Google Set to Open AdWords Access

Google appears ready to provide greater access to its search-based advertising technology to advertisers and search-engine marketers.

Google plans to launch an API for its AdWords programs, a move that would give advertisers more control in managing their ads and allow vendors of bid-management tools to integrate with Google's system, according to search-engine marketers.

Google sells sponsored listings through its AdWords program in an auction-like model, where advertisers bid on the keywords that trigger their ads. Advertisers pay based on the number of clicks on their listings.