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Glossary

Vocabulary used across Hero Marketer and Google Ads. Mostly alphabetical, with the five Hero AI agents grouped under Hero AI. Search for a specific term.

Account​

A Google Ads account that Hero Marketer is connected to. Identified by a 10 digit Google Ads customer ID. 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, ranging from Poor to Excellent. Higher ad strength leads to more impressions. Improve by adding more headline and description variations and including 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, attached to 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 don't 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'll spend on a campaign. Google enforces this as a daily cap. Set in the wizard's keywords step. See Set your budget.

Callout​

A short text fragment shown inline with your ad. Up to 25 characters. Used for benefits, trust signals, and differentiators. See Sitelinks, callouts, and extensions.

Campaign​

A grouped set of ads in Google Ads sharing 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've configured in Google Ads. Conversion tracking is set up in Google Ads, not Hero Marketer.

Conversion rate​

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

Conversion value​

The dollar value of conversions, when you've configured conversion value tracking in Google Ads. Used 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. Granted monthly per plan, plus 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​

Clicking a campaign name on the dashboard table or the all campaigns page 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. 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's driving 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 isn't enough signal yet rather than guessing. See What Hero AI does.

Keyword Research Agent​

The part of Hero AI that produces keyword ideas clustered 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's a keyword cluster.

Landing Page Agent​

The part of Hero AI that drafts landing page copy, sections, headlines, body, and calls to action, grounded in the keyword targeted 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, grounded 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 your ad was shown on a results page. Free; you're only charged when someone clicks.

Keyword​

A word or phrase that triggers your ad to be eligible. Queries that match keywords (broadly or exactly, depending on match type) enter the auction for your ads.

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's a keyword cluster.

Landing page​

The page someone arrives at after clicking 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 containing it. Used to prevent your ad from showing 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 has run 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 spend, clicks, conversions, and ROAS out by network so you can see where Google's automation is putting your budget.

OAuth​

The authentication standard used to connect Hero Marketer to your Google Ads account. You stay in control; access can be revoked at any time.

Paddle​

The billing provider Hero Marketer uses. Subscriptions, invoices, and payment methods are managed through Paddle.

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. Uses asset groups instead of ad groups and 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, an app, and so on. Google only reports impressions at this level, not clicks or cost. Visible on the Placements tab in a PMax campaign view.

Plan​

The subscription tier of Hero Marketer: Pro, Growth, or Agency. Determines 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 every keyword cluster, ad, sitelink, and Hero AI answer is generated from. The onboarding step that creates it is called 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. Affects ad rank in the auction and CPC. Improved by relevant keywords, well written ads, and quality landing pages. Visible per keyword on the Keywords tab of a Search campaign view, shown as 7/10 and similar.

Regeneration​

Re running ad copy generation in the wizard to get a fresh set of variations. Costs a variable amount of credits based on token usage.

Report​

A saved, named, reusable performance brief for one Google Ads account, found 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. Started from a template (Weekly check in, monthly review, New campaign readout) or built custom. Distinct from Hero AI's one-off report-only answers in chat. 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 driving the move, and one recommended next step. Generated automatically the first time a report is opened; refreshable and editable inline. Generating or refreshing it spends credits. See Read and share a report.

Search campaign​

A Google Ads campaign that targets keyword-triggered queries on Google Search results. 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 is actually trying to do with their search query. The basis for keyword clustering.

Search terms report​

A Google Ads report showing the actual queries that triggered your ad. Used to add negative keywords or refine keyword lists. Available 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. Charged by Google to your Google Ads payment method.

Structured snippet​

A header plus list of values shown alongside your ad. 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. Don't expire. See Buy more credits.