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The AdWords API allows apps to interact directly with the AdWords platform, vastly increasing the efficiency of managing large or complex AdWords accounts and campaigns. Some typical use cases include:

  • Automated account management
  • Custom reporting
  • Ad management based on inventory
  • Bid management based on business data

With the AdWords API you can build software that manages accounts from the customer level down to the keyword level. The API can do almost everything the AdWords website does, but programmatically.

Types of companies that have benefited from the AdWords API include:

  • Ad agencies
  • Search Engine Marketing (SEM) companies
  • Big brands managing a large number of accounts, with needs beyond what's possible within the AdWords web interface.

The AdWords API uses SOAP; to help you get started, we offer client libraries in Java, .NET, Python, PHP, Perl, and Ruby.

Is the AdWords API right for you?

The AdWords API is very powerful, but it's a serious commitment. Several versions are released, deprecated, and sunset each year. Make sure you have the engineering resources to deal with this, and that you have a business need that's not met by other AdWords tools. Here are some general guidelines:

Tool: AdWords API AdWords scripts AdWords Editor AdWords Manager
Account
Requires: Dedicated engineering
resources
Few or occasional
engineering resources
No engineering
resources
No engineering
resources
Provides:

Customized reporting

Integration with
your enterprise's
software/platform

Automated account
management

Automation of
common procedures
with simple scripts

Account alerts

External, feed-based
triggers

Bulk editing tools
for quick multiple
changes

Easy access to
statistics for multiple
campaigns

Ability to copy or
move items between
ad groups and
campaigns.

Account-level or
campaign-level
reporting

Cross-account
campaign data
monitoring

Efficient management
of large AdWords
accounts

Next steps

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