Google to make AdWords API free

Internet giant Google has announced it will make its Google AdWords API free to advertising agency partners, changing a previous policy that saw partners charge for access.

The API allows partners to create apps which use the AdWords platform, such as generating keywords, ad text and URLs.

The company has said its goal is to make using the ads easier for agencies. It is understood that Google may be trying to mend some broken bridges after ad agencies derailed a search deal with Yahoo two years ago.

“We’ve had a lot of great feedback from agencies and today we’re announcing changes designed to offer them better training and more rigorous certification in AdWords proficiency, and to lower costs for those who help advertisers get the most out of AdWords,” said Penry Price, vice president of global agency development, in a blog post.

“We’re also making it easier for advertisers to find certified agency partners to work with them on digital advertising.”

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