Google brings the API back to beta ads over performance issues

Google has decided to return its API for beta ads. The comments from developers on slow response times have led Google to determine that the API is not ready for production use.

There are a number of other complaints regarding the new API, beyond response times. This prompted Google to take the unusual step of putting the product back into beta.

The API for ads was launched in March. The Google Ads API is the successor to the AdWords API. It was published in March of this year. At the present time, the AdWords API is scheduled to end in 2020.

Until now, Google was actively trying to migrate developers to the Ads API. The percentage of AdWords API users who have made the change so far is unclear. Google Ads APIs are used by agencies, SEMs, and brands that want to manage large campaigns or large advertiser accounts.

Why we should care. The reasons are obvious. If the API does not work, this will have an impact on campaign performance and reporting.

Google is asking developers to return to the AdWords API (or continue to use it). The company asks those who migrated to the API ads to contact googleadsapi-support@google.com "to discuss specific recommendations for your use cases".

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Greg Sterling is a collaborative editor at Search Engine Land. He researches and writes on the links between digital commerce and offline commerce. He is also Vice President of Strategy and Knowledge for the Local Search Association. Follow him on Twitter or find him on Google +.

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