Rumblings Over AdWords API

John Musser, April 19th, 2006

AdWordsThere’s a minor tiff brewing over Google’s pending changes to their AdWords API. The API facilitates creation of tools for interfacing with their popular advertising program and is used primarily by advertising and marketing agencies.

The changes, scheduled to be activated on July 1st, were announced on the AdWords blog. WebProNews gives a good overview of the changes. Focusing more on the controversial aspects is Heise Online:

  • The previously free quota usage system will be replaced with a usage-based fee model (see below)
  • All AdWords applications must implement all of the interfaces that AdWords provides
  • The Terms and Conditions now limit or prohibit applications from storing AdWords data with data of competitors like Yahoo! and MSN, as well as third parties

But, as noted in the AdWords blog, at the same time these changes potentially open the door for other commercial applications:

  • Revised quota allocation system & pricing model: We are changing the quota allocation system and pricing model to create a more flexible and level playing field that encourages efficient coding and application design. Effective July 1, 2006, the current free quota system will be replaced by a usage-based system. Under this new model, AdWords API token holders will be charged a nominal $0.25/1000 quota units consumed. As a result, current developer quota caps will be removed in order to provide a more flexible and scalable system for quota allocation and consumption.
  • Modified terms and conditions: We are modifying our terms and conditions in order to simplify developers’ abilities to commercialize their applications while at the same time ensuring that advertiser returns are maximized through the promotion of certain functional standards.

And so the search for the most appropriate business models for APIs continues…

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5 Responses to “Rumblings Over AdWords API”

April 19th, 2006
at 9:53 am
Comment by: Marc Mezzacca

I toyed with the API when it first came out. Seems to have a lot of potential for automating some aspects of AdWords. However, I haven’t come a across any apps with it. Know of any?

Also, that link to the Google AdWords API doesn’t seem to be implemented on your site yet.

Thanks for the heads up on this topic.

April 19th, 2006
at 10:02 am
Comment by: John Musser

Marc, most AdWords applications are bid management and optimization tools like AdWords Dominator

http://www.mannmadesoftware.com/adwords_dominator.asp

And thanks a lot for the tip on the typo in the link, fixed now.

April 23rd, 2006
at 1:19 pm
Comment by: DavidZHawk

The real issue here is not that Google is charging for API access but rather that Google is creating monopolistic barriers to how third part bid management tool providers use their API. If you read the new Google T’s and C’s you will see what I mean. This will fundamentally change the way commercial developers use the AdWords API. I wrote a (really long) blog post on this here: http://blogation.blogspot.com/2006/04/changes-to-google-adwords-api-why-its.html

April 23rd, 2006
at 1:28 pm
Comment by: John Musser

David, very interesting post — good details on the issue. Thanks.

January 23rd, 2007
at 2:36 pm
Comment by: PPC Guy

It’s good that Google removed the query constraints, this is going to make the API even more flexible and scalable especially for developers.

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