Introduction
Running Facebook Ads is an important channel for Vietnamese SMEs to reach customers. However, many businesses burn hundreds of millions of dong without results. According to the Facebook IQ 2023 report, CPC costs in Vietnam increased 28% compared to the previous year due to high competition.
This article analyzes 7 mistakes rarely shared by experts, based on experience serving over 5,400 customers since 2017. You will learn how to identify and fix each specific issue.
1. Incorrect Facebook pixel setup
Why incorrect pixels cause big waste?
Pixel tracks user behavior but if installed incorrectly, data is inaccurate. Businesses run ads based on flawed data, leading to ineffective targeting. Many SMEs lose 30-50% of budget due to this issue.
Real example: Fashion brand Juno had duplicate pixel issues in 2022, resulting in ROAS of only 1.2 instead of the target 3.5. They had to pause the campaign for 2 weeks to fix the error.
Most common pixel mistakes
Install pixel on staging domain instead of live site. Or not verify pixel via Facebook Events Manager. Results in inflated or missing conversion data.
Facebook Business Help Center recommends: “Pixel must be verified 100% before scaling ads.”
Pixel standard checklist
- Check pixel firing on all landing pages
- Verify Events Manager shows 100% active pixels
- Test conversion tracking with 10-20 real traffic
- Compare pixel data vs Google Analytics
- If using Shopify, check Facebook Sales Channel integration
2. Ignoring specific Vietnam Audience Insights
Unique behavior of Vietnamese users
Vietnamese access Facebook via mobile 95% of the time, mainly late evenings. However, many agencies copy US/EU configurations without adjustment. Results in low CTR and double CPA.
We Are Social 2024 research shows 68% of Vietnamese shop via Facebook but only 23% click ads during peak hours 8-10pm.
Case study: Tiki failed with broad targeting
In 2021, Tiki ran broad audience for Black Friday but ignored local insights. Acquisition costs increased 45% compared to normal months. They then adjusted to golden hours and reduced CPA by 32%.
Comparison table of targeting strategies
| Type of Targeting | Advantages | Disadvantages | Suitable for |
|---|---|---|---|
| Broad Targeting | Fast scale, low cost | Poor lead quality | Brand awareness |
| Interest-based | High accuracy | Easily limited reach by Facebook | Conversion campaigns |
| Lookalike 1-2% | Highest ROAS | Need large volume data | Already have customer list |
| Custom Audience | Effective retargeting | Small reach | Remarketing |
3. Copying creative from competitors without adjustment
Why copy ads fail in Vietnam?
Vietnamese people are very sensitive to lack of authenticity. Competitor headline/copy is often detected immediately, leading to CTR below 1%. Moreover, Facebook algorithm prioritizes native content.
Example: A milk tea chain copied Highlands Coffee 2023 ads but only achieved 0.81% CTR compared to 2.31% of the original. The audience immediately recognized the lack of naturalness.
AIDA Framework for VN market
Attention: Use local slang (“xịn sò”, “chill phết”). Interest: Include specific pain points like “ship COD 2h”. Desire: Social proof from local KOLs. Action: Create urgency like “only 100 items in stock”.
Creative localization checklist
- Replace 70% copy with local language
- Test 3 different image versions
- Add cultural elements (ao dai, pho, Tet)
- Check compliance with FB VN policies
- A/B test at least 3 days before scaling
