“A great entry is a story with a goal, an action, and a measurable outcome that ties back to it. Tell that story as well as you can, and include a deck that makes it easy to see exactly what you accomplished.”

– Amy Hebdon, Founder, Paid Search Magic

“Explain your tactics. Many entries just say “we used best practices”. Everyone’s best practices and tactics differ. Explaining the process that lead to your results will highlight your creative thinking, problem solving, and uniqueness. Showing your insights and thought processes helps your entry standout and showcase your company’s competitive edge.”

– Brad Geddes, Co-Founder, Adalysis

“I look for SAY which stands for: Situation, Action and Yield.
Applicants should write a clear example of the situation, what they did and the result achieved over the time period,”

– Jo Juliana Turnbull, Growth Marketing Senior Manager, Holafly

“Show me the humans behind the metrics. We’re in a time where AI is reshaping search at a pace none of us have seen, and that shift matters…but the applications that rise to the top will lead with empathy, not just analytics. I want stories where I can see how your work built genuine trust with real people, not simply visibility in search and AI engines. I’m especially drawn to entries that embrace a wellness-based approach to their craft, and to teams who pair their quantitative wins with qualitative insight: the quote, the aha moment, the change in how someone felt about a brand or experience. Tell me how you held the human at the center – as strategy. If your project made people feel seen, understood, or genuinely helped, lean into that. Those are the stories I’ll be looking for.”

– Danita Smith, Founder & CEO/Chief Innovation Strategist, Adanis Design

“Clearly state the challenge you solved, and back it up with data. Explain the strategy behind the tactics you used and the results they drove. Tell me not just what happened, but what impact did it have on your campaigns? What did you do differently as a result?”

– Melissa Mackey, Director of Paid Search, Compound Growth Marketing

“Evidence: charts, analytics, screenshots. Be detailed, specific, and share data.”

– Barry Schwartz, Editor, Search Engine Land

“Tell a story. Numbers get you in the room, but the story is what stays with the judges. I want to know what the problem was, why it was hard, what you tried, and what finally worked. That arc, the messiness of real work, is what separates a memorable entry from a forgettable one. The submissions that stick with me are the ones where I can feel the thinking behind the decisions, not just the outcome. You did great work this year; now, make the judges feel the weight of what you solved before you show them the numbers.”

– Ameet Khabra, Founder, Hop Skip Media

“The two main things all award-winning entries share are that they explain the whys behind the hows, and they bring receipts (data to back up claims). If you can’t share the data behind your entry (budgets, revenue, etc.), you are putting yourself at a distinct disadvantage and may end up wasting the entry fee. A lot of people submit the same practices – if you can distinguish yourself by showing innovative thinking, you’ll do well!”

– Navah Hopkins, Product Liaison, Microsoft

“Give me all the data you can. Show the numbers and the real impact of whatever you did; conversions, ROI, and whatever monetary increases you were able to cause.”

– Celeste Gonzalez, Content Implementation and Product Specialist, Lastmile Retail

“Show me something I haven’t seen before, then prove it worked. The applications that land are the ones with a genuinely unexpected approach backed by numbers that make the result undeniable.”

– Adam Tanguay, Head of Growth, Jordan Digital Marketing

“I am looking for an approach or strategy that challenges the norm of SEM. A unique approach that focuses on achieving the business goals by way of campaign structure across Brand, Non-Brand, Performance Max, Conquesting, and general upper-funnel tactics. An advanced way of thinking about the target audience, messaging, conversion goals, etc. that helps show a sophisticated way of managing the campaigns & overall strategy to exceed business goals.”

– Matt Devinney, Director, Client Partner, Tinuiti

“I am looking for projects that break new ground with innovative takes on SEO, and are backed up by data and numbers-driven insights every step of the way.”

– Olya Ianovskaia, Founder and Lead Consultant, MycoMinds SEO

“Make your entry easily readable. We are going to need to go through several entries – I know the entries could be quite technical (and the quality of that will take precedent), but I am more likely to vote for you if I enjoyed reading your entry.”

– Anu Adegbola, Paid Media Editor, Search Engine Land

“My #1 piece of advice is to showcase strategy that truly breaks new ground. Award-winning applications demonstrate innovation that anticipates where SEM is heading, whether that’s leveraging AI in novel ways, pioneering audience-targeting approaches, or developing unique cross-channel integration. But innovation alone isn’t enough. The most compelling entries connect these forward-thinking strategies directly to measurable business outcomes, providing clear evidence of how your work translated to client growth metrics that matter. We’re looking for that perfect balance: creative execution that pushes boundaries while delivering documented ROI that proves your approach wasn’t just innovative—it was transformative.”

– Joseph Kerschbaum, Senior Vice President, Search & Growth Labs, DEPT