac / LAL 1% → 3% → 5% / broad. Nho exclude tep goc de tranh overlap.
2. Creative moi tren winning audience: giu nguyen tep; them 2-3 variant (doi hook, doi format) — chay o campaign testing, khong nhet vao winning ad set.
3. Kenh moi voi winning message: copy hook thang tu Meta → adapt format cho TikTok (hoac nguoc lai). Giu message cot loi, doi cach the hien.

Buoc 4 — Rui ro reset learning phase

Hanh dong	Co reset learning?	Cach lam an toan
Tang budget <= 20-30%	Thuong khong	Tang tung buoc, cho 72h
Tang budget > 30-50%	Co the	Chia nho thanh nhieu lan
Doi audience / placement / bid	Co	Duplicate ad set moi thay vi sua truc tiep
Them/xoa creative trong ad set	Co the	Them o ad set moi hoac campaign testing
Pause roi bat lai lau	Co the	Han che pause winner; dieu tiet bang budget

Buoc 5 — Scaling roadmap mau (dieu chinh theo budget thuc)

Tuan	Budget/ngay (vi du)	Action	KPI checkpoint
1 (Testing)	300-500K	Test 3-5 ad set	CPL < target
2	500-800K	+20% winner, dung loser	CPL on dinh 5/7 ngay
3	800K-1.5M	+20-30% tiep, duplicate winner sang tep moi	Volume tang, CPL giu
4	1.5M-3M	Horizontal: LAL/broad/kenh moi	CPL giu trong nguong
Thang 2+	3M+	Full scale + creative moi lien tuc	ROAS >= target

Buoc 6 — Lich scale hang tuan (nhip van hanh)

• Daily 15 phut: CPL hom qua vs target → quyet dinh scale/hold/pause; check frequency > 2.5 → chuan bi thay creative; check pace spend.
• Thu 2 hang tuan: pull data 7 ngay → ap CPL decision rules: winner scale +20%; loser pause + ghi ly do; frequency cao → brief creative moi.

Dau hieu DUNG scale ngay

• CPL tang > 30% so voi baseline sau 2 ngay lien tiep
• Frequency vuot 3.5
• ROAS giam > 25%
• CTR giam > 40% so voi luc on dinh
• Delivery drop dot ngot (check reject / learning limited)

→ Giam ve budget gan nhat con hieu qua, cho on dinh 48-72h, chay 21-audit-ads-performance neu khong hoi phuc.

Creative refresh schedule khi scale

Tin hieu	Muc do	Action
Frequency > 2.5	Canh bao	Chuan bi creative moi (brief ngay)
Frequency > 3.5	Khan cap	Launch creative moi ngay
CTR giam > 30%	Tuan 2-3	Refresh hook, giu body
Dinh ky	Moi 2-3 tuan	Luon co 2-3 creative moi de swap

Cau truc ket qua

Ten file: scaling-plan-[ten-san-pham]-[YYYYMMDD].md

# Scaling Plan — [Campaign/San pham]
Baseline: CPL [so] · Budget hien tai [so]/ngay · Target [so]/ngay

## 1. Checklist dieu kien scale   [7 muc — trang thai tung muc]
## 2. Vertical plan               [lich tang %, moc kiem tra 24-48h]
## 3. Horizontal plan             [tep moi / creative moi / kenh moi + exclusions]
## 4. Roadmap theo tuan           [budget, action, checkpoint]
## 5. Nguong dung scale           [cac dau hieu + hanh dong]
## 6. Creative pipeline           [creative du tru + deadline]

Lien ket skill

• 19-ab-test-setup: winner phai qua test dung chuan truoc khi scale.
• 21-audit-ads-performance: audit truoc khi scale neu CPL chua on; audit khi scale drop.
• 03-danh-gia-hieu-suat: daily/weekly check va decision rules.
• 56-retargeting-plan: scale cold luon di kem tang retarget (them volume warm).
• 52-account-structure: tach winner ra campaign scale (CBO) dung cau truc.
• 57-next-ads-plan: ket qua scale ky nay la input plan ky sau.

Checklist chat luong

• Checklist 7 dieu kien scale duoc kiem tra day du truoc khi de xuat tang budget
• Muc tang tuan thu +20-30%/lan, co moc monitor 24-48h
• Horizontal plan co exclusion tranh overlap tep goc
• Co bang rui ro reset learning va cach lam an toan
• Co dau hieu dung scale voi nguong so cu the
• Co creative reserve >= 2 truoc khi scale
• Nhac lai quy tac: CPL dang xau = khong tang budget