谷歌搜索引擎呈现出衰落的迹象

2014-10-28 11:04:47来源：网络

　　Another concern for analysts is the cost per click, the average price the company is paid eachtime a user clicks on an ad. The cost-per-click measurement has fallen for several years aspeople spend more time on mobile phones, which have smaller screens and are harder to placeads on.

　　分析师的另一个担忧是点击费用，即广告客户为用户每次点击广告支付的平均价格。随着人们把更多时间花在手机上，点击费用这项指标连续几年呈下降趋势。手机的屏幕较小，因此更加难以投放广告。

　　In the third quarter, the cost-per-click measure again fell, down 2 percent year over year andflat from the second quarter.

　　三季度的平均点击费用再次下滑，同比降幅为2%，与二季度持平。

　　Google executives grow annoyed with analysts’ fixation on clicks and cost per click. Mobileadvertising is still pretty new, they point out. It accounts for about 11 percent of ad spending inthe United States, according to the research firm eMarketer. Even mighty Google is trying tofigure it out.

　　分析师们对点击次数和平均点击费用的问题揪住不放，这让谷歌的高管们有些恼火。他们指出，移动广告仍然是很新的业务。根据研究公司eMarketer的数据，移动广告在美国的广告支出中占了约11%。即使是无所不能的谷歌也仍在摸索之中。

　　“I think we just need to keep innovating and experimenting here to get it right,” said OmidKordestani, Google’s chief business officer.

　　“我认为，我们只是需要不断创新和尝试，就能找到正确的方法，”谷歌的首席商务官奥米德·柯德斯塔尼(OmidKordestani)说。

　　Google does not release figures for mobile ad revenue separately from desktop ad revenue, soit is hard to know exactly how Google is doing in this area.

　　谷歌不单独公布台式电脑广告营收之外的移动广告营收，因此很难确切得知谷歌在这方面做得如何。

　　Mobile is likely to be one of Mr. Kordestani’s chief business problems. During the conferencecall, the company announced that Mr. Kordestani, a longtime Google executive who steppedinto the role after the departure of Nikesh Arora for SoftBank, will be in the job permanently.

　　移动业务很可能是柯德斯塔尼需要面对的主要业务问题之一。在这次的电话会议上，谷歌宣布，柯德斯塔尼正式接掌首席商务官一职。柯德斯塔尼是谷歌的资深高管，在尼克什·阿罗拉(Nikesh Arora)跳至软银(SoftBank)之后，接替了他的工作。

　　Despite its challenges, Google remains a fast-growing business. Third-quarter revenueincreased 20 percent, to $16.5 billion.

　　尽管面临着重重挑战，谷歌仍是一家增长迅速的公司。三季度营收增长了20%，至165亿美元。

　　And the company is making money in many new kinds of ways. Google reported that “otherrevenue,” a large portion of which is Google’s Play Store, increased 50 percent from the samequarter of last year, to $1.8 billion.

　　此外，谷歌还在通过许多新的途径实现盈利。谷歌称，“其他营收”——其中很大一部分来自谷歌的Play Store——同比增长了50%，至18亿美元。

　　But research-and-development costs have soared, to $2.7 billion from $1.8 billion from thesame quarter a year ago.

　　不过，公司的研发成本飙升，从去年同季度的18亿美元增长到了27亿美元。

　　“People are certainly concerned about the expenses,” said Ben Schachter, an analyst withMacquarie Securities. “Revenue growth is slowing while the company continues to hire asignificant number of engineers. As long as the core business holds up, that’s fine, but if thecore slows dramatically, that’s a problem.”

　　“人们毫无疑问会对成本感到担忧，”麦格理证券(Macquarie Securities)的分析师本·沙克特(BenSchachter)说。“营收增长正不断放缓，与此同时，公司仍在雇佣大量工程师。只要核心业务保持良好态势，就没问题，但如果核心急剧放缓，那就有麻烦了。”

　　Net income in the third quarter was $2.8 billion, down from just under $3 billion last year. Butexcluding the cost of stock options and the related tax benefits, Google’s profit was $6.35 ashare, compared with $5.63 in the third quarter of 2013.

　　三季度净收入为28亿美元，低于去年同期的近30亿美元。但在剔除股票期权的成本和相关税收优惠之后，谷歌每股利润为6.35美元，相比之下，2013年三季度为5.63美元。

　　Over all, the earnings were somewhat short of expectations. The stock closed on Thursday at$524.51, down 1 percent, and it was down about 2 percent in after-hours trading.

　　总的来说，这份财报和人们的预期多少有点差距。谷歌股价周四收于524.51美元，下跌了1%，盘后交易时段下跌了约2%。

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