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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