Benefits

Advertisers pay more for highly qualified and targeted traffic. Search targeting allows a marketer to target the exact phrase someone is looking for. For example, if someone is searching for 'iPod prices' the are likely to purchase an iPod.

Highly relevant ads increase the likelihood the visitor will click on the ad. Search targeting ensures the ad content matches the search query.

Chango ads can share the same page with AdSense. You can also specify AdSense as the alternate ad to display to non-search traffic.

If you do not specify an alternate ad (i.e. AdSense) to display to non-search traffic, the ad will disappear. This means you can specifically target your search traffic without exposing your regular visitors to additional advertising.