Google gives advertisers more control with AdWords API

Emma Rigby,, Revolution UK 31-Jan-05, 08:00

LONDON - Google is giving advertisers direct control of their online search marketing campaigns with the launch of a new AdWords application.

AdWords API, which is launching in a beta version, allows agencies and marketers to create applications and tools to integrate AdWords, Google's search advertising package, into their own systems.

Management programmes can also be built for multiple accounts to measure and predict campaign progress.

The new system will allow advertisers to self-administer the delivery, the timing and the price they will pay for their text ads. Automatic keywords can be generated and descriptive text, URLs and reports can be built with the AdWords API campaign.

Advertisers can also integrate AdWords data with in-house databases including inventory and financial management systems, which can automatically trigger more ads when appropriate to reflect new inventory.

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