The AdWords API allows apps to interact directly with the Google Ads platform, vastly increasing the efficiency of managing large or complex Google Ads 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 Google Ads UI 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 Google Ads UI.
The AdWords API relies on SOAP and WSDL technologies to offer its services. 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 Google Ads tools. Here are some general guidelines:
| Tool: | AdWords API | Google Ads scripts | AdWords Editor | Google Ads 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 Google Ads accounts |
Next steps
Try making an API call.
Brush up on AdWords API concepts. You can also see diagrams of entity relationships.
Browse Best Practices and other performance guides to establish a solid foundation for your app.
Check out our success stories to learn how digital marketing leaders are using the AdWords API.
If you have questions, check out the FAQ or visit the AdWords API forum.