Google's free AdWords API service lets developers engineer computer programs that interact directly with the AdWords server. With the applications created, advertisers and third parties can more efficiently - and creatively - manage their large AdWords accounts and campaigns.
Flexible and Functional
What can you do with the AdWords API? This all depends on your programming genius and clients' advertising needs. Some possibilities might include:
Generating automatic keyword, ad text, URL, and custom reports
Integrating AdWords data with databases, such as inventory systems
Developing additional tools and applications to help you manage accounts
It works in many language and its quota limits will be based on the size and spend of your account. You need a My Client Center account to sign up. Here is some of their support questions.
Google Tracking Cross Platforms:
Google offers up a free cross platform tracking system. You can track banner impressions, email campaigns, and other pay per click search accounts all from inside the Google AdWords system. Why do that?
by being first to market with a free tool they lock in mind share and build a user base
they get the valuable market data of knowing how their system competes with other ad systems...thus allowing them to further learn from other systems and make systems such as smart pricing as smart as they can be.
it further positions their product line as the default starting point for online marketing.
saves their advertisers money so they have more money to spend.
also build good karma points with many new marketers
Google understands that they more information they have the more they are worth, and that it does not hurt them to be branded as the one stop shop for targeted advertisements. You got to hand it to Google for making freely available something which others charge for. I have not yet tried it, but soon may :) link with more information requires login
Why Page Theme is Usually More Important than PageRank:
In the Hilltop white paper they talk about how they can use expert documents to help compute relevancy. An expert document is a non affiliated page which links to many related resources. If page A is related to page B and page B is related to page C then a connection between A & C are assumed.
Additionally Hilltop states that it strongly considers page title and page headings in relevancy scores (in fact these elements can be considered more important than link text).
The benefit of Hilltop over raw PageRank (Google) is that it is topic sensitive - and is thus generally harder to manipulate than buying some random high power off topic link would be. The benefits of Hilltop over topic distillation (Teoma) are that Hilltop is quicker & cheaper to calculate, and that it tends to have more broad coverage.
When Hilltop does not have enough expert sites the feature can be turned off. It is believed that Google is using Hilltop to help sort the relevancy for some of their search results today.
Eating Your Own Crap: Fractal Spam - search engines may be known to like their own search results...at least for a while.
Overture Direct Traffic Center:
Some big advertisers are not too impressed with the reporting delays and clunky interface.
SEM Cares? SEMPO Cares? or is it Nobody Cares? SEM Cares perhaps too little, too late for Barbara and others to put out the good word? The domain name sounds a bit Orewellian, which almost makse it sound like maybe nobody cares.
I am sure it is only a small sample of what Google's technologies do, but it is interesting nonetheless, and it may tell you what Google thinks of your site as well as help you think of related categorical sites to get links from. Maybe it would also be a good way for a small new directory owner to grab a unique category structure for their site?