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 highway between deciding to start an utility and successful the award is usually 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 informed. And whereas the way in which through which you inform that story is fully 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 greatest averted...
Preserve studying for 17 suggestions for creating an award-worthy submission:
What impresses the judges most:
- “What impresses me is when individuals have clearly aligned the instruments and options they’re utilizing to the objectives they wish to obtain. It sounds easy, however the entries which might be goal-oriented moderately than centered on techniques are all the time strongest.” – Ginny Marvin
- “When entries have a brand new tackle a state of affairs or characteristic and speak about into how their technique is totally different from the norm, and display why is their technique or techniques are award-worthy.” – Brad Geddes
- “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 moderately than advertising converse.” – Greg Sterling
- “When candidates are capable of transcend percentages of will increase and present tangible outcomes of how the marketing campaign immediately 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 so forth — however the marketing campaign raised that quantity to XXX’ supply an instance of how the marketing campaign impacted the enterprise general and never simply the analytics. – Amy Gesenhues
- “When entrants share loads 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 solution 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 realize extraordinary outcomes. Or, how they outfoxed a competitor in a intelligent manner – something that reveals how extraordinary outcomes got here from actually extraordinary work.” – Matt Van Wagner
What judges wish to see extra of:
- “I like to see orchestration — when groups use instruments, techniques and options in fascinating methods to resolve issues and execute on a method.” – Ginny Marvin
- “Photos from the marketing campaign and information illustrating concrete outcomes. Calling out what was modern or particularly vital or efficient in regards to the marketing campaign.” – Greg Sterling
- “Tales round how the marketing campaign was distinctive from different campaigns the company and/or shopper had applied prior to now and the instruments used to implement the marketing campaign. Additionally, did you be taught something from the marketing campaign that you just’ve been capable of introduce to different campaigns/purchasers. Have been there any surprising advantages that performed out in the course of 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 in opposition to goliath, goliath exhibiting it could actually innovate nonetheless in opposition to the scrappy startups stealing market share, and so forth), which may be market situations, a enterprise change, and so forth.” – Brad Geddes
What entrants have to cease doing:
- “It’s nice to check new betas, however accessing betas doesn’t make you an excellent marketer. Be 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
- “Padding their discussions, utilizing advertising jargon or bloated writing. I’d additionally prefer to see much less self-congratulation.” – Greg Sterling
- “Utilizing language like world-class, best-in-class, and so forth. 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 converse for themselves.)” – Amy Gesenhues
- “Not differentiating on technique or techniques. Whereas it’s vital that we see ‘greatest or customary practices are in place in an account, we’re additionally on the lookout for an in depth rationalization of technique that really 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% if you actually imply 100%. A 100% improve means you doubled your quantity. Going from $100 to $137 just isn’t a 137% improve. It’s a 37% improve. I’d prefer it that if you say ROAS, you present the formulation you used to calculate it. A 1000% improve is nearly all the time ignored as a metric. It’s the reverse of spectacular – it’s suspicious. It’s most probably you had been doing little or no earlier than and now you’re doing slightly greater than nothing.” – Matt Van Wagner
Don’t miss your likelihood to enter the 2022 Search Engine Land Awards… the ultimate deadline is Friday, September 9! Evaluate 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 at Third Door Media — producer of the Search Advertising Expo and MarTech convention sequence and publishers of Search Engine Land and MarTech.
