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What product context is

Product context is what Hero Marketer knows about your product: who benefits from it, what they struggle with, the problem it solves, what makes it unique, and what buyers use today. It also holds the proof and the offers that your website shows. Hero Marketer builds it by reading your website: when you add a product, or the first time you create a campaign for a product that has none. Onboarding does not build it. The Check what we found step shows you the result. Ad copy in the campaign wizard uses every section. Hero AI's Ad Copy Agent and Landing Page Agent also use every section. Create images also uses every section when it writes the copy of an ad image.

When an ad is about one angle of your product, Hero Marketer first writes a version of the product context for that angle. An angle is one platform, one audience, one use case, or one problem, for example WordPress sites or agencies. Hero Marketer reads your landing page, or your website's page about the angle, for that version. It does not save the version, and your product context does not change. See Ads for one angle of your product.

If your ad copy comes back off target, look at the product context first. If your keywords come back off target, look at the product name and the first point of What problem does your product solve? first. Keyword research uses only those parts of the product.

What product context contains​

Product context has seven sections and two lists. Hero Marketer reads them from two pages of your website: the page at your Website URL, usually your home page, and your pricing page. See What Hero Marketer reads from your website. Each section holds one or more points. Each list holds one fact on each line, and a list can be empty.

Who benefits most from your product?​

Who buys your product: roles, company sizes, industries, and locations where they are relevant. Ad copy uses this section to choose the audience that it speaks to.

What are your customers' biggest struggles?​

The pain points of your buyers before they use your product. Benefit headlines and descriptions often name one of these struggles.

What problem does your product solve?​

What customers use your product to do. Write each point as a concrete result, not an abstract benefit:

  • "Cut the time engineers spend on status updates" is concrete.
  • "Improve productivity" is too abstract.

The strongest ads name a specific problem and credibly suggest your product solves it. Keyword research uses the first point of this section to judge which keywords fit your product, so put the most important problem first.

What makes your solution unique?​

Your differentiators and value propositions. Benefit headlines and descriptions draw on this section.

What solutions are they using today?​

The tools, competitors, and workarounds that buyers use now. In a Competitor campaign, Hero Marketer keeps these names out of your ad text.

How does your product make them feel?​

The emotional result for the buyer, for example confidence or less stress. Benefit headlines can use it.

How does it impact their work relationships?​

How the product changes the way the buyer looks to their team, manager, or customers. Benefit headlines can use it.

What proof does your website show?​

The facts that a buyer can check, as your website states them. Examples are a rating with its review count and the site that gave it, an award or a badge with who gave it, and a security or compliance certification. Other examples are a count of customers or users, named customers, investors or accelerators, the record of the founders, and a result with its figure. Each line keeps the words and the figures of your page, for example "4.8 out of 5 on G2 from 1,200 reviews".

Your ads quote these lines word for word. A rating, an award, a certification, a customer count, or a result shows in an ad only as this list states it. Benefit headlines use this list. If the list is empty, your ads state no ratings or counts.

What offers can visitors get?​

What a visitor can get or try. Examples are a free plan, a free trial with its length and whether a card is needed, a demo or a tour, a guarantee, and a discount. The starting price is also on this list, with its unit and billing basis, for example "$249 a month, billed yearly".

Your ads promise only the offers in this list. Call to action headlines use it. If the list is empty, your ads promise no free plan, free trial, demo, call, discount, or guarantee.

Why it is worth reviewing​

You see product context before Hero Marketer saves it. Hero Marketer builds it when you add a product, or the first time you create a campaign for a product that has none, and shows it under Check what we found so you can edit every section before you save. Each website read uses credits, so fix what the page did not make clear by editing the context rather than reading the page again. You can edit any section, and the website URL itself, later in Settings > Products. To open Settings, click your profile picture at the bottom of the sidebar, then click Settings. See Update a product and Add your website.

Worth checking:

  • Who benefits most from your product? Make sure that it describes the buyer you sell to. If it describes a different buyer, your page probably under specifies the audience. Edit the section to clarify who actually buys.
  • What problem does your product solve? Compare it against what customers say in interviews and sales calls. Hero Marketer extracts what is on your page. If real customer language differs, edit to bridge the gap.
  • What makes your solution unique? Make sure that each point is specific. Generic points such as "easy to use" produce generic ad copy. Replace them with differences that a buyer can check.
  • What solutions are they using today? Add the competitors and tools that your buyers really compare you with. In a Competitor campaign, Hero Marketer keeps these names out of your ad text.
  • What proof does your website show? Make sure that each line is true today, because your ads quote it word for word. Remove a line that is out of date. Hero Marketer reads only the text of your pages. Add the proof that your site shows only as an image, for example a G2 badge or review stars.
  • What offers can visitors get? Remove an offer that you do not have now, and add an offer that the pages do not state.

What product context is not​

  • Not market research. Hero Marketer derives it from your website pages and the edits you make. It does not use review sites such as G2 or Capterra, other third party sources, customer interviews, or competitive intel.
  • Not a strategy document. It captures what is already true about your product. It will not tell you what to be.
  • Not static. It updates whenever you edit a section. Old context does not apply to past campaigns. Only the current version feeds new ones.

When to edit or rebuild​

Edit individual sections and lists any time from Settings > Products, for free. There is no button to read the website again. If Hero Marketer read the website of a product before it read proof and offers, the lists of that product hold only what you typed. Type the proof and the offers of that product in Settings > Products. See Update a product.

Rebuild the product context when:

  • You shipped a feature, repositioned, or changed your target audience and updated your website to match.
  • The original context missed something that you cannot fix by editing one section.
  • Ad copy comes back off target, and you want a clean rebuild from the page.

To rebuild, follow these steps:

  1. Add the product again under a different name. Two products in one business cannot have the same name.
  2. Let Hero Marketer read the website. The read uses under half a credit.
  3. Delete the old product.
  4. If you want, rename the new product to the old name.

See Update a product for the details.

What uses product context​

Product context feeds only some parts of Hero Marketer:

  • Ad copy in the campaign wizard uses every section and both lists.
  • Hero AI's Ad Copy Agent and Landing Page Agent use every section and both lists.
  • Create images uses every section and both lists to write the copy of each ad image. It never names the solutions in What solutions are they using today? in an ad.
  • Keyword clusters use only the product name and the first point of What problem does your product solve?.
  • Sitelinks that you make with Write with AI use the page URLs that you enter, the product name and website, and your proof and offers.
  • Callouts come with the ad copy of a Search or Performance Max campaign. Hero Marketer writes them only from your proof and offers. See Add other extensions.
  • Structured snippets and prices are not generated. You pick them from your Google Ads account.
  • Other Hero AI answers use only the product name and website.

Weak context weakens ad copy and landing page drafts. Strong context improves them. The minutes spent reviewing product context pay off in every ad you write.

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