FrenoCorp/marketing/paid-ad-strategy.md

# Scripter Paid Advertising Strategy

**Issue:** FRE-584  
**Priority:** Medium  
**Owner:** CMO  
**Status:** Draft  
**Launch:** Month 2+ (post-launch optimization)

---

## Advertising Overview

**Goal:** Drive efficient user acquisition and paid conversions through targeted paid media.

**Philosophy:** Start organic, validate messaging, then scale with paid. Only invest in channels with proven ROI.

**Budget (Months 2-3):** $5,000-10,000/mo  
**Budget (Months 4+):** $15,000-30,000/mo (scale what works)

---

## Channel Strategy

### Primary Channels (Test First)

| Channel | Budget | Goal | Target CPA |
|---------|--------|------|------------|
| Google Search | $3,000/mo | High-intent signups | <$20 |
| Facebook/Instagram | $2,000/mo | Awareness + signups | <$15 |
| YouTube | $1,500/mo | Consideration | <$25 |
| Reddit | $500/mo | Niche targeting | <$10 |

### Secondary Channels (Scale Later)

| Channel | Budget | Goal | Notes |
|---------|--------|------|-------|
| Twitter/X | $1,000/mo | Screenwriter targeting | Test after launch |
| Podcast ads | $2,000/mo | Trusted endorsements | Scriptnotes, etc. |
| LinkedIn | $1,000/mo | Professional writers | Higher CPA |
| TikTok | $1,000/mo | Gen Z writers | Creative testing |

---

## Google Ads Strategy

### Campaign Structure

#### Campaign 1: Branded Search
**Keywords:** "scripter", "scripter app", "scripter screenwriting"  
**Budget:** $200/mo  
**Goal:** Protect brand, capture direct traffic

| Keyword | Match Type | Max CPC | Landing Page |
|---------|------------|---------|--------------|
| scripter | Exact | $1.00 | Homepage |
| scripter app | Exact | $1.00 | Homepage |
| scripter screenwriting | Exact | $1.00 | Homepage |

#### Campaign 2: Competitor Alternatives
**Keywords:** "final draft alternative", "writerduet alternative"  
**Budget:** $1,500/mo  
**Goal:** Capture competitor dissatisfiers

| Keyword | Match Type | Max CPC | Landing Page |
|---------|------------|---------|--------------|
| final draft alternative | Phrase | $3.00 | /pricing |
| final draft vs | Phrase | $3.00 | Comparison page |
| writerduet alternative | Phrase | $2.50 | /pricing |
| celtx alternative | Phrase | $2.00 | /pricing |
| fade in alternative | Phrase | $2.00 | /pricing |

**Ad Copy (Final Draft Alternative):**
```
Headline 1: Final Draft Alternative
Headline 2: Write Faster with Scripter
Headline 3: Free to Start

Description 1: All the power of Final Draft at 1/25th the price. Real-time collaboration included.
Description 2: Join thousands of writers who made the switch. Start free, upgrade anytime.

Sitelinks:
- Pricing (Free / Pro $7.99 / Premium $10.99)
- Features (Real-time collaboration, AI assistant)
- Compare (See how we stack up)
- Start Free (No credit card required)
```

#### Campaign 3: Screenwriting Software
**Keywords:** "screenwriting software", "screenplay writer"  
**Budget:** $1,000/mo  
**Goal:** Capture category searches

| Keyword | Match Type | Max CPC | Landing Page |
|---------|------------|---------|--------------|
| screenwriting software | Phrase | $4.00 | Homepage |
| screenplay writing software | Phrase | $4.00 | Homepage |
| write a screenplay | Phrase | $3.50 | Homepage |
| script writing software | Phrase | $3.50 | Homepage |
| free screenwriting software | Phrase | $2.50 | Homepage |

#### Campaign 4: Feature-Specific
**Keywords:** "collaborative screenwriting", "real-time writing"  
**Budget:** $300/mo  
**Goal:** Highlight differentiation

| Keyword | Match Type | Max CPC | Landing Page |
|---------|------------|---------|--------------|
| collaborative screenwriting | Phrase | $3.00 | /features |
| real-time writing software | Phrase | $3.00 | /features |
| cloud screenwriting | Phrase | $2.50 | /features |

### Google Ads Extensions

| Extension | Content |
|-----------|---------|
| Sitelinks | Pricing, Features, Compare, Blog |
| Callouts | Free to Start, Real-Time Collaboration, AI Assistant, Cloud Backup |
| Structured Snippets | Features: Formatting, Collaboration, AI, Export, Templates |
| Price Extension | Free, Pro $7.99/mo, Premium $10.99/mo |

---

## Facebook/Instagram Ads Strategy

### Audience Targeting

#### Audience 1: Screenwriting Interest
```
Interests:
- Screenwriting
- Final Draft
- Screenplay
- Film production
- Television writing

Behaviors:
- Engaged shoppers
- Early technology adopters

Age: 22-55
Locations: US, UK, Canada, Australia
```

#### Audience 2: Film School Students
```
Interests:
- Film school
- USC School of Cinematic Arts
- UCLA Film School
- NYU Tisch School of the Arts

Education:
- College students (all years)
- Fields of study: Film, Communications, English

Age: 18-30
```

#### Audience 3: WriterDuet/Final Draft Users
```
Interests:
- WriterDuet
- Final Draft (software)
- Celtx

Behaviors:
- Software purchasers
- Digital content buyers

Age: 22-55
```

#### Audience 4: Lookalike Audiences
```
Source:
- Email list (waitlist, users)
- Website visitors (last 30 days)
- Video viewers (75%+ completion)

Lookalike: 1%, 2%, 5%
```

### Creative Strategy

#### Ad Format 1: Single Image (Problem/Solution)
**Visual:** Split screen — frustrated writer with Final Draft vs. happy collaborators in Scripter  
**Headline:** "Still Using Final Draft?"  
**Primary Text:** "Join the modern screenwriting revolution. Real-time collaboration, AI assistance, cloud backup — all for less than $8/month."  
**CTA:** Start Free Trial

#### Ad Format 2: Carousel (Features)
**Card 1:** Industry-standard formatting  
**Card 2:** Real-time collaboration  
**Card 3:** AI writing assistant  
**Card 4:** Cloud backup everywhere  
**Card 5:** Free to start  
**CTA:** Learn More

#### Ad Format 3: Video (Demo)
**Length:** 30 seconds  
**Content:** Screen recording showing real-time collaboration  
**Hook (0-3s):** "Watch two writers work on the same script, at the same time."  
**CTA:** Try Free

#### Ad Format 4: Stories (Vertical)
**Visual:** Phone mockup showing Scripter app  
**Text:** "Write your screenplay on any device"  
**CTA:** Swipe Up to Start Free

### Facebook Budget Allocation

| Campaign | Budget/mo | Goal |
|----------|-----------|------|
| Prospecting (cold audiences) | $1,200 | Signups |
| Retargeting (website visitors) | $500 | Conversions |
| Lookalike (email list) | $300 | Signups |

---

## YouTube Ads Strategy

### Ad Format: Skippable In-Stream
**Length:** 15-30 seconds (optimized for non-skip)  
**Budget:** $1,500/mo  
**CPV Target:** <$0.10

### Video Concepts

#### Video 1: "The Problem" (15s)
```
[0-3s] Writer frustrated, staring at blank page
Text: "Screenwriting shouldn't be this hard."

[3-10s] Cut to Scripter interface, two cursors typing
Text: "Write together. In real-time."

[10-15s] Scripter logo, CTA
Text: "Scripter — Write Faster"
CTA: Start Free at scripter.app
```

#### Video 2: "Final Draft Comparison" (30s)
```
[0-5s] "Final Draft costs $199. Here's what you get:"
Show: Outdated interface, desktop-only

[5-15s] "Scripter is $7.99/month. Here's what you get:"
Show: Modern interface, collaboration, cloud, AI

[15-25s] "Same formatting. Better tools. 1/25th the price."
Side-by-side comparison

[25-30s] "Make the switch. Start free."
CTA: scripter.app
```

#### Video 3: "Feature Demo" (30s)
```
[0-5s] "This is Scripter."

[5-20s] Quick cuts of features:
- Formatting automatically
- Two people typing together
- AI suggestion appearing
- Export to PDF

[20-25s] "Everything you need. Nothing you don't."

[25-30s] "Free to start. Upgrade anytime."
CTA: scripter.app
```

### YouTube Targeting

| Targeting Type | Details | Budget |
|----------------|---------|--------|
| Keywords | "screenwriting tutorial", "how to write a screenplay" | $500/mo |
| Placements | Screenwriting YouTube channels | $500/mo |
| Affinity | Film enthusiasts, screenwriters | $500/mo |

### Channel Placements

Target ads on these channels:
- Screenwriting Life
- Script Reader DIY
- John August (if possible)
- Go Into The Story
- Film Courage

---

## Reddit Ads Strategy

### Subreddit Targeting

| Subreddit | Members | Budget | Notes |
|-----------|---------|--------|-------|
| r/Screenwriting | 250k+ | $200/mo | Primary target |
| r/Filmmakers | 500k+ | $150/mo | Adjacent audience |
| r/WriteStories | 50k+ | $50/mo | Writers generally |
| r/FinalDraft | 5k+ | $100/mo | Competitor users |

### Ad Creative (Reddit Native)

**Title:** "Tired of Final Draft's $199 price tag?"  
**Content:** "Scripter is a modern alternative with real-time collaboration, AI assistance, and cloud backup. Free to start, Pro at $7.99/mo."  
**CTA:** Try Free

**Title:** "Finally, a screenwriting tool built for 2026"  
**Content:** "Real-time collaboration. AI writing assistant. Industry-standard formatting. And it's free to start."  
**CTA:** Learn More

---

## Retargeting Strategy

### Audience Segments

| Segment | Size | Budget | Message |
|---------|------|--------|---------|
| Homepage visitors (no signup) | Largest | $300/mo | "Start writing free" |
| Pricing page visitors (no trial) | Medium | $400/mo | "14-day Pro trial free" |
| Trial started (no conversion) | Small | $300/mo | "Last chance: 50% off" |
| Video viewers (75%+) | Medium | $200/mo | Feature reminder |

### Retargeting Ads

#### Segment 1: Homepage Visitors
**Channel:** Facebook, Google Display  
**Message:** "Ready to write your screenplay?"  
**Offer:** Free account, no credit card

#### Segment 2: Pricing Page Visitors
**Channel:** Facebook, Google Search  
**Message:** "Not sure? Try Pro free for 14 days."  
**Offer:** 14-day trial

#### Segment 3: Trial Users (Expiring)
**Channel:** Email (primary), Facebook (secondary)  
**Message:** "Your trial ends in 3 days. Keep Pro for 50% off."  
**Offer:** 50% off first 3 months

---

## Landing Page Strategy

### Dedicated Landing Pages

| Campaign | Landing Page | Goal |
|----------|--------------|------|
| Final Draft alternative | /vs/final-draft | Comparison + conversion |
| WriterDuet alternative | /vs/writerduet | Comparison + conversion |
| Google Search (general) | Homepage | Signups |
| Facebook (cold) | Homepage or /features | Awareness + signups |
| Retargeting | /pricing | Trial start |

### Landing Page Elements

**Above the fold:**
- Headline matching ad copy
- Subheadline with key benefit
- Primary CTA (Start Free)
- Trust signals (user count, ratings)

**Below the fold:**
- Feature breakdown
- Social proof (testimonials)
- Comparison table
- FAQ
- Secondary CTA

**Conversion optimization:**
- No navigation (reduce exit points)
- Single CTA focus
- Form friction: email only (no credit card)
- Exit-intent popup (10% off)

---

## Budget & Forecast

### Month 2-3 (Testing Phase)

| Channel | Budget/mo | Expected Signups | CPA |
|---------|-----------|------------------|-----|
| Google Search | $3,000 | 200 | $15 |
| Facebook/Instagram | $2,000 | 150 | $13 |
| YouTube | $1,500 | 75 | $20 |
| Reddit | $500 | 50 | $10 |
| **Total** | **$7,000** | **475** | **$14.70** |

### Month 4-6 (Scaling Phase)

| Channel | Budget/mo | Expected Signups | CPA |
|---------|-----------|------------------|-----|
| Google Search | $6,000 | 400 | $15 |
| Facebook/Instagram | $4,000 | 350 | $11 |
| YouTube | $3,000 | 150 | $20 |
| Reddit | $1,000 | 100 | $10 |
| Podcast ads | $2,000 | 100 | $20 |
| **Total** | **$16,000** | **1,100** | **$14.50** |

### Conversion Funnel (Paid Traffic)

```
1,100 signups/month (from paid)
    ↓ 50% activation
550 activated users
    ↓ 10% conversion
55 paid conversions/month
    ↓ $10 ARPU
$550 MRR added/month from paid
```

**Break-even timeline:** 24-30 months (based on LTV:CAC ratio)

---

## Measurement & Optimization

### KPIs to Track

| Metric | Target | Frequency |
|--------|--------|-----------|
| Impressions | — | Daily |
| Clicks | — | Daily |
| CTR | 2%+ (Search), 1%+ (Social) | Weekly |
| CPC | <$3 (Search), <$1 (Social) | Weekly |
| Signups | — | Daily |
| CPA | <$20 (Search), <$15 (Social) | Weekly |
| Activation rate | 50%+ | Weekly |
| Conversion rate | 10%+ | Weekly |
| LTV:CAC | 3:1+ | Monthly |

### Optimization Cadence

| Frequency | Action |
|-----------|--------|
| Daily | Monitor spend, pause underperformers |
| Weekly | Adjust bids, test new ad copy |
| Bi-weekly | Launch new creatives |
| Monthly | Channel budget reallocation |
| Quarterly | Strategy review, new channel tests |

### A/B Testing Plan

**Test 1: Ad Copy (Google)**
- Variant A: "Final Draft Alternative"
- Variant B: "Write Faster"
- Metric: CTR, CPA

**Test 2: Creative (Facebook)**
- Variant A: Problem/Solution image
- Variant B: Feature carousel
- Metric: CTR, CPA

**Test 3: Landing Page**
- Variant A: Homepage
- Variant B: Dedicated landing page
- Metric: Signup rate

**Test 4: Offer**
- Variant A: Free account
- Variant B: 14-day Pro trial
- Metric: Trial start rate, conversion rate

---

## Creative Production

### Assets Needed

| Asset | Quantity | Format | Priority |
|-------|----------|--------|----------|
| Static images | 10 | 1200×628, 1080×1080 | High |
| Video ads | 5 | 15s, 30s (16:9, 9:16) | High |
| Landing pages | 3 | Web | High |
| Ad copy variants | 20 | Text | Medium |
| Testimonials | 5 | Text + photo | Medium |

### Production Budget

| Item | Cost |
|------|------|
| Video production (Fiverr/Upwork) | $1,500 |
| Graphic design | $500 |
| Landing page development | In-house |
| **Total** | **$2,000 one-time** |

---

## Risks & Mitigation

| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| High CPA | Medium | High | Set CPA caps, pause underperformers |
| Ad fatigue | Medium | Medium | Rotate creatives every 2 weeks |
| Competitor bidding | Low | Low | Focus on long-tail keywords |
| Account suspensions | Low | High | Follow policies, have backup accounts |
| Budget waste | Medium | Medium | Daily monitoring, automated rules |

---

## Next Actions

1. **Set up ad accounts** - Google Ads, Facebook Business Manager
2. **Create tracking** - UTM parameters, conversion pixels
3. **Produce creatives** - Images, videos, ad copy
4. **Build landing pages** - /vs/final-draft, /vs/writerduet
5. **Launch Google Search** - Start with branded + competitor keywords
6. **Launch Facebook** - Test 3-5 audiences, 5+ creatives
7. **Monitor daily** - Pause underperformers, adjust bids
8. **Optimize weekly** - Reallocation based on CPA

---

**Related Issues:**
- FRE-577: Marketing website (landing pages)
- FRE-581: Launch campaign (organic first, paid after)
- FRE-585: Analytics dashboard (track paid performance)

**Dependencies:**
- Budget approval ($7,000-16,000/mo)
- Creative production resources
- Analytics tracking implementation (CTO)
- Landing page development