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 very best honor in search.
However the street between deciding to start an utility and profitable the award generally is a lengthy one. Though this yr’s submission course of has been considerably streamlined — it’s by no means been sooner 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 by which you inform that story is solely as much as you, we thought we’d look again on some recommendation from previous judges about what actually wows them, what they’d like to see extra of, and what areas are finest averted...
Hold studying for 17 ideas for creating an award-worthy submission:
What impresses the judges most:
- “What impresses me is when folks have clearly aligned the instruments and options they’re utilizing to the targets they need to obtain. It sounds easy, however the entries which might be goal-oriented relatively than targeted on ways are at all times strongest.” – Ginny Marvin
- “When entries have a brand new tackle a state of affairs or function and speak about into how their technique is totally different from the norm, and exhibit why is their technique or ways are award-worthy.” – Brad Geddes
- “When submissions are succinct however concrete of their marketing campaign summaries, present examples (i.e., advert artistic the place related) and use straight-forward English relatively than advertising communicate.” – Greg Sterling
- “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 an alternative of merely saying: ‘Earlier than the marketing campaign, the shopper was solely bringing on this # of leads, clicks, and many others — however the marketing campaign raised that quantity to XXX’ provide an instance of how the marketing campaign impacted the enterprise total and never simply the analytics. – Amy Gesenhues
- “When entrants share a whole lot of technical information round their case research.” – Barry Schwartz
- “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 method to again it up.” – Brad Geddes
- “It actually impresses me when entrants present how they retooled, revitalized [a campaign] or did one thing extraordinary to attain extraordinary outcomes. Or, how they outfoxed a competitor in a intelligent manner – something that exhibits how extraordinary outcomes got here from actually extraordinary work.” – Matt Van Wagner
What judges need to see extra of:
- “I like to see orchestration — when groups use instruments, ways and options in attention-grabbing methods to resolve issues and execute on a technique.” – Ginny Marvin
- “Photographs from the marketing campaign and information illustrating concrete outcomes. Calling out what was revolutionary or particularly vital or efficient concerning the marketing campaign.” – Greg Sterling
- “Tales round how the marketing campaign was distinctive from different campaigns the company and/or shopper had carried out up to now and the instruments used to implement the marketing campaign. Additionally, did you be taught something from the marketing campaign that you simply’ve been in a position to introduce to different campaigns/purchasers. Had been there any surprising advantages that performed out throughout the course of the marketing campaign?” – Amy Gesenhues
- “I’d like to see extra information from our entrants that pinpoint successes or failures of their case research.” – Barry Schwartz
- “Entries that present the challenges they needed to overcome which might be exterior of the norm (the scrappy startup towards goliath, goliath exhibiting it may well innovate nonetheless towards the scrappy startups stealing market share, and many others), which may be market situations, a enterprise change, and many others.” – Brad Geddes
What entrants must cease doing:
- “It’s nice to check new betas, however accessing betas doesn’t make you a fantastic marketer. Make sure 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
- “Padding their discussions, utilizing advertising jargon or bloated writing. I’d additionally wish to see much less self-congratulation.” – Greg Sterling
- “Utilizing language like world-class, best-in-class, and many others. to outline your marketing campaign. Speak 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 communicate for themselves.)” – Amy Gesenhues
- “Not differentiating on technique or ways. Whereas it’s vital that we see ‘finest or normal practices are in place in an account, we’re additionally searching for an in depth clarification 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
- “Claiming will increase of 200% whenever you actually imply 100%. A 100% improve means you doubled your quantity. Going from $100 to $137 will not be a 137% improve. It’s a 37% improve. I’d prefer it that whenever you say ROAS, you present the method you used to calculate it. A 1000% improve is nearly 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 a bit of 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! Assessment the classes and start your utility right here.
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About The Creator
Lauren Donovan has labored in on-line advertising since 2006, specializing in occasion advertising, content material administration, natural and paid social media, group and popularity 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 collection and publishers of Search Engine Land and MarTech.
