Google released a free test version of an API, or application program interface, to advertisers late Thursday, as it continues to expand efforts to help partners tap into its successful AdWords business.
It's known as "the"
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The goal is to make it easier for companies buying ads on its site to track and predict placement trends for all its so-called "sponsored links." Google has drawn praise and bolstered its revenue via the, through which advertisers bid to purchase the rights to certain words or phrases that generate ads for their companies when they are entered in Google's .
Google is known to have been testing use of the API with some of its largest advertisers since at least November 2004. Some industry watchers have criticized the company for being somewhat late to the game with the effort. Its chief rival in the so-called contextual advertising space, Overture Services, has offered its advertising clients the same amenity for several years.
The search giant called the API beta program an "open invitation to developers to explore new concepts and then write great software" to manage their AdWords campaigns. Google said the API will allow advertisers to more closely tailor ad content to reflect specific needs. The API, for example, will let advertisers create customized reporting tools that offer more detail on how successful their ads have been.
In a note to its advertising customers, members of Google'ssaid they are only too happy to encourage the company's partners to drive further .
"An API enables the creation of all sorts of unanticipated ideas. In our experience, it's better to wear 'not invented here' as a badge of honor than as a chip on your shoulder."
The Google team said the AdWords API should also give third-party advertising companies the ability to build more complex interfaces into the software used to control their client's sponsored links.