A new Pew study showed that average people sometimes confuse search results and the paid ads that appear near them, according to Wired. Only two out of five people seem to have noticed the "sponsored links" labels on ads, and only one in six say they always can tell the difference between a results link and a paid placement. A more complete run-down of the study appears on SearchEngineWatch. Pew conducted the phone survey behind these findings in May and June of 2004.