Glossary
Vocabulary used across Hero Marketer and Google Ads. Sorted alphabetically.
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. 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: sitelink, callout, structured snippet, image, video, etc. Stored at the account level and attached to campaigns.
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; switch in Google Ads if you need a different strategy.
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.
Extension
Older Google term for what they now call assets. Includes sitelinks, callouts, structured snippets, prices, and more. See Sitelinks, callouts, and extensions.
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 chat assistant inside Hero Marketer that answers questions about your campaigns and surfaces recommendations. See What Hero AI does.
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; advanced users can adjust in Google Ads.
Negative keyword
A keyword that suppresses your ad for queries containing it. Used to prevent your ad from showing on irrelevant queries. Add in Google Ads via the search terms report after your campaign has run for a couple of weeks.
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.
Plan
The subscription tier of Hero Marketer: Pro, Growth, or Agency. Determines accounts, products, and credit limits. See Compare plans.
Product
A Hero Marketer concept: something you market within an account. Has a description, analysis, website, and campaigns. Different from Google's "product" terminology. See Accounts vs products.
Quality score
Google's rating of how relevant your ad is to a query. Affects ad rank in the auction and CPC. Improved by relevant keywords, well written ads, and quality landing pages.
Regeneration
Re running ad copy generation in the wizard to get a fresh set of variations. Costs 1 credit per regeneration.
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.
Seed keyword
The starting phrase you give the wizard to begin keyword research. Hero Marketer expands seeds into full clusters.
Sitelink
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. $50 buys 50 credits. Don't expire. See Buy more credits.