The main advantages of sponsored links are :

1rst position : The sponsored link enables your site to appear in first position when your keyword is requested.

Guarantee of targeted customers

Payment proportional to the number of visits You are reasonably certain that the netsurfer who request your keyword will not visit your site by accident.

Market price Offer and demand determine the price you pay.

Competitive information : You know the price your competitors accepts to pay.

The main limits of sponsored links are :

Trademarks, Business names and more generally words protected by property rights cannot be attached to a sponsored link.

Generic words or common words often associated within precise expression (example : the word insurance ) cannot be accepted either.

Certain requests can be badly managed without it being possible to make differently. If the request, in particular, comprises two keywords or two key expressions (exemple : pension for expatriates) the information system will not be able to establish a hierarchy between the two words. Thus a site selling pension insurance for expatriates will be able to coexist with a site of health insurance whose products do not concern expatriates.