Search Ads Were Hot In December 2004

DoubleClick-owned Performics has provided more figures about the holiday shopping period and search, finding consumer searches were way up in December.

Based on what? Performics compared clickthrough in December 2004 to all of the third quarter of 2004. On average, daily clicks were more than double (144 percent) for
December than on average through the third quarter period.

Conversion rate in December was also up, 124 percent when compared to the average of the entire period.

Average ad price per click rose 23 percent — but as the volume of clicks greatly increased, overall ad spend in December was up more than double compared to the third
quarter average.

A few more stats from this Performics press release, along with a quote saying search was good to
consumers and advertisers. For information about previous releases for the holiday period, see the DoubleClick
Says Black Friday Was Good For Search Marketing

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