Google today announced the first upgrade to its AdWords API this year, touting features like the ability to run reports across clients, better filtering, improved geo-targeting, and the ability to deploy and measure “experiments,” or A/B split testing.
In coming weeks, API v201101 will also feature the ability for agencies to use interest-based advertising at scale, meaning they can set conversion events on their own web sites and easily target the people who visit certain pages, or do specified things. For example, an automobile manufacturer might want to target people who’ve visited a section of their site that features an upcoming model.
The new report types will feature fields for use in cross-client reporting, so agencies can see trends across their client base. New reports added include Geo Performance, Demographic Performance, Ad Extensions Performance, Destination URL and Creative Conversion.
The API will also support Campaign Experiments. This feature lets advertisers easily deploy A/B testing, so they can see the effect that tweaks to their campaign can make, in real time.
The Geo-Targeting change will let agencies specify whether to target by the physical location of the viewer or by the location the person specifies in the search.
With the release of the new API, Google will be sunsetting API versions v13 (ReportService and TrafficEstimatorService only), v200909, v201003, v201008. BidLandscapeService will be moved to the DataService.