Introduction: Why running Facebook Ads in Vietnam is easy to “burn money”?
Facebook is still the top advertising channel for Vietnamese SMEs. According to We Are Social's Digital 2024 report, Vietnam has over 76 million Facebook users, accounting for 76% of the population. However, average ad costs increase 15-20% annually due to fierce competition.
Many small businesses lose hundreds of millions of dong due to basic mistakes that experts rarely share. This article analyzes the 7 most common errors, based on real data from over 5,400 campaigns at DPS.MEDIA from 2017.
You will learn how to identify, avoid, and fix each specific error to optimize ROAS (Return on Ad Spend).
1. Facebook Pixel Setup Not Up to Technical Standards
Why incorrect pixel wastes 30-50% of budget?
Facebook Pixel tracks user behavior but many agencies just copy-paste basic code. In Vietnam, the biggest issue is conflict with popular WordPress websites (70% SMEs use).
According to the Facebook Business 2023 report, non-standard pixels cause loss of 40% conversion data. Real case: Fashion brand A loses 250 million VND/month because pixel only tracks 35% purchase events.
Real example from Shopee Seller project
In June 2022, a cosmetics seller on Shopee in Ho Chi Minh City ran 500 million ads but ROAS only 1.2. Check found pixel missed 62% AddToCart events due to conflict with cache plugin.
After fixing pixel to Facebook standard (GTM implementation), ROAS increased to 3.8 in 45 days. Fix cost only 15 million but saved 180 million budget.
Checklist for checking standard Vietnam pixel
- Check Events Manager: Verify 8 standard events working 100%
- Test on mobile Chrome: Ensure iOS Safari does not block pixel
- Compare GA4 vs Facebook Events: Difference < 15% is standard
- If using WordPress: Turn off all cache plugins when testing pixel
- Verify CAPI setup: Mandatory for iOS 14.5+ in VN
2. Ignoring Specific Behaviors of Vietnamese Users
Vietnamese scroll 1.5 times faster than global average
According to SimilarWeb 2023 research, Vietnamese users average scroll 2.3m/minute on Facebook Feed, 48% faster than global. Ads need to hook in first 1.5 seconds.
Facebook IQ 2022: “Vietnamese people spend 70% time watching Reels, only 12% News Feed”
Highlands Coffee 2021 case: Shifted 60% budget to Reels format, CTR increased 340% compared to static image.
Wrong timezone for running ads
Hanoi peak hour (18h-21h) different from Saigon (19h-22h). Running uniform schedule wastes 25-35% impressions outside golden hours.
Central region cafe chain project: Analyzing 90 days data shows 19h-20h30 Wed-Fri conversions 4.2 times higher. Optimizing schedule saves 120 million/month.
Framework to optimize Vietnamese audience
- Analyze Heatmap: Identify 3 golden hours by province/city
- Test Reels vs Feed: Allocate 40% budget to Reels first
- Localize copy: Use slang + emojis suitable for regions
- If B2B: Target 10h-11h30 Mon, Wed; B2C: 19h-21h Wed-Sun
3. Copywriting Not Suitable for Vietnamese Psychology
“Buy now” is 67% less effective than storytelling
Vietnamese prioritize social proof and emotions. According to Nielsen Vietnam 2023, 82% purchase decisions based on reviews + testimonials.
Lazada 11.11 case: Ads “Sold 5.2k” + UGC video increased CVR 285% compared to “Discount 50%”. SMEs often copy Thai/Malaysia templates ineffective in VN.
Compare 4 effective copy styles
| Style | Advantages | Limitations | Appropriate |
|---|---|---|---|
| Storytelling | CVR +192% | Need quality video | FMCG, fashion |
| Social Proof | Build trust quickly | Need real data | Premium services |
| Urgency FOMO | Close sales quickly | Easily ignored if overused | Flash sale |
| Question + Pain | High attention | Low conversion if no retargeting | B2B Lead Gen |
Vietnamese copywriting checklist
- Headline length: 18-25 characters (including emoji)
- Testimonial: Real photo + name + occupation
- CTA button: “View now” > “Buy now” 2.1x
- Avoid: “Sale”, “Hot”, “Super cheap” (low trust)
4. Campaign Structure Setup Wrong from the Root
ABO vs CBO: Truth few agencies admit
CBO (Campaign Budget Optimization) effective with budget > 50m/day. Below this, ABO controls better 28% per DPS.MEDIA 2023 test of 127 campaigns.
Furniture store case: Switch to ABO for 7 separate SKUs, ROAS from 1.9 to 4.2 in 30 days.
Bidding strategy not suitable for the stage
| Stage | Best Bidding | Advantages | Risks |
|---|---|---|---|
| Prospecting | Traffic Lowest Cost | High Volume | Low Quality |
| Retargeting | Value Lowest Cost | Optimal ROAS | Budget cap fast |
| Scale up | Cost Cap | Control CPA | Need data 7-14 days |
Audit checklist for campaign structure
- Budget/day < 30m: Use ABO 100%
- 5+ ad sets: Mandatory CBO + Advantage+
- Verify attribution window: 7-day click + 1-day view
- If ROAS < 2.0: Separate Prospecting vs Retargeting
- Test duplicate winner ads: Scale by duplicate, no edit
5. Creative Fatigue Handled Incorrectly
Reality: 1 creative only lives 3-5 days in VN
Vietnamese user exposure to 1 ad > 8 times then ignore completely. Per Facebook Creative Best Practices 2023, refresh creative every 72 hours increases 37% ROAS.
Beverage brand case: 18 creative rotation in 30 days, maintain ROAS 5.1 continuously vs drop to 1.8 when reuse.
3 mistakes when creating new creative
Mistake 1: Copy winner format – Reduces effectiveness 56%. Mistake 2: Change > 30% element – Algorithm resets learning. Mistake 3: No A/B test visual vs copy separately.
Creative Framework: User Generated Content + Brand overlay + 3 template variations.
Creative refresh checklist
- Monitor Frequency > 2.5: Create 5 new creatives immediately
- CTR drop > 20%: Test 3 new hooks (Question/Benefit/Problem)
- Every Wednesday: Rotate 40% creative library
- If budget > 100m/day: Hire UGC creator 5ppl/month
6. Audience Overlap and Retargeting at Wrong Time
Audience overlap > 30% kills scaling
Facebook automatically prioritizes the highest audience overlap. Check Audience Insight: If > 25%, separate campaigns.
Hanoi gym chain case: 3 ad sets overlap 68%, CPA surges to 890k. Separate Lookalike + Interest + Retargeting, CPA drops to 267k.
Optimal retargeting window for VN
| Industry | Optimization window | Reason |
|---|---|---|
| Fashion | 3 days | Impulse buying |
| Electronics | 7 days | Research period |
| Services (gym/spa) | 14 days | Long decision cycle |
Audience audit checklist
- Audience Overlap report: Separate if > 25%
- Lookalike 1% VN only: Scales better 2.2x global
- Retargeting exclude: AddToCart > Purchase within 24h
- If CPA increases > 30%: Pause old audience for 72h
7. Don't Know How to Read Reports and Scale Incorrectly
Most important metric overlooked: ROAS Breakdown
Many agencies only look at CPA, ignoring ROAS by placement/device. In VN, Android accounts for 87% conversions but iOS CTR is 2x higher.
F&B chain case: Turn off iOS placement (only 12% impressions), ROAS drops 43%. Re-optimize: iOS Prospecting + Android Retargeting.
Scale checklist from 10tr to 500tr/day
- ROAS stable > 3.0 for 7 days: Increase 20%/day
- Duplicate winning ad set (do not edit): Scale 50%
- Placement expansion: Feed → Stories → Reels order
- If breakdown ROAS drops: Reduce budget to 70% peak
- Budget > 100tr: Test Advantage+ Shopping Campaign
Conclusion: Framework to Avoid These 7 Mistakes
Each mistake above stems from lack of understanding of Vietnam market specifics. Success = Technical setup 30% + Local insight 40% + Data-driven 30%.
Prioritize fixing pixel and campaign structure first. Test small budget 10-20tr to validate framework before scaling.
Best results depend on industry, budget, and execution speed. Follow Facebook Blueprint quarterly updates for best practices.
