Google boosts AdWords with API

The new service, entitled “Adwords API” will allow firms to exchange data between the current AdWords system and their own online ad campaign-management systems.

The search giant is expected to offer AdWords API for free, and will initially target advertisers that manage a large number of keyword ad campaigns, as it will enable them to automate and control campaigns for multiple clients.

AdWords operates on an auction-like model, where advertisers bid on the keywords that trigger their ads. Advertisers pay based on the number of clicks on their listings. The new tool enables users to control more aspects of their keyword search campaigns, such as delivery, timing and the bid price.

According to press reports in the US, AdWords account managers have begun telling clients about the company's API plans, saying the service is ready for release soon and is in beta tests.