Since its inception in 2015, the Search Engine Land Awards has identified splendid marketers on an annual basis — showcasing their high-quality paintings, imparting properly-earned exposure in coverage and interviews, and bestowing upon them the very best honor in seek.
But the street between figuring out to start an application and winning the award may be a long one. Although this yr’s submission system has been significantly streamlined — it’s never been quicker or less difficult to use to the Search Engine Land Awards — there’s nevertheless a tale that needs to be told. And at the same time as the way in that you tell that story is completely up to you, we notion we’d appearance lower back on a few advice from past judges approximately what in reality wows them, what they would love to peer more of, and what areas are satisfactory averted…
Keep reading for 17 guidelines for creating an award-worthy submission:
What impresses the judges most:
“What impresses me is when human beings have definitely aligned the equipment and functions they’re using to the desires they want to attain. It sounds easy, however the entries which can be intention-oriented rather than focused on methods are usually most powerful.” – Ginny Marvin
“When entries have a new take on a state of affairs or characteristic and talk approximately into how their method isn’t like the norm, and show why is their approach or tactics are award-worth.” – Brad Geddes
“When submissions are succinct but concrete in their campaign summaries, display examples (i.E., ad creative wherein applicable) and use straight-forward English in preference to marketing speak.” – Greg Sterling
“When applicants are capable of move beyond possibilities of will increase and show tangible outcomes of how the campaign directly impacted the lowest line of the commercial enterprise. Also, it enables to put results into perspective — so as opposed to truely announcing: ‘Before the campaign, the customer became handiest bringing on this # of leads, clicks, and so on — but the campaign raised that variety to XXX’ offer an instance of the way the marketing campaign impacted the commercial enterprise overall and now not just the analytics. – Amy Gesenhues
“When entrants proportion lots of technical data round their case research.” – Barry Schwartz
“When entries prove their factor with stats, graphs, and particularly screenshots of GA/PPC Engine/ other paid search tech companies. Too many just say, ‘we accelerated commercial enterprise [some huge number]’ with no way to back it up.” – Brad Geddes
“It truly impresses me when entrants show how they retooled, revitalized [a campaign] or did something terrific to obtain wonderful consequences. Or, how they outfoxed a competitor in a smart way – some thing that indicates how fantastic results got here from virtually awesome work.” – Matt Van Wagner
What judges need to see more of:
“I love to look orchestration — whilst teams use gear, techniques and features in interesting methods to remedy issues and execute on a approach.” – Ginny Marvin
“Images from the campaign and records illustrating concrete outcomes. Calling out what become modern or mainly massive or effective approximately the campaign.” – Greg Sterling
“Stories round how the campaign changed into particular from different campaigns the organization and/or consumer had carried out in the beyond and the tools used to implement the marketing campaign. Also, did you study whatever from the campaign that you’ve been capable of introduce to other campaigns/customers. Were there any sudden blessings that performed out during the route of the campaign?” – Amy Gesenhues
“I’d love to peer extra statistics from our entrants that pinpoint successes or disasters in their case research.” – Barry Schwartz
“Entries that display the demanding situations that they had to overcome that are out of doors of the norm (the scrappy startup against goliath, goliath showing it is able to innovate still towards the scrappy startups stealing market proportion, and many others), which might be marketplace conditions, a business alternate, and many others.” – Brad Geddes
What entrants want to prevent doing:
“It’s first-rate to test new betas, however getting access to betas doesn’t make you a brilliant marketer. Be positive your entry doesn’t lean on imposing the newest beta features as evidence of walking a successful marketing campaign. That’s now not enough.” – Ginny Marvin
“Padding their discussions, the usage of advertising and marketing jargon or bloated writing. I’d additionally want to see less self-congratulation.” – Greg Sterling
“Using language like world-elegance, high-quality-in-class, and so on. To outline your marketing campaign. Talk precise numbers and effects. Using flowery language to build up the marketing campaign takes away from actual/quantifiable effects. (In other words, permit the numbers communicate for themselves.)” – Amy Gesenhues
“Not differentiating on method or processes. While it’s vital that we see ‘pleasant or preferred practices are in area in an account, we also are seeking out an in depth explanation of strategy that certainly differentiates the work from others… For instance, an account trying out new ad extensions/formats or a touchdown page that breaks conference however promises extraordinary conversion records.” – Brad Geddes
“Claiming increases of 200% when you truely suggest 100%. A a hundred% increase means you doubled your quantity. Going from $one hundred to $137 is not a 137% boom. It is a 37% boom. I’d like it that whilst you say ROAS, you show the formula you used to calculate it. A one thousand% growth is sort of always neglected as a metric. It is the other of incredible – it is suspicious. It is maximum likely you had been doing very little earlier than and now you are doing some more than not anything.” – Matt Van Wagner
Don’t leave out your risk to go into the 2022 Search Engine Land Awards… the final closing date is Friday, September 9! Review the kinds and begin your software here.
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