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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. To find a term, use the find command of your browser (Ctrl+F or Cmd+F).

Account​

A Google Ads or LinkedIn Ads account that connects to Hero Marketer. It has its own billing, time zone, currency, and campaigns. Each account is in one business, and it uses the products of that business. You can connect up to 10 accounts on each ad platform on one login. See Businesses, accounts and 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 Check your ad.

Ad image​

An image for a Google, Meta, or LinkedIn ad, made on the Create images page. Each image is one idea in one aspect ratio, with a headline, one button, and your logo. Hero Marketer draws it from your ad styles, your look, your logo, and what you type. Every ad image has an invisible AI watermark and content credentials. You download the image and upload it to your ad account yourself. The exception is a Performance Max or Demand Gen campaign from the campaign wizard, which sends the images that you select to Google Ads. Hero Marketer deletes an image 30 days after it was made or last changed. See Create ad images.

Ad strength​

Google's rating of a Responsive Search Ad, from Poor to Excellent. It is a checklist of the number and variety of the headlines and descriptions. It is not part of the auction: Google does not use it for Ad Rank, Quality Score, or bids. Average or Good is fine. Poor is worth a fix when the headlines do not cover the keywords of the ad group, or when the ad has too few headlines. Do not unpin lines or add keyword variants only to raise the score. Pins lower the score, so an ad from Hero Marketer can show Poor or Average. See How Hero AI reads ad strength.

Ad styles​

The three color styles that Hero Marketer builds for a product from its website and logo: Dark, Brand color, and Light. Every ad image uses one of them. Every ad image also shows the look of the product. See Look. You build them one time on the Create images page. To change them, open Settings > Products, click the product, and click the Ad styles tab. There you can also add up to 5 reference ads: ads that your brand ran or admires. When you redraw the styles, the ad design matches them. See Create ad images.

AI summary​

The AI text at the top of the dashboard. It gives a headline, what changed with current and previous figures, and 1 to 3 next steps. Hero Marketer writes it only when you click Write my summary or Write summary. Your first AI summary on each Google Ads account is free. Later summaries cost about 0.01 credits. Your AI summaries are private to you. See The AI summary.

Alert​

A notice that Hero Marketer found a problem in a connected Google Ads account. There are 17 built in alert types, and all of them start on. Every alert shows in the bell and on the Alerts page. By default, 10 alert types also send an email. Alerts have no severity levels. An alert resolves when you click Mark resolved, or when Hero Marketer no longer finds the condition. See Alert types.

Angle​

One platform, one audience, one use case, or one problem of your product, for example WordPress sites or agencies. When a campaign, an image batch, or a Hero AI ad copy request is about one angle, Hero Marketer first writes a version of your product context for that angle. It reads your landing page or your website's page about the angle for that version. See Ads for one angle of your product.

Approval​

The card Hero AI raises in the chat before it changes your Google Ads account. It describes the exact change and carries two buttons: Approve and apply runs it, Not now declines it. Hero AI changes nothing in Google Ads until you click. Typing "yes" in the message box does not approve a change. Automations that you turn on do not use approval cards. See Actions Hero AI can take.

Archive​

In the campaign wizard, the list of the keywords that you archive on the Choose keywords and budget step. The Archive is one list for all of the keyword clusters. A keyword from a different cluster shows the name of that cluster, for example From Product analytics software. To add a keyword to the selected cluster, click Add to group on its row. Keywords in the Archive do not go to Google Ads. See Choose keywords and budget.

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.

Audience signal​

In Performance Max, a hint to Google about which people to start with. Google can also show the ads to people outside the signal. A Performance Max campaign from the campaign wizard has one audience signal. You pick its lists on the Extras tab of the Check your ad step: your website visitor lists and your customer lists. When your account has a list that can go in the signal, you must pick at least one. Hero Marketer also adds the people who search on Google for your search themes. See Create a Performance Max campaign.

Auto top up​

An optional setting that buys credits for you. Auto top up is a yearly credit subscription. It buys 20 credits for $20 when your balance goes below 5 credits. To cancel it, turn off Auto top up in Settings > Billing. Your credits stay. See Set up auto top up.

Automation​

A rule that changes your Google Ads account by itself, without an approval card. There are five recommended automations, and all of them start off. Before you turn one on for the first time, you see a preview. You can also create custom automations. Each automation has daily caps and cooldowns, and acts at most once a day, in the 06:00 check. Each action that an automation applies has a Revert button. See What automations do.

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). The campaign wizard uses Maximize clicks on Search and Demand Gen, and Maximize conversions on Performance Max, unless you pick a different strategy. Ask Hero AI to switch the strategy or adjust the target once you have enough conversion data.

Business​

The company that you advertise: your own company, or one client of a fractional marketer or an agency. A business holds up to 10 products, and its Google Ads accounts use them. Hero Marketer creates your first business when you connect your first account. You can rename a business and move accounts between businesses in Settings > Connections. A business belongs to you only. See Businesses, accounts and products.

Budget​

In Google Ads, the average amount that a campaign can spend each day. Google does not charge more than 30.4 times the daily budget in one month. In the campaign wizard, you set a monthly budget. On Search and Performance Max, it starts at the recommended budget of the keyword cluster that you choose, and you can change it before you launch. Demand Gen and the retargeting types have no recommended budget, so you type it. Google Ads gets it as a daily budget: the monthly budget divided by 30.4, rounded down to the cent (or to a whole unit in currencies that Google Ads takes without cents, such as yen and won). To change the budget after launch, ask Hero AI or edit it in Google Ads. See Set your monthly 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. In the campaign wizard, Search and Performance Max ad copy comes with up to 6 callouts that Hero Marketer writes from your proof and offers. See Sitelinks, callouts, and extensions.

Campaign​

A grouped set of ads in Google Ads, with one targeting strategy, budget, and bid setup. The campaign wizard builds one campaign at a time: Search, Performance Max, Demand Gen, Search retargeting, or Demand Gen retargeting.

Cluster​

See Keyword cluster.

Competitor campaign​

A Hero AI capability, in chat only. You paste the URL of a competitor, and Hero AI writes a brief. The brief shows where you win, what to attack, trademark-safe messaging, keyword themes, and draft ad copy. The keyword plan and the draft ad copy need a target country. Hero AI does not apply this ad copy, and it does not create a campaign.

Content credentials​

Signed data in an image file, in the C2PA standard, that says how the image was made. Every image from Create images has content credentials that say AI made it. It also has Google's invisible SynthID watermark. LinkedIn shows a content credentials icon on a single-image ad. See AI labels on ad images.

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.

Create images​

The page in the Marketing group of the sidebar where you make ad images for one product. Type what the ad promotes, pick the ad style, up to 4 aspect ratios, and 1 to 10 ideas, and click Make N images. One batch makes up to 20 images. The page needs a balance above 0. Three images use about 0.6 credits. See Create ad images.

Credit​

The unit that you pay with in Hero Marketer. One credit costs $1. You buy credits in packs of 20 for $20. Credits pay for AI work and for daily checks (0.25 credits a day for each connected account). AI work is billed on the AI work that each action uses. Credits do not expire. See How credits work.

CTR (click through rate)​

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

Custom alert​

An alert rule that you create with Create custom alert in Settings > Alerts. You pick one of 6 signals, a direction, and a threshold. A custom alert only notifies you. It runs on the account that was active when you saved it. You can keep up to 50 custom alerts and custom automations together. See Configure alert preferences.

Daily checks​

The monitoring that runs your alerts and automations. Daily checks cost 0.25 credits a day for each connected account, about $7.50 a month. The charge starts when you buy credits for the first time. To stop it, turn off all 17 alert types and all automations. Or disconnect the account. No daily rate is charged for an account while its Google Ads connection broken alert is active. See Monitoring and the daily rate.

Deep dive​

The Hero AI diagnosis for a why, audit, or what-should-I-change question. The Investigation Agent reads the account, then the Recommendation Agent gives the next step. A deep dive takes about 3 minutes. Each change that it offers shows as an approval card. See Ask Hero AI for recommendations.

Demand Gen​

A Google Ads campaign type that shows image and video ads on YouTube, Gmail, Discover, and Display. It has ad groups but no keywords. A Demand Gen campaign from the campaign wizard reaches the people who search on Google for your keywords, and your lists if you add them. With optimized targeting, Google also finds people like them. The campaign wizard can create a Demand Gen campaign with Category search, one ad group, one audience, and one multi-image ad of 5 headlines, up to 5 descriptions, and at least 5 images of each size. See Create a Demand Gen campaign. The campaign type filter has a Demand Gen option. The drilldown of a Demand Gen campaign has the tabs Ad groups, Ads, and Network breakdown.

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. The view shows a KPI summary for that campaign, plus tabs for its child entities. The tab set depends on the campaign type. For Search and other campaign types, the tabs are Ad groups, Ads, Keywords, and Search terms. For Performance Max, they are Asset groups, Assets, Search terms, Placements, and Network breakdown. For Demand Gen, they are Ad groups, Ads, and Network breakdown. 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.

Free scan​

A one-time check of an ad account for problems. A Google Ads account gets 17 kinds of checks, and a LinkedIn account gets fewer. It runs when you connect the account, and it is free. You get one free scan for each ad account. The results show in the Alerts inbox, and Hero Marketer does not send them by email. After the free scan, only daily checks look at the account again.

Grace period​

3 days of monitoring at no charge, after your balance cannot pay for daily checks. When the grace period ends, monitoring pauses. When you buy credits, monitoring starts again. See Monitoring and the daily rate.

Headline​

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

Hero AI​

The paid Google Ads copilot inside Hero Marketer. You ask about your Google Ads account in plain language, and Hero AI answers from your live account data. Hero AI changes your account only when you approve the change that it stages in the chat. On a LinkedIn account, it reads and explains your data, and it makes no changes. It works through five named agents: the Investigation Agent, Recommendation Agent, Keyword Research Agent, Landing Page Agent, and Ad Copy Agent. It also has two capabilities: competitor campaign briefs, and reading web pages that you link. 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, for example why a metric moved. It does a structured, top-down read of the account and returns grounded findings, not prescriptions. Each diagnosis runs the Investigation Agent and the Recommendation Agent together as one deep dive, which takes about 3 minutes. For a plain summary of the numbers, ask Hero AI for a report. 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 runs after the Investigation Agent, in the same deep dive. 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 finds keywords for seed keywords or a web page, and your product. If you do not ask for something different, it keeps only high intent terms, in up to 3 keyword clusters of up to 10 keywords. It follows your request, up to 6 keyword clusters of up to 15 keywords. Each cluster and keyword shows its monthly search volume from Google's Keyword Planner. It also shows Hero Marketer's own estimates of clicks and monthly budget. The estimates assume that the ad shows for 80% of the searches, that 5% of those people click, and that a click costs the middle of Google's top of page bid range. Keyword research needs a target country. You can also paste a list of up to 1,000 keywords to get their search volume, competition, and bid range, or to put them into keyword clusters. The campaign wizard's keyword step uses the same estimate for its recommended monthly budget and expected clicks. See What is a keyword cluster.

Landing Page Agent​

The part of Hero AI that redesigns an existing page of your product as a wireframe of 8 to 12 sections, with full copy. It uses the keyword, the ad copy, and up to 3 pages that it reads from your site. Click Copy wireframe to paste the wireframe into Google Docs, or download it as Markdown or PDF. The Landing Page Agent does not build, host, or publish the page. See Landing page redesign.

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, with its proof and offers. 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 one theme. The campaign wizard returns 1 to 3 keyword clusters of up to 10 high intent keywords. Keyword research in Hero AI returns up to 3 clusters of up to 10 keywords, or up to 6 clusters of up to 15 keywords when you ask. In Hero AI chat, the first cluster is the recommended ad group. The campaign wizard calls a cluster a keyword group, and the first one has the Suggested tag. On Performance Max, the cards are under Choose a theme, and on Demand Gen, under Choose who sees your ad. On Search, the wizard builds one ad group from the cluster that you choose, with the keywords that your monthly budget covers. In the wizard, you can move a keyword to a different cluster through the Archive. See What is a keyword cluster.

Landing page​

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

Look​

The one visual effect that every ad image of a product shows, on top of the fonts and colors of the product website. Examples are a lit product panel, paper and print, and glass and light. Hero Marketer picks three looks for each product and draws a sample ad for each look. You select one look on the Check your ad styles step, on the Ad styles tab of the product, or with the look and style button of the Create tab. You do not use credits when you select a look. More looks shows the other looks on the list. A try of one look on your brand uses about 0.13 credits. See Pick a look for your ads.

Manager (MCC) account​

A Google Ads manager account that controls several client accounts. With a manager login, Hero Marketer lists the enabled client accounts directly under the manager. You connect them one at a time, up to 10 accounts. Clients under a sub-manager do not show. There is no cross-account view. See Connect Google Ads.

Match type​

How loosely Google matches search queries to your keywords. Options: exact match, phrase match, broad match. The campaign wizard adds Search keywords as exact match, and Search retargeting keywords as broad match. 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 and Demand Gen campaigns, the surface where an impression or click happened: Search, Search partners, Display, YouTube, Gmail, Discover, Maps, Google TV, or Mixed. Older Demand Gen data can show Google-owned channels, one row for YouTube, Gmail, and Discover together. The Network breakdown tab in a Performance Max or Demand Gen campaign view shows impressions, clicks, cost, conversions, and conversion value by network. It shows where Google's automation spends 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 is the merchant of record. It handles checkout, invoices, payment methods, refunds, and the auto top up subscription.

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. The campaign wizard can create a PMax campaign with Category search, one asset group, one audience signal, and at least 5 images of each size. Hero AI can analyze existing PMax campaigns, pause or enable them, and change their budget or bidding. It cannot edit asset groups or assets. For those changes, Hero AI gives you the steps in Google Ads. 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.

Product​

What a business sells, in Hero Marketer's terms, for example one SaaS product or one positioning angle. Each product has a name, a website, and product context. It can also have ad styles for Create images. A product belongs to a business, and all the accounts of the business use it. Campaigns belong to the account, not to a product. A new business starts with a placeholder product that has the name of its first account. You describe the product before its first campaign. This is distinct from Google's "product" terminology (shopping feed items). See Businesses, accounts and products.

Product context​

What Hero Marketer learns about your product when it reads your home page and your pricing page. It has seven sections:

  • Who benefits most from your product
  • The biggest struggles of your customers
  • The problem that your product solves
  • What makes your solution unique
  • The solutions that customers use today
  • How your product makes them feel
  • How your product changes their work relationships

It also has two lists. The proof list holds the ratings, awards, certifications, customer counts, and results that your website shows. The offers list holds what visitors can get, such as a free plan, a free trial, a demo, a discount, or the starting price. Your ads quote the proof word for word and promise only these offers.

Hero Marketer writes product context before the first campaign of a product, or when you add a product. The website read uses less than half a credit. You review the result in the Check what we found step. You can edit each section and list for free in Settings > Products.

The Ad Copy Agent and the Landing Page Agent write from the full product context. Most Hero AI answers see only the product name and website. If ad copy comes back off target, check product context first. See What product context is.

Quality score​

Google's 1 to 10 diagnostic of a keyword's expected CTR, ad relevance, and landing page experience. Google uses the live versions of these factors in the auction, not the score itself. Relevant keywords, well written ads, and good 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​

The campaign wizard has no regenerate button for ad copy. The wizard writes ad copy one time for the cluster that you choose. It writes new ad copy in these cases:

  • You change the keywords in that cluster: you archive keywords, or you add keywords from the Archive.
  • You pick a cluster that has no ad copy. On Search and Performance Max, saved copy of the cluster loads at no credit cost when its keywords did not change.
  • You change the campaign type from Search to Performance Max, or to or from Demand Gen. A switch between Demand Gen and Demand Gen retargeting also counts, also through another type. See Create a Performance Max campaign and Create a retargeting campaign.
  • You change the product, the country, the search type, or the search term, and no saved copy matches. On Demand Gen retargeting, a change of country keeps the copy.

Each new set of ad copy uses credits. You can edit each line by hand for free.

Report​

A saved, named view of one data source for one Google Ads account, at /reports. It shows one chart, table, or KPI row, for example Campaign breakdown as a table. An AI brief above it tells you what changed and one recommended next step. There are 7 data sources and no report templates. The author of a report can export it to PDF. KPI summary, Performance over time, and Campaign breakdown reports also export to CSV. Teammates who connect the same Google Ads account see the same report library. 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 text at the top of a report: a one-sentence headline, a What changed paragraph that cites the figures, and one Recommended next step. Writing a report brief uses credits. There is no free report brief. Refresh narrative writes a new brief. You can edit the brief by hand for free. See Read and share a report.

Retargeting​

Showing ads only to people who already know you: the people on your website visitor lists and customer lists in Google Ads. Google also calls it remarketing. The campaign wizard has two retargeting types: Search retargeting, Search ads for people on your lists when they search, and Demand Gen retargeting, image ads for people on your lists on YouTube, Gmail, Discover, and Display. To make one, set Audience type to Only people on my lists on the Choose what to target step, on Search or Demand Gen. Then pick at least one list on the Extras tab of the Check your ad step, in the Your lists box. A list needs 100 or more people. See Create a retargeting campaign.

Revert​

The button that reverses an action that an automation applied. It is in Automation history and in the alert drawer. You can revert each applied action one time. A revert needs a working Google Ads connection. See Automation history.

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 default campaign type of the campaign wizard. Contrast with Performance Max. See Campaign types in Hero Marketer.

Search intent​

What a person wants to do with their search query. Hero Marketer keyword research keeps only high intent terms, such as searches for software, pricing, a demo, or a comparison.

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 that you give to begin keyword research. The campaign wizard expands one seed keyword into 1 to 3 keyword clusters. Hero AI can expand up to 20 seed keywords in one run. In the campaign wizard, the seed keyword is the search term that you type on the Choose what to target step.

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​

Hero Marketer has no plans and no monthly subscription. The only subscription is optional auto top up, which is a yearly credit subscription. It buys 20 credits for $20 when your balance goes below 5 credits. Auto top up buys Hero Marketer credits. It does not pay for Google Ads spend. See Set up auto top up.

Top up​

A purchase of one credit pack: 20 credits for $20. Credits do not expire. Auto top up can buy a pack for you when your balance goes below 5 credits. See Buy more credits.

Undo​

The button on an applied Hero AI change that reverses the change. Undo is available for budget changes, Target CPA and Target ROAS changes, bidding strategy switches, keyword pauses, new negative keywords, and applied ad copy. Other Hero AI changes have no Undo, for example status changes and added or removed keywords. See Actions Hero AI can take.

Wireframe​

The output of the Landing Page Agent. It is a full landing page draft of 8 to 12 sections, with headlines, body copy, calls to action, and image placeholders. It is a document, not a live page. Click Copy wireframe to paste it into Google Docs, or download it as Markdown or PDF. The Markdown download is free. The PDF needs a balance above 0. Hero Marketer does not host or publish pages. See Landing page redesign.