Write Scripts Not Copies
🎭 Why every campaign needs a scriptwriter, not a copywriter, Google adds smarter insights & landing page previews, and more!
Howdy Readers 🥰
In this newsletter, you’ll find:
🎭 Your Ads Are Acting: Why Every Campaign Needs a Scriptwriter, Not a Copywriter
🧠 Google Adds Smarter Insights & Landing Page Previews
🚀 Tweet of the Day
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Together with Motion
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🎭 Your Ads Are Acting: Why Every Campaign Needs a Scriptwriter, Not a Copywriter
You’re not writing ads anymore.
You’re casting, directing, and scripting for the world’s shortest stage: the scroll.
The game has changed. Words aren’t enough. You need scenes. Beats. Emotion. Conflict. Resolution. A performance that makes the viewer feel. And copywriters? They’re not trained for that.
Here’s what separates a forgettable ad from one that grabs the screen like a Netflix pilot.
1. Ads Need Beats, Not Just Bullets
A copywriter writes headlines. A scriptwriter builds tension.
Every great ad today follows a beat structure—just like a movie scene.
Hook → escalation → twist → emotional payoff → CTA.
The flow isn’t accidental. It’s designed. Structure your ad like a 15-second drama.
2. Delivery > Words
The exact same script can tank or triumph based on how it’s delivered.
Tone. Pace. Micro-pauses. Facial expressions.
The rise of UGC and creator ads isn’t about authenticity—it’s about believability. And believability lives in performance, not prose.
If you’re briefing creators without line delivery direction, you’re burning money.
This is where tools like Motion’s Expert Agents shine—revealing where your ad’s delivery breaks down before you hit publish. You can get early access to Expert Agents here.
3. Characters Sell, Not Features
Nobody wants to be sold to. But everyone loves watching someone they relate to go through something they’ve felt.
The top-performing ads cast characters who mirror their audience’s exact frustrations—then transform them with your product. That’s scriptwriting 101: create a version of the viewer, then evolve them.
Copy explains. Scripts reveal.
4. Rehearsal is the New Testing
A/B testing copy? Too slow.
Instead, table-read your scripts. Improvise 5 takes. Watch what lands. Tighten the beats.
It’s not about finding the “right” words. It’s about finding the right rhythm.
Ads that win today aren’t written. They’re performed. So stop thinking like a marketer. Start thinking like a director.
🧠 Google Adds Smarter Insights & Landing Page Previews
Insights from SEL
Google just rolled out two new updates—one in Analytics and one in Ads—that promise to save time and increase impact.
The Breakdown:
1. AI Explains Your Analytics for You - Google Analytics’ new Generated Insights automatically detects performance spikes or drops and explains why they happened—no digging needed. It analyzes key dimension-metric combos and presents the findings in plain language directly in reports.
2. Makes Data Understandable for All Teams - The feature’s natural language approach helps non-technical marketers grasp analytics faster. Whether it's a sudden drop in conversions or a rise in session duration, teams can now act on insights quickly without needing deep analytics expertise.
3. Demand Gen Ads Get Visual Upgrades - Google Ads now lets you auto-generate a screenshot of your landing page in Demand Gen video ads. For brands with strong visual design, this enhances trust, sets user expectations upfront, and helps increase click quality through more informed decisions.
4. Raises the Bar for Landing Page Quality - Since screenshots are pulled directly from your site, poorly designed or slow-loading pages could hurt performance. Visual previews can be A/B tested against standard ads, giving brands more tools to refine creatives and user journeys.
Marketers now have AI-backed explanations to react faster to data changes and visually enhanced ads that may drive more qualified traffic two steps forward in campaign effectiveness.
🗝️ Tweet of the Day
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