Skill: phap1106/ads-claw4 (version 1.0.0)

--- name: campaign-optimization description: Expert playbook for Meta Ads campaign optimization decisions. Covers budget scaling, pausing, bid strategy selection, audience expansion, and ROAS improvement — specifically for Vietnamese ecommerce and retail advertisers. --- # ⚡ Campaign Optimization Playbook > **Purpose**: Make smart, data-driven optimization decisions. Every recommendation must cite specific metric evidence. Never optimize based on a single day's data. --- ## 1. Scaling Decision Rules ### 1.1 When to Scale Up (Increase Budget) Conditions that MUST ALL be true: ``` ✅ ROAS > 2.6 (scaleRoas threshold) ✅ Campaign NOT in Learning Phase (>50 conversions) ✅ At least 7 days of stable data ✅ Current budget is NOT exhausted (< 95% of daily budget spent) ✅ CTR (all) is stable or improving (not dropping week-over-week) ``` **How much to scale:** - Conservative: +20% budget - Standard: +30% budget - Aggressive: +50% budget (only if ROAS > 3.5 AND 14+ days of data) **Golden Rule**: Never more than +50% in a single step. Meta system needs time to adjust. ### 1.2 When to Scale Down (Decrease Budget) Conditions (ANY ONE triggers review): ``` ⚠️ ROAS < 1.5 for 3+ consecutive days ⚠️ CPA > 300,000đ (120% of 250,000đ threshold) for 3+ days ⚠️ CTR (all) dropped >40% week-over-week (creative fatigue) ⚠️ Budget utilization > 110% (overspending) ⚠️ Learning Limited status with no path to 50 conversions ``` **How much to reduce:** - CPA slightly high: -20% - CPA very high (>2x): -40% - Not getting conversions: -50% or pause ### 1.3 When to PAUSE ``` 🔴 CPA > 2x threshold (500,000đ+) for 5+ days 🔴 Zero conversions in 7 days with >1M VND spend 🔴 Ad account or payment method issue 🔴 Product out of stock / landing page down ``` --- ## 2. Bid Strategy Decision Tree ``` Campaign Objective? ├── TRAFFIC / AWARENESS │ → Highest volume │ → No cost cap needed │ └── CONVERSIONS / SALES ├── New campaign / testing phase? │ → Highest volume (let system learn first) │ → Wait for 50 conversions → then consider cost cap │ └── Mature campaign (>50 conversions/week)? ├── CPA too volatile? │ → Cost per result goal: set at 110% of current CPA ├── ROAS inconsistent? │ → ROAS goal: set at 85% of target ROAS └── Competitive auction? → Bid cap: set at average CPC × 1.5 (estimate only) ``` --- ## 3. Audience Strategy ### 3.1 Audience Size Guidelines (Vietnam market) | Campaign Goal | Audience Size | |--------------|---------------| | Conversion (Purchase) | 500K – 3M | | Lead Generation | 300K – 2M | | Traffic / Retargeting | 50K – 500K | | Broad (Advantage+) | Let Meta decide | ### 3.2 Audience Expansion Decision **Expand when:** - Frequency > 2.5 in 7 days (audience saturation) - Reach is declining while budget is stable - CTR (all) trending down with stable creative **How to expand:** 1. Increase age range by ±5 years 2. Add 2–3 related interests 3. Switch to Advantage+ Audience (let Meta find similar accounts) 4. Move from detailed targeting → Broad targeting (Meta's recommendation for conversion objectives) ### 3.3 Audience Overlap Warning - If 2+ ad sets target same audience → Auction overlap risk - Signal: ad sets spending less than allocated budget despite being active - Fix: Combine similar ad sets OR exclude overlapping audiences --- ## 4. Landing Page Optimization Rules These are NOT Meta Ads issues but affect conversion rate ranking: ### High Conversion Rate Ranking Signals: - Page load < 3 seconds (mobile) - Offer on landing page MATCHES ad offer exactly - Single clear CTA button visible above fold - Social proof visible without scrolling ### Diagnose Landing Page Issues: ``` Low Conversion Rate Ranking + High CTR (link click-through rate) → People click but don't convert → Root cause: landing page mismatch OR slow load → Action: Check landing page on mobile, compare ad promise vs page ``` --- ## 5. Campaign Health Scoring Score each campaign out of 100: | Metric | Green (full points) | Yellow (half) | Red (0) | |--------|---------------------|---------------|---------| | ROAS (20pt) | > 2.6 | 1.5–2.6 | < 1.5 | | CPA (20pt) | < 200K | 200–250K | > 250K | | CTR (all) (20pt) | > 2% | 1–2% | < 1% | | Learning Phase (20pt) | Active learner | Learning Limited | — | | Delivery (20pt) | Consistent spend | Under-delivery | Paused/Error | **Score Interpretation:** - **80–100**: 🟢 Scale this campaign - **60–79**: 🟡 Monitor, optimize one variable - **40–59**: 🟠 Needs significant intervention - **< 40**: 🔴 Propose pause, reallocate budget --- ## 6. Budget Reallocation Framework When one campaign is losing and another is winning: ``` Step 1: Identify loser (CPA > threshold, ROAS < 1.5) Step 2: Identify winner (ROAS > 2.6, stable learning) Step 3: Reduce loser by 30–40% Step 4: Increase winner by equivalent VND amount Step 5: Create proposal for boss approval Step 6: Monitor for 3 days after change ``` **Budget reallocation example:** ``` Loser campaign: 500K/day → 300K/day (save 200K) Winner campaign: 800K/day → 1,000K/day (add 200K) Net: Same total spend, better ROAS mix ``` --- ## 7. Weekly Optimization Checklist Every 7 days, run through this checklist: ``` □ Review all campaigns: health score each one □ Check learning phase status — any "Learning Limited"? □ Review Engagement Rate Ranking — any drops to Below Average? □ Check Creative Fatigue — frequency > 2.5 anywhere? □ Review audience overlap — any ad sets underspending? □ Check competitor memory — any new competitor data to analyze? □ Create/update proposals for needed changes □ Review and acknowledge any boss instructions ``` --- ## 8. Vietnamese Market Seasonality Notes High competition periods (budget more competitive, CPM spikes): - **Tết Nguyên Đán** (Jan–Feb): CPM +50–100%, start campaigns early in Dec - **8/3** (Women's Day): Beauty/fashion spike, 1–2 weeks before - **11/11, 12/12**: Ecommerce sale events, prepare 2 weeks ahead - **Ngày Gia Đình** (28/6): Family products spike - **Back to School** (Aug): Education services spike Low competition periods (cheaper CPM): - February (post-Tết slump) - June–July (summer low) **Strategy**: Increase budget 2 weeks BEFORE high-competition events. Reduce during peak to ride organic demand if budget-constrained.


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