Google AdWords Application Programming Iinterface
Posted Under: Traffic Generation
On the right hand side of a Google search page results you will find a list of text ads relevent to the topic that was searched for. These ads that are placed by businesses that have signed up with Google advertising, are called “AdWords”.
The advertiser gets prominent ad placement by competing for keywords specific to the service or product they are selling. A fee, or cost per click, is charged to the advertiser and is dependent on the cost of the popularity of the keyword being sought after. Google does not charge by how often the ad is displayed, only when clicked on by a potential customer. In general, the higher the listing in the search engines, the higher the cost per click will be to the advertiser. This results in more visibility and usually increased sales to the advertiser.
Cost efficient advertising campaigns can be successfully conducted by any businesses using this concept.
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Google has now managed to make a good program better by its introduction of AdWords API, (Application Programming Interface). With the exception of AdSense affiliates; Google AdWords API is now only available to AdWords advertisers.
Prior to the API, advertisers had little input as to the location, schedule or how frequently their ads were being shown. Now Google API, gives advertisers more flexibility in the management of their AdWords campaigns.
With the API, the option is given to Google advertisers to connect their computer systems to Google`s AdWords server. This allows advertisers the ability to micro manage their text ads pricing and delivery options.
There are a lot of completely satisfied advertisers with AdWords as it stands, however, some large advertisers with complex adwords campaigns need greater control on how, when, and to whom are their ads are displayed and this is where the API comes in.
API allows developers to build applications that interact with the AdWords platform and let advertisers more precisely manage their AdWords accounts.
Currently the companies that employ programmers with the necessary technical skills to interact with Google’s AdWords server have the edge. In the near future, however, the demand for people with this programming knowledge, will create a third party service market, that will cater to companies without their own programmers, yet would still like to take advantage of AdWords APIs flexibility.
So precisely how would an API benefit an advertiser?
Even for an individual, the complexity of AdWords campaigns can become mind boggling.
A typical advertiser conducts several campaigns at once. Each campaign contains many AdWords and also several keywords. Advertisers commonly find it necessary to manage thousands of keywords at a time.
Advertisers need to control their budgets by eliminating keywords and campaigns that do not generate business, and target the AdWords that generate which keywords produce the best results and get the most hits.
Before the advent of API, efficient campaign management had been an extremely tedious task. The programs used to manage the ads were not customized to the needs of each individual business and the information generated was not always germane to each business in order to conduct an efficient campaign. This is understandable; it is impossible for Google to individually cater to thousands of their advertisers without allowing developers the access and freedom to create programs with features that report functions, track specific traffic, and other wise micro manage tailored campaigns.
Currently, Google AdWords API primarily uses the SOAP (Simple Object Access Protocol), SSL (Secure Server Location) and WDSL (Web Service Description Language) as its core technologies. Java, Perl, .NET, XML and PHP are also supported.
A quota limiting the number of actions that can be performed on Google’s servers is currently being implemented to protect their servers from being overtaxed. An advertiser can request an increased quota from Google when they feel it necessary to more efficiently manage their campaign and Google will assess the request.
A system can be created to allow advertisers multiple user log ins for an individual AdWords account. Advertisers can restrict and manage their staff’s movements when conducting transactions on Google’s servers.
Google’s introduction of AdWords API changes the rules of the game from Google being just an on line service company that of a worldwide advertising provider. Some experts even speculate on Google’s stepping into commercial transactions with the api and competing with companies such as Ebay.
No one really knows how far this innovation will drive the industry; we can only watch.
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