After weeks of rumors circulating on industry Web sites and discussion forums, Google Friday confirmed the launch of a beta version of AdWords API (application programming interface), a free AdWords feature that allows developers to create programs that interact with the AdWords system. Marketers who take advantage of the feature will be able to automatically update keywords, ad text, target URLs, and other settings.
The release of API doesn’t in itself provide any new functionality–it simply allows developers to create programs that enhance the value of AdWords, and make their use more efficient. For instance, a marketer might create a program to integrate his own databases with AdWords data in order to trigger ads to run automatically when inventory is high.