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What product context is

Product context is what Hero Marketer knows about your product: who buys it, the jobs they hire it for, what category it sits in, and the objections that hold buyers back. Hero Marketer builds it from your website during onboarding, the "Review what we drafted" step shows you the result, and then generates everything downstream from it: keyword clusters, ad copy, sitelinks, and extensions.

If your keywords or ad copy ever come back off-target, product context is almost always where to look first.

What product context contains​

Four things, all pulled from your homepage.

Customer profile​

Who's buying your product, roles, company sizes, industries, and locations where they're relevant. The customer profile drives keyword relevance weighting, the audience your ad copy speaks to, and which sitelinks and extensions match what that buyer cares about.

Jobs to be done​

What customers hire your product to do. A job is a concrete thing the customer is trying to accomplish, not an abstract benefit:

  • "Cut the time engineers spend on status updates" is a job.
  • "Improve productivity" is too abstract to be a job.

Jobs drive ad copy. The strongest ads name a specific job and credibly suggest your product does it.

Category​

Where your product sits in the market. Category matters because keywords for "CRM" cluster differently than keywords for "project management software," ad copy norms vary by category (finance and healthcare need different framings), and the competitor names that surface in keyword research depend on it.

Objections and answers​

The reasons a buyer might not purchase, and what your product says back. Objections drive sitelink topics (if price is a common objection, a pricing sitelink shows up), callout choices, and ad copy that pre-empts objections instead of ignoring them.

Why it's worth reviewing​

Product context is shown to you before it's saved. You can refine each section inline through the "Refine analysis" disclosure on the Review step, and edit any section later from settings. During onboarding the website URL is locked for the rest of the wizard, each read costs AI credits Hero Marketer covers before you've picked a plan, so refining the context is how you correct what the homepage didn't make clear. After onboarding you can edit the website URL itself anytime from the product's settings. See Update a product.

Worth checking:

  • Is the customer profile right? If it describes a different buyer than you sell to, your homepage probably under-specifies the audience. Edit the section to clarify who actually buys.
  • Are the jobs accurate? Compare them against what customers say in interviews and sales calls. Hero Marketer extracts what's on your homepage, if real customer language differs, edit to bridge the gap.
  • Is the category right? A miscategorized product produces irrelevant keywords and extensions.
  • Are the objections realistic? Objections that aren't real for your buyer mean the context is pulling from generic templates rather than your positioning. Replace them.

What product context isn't​

  • Not market research. It's derived from your homepage and the edits you make, not from third-party sources, customer interviews, or competitive intel.
  • Not a strategy document. It captures what's already true about your product. It won't tell you what to be.
  • Not static. It updates whenever you edit a section. Old context doesn't apply to past campaigns; only the current version feeds new ones.

When to refine or rerun​

Edit individual sections any time from settings, that's free. Re-running the full analysis on a product is for when your homepage has changed materially:

  • You shipped a feature, repositioned, or changed your target audience and updated your homepage to match.
  • The original context missed something that editing one section won't cover.
  • Campaigns are producing off-target keywords or copy and you want a clean rebuild from the page.

A full rerun costs a small amount of credits; editing sections is free. See Update a product for the mechanics.

How it feeds everything downstream​

Every part of campaign creation pulls from product context:

  • Keyword clustering weights relevance to your customers and their jobs.
  • Ad copy names jobs in headlines and answers objections in descriptions.
  • Sitelinks match the customer's likely questions and concerns.
  • Hero AI uses it to interpret what's working and what isn't when you ask about your campaigns.

Weak context weakens everything downstream; strong context improves it. The minutes spent reviewing product context pay off across every campaign you run.

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