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The AdWords API is intended to benefit organizations with considerable technical savvy and development expertise at their disposal. The AdWords program tools work pretty well without any programming. For example, using the AdWords report scheduling mechanism, you are already able to automate most reporting tasks. Since this is the case, why bother with a programmatic interface?
The time and expense involved in creating custom AdWords API applications begins to make sense for a couple of kinds of AdWords advertisers:
Extremely large advertisers that are managing hundreds, thousands, or even tens of thousands of AdWords campaigns every day; for example, an auction site such as eBay or an online retailer such as Amazon with a huge number of inventory items
Organizations that are involved in professional AdWords account management and are tasked with keeping AdWords campaigns optimal for many different clients, for example, an advertising agency that handles AdWords for many client accounts
In these kinds of situations, the large advertiser or third-party manager may well have developed a custom work flow that can be automatically integrated with AdWords using the API. In addition, ad text and keyword management may be optimized using proprietary methodology that can be usefully codified in an AdWords API application.
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