In today’s competitive, crowded and often copycat online advertising environment, advertisers are continually looking for new, innovative, cost-efficient ways to get their message though to target audiences. They’ve studied and implemented all the standard best practices into their ad copy—strong calls to action, keywords in the creative, trademark symbols and even dynamic keyword insertion—but many still experience challenges driving their unique value proposition through the “clutter” of similar messages and formats that have been implemented by competitors.

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Google announced Monday about upcoming changes to its AdWords API fees. This change has been a long-time waiting for many agencies that have often had a constant battle gaining respect from Google.

The Google API platform is structured to allow developers to interact with AdWords. This permits agencies to create their own bidding and reporting tools. Through these tools, agencies are able to automate keyword generation, ad text, dynamic URL’s and much more. However, many of those enhancements have been limited because of the cost constraints.

The recent API announcement was buried with changes to Google AdWords Certification program on several Google blogs, including adwordsagency.blogspot.com. Because of this, many may have missed the significance of this enhancement. However, it wasn’t missed by agencies.

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