Formulate a hypothesis to build a framework to execute paid-search campaign tests. Noran El-Shinnawy shows marketers how to use this as a reference for understanding and interpreting results. Testing the hypothesis means starting with a question, such as "why aren't people clicking my ad?" The answer could be "maybe because I don't have a free trial offer." She provides a list of action items to consider when building out the test, such as promotion language, headlines, and display URLs.