In order to deliver reliable services to AdWords API users across the globe, we use a Token Bucket algorithm to meter requests and determine the queries per second (QPS) rate. This is intended to prevent malicious or out-of-control software from overwhelming the AdWords API servers and affecting other users.
We recognize that your AdWords API client application may sometimes exceed the limit and receive a RateExceededError due to factors not fully in your control. Don’t worry. RateExceededError is usually transient and automatically resolved after 30 seconds of inactivity.
RateExceededError
Rate limits fluctuate based on different variables, including server load. So we don’t recommend a fixed QPS limit to developers. That’s why it’s extremely important to understand how to handle RateExceededError, and develop your software with rate limits in mind.
Please take a look at our detailed AdWords API Rate Limit guide to learn more about:
When you need to retrieve a large set of objects, such as a list of criteria for an account, it’s tempting to use one simple query with a paging parameter to pull the data from the server page-by-page.
While this approach is acceptable for most queries, it has some limitations:
We recommend using one of the following approaches instead:
Also, you can save bandwidth and retrieve large results faster by enabling transparent gzip compression. Check out our best practices page for more details on this feature and other recommendations.
As always, please feel free to ask any questions regarding the AdWords API on our forum or during scheduled office hours.
