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Review and edit ad copy

The third step of the wizard generates ad copy. Hero Marketer drafts multiple variations using your product analysis and the keywords from the cluster you picked. Your job is to review, tighten, and approve.

What gets generated​

Each ad variation has:

  • Headlines. Up to 15 short headlines, each up to 30 characters.
  • Descriptions. Up to 4 longer descriptions, each up to 90 characters.
  • A final URL. The landing page set in step 1.
  • Display path. Two short URL fragments shown next to your domain in the ad.

Google rotates through these and assembles the live ad in real time. The headline a viewer sees changes based on their query, device, and Google's prediction of what will perform best.

Read the variations​

For each variation, check:

  • Does the headline name a real job your customer cares about? If it reads like marketing copy with no substance, rewrite it.
  • Does it match what someone searching for these keywords actually wants? A query for "alternative to jira" needs an ad that addresses why your product is the alternative, not generic positioning.
  • Are claims defensible? Anything specific, "trusted by 5,000 teams", "free for 14 days", needs to be true. Google rejects ads with unverifiable claims.
  • Is the call to action clear? "Try free", "Get a demo", "Start trial". Pick what fits your funnel.

Edit in place​

Click any headline or description to edit it. Character counts show as you type. If you go over the limit, the field highlights and Google won't accept the campaign until it's under.

A few editing tips:

  • Keep at least one of every key idea per variation. If you remove every mention of pricing, no ad will ever show pricing.
  • Avoid all caps and exclamation marks. Google rejects ads that use them excessively.
  • Don't write three near identical headlines. Google won't show them together, so they fill space without adding lift.

Reorder​

Headlines have an order you can change. Drag to reorder. Google takes order as a soft signal: earlier headlines are more likely to show first, but the algorithm may still pick a later one if it's expected to perform better.

For headline 1, pick something that works for almost any query. Headlines 2 and 3 can be more specific.

Pin a headline​

If you need a specific headline to always appear in a specific position (for compliance, for example), use the pin action. Pinning constrains the algorithm but guarantees the headline shows.

Use pinning sparingly. Pinning more than two or three headlines reduces the algorithm's ability to optimize.

Regenerate if needed​

If the first set isn't right, click Regenerate. Hero Marketer creates a new set with different angles. Regenerating costs another credit.

Before regenerating, ask whether the issue is the copy or the input. If the keywords were off, going back to fix the cluster will produce better copy than a regeneration. If the product description was thin, fix that and try again.

The ad copy step also shows the sitelinks and other extensions that will run with this campaign. See Add sitelinks and Add other extensions for what each does.

Create campaign​

When you're satisfied, click Create campaign. Hero Marketer charges 1 credit, creates the campaign in Google Ads, and routes you to a confirmation screen.

Next​

Add sitelinks