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Online retailers saw a big boost on Thanksgiving 2014 in paid search and paid social performance compared with 2013, according to a recent report from Kenshoo.

The report was based on 2014 and 2013 holiday season (November and December) data for global retailers in all major categories, including more than 60 billion paid impressions and clicks in search and social channels.

Thanksgiving was the top gainer among the key shopping dates examined, generating a 31% year-over-year (YOY) increase in paid search click volume in 2014 and a 50% YOY increase in paid search revenue.

Retailers also drove 142% and 115% YOY increases in Product Listing Ads (PLA) spend on Thanksgiving and Black Friday, respectively, increasing PLA revenue more than 80% YOY on both days.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji