<< by Chris Wilson on March 31st, 2011
In previous versions when you made a “get” request to the API (non-code speak: just means you request certain info from AdWords) it returned all information about that particular object. For example, if you asked for all ad groups within a campaign then the API would respond with all ad groups and every option/setting within that ad group. This worked great however it causes some excessive server usage when all you may need, for examples, are the ad groups’ names and if they are paused or not. The new API addresses this and gives you more control to limit the information you need. However, you can still retrieve all the information if you need to. This has a double benefit both for users of the API as well as Google. Google can now handle many more requests as it’s servers aren’t being used returning unnecessary information. From the API user standpoint, we receive only the information we really need which increases the speed at which our program can execute since it doesn’t have to read all the “extra stuff”.