Common Use Cases

In the following we will give you a number of common use cases for which you can harness the AdWords API. Note that these are only the most common uses for AdWords API applications, so this list should not be considered comprehensive. In fact, the key idea behind the API is that it allows you to customize your AdWords account’s behavior in a way that best suits your needs.


Perhaps one of the most common requirements is to feed information from AdWords to your corporate reporting system. This is especially useful for keeping a close eye on advertising costs and efficiency. Other common cases related to reporting include custom dashboards where you can have immediate access to specific reports you need.

Adapting to Website

In many common use cases you will want your AdWords ads to adapt to changes on your website. Have you run out of a particular product? Has a trip been fully booked? You will want to dynamically pause your ads related to these items and avoid unnecessary costs. Another common idea is to adjust your campaign budgets according to recent sales of a particular product category. This helps in keeping up with seasonal demand, balancing presence and budget to conform to current demand levels.

Feedback to Website

In this case, instead of modifying AdWords according to changes on your website, we do things in a reverse manner. AdWords can estimate fluctuations in demand surprisingly well. It is also quite useful for comparing demand for your products head-to-head. You can use this information from AdWords to modify certain settings on your website. One example is to adjust prices slightly based on average cost per click and average position indices.

Internal Actions

You can use the API to automate tasks that allow for more precise targeting. In this case, all operations are integral to your AdWords account. For example, geographic targeting is only available at the campaign level, but if you have fixed budgets for certain regions, you will end up with multiple campaign clones. In this case, we can help develop a custom application that synchronizes modifications inbetween campaigns. This is especially useful for keeping your keyword and ad sets consistent.