The AdWords API allows apps to interact directly with the AdWords platform, vastly increasing the efficiency of managing large or complex AdWords accounts and campaigns. Some typical use cases include:
- Automated account management
- Custom reporting
- Ad management based on inventory
- Bid management based on business data
With the AdWords API, you can build software that manages accounts from the customer level down to the keyword level. The API can do almost everything the AdWords website does, but programmatically.