Hi Ramki, Main advantage is you get targeted traffic to your web pages. You can measure to the Nth degree and are in control of everything. Main disadvantage, you can get your fingers burned by not setting realistic daily budgets and not keeping track of your campaigns. The search engines can very quickly hoover out your bank account or max out your credit card. be careful. Best advice I can give is start small and test everything you can, landing pages ads and keywords, Once you know your website/landing pages are converting you can then open the flood gates. Good luck