Previous judges share their recommendation

Since its inception in 2015, the Search Engine Land Awards has acknowledged distinctive entrepreneurs on an annual foundation — showcasing their excellent work, offering well-earned publicity in protection and interviews, and bestowing upon them the best honor in search.

However the street between deciding to start an software and successful the award could be a lengthy one. Though this yr’s submission course of has been considerably streamlined — it’s by no means been quicker or simpler to use to the Search Engine Land Awards — there’s nonetheless a narrative that needs to be advised. And whereas the way in which through which you inform that story is totally as much as you, we thought we’d look again on some recommendation from previous judges about what actually wows them, what they might like to see extra of, and what areas are greatest prevented...

Maintain studying for 17 ideas for creating an award-worthy submission:

What impresses the judges most:

  1. “What impresses me is when individuals have clearly aligned the instruments and options they’re utilizing to the targets they need to obtain. It sounds easy, however the entries which are goal-oriented quite than centered on techniques are at all times strongest.” – Ginny Marvin
  2. “When entries have a brand new tackle a state of affairs or characteristic and discuss into how their technique is totally different from the norm, and show why is their technique or techniques are award-worthy.” – Brad Geddes
  3. “When submissions are succinct however concrete of their marketing campaign summaries, present examples (i.e., advert inventive the place related) and use straight-forward English quite than advertising converse.” – Greg Sterling
  4. “When candidates are in a position to transcend percentages of will increase and present tangible outcomes of how the marketing campaign straight impacted the underside line of the enterprise. Additionally, it helps to place outcomes into perspective — so as a substitute of merely saying: ‘Earlier than the marketing campaign, the consumer was solely bringing on this # of leads, clicks, and so forth — however the marketing campaign raised that quantity to XXX’ provide an instance of how the marketing campaign impacted the enterprise general and never simply the analytics. – Amy Gesenhues
  5. “When entrants share lots of technical information round their case research.” – Barry Schwartz
  6. “When entries show their level with stats, graphs, and particularly screenshots of GA/PPC Engine/ different paid search tech suppliers. Too many simply say, ‘we elevated enterprise [some huge number]’ with no approach to again it up.” – Brad Geddes
  7. “It actually impresses me when entrants present how they retooled, revitalized [a campaign] or did one thing extraordinary to realize extraordinary outcomes. Or, how they outfoxed a competitor in a intelligent approach – something that reveals how extraordinary outcomes got here from actually extraordinary work.” – Matt Van Wagner

What judges need to see extra of:

  1. “I like to see orchestration — when groups use instruments, techniques and options in fascinating methods to resolve issues and execute on a technique.” – Ginny Marvin
  2. “Pictures from the marketing campaign and information illustrating concrete outcomes. Calling out what was modern or particularly vital or efficient concerning the marketing campaign.” – Greg Sterling
  3. “Tales round how the marketing campaign was distinctive from different campaigns the company and/or consumer had applied prior to now and the instruments used to implement the marketing campaign. Additionally, did you study something from the marketing campaign that you simply’ve been in a position to introduce to different campaigns/shoppers. Have been there any sudden advantages that performed out throughout the course of the marketing campaign?” – Amy Gesenhues
  4. “I’d like to see extra information from our entrants that pinpoint successes or failures of their case research.” – Barry Schwartz
  5. “Entries that present the challenges they needed to overcome which are outdoors of the norm (the scrappy startup in opposition to goliath, goliath displaying it might probably innovate nonetheless in opposition to the scrappy startups stealing market share, and so forth), which is likely to be market circumstances, a enterprise change, and so forth.” – Brad Geddes

What entrants must cease doing:

  1. “It’s nice to check new betas, however gaining access to betas doesn’t make you an amazing marketer. Make certain your entry doesn’t lean on implementing the most recent beta options as proof of working a profitable marketing campaign. That’s not sufficient.” – Ginny Marvin
  2. “Padding their discussions, utilizing advertising jargon or bloated writing. I’d additionally wish to see much less self-congratulation.” – Greg Sterling
  3. “Utilizing language like world-class, best-in-class, and so forth. to outline your marketing campaign. Discuss particular numbers and outcomes. Utilizing flowery language to construct up the marketing campaign takes away from precise/quantifiable outcomes. (In different phrases, let the numbers converse for themselves.)” – Amy Gesenhues
  4. “Not differentiating on technique or techniques. Whereas it’s vital that we see ‘greatest or normal practices are in place in an account, we’re additionally on the lookout for an in depth rationalization of technique that actually differentiates the work from others… For instance, an account testing new advert extensions/codecs or a touchdown web page that breaks conference however delivers spectacular conversion information.” – Brad Geddes
  5. “Claiming will increase of 200% once you actually imply 100%. A 100% improve means you doubled your quantity. Going from $100 to $137 shouldn’t be a 137% improve. It’s a 37% improve. I’d prefer it that once you say ROAS, you present the method you used to calculate it. A 1000% improve is sort of at all times ignored as a metric. It’s the reverse of spectacular – it’s suspicious. It’s almost certainly you had been doing little or no earlier than and now you’re doing somewhat greater than nothing.” – Matt Van Wagner

Don’t miss your probability to enter the 2022 Search Engine Land Awards… the ultimate deadline is Friday, September 9! Overview the classes and start your software right here

New on Search Engine Land

About The Writer

Lauren Donovan has labored in on-line advertising since 2006, specializing in occasion advertising, content material administration, natural and paid social media, neighborhood and repute administration, and real-time journalism. She at the moment serves as Director of Advertising and marketing at Third Door Media — producer of the Search Advertising and marketing Expo and MarTech convention sequence and publishers of Search Engine Land and MarTech.