See below for some top tips from our judges of what makes a stand out entry:
Krzysztof Marzec | CEO, DevaGroup
It is not about selling Your campaing to an unaware client. All judges are experienced experts, be honest, be precise and forget about percentages. Show us real numbers instead. We always will take budget and effects into consideration. Be innovative but make us sure to see whole process not only one good idea that worked in the end.
Motoko Hunt | President & Search Marketing Consultant, AJPR
We go through numbers of great entries. All sounds great, but we just cannot take their word for it. We need the proof of success with the performance data. The winning entries show the achievement using actual numbers (not in %) with the baseline and the results. They also provide the ad copies or content edits that we can see before and after changes. Double check your entry form before you submit to make sure you answered all questions. We still find entries with unanswered questions.
Patrick C. Price | CEO, Idealizer
A good entry, provides a quick overview of customer objectives and goals, and how the agency/in-house-team went from status-quo to achieved outcome.
Tom Bourlet | Blogger, Spaghetti Traveller
Really read the questions and take a step back, don’t rush your answer or copy and past something from a project. You should spend as much time answering it as possible, giving as many details as you can. We carefully read through them and if you just offer a couple of lines, it can be hard to assess the value you brought.
Provide as many metrics as possible, to highlight the real results you produced.
Try to consider why yours is better than all the similar entries. You need to show you did something spectacular, that you thought outside the box and with your creative thinking you have achieved results far beyond the competitors for this category.
Barry Adams | Founder, Polemic Digital
1. Good use of multiple SEO tactics and a clear strategic approach. I want to see campaigns that do all aspects of SEO really well – not just one-trick ponies that neglected other areas of SEO.
2. Strong results that have made a meaningful impact on the business’s success. Quantify this! Don’t just give percentages, give numbers and revenue figures.
3. A campaign doesn’t have to re-invent the wheel or be totally out-of-the-box. Sometimes good old-fashioned tactics work best, but they better be executed perfectly and drive superb results.
Adam Whittles | Head of SEO, Auto Trader
1. Make sure you answer every aspect of the judging criteria. Many entrants seem to skip/miss some criteria, often the budget or target audience.
2. Make sure you fully understand the difference between ‘strategy’ and ‘implementation’. Many of the entries I read don’t seem to understand what a good strategy is and often list their tactics (implementation) instead. When they do this, you often find the implementation section is just a repetition of the strategy section.
3. Objectives should be fairly easy marks to obtain but many entries again don’t seem to follow the basic mantra of S.M.A.R.T. – Specific, Measurable, Achievable, Relevant, Time-bound (there are a few definitions of the acronym but they all basically say the same thing).
4. When it comes to the results section, make sure they are clear and ideally that they can be verified. You should be aware that judges will check everything – your backlink profile, your website, your rankings etc. Don’t make false claims, as you can be (and often are) found out.
Marty Weintraub | Founder & Evangelist, Aimclear
1. Connect the dots all the way to revenue. Channel and tactic metrics are not enough, For instance percentages don’t mean much without understanding scale and revenue. Show the effect of your marketing on the business outcome of the case study.
2. Tell most of the story, right away, as short as possible, with only few screen captures in the form. Include attachments for clarity but do NOT depend on attachments for the win. If we he have to study deeply to find out a key part of the case study, may miss out on the win.
3. Respect the awards and don’t spam. We don’t care about your fancy stationary or alternative entry form format. Use the form provided. Stay within the word count. Don’t delete sections or rearrange. You can put a small amount of links in the entry, but don’t expect Judges to watch your 23 minutes of content to understand why you should win. If you are entering a video series, edit a short summary highlighting. Ding Dong: 300 word in six X screen captures on a form is 1800 words. Just sayin’.