Google’s Expanded Text Ads are officially live. The new, longer ad format is rolling out across all devices alongside the existing standard ad format. But as of October 26, 2016, advertisers will no longer be able to create or upload standard text ads.

While Google has not yet released an official date when standard ads will no longer run with ETAs, eventually standard ads will be phased out from the search results page entirely. If you haven’t already begun making changes to your account, you should start. The key to implementing ETAs is a thoughtful testing strategy.

As the top testing platform for search marketers, Boost Media has analyzed hundreds of ads in the new, longer format. Our data suggests that simply expanding ads without a well-thought-out testing plan or detailed creative strategy in place won’t guarantee success.

In one test Boost ran for a large travel advertiser, we compared standard text ads versus custom and template ETAs across 34,000 impressions. Here’s what we saw.

StandardVsEta

What did we learn from testing?

Break up your account strategically

It’s impossible to apply custom copy across your entire account made up of hundreds of thousands of ad groups. Instead, segment your account strategically into areas that can use a template-based approach, and areas that need custom copy.

Rewrite your entire creative

Adding copy to the end of a headline doesn’t guarantee that the entire ad will make sense or drive clicks. As Google’s Director of Performance Ads Marketing Matt Lawson said, “Use this update as a chance to re-evaluate your entire creative. This is a chance to craft something new and more compelling than ever before.”

Don’t miss out.

Test one thing at a time

Focus on testing one variable at a time to have a better chance of understanding the results and deciding what to do next. If you run too many tests at once, you risk passing up clear, actionable results.