Eric Deeran explains hit rate: when you launch ten ads, expect three to four to be winners. Constantly refresh your ads instead of relying on the same ones, or costs climb as your audience gets tired of seeing them.
Number 4 is you have to actually understand what is your hit rate. So meaning if I launch 10 ads, how many of those are actually going to be winners? Because you're never going to have all of them become winners. And so if I launch 10 ads, a good hit rate is typically like 30 to 40%. And so if I launch 10 ads, I should realistically have 3 to 4 ads and then I can scale those ads specifically. And so if you're only launching 10 ads every 2 months and then you ride the crap out of these 4 to 3 to 4 ads and then you never refresh it, well then no wonder why your cost per call is going up is because you're not constantly launching new ads.
