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)

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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)

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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

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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

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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

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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

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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

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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

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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)

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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)

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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

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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

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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

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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

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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