A paid search testing roadmap that preserves what teams learn
Maria Correia proposes a shared record for paid search tests, organised by the type of change rather than campaign. Each idea becomes a hypothesis with a chosen success measure, planned duration and approval roles, while the record keeps failed and inconclusive results for future teams. The framework is especially relevant when accounts have low conversion volume or several stakeholders making changes.
The SEM Dispatch · Published
Why make time for it?
A practical operating framework for teams that need to learn from experiments across accounts and staff changes.
What to look for
- Record the hypothesis, primary KPI, outcome and decision for every test.
- Keep unsuccessful and inconclusive tests so the same budget is not spent learning the same lesson twice.
Keep in mind
This is a practitioner framework, not a measured comparison of testing programmes. The article’s fixed learning-period and platform-control statements should not be treated as universal rules.
Take this question into the article
Where does your team record a failed test so the next account manager can find it?
The people behind the article
Explore their work and recorded contributions on PMC.
Authorship points are shared between coauthors. Experts receive credit for substantive contributions, not mentions. One work earns one award per person, including when it appears elsewhere on PMC. How recognition works
Read the full argument.
Continue to The SEM Dispatch for the complete article and supporting material.
Read the full articleReading notes reviewed 16 Oct 2026. The publication date above belongs to the original source.