How do you document and share insights from successful tests across your team?

Great question—documenting and sharing insights from successful tests is critical to creating a learning organization and making sure wins are repeatable, not one-offs. Here's how I usually handle it:

🧾 1. Use a Centralized Testing Log or Tracker
Create a shared, living document that captures every test from start to finish. I recommend using:

Google Sheets or Airtable for flexibility and collaboration

Or project tools like Notion, Asana, or Trello if you want to tie tests to specific projects or sprints

Each test entry should include:

🎯 Hypothesis: What you're testing and why

🔧 Variables: What's changing (e.g., ad copy, bid strategy)

📈 KPIs: Success metrics (e.g., CTR, CPA, ROAS)

📊 Results: Summary of findings and statistical significance

✅ Recommendation: Actionable next step (scale, iterate, or drop)

📚 2. Create a "What Works" Playbook
For high-impact wins, document them in a more strategic internal playbook or wiki. This becomes your go-to source for what to repeat across campaigns.

Include:

Example ad copy or creative assets

Screenshots of campaign settings

Performance benchmarks (before vs. after)

Notes on where it can or can't be applied (e.g., only for branded keywords)

🧠 Bonus: Include "do not repeat" learnings too—tests that failed and why.

🧑�🤝�🧑 3. Share Wins in Team Standups or Weekly Syncs
Make it part of your rhythm to present one or two test results per week in marketing or paid media meetings.

Keep it short and visual—before/after graphs or A/B comparisons

Invite discussion: Should we scale it? Repurpose it for other channels?

🔄 Tip: Rotate who presents each week to encourage a testing culture team-wide.

📨 4. Send Monthly or Quarterly Testing Roundups
A summary email or slide deck can be great for sharing wins across departments or stakeholders. Include:

Top 3 successful tests (and 1 flop with a lesson!)

Impact on performance (e.g., "Dropped CPA by 18%")

What's being tested next

📌 Tools like Canva or Loom make it easy to visualize results in a quick, engaging way.

💬 5. Create a Slack or Teams Channel for Insights
A dedicated channel for "#PPC-Learnings" or "#TestResults" allows real-time sharing and keeps ideas flowing.

Drop test summaries, screenshots, and mini case studies

Celebrate small wins and quick learnings

🙌 Encourages knowledge sharing and keeps experimentation top of mind.

📦 6. Package for Cross-Channel or Cross-Team Use
If a test worked in Bing Ads, package it up so others can test it in:

Google Ads

Meta Ads

Email or web optimization

📁 Build a quick "Insights Pack" with:

What was tested

Creative examples

Results

How to replicate

🧠 This amplifies the impact of every single win.

🏁 Final Thoughts:
Documentation isn't just about record-keeping—it's about amplifying performance across the board. By sharing learnings efficiently, you build a smarter, more aligned, and faster-moving team.