Every month we bring you SEM insights from our knowledgeable Customer Success Team. Today Senior Manager of Community Christine Moellenberndt, who manages our diverse writer network, and Director of Customer Success Operations Emily Speer share best practices for creating successful brand guidelines.
One of the most unique aspects about Boost Media is our Optimizer Network, a community of writers and designers from around the world who contribute to the creative of each and every Boost customer. It is this human component that truly sets our solution apart from all other software options that focus on creative. Sure, there are algorithms and templates, but when you really want unique, thoughtful, enticing or even gripping creative there really is no better option than asking a person to help you out.
Unlike computers, humans are infinitely complex. A computer will do exactly what you tell it to do every time. It will analyze the data exactly as you present it and provide you a solution that fits all the parameters of the algorithm. Humans think for themselves. They bring with them experience, diversity, empathy – not even the most advanced software can truly do this. At least not yet. (For more insight on Robots vs. Humans, check out SVP of Marketing Shawn Myer’s recent blog post.)
So how do we harness this creative power? How can Boost make your brand’s message sing more clearly and deliver the most impactful message to your customers, your users, your audience? The key to success resides in your brand guidelines, or Contest Guidelines as we call them at Boost.
Contest Guidelines are the script for communicating with the Optimizer Network. They empower the writer or artist to produce creative that is thoughtful and new, while ensuring their voice is aligned with your brand. So what can you do to make your Contest Guidelines great?
When writing your guidelines, remember whom and what they are for. Brand guidelines can be incredibly dense and all encompassing, but the most successful Contest Guidelines are written with a 90-character ad in mind. Remember that writers must review your Contest Guidelines every time they write an ad, so the best guidelines are short and to the point. Consider simplifying your brand guidelines by removing information about ordered lists, en hyphens and other non-AdWords friendly language. Here are some other best practices to consider when creating Contest Guidelines:
- Be specific while remaining succinct.
- Ensure that your guidelines are appropriate for SEM or display.
- Simplify unnecessary brand guidelines.
- Incorporate punctuation and brand preferences (how to utilize capitalization, when to use trademarks, how to mention brand products, etc.)
- Clearly define your style and tone to let the writers know if you use any specific style when talking to customers. Does your company use casual or formal language in communications? Does your company stay away from jargon?
- Provide industry-specific terminology that the writer should know, and a brief definition if it’s something that isn’t used in everyday dialogue.
- List out particular words or phrases to use (and not to use). If you know what words or phrases have worked well for your brand, specific product selling points, etc. let us know!
- When providing display guidelines, don’t forget your fonts and color palettes!
- Be flexible for the best creative results.
Check back next month for more insights from the Customer Success Team!
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.