(1) pay for results, advertising costs are relatively low; (2) advertisements appear in the search results page, and the user retrieval content is highly relevant to increase the degree of positioning of ads; (3) bidding ads appear in the search results of the front position, easy to cause users to pay attention to and click on the results, and thus the effect is more significant; (4) search engine results of natural search rankings of the promotion of the effect is limited, particularly for The natural search engine ranking is limited, especially for the natural ranking of the site is not good, the use of bidding can be very good to make up for this disadvantage; (5) advertisers can control the price of advertising and advertising costs; (6) advertisers can be clicked on the user ads for statistical analysis.