The AdWords API beta program is an open invitation to developers to explore new concepts (and then write great software) for managing Google AdWords advertising campaigns. Large advertisers can use it for their complex ad management needs, like tying product margins to optimized keyword bids. Third parties can use the API to build new interfaces to manage their client accounts. Best of all, an API enables the creation of all sorts of unanticipated ideas. In our experience, it’s better to wear “Not Invented Here” as a badge of honor than as a chip on your shoulder. Come sign up for a developer token and show us what we’ve been missing.