The service provides selective rerouting for URLs directly entered to catch common typos and URL variants then route them to the correct addresses for the desired sites. It prevents diversion of traffic to sites with analogous or variant URLs, which protects web users from malware often promoted by such sites and ensures that traffic intended for a site actually arrives there. URL rerouting specific to advertising campaigns can help to direct traffic to intended promotional messaging, increasing the value of paid advertising.
API methods support targeting advertising campaigns and managing traffic to campaign-specific URLs. Methods also support grouping separate ads for common management. The API provides extensive reporting on ad performance and related traffic, including key metrics like average position and average cost per click (CPC), as well as administrative functions of the service such as budgeting advertising expense.