Cach tao Lookalike Audience de mo rong khach hang

Trong linh vuc quang cao Facebook Ads (Meta Ads), viec mo rong tap khach hang tiem nang mot cach hieu qua luon la muc tieu hang dau cua moi doanh nghiep. Neu Doi tuong Tuy Chinh (Custom Audience) giup ban tiep thi lai (Retargeting) nhung nguoi da biet ve thuong hieu, thi Lookalike Audience (LAL) chinh la chien luoc mo rong thi truong mot cach thong minh. LAL cho phep ban tim kiem nhung nguoi moi hoan toan co dac diem va hanh vi tuong tu voi tap khach hang tot nhat hien tai cua ban. Viec nay khong chi giup giam chi phi quang cao ma con dam bao ty le chuyen doi (Conversion Rate) van duoc duy tri o muc cao. Bai viet nay se huong dan chi tiet ve cach tao va toi uu LAL tu A den Z de khai thac toi da tiem nang mo rong khach hang.



Lookalike Audience la gi? Suc manh den tu du lieu

Lookalike Audience la mot cong cu tuyet voi cua Facebook, cho phep he thong su dung tri tue nhan tao (AI) de phan tich cac dac diem chung cua mot tap doi tuong nguon ma ban cung cap. Sau do, Facebook se tim kiem va xay dung mot tap doi tuong moi gom nhung nguoi giong voi tap nguon ve nhan khau hoc, so thich, hanh vi truoc do tren nen tang.

Suc manh cua LAL:

Do chinh xac cao: LAL dua tren du lieu thuc te tu chinh khach hang da mua hang cua ban, khac voi viec target vo do theo suy doan.

Mo rong tiem nang: No giup ban tiep can mot thi truong moi lon hon nhieu lan so voi tap nguon ban dau, dam bao pham vi tiep can (Reach) rong rai cho chien dich.

Toi uu chi phi: Vi nham dung doi tuong co kha nang chuyen doi cao, Chi phi mua khach hang (CAC) thuong thap hon dang ke so voi viec chay Ads dai tra.

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

Buoc 1: Xay dung Doi tuong Nguon (Source Audience) chat luong

Chat luong cua LAL phu thuoc hoan toan vao chat luong cua tap doi tuong nguon. Mot tap nguon chat luong se giup thuat toan Facebook nhan dien dac diem chinh xac hon.

Cac loai Nguon Ly tuong de tao LAL

Khach hang da mua hang (Purchase Custom Audience): Day la tap nguon tot nhat va chat luong nhat. Su dung Danh sach Khach hang (Customer List) hoac event mua hang tu Pixel. Mot nguoi da bo tien mua san pham co nhung hanh vi va dac diem dac trung ma Facebook co the hoc duoc.

Nguoi da xem Video 75% hoac 95%: Nhung nguoi xem gan het video quang cao cua ban the hien muc do quan tam rat cao. Day la mot tap nguon tot de tim kiem nhung nguoi moi co thoi gian xem va kha nang bi thuyet phuc tot.

Nguoi da them vao Gio hang (Add to Cart) nhung chua mua: Tap hop nhung nguoi co y dinh mua hang manh me. LAL tao ra tu tap nay se cuc ky hieu qua cho cac san pham tieu dung nhanh.

Nguoi tuong tac voi Trang (Engagement Audience) trong 60-90 ngay: Tap nguon co the dung cho muc tieu Tang tuong tac hoac nhan dien thuong hieu, tuy nhien chat luong chuyen doi se thap hon so voi tap mua hang.

Luu y ve kich thuoc Nguon: Tap nguon ly tuong nen co tu 1.000 den 50.000 nguoi. Neu tap nguon qua nho (duoi 100 nguoi), Facebook se khong co du du lieu de phan tich. Neu tap nguon qua lon (hang trieu nguoi), cac dac diem chung se bi phan tan va LAL tro nen kem hieu qua.

xem them: Cach tao Lookalike Audience de mo rong khach hang.

Buoc 2: Thao tac Ky thuat tao Lookalike Audience

Sau khi da co Custom Audience chat luong lam nguon, ban se tien hanh setup trong Meta Ads Manager.

Huong dan Setup trong Ads Manager

Truy cap vao Muc Doi tuong (Audiences): Trong Ads Manager, truy cap vao menu va chon Doi tuong.

Tao Doi tuong Tuong tu: Nhap vao nut Tao Doi tuong (Create Audience) va chon Doi tuong tuong tu (Lookalike Audience).

Chon Nguon Du lieu: O phan Chon nguon du lieu giong voi nguoi cua ban, ban se chon Custom Audience da duoc tao o Buoc 1 (vi du: "Khach hang da mua hang Q1").

Chon Quoc gia: Thong thuong la Viet Nam.

Chon Quy mo (Size): Day la buoc quan trong nhat. Quy mo LAL duoc the hien bang phan tram cua tong dan so tai quoc gia da chon.

1%: La tap hop giong nguon nhat, co do chinh xac cao nhat nhung kich thuoc nho nhat va chi phi thap nhat.

1% - 3%: Vua mo rong pham vi, vua giu duoc do chinh xac on dinh.

5% - 10%: Kich thuoc rat lon, pham vi tiep can cao nhung do chinh xac thap hon nhieu.

Loi khuyen toi uu: Luon bat dau voi LAL 1%. Chi nen mo rong len 3% hoac 5% khi LAL 1% da het tiem nang hoac ban can mo rong Reach cho cac chien dich Brand Awareness.



Buoc 3: Toi uu LAL trong Chien dich Quang cao

Tao LAL chua phai la ket thuc; cach ban su dung no trong chien dich moi la quan trong.

Su dung LAL de Tim kiem Khach hang Lanh (Cold Audience)

LAL duoc thiet ke de thay the cac phuong phap Targeting So thich truyen thong. Khi chay mot chien dich moi (Cold Campaign), hay nham thang vao LAL 1% de bat dau lay du lieu chuyen doi.

Chien luoc Loai tru (Exclusion Strategy)

De toi uu hoa chi phi, ban phai loai tru (Exclude) cac tap Custom Audience ra khoi chien dich LAL. Vi du, khi ban chay Ads nham vao LAL 1% cua Khach hang da mua hang, ban phai loai tru tap Khach hang da mua hang thuc te va tap Nguoi da tuong tac voi Trang ra khoi Ad Set. Dieu nay dam bao ban chi chi tien de tiep can nhung nguoi moi hoan toan va khong bi trung lap doi tuong voi cac chien dich Retargeting.

Lien tuc Kiem tra va Doi moi Nguon

Hanh vi mua hang cua con nguoi luon thay doi. Do do, ban khong the chi dung mot tap LAL mai mai.

Kiem tra A/B (A/B Testing): Thu nghiem so sanh hieu qua giua LAL 1% tu Khach hang mua hang va LAL 1% tu Nguoi da them vao gio hang de xem tap nao cho CPA tot hon.

Doi moi Nguon: Cap nhat Custom Audience nguon moi 3-6 thang mot lan, dac biet la tap Customer List de bao gom cac khach hang gan nhat.

Viec tao va toi uu Lookalike Audience la mot trong nhung ky nang quan trong nhat de mo rong khach hang mot cach ben vung. Cac chuyen gia tai Lolo Media luon biet cach xay dung va van hanh cac tap LAL da lop (Layered LAL) tu nhieu nguon khac nhau, giup doanh nghiep khong chi mo rong thi truong ma con giu vung duoc chi so ROAS (Ty suat hoan von quang cao) trong boi canh chi phi ngay cang tang cao cua nam 2025. Bat dau xay dung tap LAL cua ban ngay bay gio de chuyen doi tu viec target vo do sang target thong minh.