Published by Sue Johns-Chapman
Published Date 08.04.2025 
By Philip Bacon
Following the European Search Awards judging sessions Philip Bacon share his experience of judging and what he and his fellow judges would like to see in US Search Awards entries.
“Being asked to judge awards is exciting, but it’s also an honor and a big responsibility. Recently, I got the chance to judge the European Search Awards, and examine lots of different award submissions.
Some entries were clear, easy to read, easy to score, and showed exactly why they deserved to win. Other entries made it really hard to see why they were special.
After reading many applications, I’ve realised exactly what makes a great submission stand out.
If you want your application to impress the judges and have a better chance of winning, here are my 13 simple but important tips to follow. These tips will help you tell your story clearly and show judges exactly why you deserve an award.”
13 Lucky Top Tips for Your Entry
1. Make each application personal
Writing each application specially for that award makes judges see you care about winning. It’s easy for judges to spot a lazy, last-minute entry. Don’t rely on AI to write everything either. Demonstrate genuine ideas and real experiences.
2. Match your goals with your results
Clearly explain your original goals and how your results relate to them. If judges can’t see this connection between objectives and outcomes, your application will seem weak.
3. Understand the difference between strategy and tactics
A strategy is your big idea, and tactics are how you make it happen. Be clear about this difference in your application and be sure to demonstrate both.
4. Always check your facts and explain your numbers clearly.
Make sure every fact and number in your application is correct. Mistakes can lose you points and even worse the judges’ trust. When it comes to numbers, don’t just give numbers or percentages explain why these numbers matter.
5. Use supporting media carefully
Only include images or videos if they truly add to your story. Too many extra files can overwhelm judges instead of impressing them. Judges have lots of entries to review, so don’t expect them to spend hours watching or reading extra content. Keep things simple and quick to review.
6. Fill in the right sections
Make sure you put the right information in the correct section. Judges should easily understand your story without feeling confused. We can’t award points for information in the wrong section!
7. Check your spelling carefully
Spelling mistakes look unprofessional. A quick spellcheck can make a big difference in how judges see your entry.
8. Stick to the word limit
Judges have limited time, so keep your entry short and easy to read. A clear and short entry is better than one that’s too long.
9. Make screenshots easy to read
If you use screenshots, they need to be clear and easy to see. Blurry or unclear images confuse judges and lose you points.
10. Use bullet points to keep things clear
Bullet points help judges quickly see your main ideas. This makes your application easier and quicker to read and easier to recognise where scores have been achieved.
11. Explain why your entry is truly outstanding
Awards are given to entries that are special and outstanding, not just ordinary. Think carefully—does your entry really deserve to win and if the answer is ‘yes’ be sure to explain why you believe that.
12. Don’t copy and paste your application into different categories
Each award category is different. Take time to change your application to match exactly what each award and each judging criteria requires
13. Winning before doesn’t mean you’ll win again
Just because your project won another award doesn’t mean it will this one. To make sure it does, check carefully what the judges want this time and relate your work to the criteria and the competition.
About Philip Bacon
Philip Bacon is the founder of Marketing Managed, a marketing consultancy that helps businesses clearly communicate their messages to succeed. As a recent awards judge, Philip knows exactly what makes entries stand out.
Want more helpful tips? Connect with Phil Bacon on LinkedIn or visit Marketing Managed today.
