Google has announced new Google Ads Manager APIs (application programming interfaces), via the Keyword Blog and company outlets, that allow Pay-Per-Click (PPC) Managers to customize how they report and monitor Ad performance. The new APIs may be beneficial for managers running advanced PPC efforts, as well as digital marketing experts that need customized reporting solutions.
What exactly are these new Google Ads Manager APIs?
For example, automating common workflows can save time and resources so that you don’t have to make changes manually. Or you can programmatically access your data, giving you the flexibility to populate custom dashboards or interfaces. And if you use the API to optimize your inventory based on the most up-to-date data, you can increase efficiency and help you get the most out of the ads you serve.
What is the extent of the value and depth of data that Ads managers can capture, via APIs?
The most exciting and enticing news about the APIs for PPC experts is that you can use these programs to create highly-detailed audits of user activity, business intelligence, and ad efficiency/inventory. Below are just a few examples that McMurray outlined about the capabilities for Google Ads APIs for users:
Automated data capture and reports: Users can schedule automatic reports that record specific analytics on a timed schedule using Google’s developer APIs. This can allow PPC managers to create an original database and build information about the engagement characteristics of their individual ads or the entire campaign.
Report, manage, and organize key values on your ads: Instead of adding key values to your Ad Network mark as reportable, Google Ads APIs allows users to auto-update key values instead of entering them manually.
Run future forecast experiments and capture predictive analytics: An API with massive potential is the new Google Ads integration that allows managers to run experiments and forecast the potential reach and scope of ad targeting configurations. For example, users could run experiments to see if their ad inventory is cost-effective on certain days, times, and other time-based variables.
Custom interfaces and unique business intelligence: Ad managers that may want to monetize the data they capture can now use APIs to find the data your users, businesses, or clients may need. McMurray’s explanation provides a glimpse into the value proposition of using unique APIs: “Perhaps you have an internal process that you’d like to streamline with a custom user interface or you have intelligence and analytics you’d like to sell to others,” McMurray says. “The Ad Manager API can connect your own network data or the data from other networks that grant your application access to a custom interface you build.”
What does this mean for PPC and my online marketing efforts?
This is just the latest from a line of updates from Google in order to promote PPC services by adding more value proposition, user tweaks, and capability. Last week, Google released ad content policies that aim to improve the quality of paid search results for search users. The new policies follow a line of updates that aim to promote a higher PPC volume for businesses of all sizes.
Since Google has pushed more PPC campaigns, the number of businesses both large and small complementing SEO and PPC has also grown. PPC activity, in general, is likely to increase, and it will be interesting to see how far this trend will scale.
For businesses relying on online marketing solutions to improve their conversions: talk to an expert that understands the ins-and-outs of SEO, PPC, and website design that delivers results!