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Glossary

Vocabulary used across Hero Marketer and Google Ads. It is mostly alphabetical, and it groups the five Hero AI agents under Hero AI. Search for a specific term.

Account​

A Google Ads account that connects to Hero Marketer. Hero Marketer identifies it by a 10 digit Google Ads customer ID. It has its own billing, time zone, currency, and campaigns. An account is the Google Ads account. A product is what you market inside it. Pro and Growth allow 1 account. Agency allows up to 10. See Accounts vs products.

Ad copy​

The text that appears in a Google Ads ad: headlines and descriptions. Hero Marketer generates ad copy as part of campaign creation. See Review and edit ad copy.

Ad strength​

Google's rating of how good a Responsive Search Ad is, from Poor to Excellent. Higher ad strength leads to more impressions. To improve it, add more headline and description variations. Also include more keywords from the cluster.

Asset​

Google's term for a reusable creative element. In Search campaigns, this covers sitelinks, callouts, structured snippets, and similar attachments at the account or campaign level. In Performance Max, an asset is the unit Google mixes into ads: a single headline, description, image, video, or logo, in an asset group. The Assets tab in a PMax campaign view shows performance for each asset.

Asset group​

The Performance Max equivalent of an ad group. A bundle of headlines, descriptions, images, videos, and logos that Google's automation mixes and matches across surfaces. PMax campaigns do not use ad groups or keywords. They use asset groups.

Bidding strategy​

How Google Ads decides what to bid in each auction. Common strategies: Maximize Clicks (volume focused), Target CPA (cost per acquisition focused), Target ROAS (return on ad spend focused). Hero Marketer creates campaigns with sensible defaults. Ask Hero AI to switch the strategy or adjust the target once you have enough conversion data.

Budget​

The maximum monthly amount you will spend on a campaign. Google enforces this as a daily cap. You set it in the wizard's keywords step. See Set your budget.

Callout​

A short text fragment that appears inline with your ad, up to 25 characters long. You use it for benefits, trust signals, and differentiators. See Sitelinks, callouts, and extensions.

Campaign​

A grouped set of ads in Google Ads, with one targeting strategy, budget, and bid setup. Hero Marketer builds one campaign per cluster.

Cluster​

See Keyword cluster.

Conversion​

A tracked goal completion: a sign up, demo request, purchase, or other event you configured in Google Ads. You set up conversion tracking in Google Ads, not in Hero Marketer.

Conversion rate​

Conversions divided by clicks. The percentage of clickers who converted.

Conversion value​

The dollar value of conversions, when you configured conversion value tracking in Google Ads. Hero Marketer uses it for ROAS optimization.

CPA (cost per acquisition)​

Spend divided by conversions. Average cost to acquire one conversion.

CPC (cost per click)​

Spend divided by clicks. Average cost per click.

Credit​

The unit Hero Marketer charges for AI generation. 1 credit equals roughly $1 of underlying AI spend. Hero Marketer grants credits monthly per plan. You can also buy optional top ups. See How credits work.

CTR (click through rate)​

Clicks divided by impressions. The percentage of people who saw your ad and clicked.

Display URL​

The visible URL in your ad. Hero Marketer constructs it from your final URL plus optional path fragments.

Drilldown​

When you click a campaign name on the dashboard table or the all campaigns page, Hero Marketer opens its drilldown view: a KPI summary for that campaign, plus tabs for its child entities. The tab set depends on the campaign type. For Search, the tabs are ad groups, ads, keywords, and search terms. For Performance Max, they are asset groups, assets, search terms, placements, and networks. See Drill into a campaign.

Extension​

Older Google term for what they now call assets. It includes sitelinks, callouts, structured snippets, prices, and more. See Sitelinks, callouts, and extensions.

Field type​

The role a Performance Max asset plays inside an asset group. Common values include Headline, Long headline, Description, Marketing image, Square marketing image, Logo, Landscape logo, YouTube video, and Business name. The Assets tab in a PMax campaign view has a field type filter so you can isolate one role at a time.

Final URL​

The actual page someone lands on when they click your ad. Distinct from the display URL.

Headline​

A short ad copy line, up to 30 characters. Each ad variation has multiple headlines.

Hero AI​

The assistant inside Hero Marketer. You ask about your Google Ads account in plain language and Hero AI answers from your live account data, then takes action with your explicit confirmation. It works through five named capabilities: the Investigation Agent, Recommendation Agent, Keyword Research Agent, Landing Page Agent, and Ad Copy Agent. You can keep up to 10 chats per Google Ads account. See What Hero AI does.

Investigation Agent​

The part of Hero AI that diagnoses what happened in your account: why a metric moved, what drives performance, or a factual report on the numbers. It does a structured top down read of the account and returns grounded findings, not prescriptions. Pair it with the Recommendation Agent to get the next step. See What Hero AI does.

Recommendation Agent​

The part of Hero AI that proposes the next decisive step and what to do after it. It grounds the recommendation in your account data and surfaces dependencies in plain language ("once tracking is verified, also worth tightening match types"). It says when there is not enough signal yet. It does not guess. See What Hero AI does.

Keyword Research Agent​

The part of Hero AI that produces keyword ideas that it clusters by search intent, against your product context, with traffic and budget estimates from Google's Keyword Planner. It feeds the campaign wizard's keyword step and can also run in chat. See What is a keyword cluster.

Landing Page Agent​

The part of Hero AI that drafts landing page copy, sections, headlines, body, and calls to action. It grounds this in the targeted keyword and the existing ad copy. The output is copy you paste into Google Docs or your site builder. It is not a deployed or hosted page. See What Hero AI does.

Ad Copy Agent​

The part of Hero AI that writes Responsive Search Ad copy: 15 headlines and 4 descriptions for a specific ad group. It grounds this in your product context. It runs during campaign creation and on request in chat when ad strength or relevance needs a refresh. See How AI generates ad copy.

Impression​

One time Google shows your ad on a results page. It is free. You pay only when someone clicks.

Keyword​

A word or phrase that triggers your ad to be eligible. Queries that match keywords enter the auction for your ads. How broadly or exactly they must match depends on the match type.

Keyword cluster​

A group of keywords that share the same search intent. Hero Marketer organizes campaigns around clusters because they outperform flat keyword lists. See What is a keyword cluster.

Landing page​

The page someone arrives at after they click your ad. Same as final URL.

Match type​

How loosely Google matches search queries to your keywords. Options: exact match, phrase match, broad match. Hero Marketer uses sensible defaults. Ask Hero AI to add a keyword in a different match type, or to remove one in favor of another.

Negative keyword​

A keyword that suppresses your ad for queries that contain it. You use it so your ad does not show on irrelevant queries. Ask Hero AI to mine your search terms report and add negatives at the campaign or ad group level, after your campaign runs for a couple of weeks.

Network​

For Performance Max campaigns, the surface where an impression or click happened: Search, Search partners, Display, YouTube, YouTube search, YouTube watch, or Mixed. The Networks tab in a PMax campaign view breaks out spend, clicks, conversions, and ROAS by network, so you can see where Google's automation puts your budget.

OAuth​

The authentication standard that connects Hero Marketer to your Google Ads account. You stay in control. You can revoke access at any time.

Paddle​

The billing provider Hero Marketer uses. Paddle manages subscriptions, invoices, and payment methods.

Performance Max (PMax)​

A Google Ads campaign type that uses Google's automation to serve ads across all Google surfaces (Search, Display, YouTube, Discover, Gmail, Maps) from a single campaign. It uses asset groups instead of ad groups. It exposes less granular reporting than Search campaigns. Hero Marketer's wizard creates Search campaigns, not PMax. Hero AI can analyze and manage PMax campaigns that already exist in your account. See Campaign types in Hero Marketer.

Placement​

For Performance Max campaigns, a specific surface where Google ran an ad: a YouTube channel, a Display partner site, or an app. Google only reports impressions at this level, not clicks or cost. You can see it on the Placements tab in a PMax campaign view.

Plan​

The subscription tier of Hero Marketer: Pro, Growth, or Agency. It determines your accounts, products, and credit limits. See Compare plans.

Product​

What you market within an account, in Hero Marketer's terms, for example one SaaS product or one positioning angle. Each product has a website, a captured product context, and its own campaigns. This is distinct from Google's "product" terminology (shopping feed items). An account is the Google Ads account. A product is what you market inside it. See Accounts vs products.

Product context​

What Hero Marketer learns about your product from your website during onboarding: your customer profile, the jobs they hire your product for, your category, and their objections. Product context is the foundation. Hero Marketer generates every keyword cluster, ad, sitelink, and Hero AI answer from it. The onboarding step that creates it is the analysis, the "Review what we drafted" step. But the captured profile itself is the product context. Jobs to be done is one of its four parts, not the name of the whole. If keywords or ad copy come back off target, check product context first. See What product context is.

Quality score​

Google's rating of how relevant your ad is to a query, on a scale of 1 to 10. It affects ad rank in the auction and CPC. Relevant keywords, well written ads, and quality landing pages improve it. You can see it per keyword on the Keywords tab of a Search campaign view. It looks like 7/10.

Regeneration​

You rerun ad copy generation in the wizard to get a fresh set of variations. It costs a variable amount of credits, based on token usage.

Report​

A saved, named, reusable performance brief for one Google Ads account. You can find it at /reports. A report pairs an AI brief (what changed and the one next step) with supporting data sections (metric summary, trend chart, campaign table) and exports to a single page PDF. You can start it from a template (Weekly check in, monthly review, New campaign readout) or build it custom. A report is distinct from a Hero AI chat answer, which is a one off in the conversation. See What reports do.

Report brief​

The AI generated narrative at the top of a report: a one line headline verdict, a "what changed" paragraph that cites the figures and names the campaigns that drive the move, and one recommended next step. Hero Marketer generates it automatically the first time you open a report. You can refresh it or edit it inline. When you generate or refresh it, it spends credits. See Read and share a report.

Search campaign​

A Google Ads campaign that targets keyword triggered queries on Google Search results. It is built around keywords and ad groups, with full reporting for each keyword and search term. The campaign type Hero Marketer's wizard creates. Contrast with Performance Max. See Campaign types in Hero Marketer.

Search intent​

What a person wants to do with their search query. This is the basis for how Hero Marketer clusters keywords.

Search terms report​

A Google Ads report of the actual queries that triggered your ad. You use it to add negative keywords or refine keyword lists. You can find it on the Search terms tab in a Search campaign view.

Search term insight (PMax)​

Performance Max does not report individual user queries the way Search does. Instead, Google groups search interest into categories and reports volume range, impressions, clicks, and conversions per category. These show on the Search terms tab in a PMax campaign view.

Seed keyword​

The starting phrase you give the wizard to begin keyword research. Hero Marketer expands seeds into full clusters.

A clickable link under your main ad headline, up to 25 characters of link text plus two short descriptions. See Add sitelinks.

Spend​

Total cost across a date range. Google charges this to your Google Ads payment method.

Structured snippet​

A header and a list of values that appear next to your ad. The header is one of Google's fixed categories. See Sitelinks, callouts, and extensions.

Subscription​

Your monthly Hero Marketer plan. Distinct from Google Ads spend. See Compare plans.

Top up​

A one off credit purchase outside your monthly plan allocation. $20 buys 20 credits. They do not expire. See Buy more credits.