Eric Deeran argues that creative diversity means building ads for each distinct reason a customer might buy. When you focus on just one motivation, you hit a performance ceiling and costs rise. You need enough ad coverage for every purchase motivation to keep growing.
This is what creative diversity actually means, is you have to have enough diversity inside of your ad to basically explain all the reasons why somebody would buy from you and then have ads for each one of those reasons. So another reason your cost per call is— or you're reaching a ceiling is because you're only targeting one of these slivers, right? And so you have to make sure that you have enough coverage on each reason why somebody would buy from you. And if you don't, that's typically why your cost is going up so much.
