Having devoted / diverted my own attention for the last two weeks to the Google AdWords API, and away from my regular business, I think this article is a must read for any marketing manager thinking about using Google's AdWords API or even Overture's API.

The bottom-line is nailed down right here:

Before looking at a build-versus-buy decision, consider the following:
Your business rules set. Having access to the back end of Google or Overture is useless if you don't know what your goals and objectives are nor how those objectives can be coded into a flexible system that uses feedback to make adjustments and changes in the engines.

¶ 2/10/2005