⚡ 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)

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:

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.