Well, we've submitted essentially the same application 3 years in a row. This year it was basically updated the day of the due date and submitted. If we want to be more competitive we need to revise early, get more participation in developing it, and build up our argument and presence. If we try again next year we should put in a better team effort.
FYI, the first year we submitted Google told us it was a great application and that we just lost the luck of the draw among many great applications. They didn't even have any feedback on what to improve. But the last two years, I'm sure other orgs have improved theirs.