• by Wendy Davis  @wendyndavis, December 5, 2004

Marketers who purchased listings on search engines saw revenue nearly triple in the three days after Thanksgiving, according to data released Friday by DoubleClick. The average daily revenue attributable to paid search for the three-day weekend following Thanksgiving was up 242 percent from daily revenue during the third quarter, according to DoubleClick's analysis of aggregate data from Performics, its search marketing unit.

For that weekend, the proportion of customers who clicked through to paid listings increased by 85 percent, while the percent who converted into purchasers soared by 98 percent, compared to the average daily rates for the third quarter.

Conversion rates were highest on Friday, when they spiked to a 259 percent increase over average conversion rates for the third quarter. But the largest increase in revenue was on Sunday, when receipts rose by 272 percent from daily third-quarter averages.