There have been rumours for some time now about a possible liberalisation of the APIs that control Google AdWords. Until now, the rumours were denied by the Internet giant, but things have changed since yesterday.
It is now possible to request access to the APIs.
But what is Google's AdWords API? It's basically a programming code – until now not modifiable by anyone other than Google – that will allow advertisers and other companies to use its own software interface.
On the one hand, it's a bit disappointing considering the expectations raised by the rumour, as the APIs don't add any new functionality to AdWords. With the APIs you can do the same things you can do with the dashboard that Google advertisers already use. Essentially, what we're talking about is a higher degree of customisation, the ability to fine-tune any of these three aspects:
- Campaign management.
- Campaign reports.
- Traffic estimate.
To prevent AdWords spam or abuse, APIs will be associated with a maximum number of transactions per month for each advertiser. Each of these maximum transaction numbers is calculated individually based on existing accounts.
With this move, Google is looking to achieve two things. The first is to provide free APIs that will allow large advertising companies to expand and enter markets that were previously inaccessible. And the second is to give advertisers a little more control.
Amazon managed to reach unthinkable places and with incredible functionalities a while ago by liberalizing certain APIs and allowing programmers from all over the world to consult the Amazon catalogue on almost any device. As a result of that, today there are really original and powerful ways for users to use Amazon. An example is something that is already a reality in some Asian countries: a person stops in front of a shoe store and wants to check if a pair of shoes is expensive. They scan the barcode with their mobile phone (a function that some mobile phones already include in Japan and Korea) and then the product is compared with the price on Amazon and they get advantages and discounts if they buy it online.
In the case of Google, the liberalisation of APIs is not so extensive, but it is an indisputable first step towards opening up to new markets and consolidating its dominant position.
If the expected logical evolution occurs, it is more than likely that in months or even weeks we will see the first results of this new flexibility in AdWords.
Links of interest:
General Page about the AdWords APIs
Google information page for request access to APIs
Blog of the AdWords API
Forums of Discussion on APIs
