Huong dan A/B Testing trong Facebook Ads

Trong the gioi quang cao Facebook Ads (Meta Ads) day bien dong, viec dua ra cac quyet dinh dua tren cam tinh hay suy doan la con duong nhanh nhat dan den "dot tien" va that bai. A/B Testing (hay Split Testing) la mot phuong phap khoa hoc va bat buoc de kiem tra mot cach co he thong cac bien the quang cao (Creative, Targeting, Offer) nham xac dinh chinh xac yeu to nao mang lai hieu qua chuyen doi (Conversion) cao nhat voi chi phi thap nhat. No la cong cu song con giup cac nha quang cao chuyen nghiep toi uu hoa hieu suat. Bai viet nay se huong dan chi tiet ve cach thuc hien A/B Testing trong Facebook Ads tu khau len ke hoach den phan tich ket qua mot cach hieu qua nhat.



A/B Testing la gi va vi sao no la bat buoc

A/B Testing la qua trinh so sanh hai phien ban quang cao (A va B) chi khac nhau o mot yeu to duy nhat (mot bien) de xac dinh phien ban nao thuc hien tot hon trong viec dat muc tieu da dat ra (vi du: luot click, luot dang ky, hoac don hang).

Tam quan trong cua A/B Testing:

Giam rui ro: No giup ban kiem tra y tuong voi mot ngan sach nho truoc khi dau tu lon vao mot chien dich.

Toi uu chi phi: Bang cach xac dinh mau quang cao co Ty le nhap (CTR) cao nhat va Chi phi chuyen doi (CPA) thap nhat, ban co the phan bo ngan sach vao dung noi tao ra loi nhuan.

Hieu sau ve khach hang: Ban hoc duoc chinh xac khach hang phan ung tot nhat voi loai hinh anh, thong diep, hoac uu dai nao.

Thao tac A/B Testing co the duoc thuc hien truc tiep bang cong cu Split Test cua Facebook, hoac thu cong bang cach tao nhieu Ad Sets (Nhom quang cao) chi khac nhau mot bien.

xem them: Huong dan A/B Testing trong Facebook Ads.

Buoc 1: Len ke hoach va Xac dinh Bien can Test

Thanh cong cua A/B Testing nam o buoc lap ke hoach. Ban phai dam bao chi thay doi mot bien duy nhat moi lan test de ket qua la minh bach.

Chon mot Bien duy nhat de so sanh

Trong mot chien dich quang cao Facebook, co nhieu bien the co the anh huong den hieu suat. Hay uu tien kiem tra nhung bien the quan trong nhat truoc:

Creative (Noi dung Sang tao): Day la bien the quan trong nhat anh huong den CTR va CPM (Chi phi hien thi).

Test: Hinh anh so voi Video; Video dai so voi Video ngan; Anh san pham so voi Anh nguoi mau; Hinh anh nen toi so voi Nen sang.

Muc dich: Xac dinh loai hinh anh/video nao thu hut su chu y tot nhat.

Offer/Message (Uu dai/Thong diep): Anh huong truc tiep den Ty le chuyen doi (Conversion Rate).

Test: Giam gia 20% so voi Mua 1 Tang 1; Mien phi van chuyen so voi Tang qua tang kem.

Muc dich: Xac dinh uu dai nao hap dan khach hang nhat de thuc hien hanh dong.

Audience (Doi tuong): Anh huong den pham vi tiep can va CPA.

Test: Lookalike Audience 1% so voi Lookalike Audience 3%; Targeting so thich (Interest A) so voi Targeting so thich (Interest B).

Muc dich: Xac dinh tap doi tuong nao co kha nang chuyen doi cao nhat.

Nguyen tac vang: Neu ban test hai mau quang cao (A va B), phien ban A phai chi khac phien ban B mot bien duy nhat (vi du: chi khac hinh anh, con thong diep, doi tuong va offer phai giong nhau).

Xac dinh Muc tieu va Chi so chien thang

Truoc khi bat dau test, ban phai xac dinh:

Muc tieu: Ban muon dat duoc dieu gi (Tang tuong tac, Tang Traffic, Tang Don hang)?

Chi so chien thang: Bien the nao se duoc coi la chien thang (Vi du: Mau A co CPA thap hon 20% so voi Mau B).

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

Buoc 2: Thiet lap Ky thuat trong Ads Manager

Sau khi da len ke hoach, ban co the thuc hien test theo hai phuong phap chinh:

Phuong phap 1: Su dung Cong cu Split Test (Chuyen nghiep)

Tao chien dich moi: Trong Ads Manager, khi tao chien dich, hay chon Tao A/B Test (Create A/B Test).

Chon Bien can Test: Facebook se yeu cau ban chon bien the can so sanh (Creative, Audience, hay Optimization).

Phan chia Ngan sach: Cong cu Split Test se tu dong phan chia ngan sach dong deu giua hai bien the (50/50) va dam bao cac bien the khong bi trung lap doi tuong, cho ket qua co do tin cay thong ke cao nhat.

Thoi gian Test: Nen chay test toi thieu 4 ngay va toi da 14 ngay. Thoi gian ly tuong la 7 ngay de bao trum duoc ca ngay cuoi tuan.

Phuong phap 2: Test thu cong (Manual Testing)

Phuong phap nay duoc nhieu chuyen gia su dung khi can test nhieu hon hai bien the (vi du: A, B, C, D).

Tao mot Campaign (Chien dich) moi.

Tao nhieu Ad Sets (Nhom quang cao): Moi Ad Set chi khac nhau o mot bien duy nhat (vi du: Ad Set A nham Interest A, Ad Set B nham Interest B, nhung mau quang cao giong nhau).

Su dung CBO (Campaign Budget Optimization): Dat ngan sach o cap chien dich. Facebook se tu dong phan bo ngan sach vao Ad Set nao dang co hieu suat tot nhat, giup ban nhanh chong tim ra Ad Set chien thang ma khong can can thiep thu cong.

Loi khuyen tu Lolo Media: Trong nam 2025, voi su phat trien cua AI, phuong phap test thu cong ket hop CBO hien dang la cach lam toi uu, cho phep he thong tu hoc va tim ra winner nhanh hon so voi cong cu Split Test thong thuong.



Buoc 3: Phan tich Du lieu va Ra quyet dinh

Ket thuc thoi gian test, ban can phan tich du lieu de rut ra ket luan.

Danh gia Chi so cua Bien the

Test Creative (Hinh anh/Video): Danh gia dua tren CTR (Ty le nhap), Relevance Score (Diem lien quan) va CPM (Chi phi hien thi). Creative co CTR cao se giup giam chi phi.

Test Audience (Doi tuong): Danh gia dua tren CPA (Chi phi chuyen doi) va ROAS (Ty suat hoan von quang cao). Audience co CPA thap va ROAS cao la chien thang.

Test Offer/Thong diep: Danh gia dua tren Conversion Rate (Ty le chuyen doi) va ROAS.

Ra quyet dinh va Scale up (Nhan rong)

Xac dinh Winner: Chon ra bien the (Creative, Audience, hoac Offer) thuc hien tot nhat o chi so chien thang da dat ra ban dau.

Ngan chan Bien thua: Tat ngay cac Ad Set hoac Ads co hieu suat kem. Day la buoc ngung dot tien va bao ve ngan sach.

Scale up (Nhan rong): Tang ngan sach tu tu cho chien dich hoac Ad Set chien thang. Khong nen tang dot ngot (chi nen tang 20-30% moi lan) de tranh gay soc cho thuat toan va lam mat on dinh hieu suat.

Quy tac cuoi cung: Khong bao gio ngung A/B Testing. Ngay ca khi ban da tim ra mot winner, ban van phai lien tuc test cac Creative moi, cac Offer moi de tranh hien tuong "quang cao met moi" (Ad Fatigue), giup duy tri hieu qua quang cao lau dai. Su chuyen nghiep trong quy trinh A/B Testing chinh la dieu phan biet giua mot nha quang cao amateur va cac chuyen gia toi uu nhu Lolo Media.