Google Grants Advertisers Greater Control in Adwords.

In a bold move, Google will be providing Adwords API to customers. Currently, AdWords gives its advertisers very little control. Advertisers have no choice in terms of how often an ad will be displayed, when it will be displayed, where it will be displayed, and how much it will even cost. The new policy will allow advertisers to write their own applications controlling delivery, time and price. The creative functions are endless and represent an unprecedented opportunity for advertisers to take control over their accounts.

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Susan Esparza is former managing editor at Bruce Clay Inc., and has written extensively for clients and internal publications. Along with Bruce Clay, she is co-author of the first edition of Search Engine Optimization All-in-One Desk Reference For Dummies.

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