How to Win a Search Award
Introduction
- The session discusses how to win an award at the search awards hosted by Don't Panic.
- Presenters: Judith Lewis, a judge for the search awards, and Dave Edmondson-Bird, a lecturer and involved with search awards.
- Focus: Understanding what judges look for in a search awards entry.
Judging Process
- Judges sign a non-disclosure agreement; details shared are confidential.
- Judging is ethical: no bribes accepted, conflicts of interest declared.
- Awards are judged blindly without knowledge of sponsorships or ticket purchases.
Types of Awards
Campaign Awards
- Recognize high achievement in specific categories.
- Objectives and Budget: 10 points available. Objectives must match results; budget must be included.
- Target Audience and Strategy: 10 points. Concise and clear audience targeting and strategy.
- Creativity and Implementation: 10 points. Most effort expected here; show creativity and how strategy was executed.
- Results: 10 points. Match results to objectives; show superlative performance and unanticipated outcomes.
Innovation and Software Awards
- Compare different software tools.
- Budget: Understand the relative power of budget spent.
- Overview: 10 points. Clear overview of product innovation.
- Usage and Benefits: 20 points. Judges need guest access to validate claims.
- Winning Argument: Why this tool is the best.
Agency and Team Awards
- Categories include best in-house teams, small/large PPC, SEO, and integrated search agencies.
- Team Objectives: 10 points. Set clear, measurable agency objectives.
- Recent Work Examples: 10 points. Include case studies, bullet-point objectives, results.
- Achievements: Highlight awards and achievements outside the agency.
- Challenges: Unique challenges faced and how they were overcome.
- Why Best Agency: Explanation beyond boasting; genuine reasons why the agency stands out.
Tips for Submitting Entries
- Fill every section of the entry form fully.
- Use the official form, avoid jargon, keep it simple.
- Be honest; don't exaggerate achievements.
- Have someone else review the entry.
- Don't submit last minute; allocate resources and responsibility for the entry.
Questions and Insights
- Feedback provided for non-shortlisted entries.
- Groundbreaking campaigns can win multiple awards.
- Entries are cross-verified using tools like SEMrush, Ahrefs for authenticity.
- Challenging entries include incomplete forms or false data.
Conclusion
- Aim for clarity and honesty in entries.
- Make it easy for judges to choose your entry by providing compelling evidence and arguments.
- Follow the right websites and social media for updates.
Good luck with your entries and ensure they stand out with clear, concise, and honest presentation.