Every month we bring you insights from our knowledgeable Customer Success Team. Today CSM Devon Gray taps into her own creativity and shares a fictional account of a day in the life of a Boost writer, “Colonel Mustard,” for the benefit of our advertisers. While Devon is not a full-time writer for the Boost Creative Network, she has written and submitted ads before, and understands the process.
Chapter 1: Belonging to a Creative Community
As a loyal writer on the Boost Network, I have to start out by expressing how much I enjoy being a part of this creative community. I love writing, and enjoy working to increase consumer engagement and awareness for our advertisers. Boost has always formed relationships with brands and products that speak to me as not only a writer, but as a consumer. I find it easy to relate to the products and services I am writing for, and therefore can be specific and persuasive (especially because I have an understanding of what gets me to click on an ad). Being a writer and a consumer enables me to write compelling and creative ads for Boost’s advertisers.
Chapter 2: How the Writer Experience Works
The experience for writers in the interface is like a kid walking into a candy store. There are traditional favorites, as well as something new each time. Seeing the advertiser names listed in the writer queue is like seeing the name of an old friend. My favorite advertisers have clear guidelines, a large number of contests, and compelling landing pages. In addition to my personal favorites, I also look forward to seeing new advertisers enter the network. New advertisers bring with them new challenges, and dare writers to continually push their creative limits.
When I log into the writer dashboard, I first choose an advertiser to write a Challenger ad for. Then I carefully review the submitted writer guidelines, which are regularly refreshed by the advertiser. Writers are given 30 minutes to write an ad, and yes, sometimes it does take the entire 30 minutes! I carefully review guidelines, study keywords, and explore landing pages. I strategize about how I can make my ad stand apart from the Target ad. I will often times make two to three edits before submitting my Challenger ad.
Once a Challenger ad is written, it is sent to a Lead Writer for review. A Lead Writer is assigned to each advertiser, and is tasked with mastering their assigned advertisers’ guidelines. If a Lead Writer sees an issue with the ads we have written, he or she will ask us to revise. Lead Writers are often very specific in their corrections, making it easy for writers to adjust submissions.
Once an ad has been reviewed and approved by the Lead Writer, it is then passed on to the advertiser. The advertiser can find my ad and several others awaiting approval in their “To-Do” items on the Advertiser Dashboard. Advertisers then review the submissions from writers and approve or reject ads. It is important to note here that each individual writer is given a score based on rejections and approvals from the advertiser. Rejections are obviously detrimental to a writer’s score. The advertiser also has the option of submitting a “Change Request,” which gives the writer an opportunity to revise the ad. The writer is then allowed 48 hours to comply and resubmit. If the writer fails to do this, the ad is sent back into the writer queue. As a writer, it is important that I maintain a good writer score for a few reasons:
- Allows me to remain in the writer network.
- Opens opportunities for me to be invited to private contests.
- Advertisers may request me specifically to write for certain contests they deem valuable.
- The writer network manager will promote writers with qualified scores to “Lead Writer.”
Chapter 3: Cherishing Creativity and Challenge
As a writer for the Boost network, I see myself as a member of the Boost family. This is my job, and I take it seriously. The writers cherish creativity, expression, and have a passion for generating quality advertisements. Before a writer can be admitted to the network, he or she undergoes an extensive testing process. In the application process to become a writer, I was asked to answer in great detail my online advertising background as well as my familiarity with Google and Bing’s ad copy policies. Boost was also very interested in seeing ad samples that prove creativity, resourcefulness and ingenuity. I am fortunate to have a background in online advertising. Previously I worked for two boutique advertising agencies, where I learned how to write well and creatively.
Overall, as a Boost writer, I am overwhelmingly pleased with the learnings and the challenges in the work that I do. When one of the biggest brand names in the world accepts ad copy that I crafted, it’s nothing short of a thrill. I hope that I will continually be challenged and tasked with creative opportunities. Though the duties of writers may appear simple in the final product, know that as innovative individuals we are trying to make an impact. As Don Draper, one of my favorite Mad Men, once said: “Make it simple, but significant.”
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.