????但不管公平與否，這種廣告目前深受用戶和賣家的好評(píng),。Jefferies公司表示,，賣家平均每花費(fèi)1美元打廣告就能獲得高達(dá)9美元收入。所以,，梅西百貨（Macy's）,、亞馬遜（Amazon）、沃爾瑪（Walmart）和家得寶（Home Depot）等重量級(jí)商家都對(duì)產(chǎn)品列表廣告趨之若鶩,。許多數(shù)字媒體廣告代理商,，即便運(yùn)營著諸多其它廣告業(yè)務(wù)，也同樣對(duì)產(chǎn)品列表廣告投下重注,。Jefferies公司表示eBay就是很好的例子,。eBay是目前最精明、也是最活躍的互聯(lián)網(wǎng)廣告商之一,。它在去年一度暫時(shí)放棄了產(chǎn)品列表廣告,，但在今年假期季決定全力投入這種廣告。Jefferies公司的報(bào)告指出,，eBay已成為英國第一,，美國第三的產(chǎn)品列表廣告使用商。

????Jefferies公司分析師布萊恩?皮茲寫道：“我們認(rèn)為,，eBay決定使用產(chǎn)品列表廣告證明,，這種廣告形式效果很好。eBay對(duì)所有廣告形式都會(huì)進(jìn)行大量的對(duì)比測(cè)試,，它2012年沒有投放產(chǎn)品列表廣告,，而在2012年之后大量投放此類廣告。這只能說明一個(gè)問題,，那就是產(chǎn)品列表廣告確實(shí)有效,。”

????產(chǎn)品列表廣告不僅對(duì)投放廣告的零售商有效,，對(duì)谷歌也很有效果,。由于用戶點(diǎn)擊產(chǎn)品列表廣告更頻繁等原因，它能比傳統(tǒng)“鏈接”廣告帶來更多的收入,。多出的這部分收入幫助谷歌抵消了廣告點(diǎn)擊單價(jià)下降帶來的沖擊,。

????微軟在針對(duì)谷歌的廣告中向消費(fèi)者表示，必應(yīng)提供“實(shí)在的”購物搜索結(jié)果,。微軟說道：“必應(yīng)（與谷歌）不同,，我們的購物搜索不采用競價(jià)排名?！?/p>

????事實(shí)上,，必應(yīng)還有一點(diǎn)與谷歌不同,，那就是：必應(yīng)只賠不賺，而谷歌已經(jīng)成為史上最賺錢的互聯(lián)網(wǎng)企業(yè)?，F(xiàn)在,，谷歌轉(zhuǎn)而對(duì)原本被自己稱為“惡行”的做法睜一只眼閉一只眼，隨時(shí)準(zhǔn)備著在今年假期更加大賺一筆,。（財(cái)富中文網(wǎng)）

????譯者：項(xiàng)航???

????Evil or not, the ads have been embraced by consumers and merchants alike. Jefferies said that for every dollar retailers spend on a product ad, they generate $9 in sales, on average. That's prompted retailers such as Macy's, Amazon, Walmart and Home Depot to become heavy users of PLAs. Digital marketing agencies, which run ad campaigns on behalf of other companies, are also betting heavily on the ad format. And Jefferies singled out eBay, one of the savviest and most active online marketers: last year, it shied away from the product listing ads; this holiday season, eBay fully embraced them. It's the top user of PLAs in the U.K. and the third-largest user in the United States, according to the Jefferies report.

????"We think eBay's decision to leverage PLA ads speaks to the effectiveness of that ad format," Brian Pitz, a Jefferies analyst, wrote. "eBay does extensive A/B testing on all ad formats and its high usage of PLAs -- after being absent in 2012 -- can mean only one thing: these ads work."

????The ads work not only for the retailers who use them but also for Google. They generate more revenue than traditional "blue link" ads, in part because users click on them more frequently. The additional dollars have helped Google offset a softening in the prices marketers pay every time a consumer clicks on their ads.

????In its own advertisements, Microsoft tells consumers that Bing offers "honest" shopping search results. "Bing is different," Microsoft says. "We don't use a pay-to-rank shopping search."

????There is another way in which Bing and Google are different: while the former has generated nothing but red ink, the latter has turned Google into the most profitable Internet company in history. By turning a blind eye to what it once considered evil, Google is poised to be even more profitable this holiday season.