DoubleClick Natural Search
About DoubleClick Natural Search
DoubleClick Natural Search is a tracking solution that gives you visibility into traffic and conversions driven by organic (natural) searches, paid search ads, and clicks on display advertising that's managed by DoubleClick Campaign Manager (DCM). It uses existing Floodlight tags plus an additional natural search tag that you add to your landing pages.
With visibility into traffic and conversions, you can:
- Gain insight into your customers' searches and see the impact of the entire search experience and click history.
- Learn how to buy keywords more intelligently.
- Learn more about the combined influence of natural search, paid search, and display.
- Understand how paid and natural keywords work together.
- Get de-duplicated conversion data across natural search, paid search, and display activity.
- Use flexible reporting views to align your marketing goals.
Here's an overview of setting up DoubleClick Natural Search:
- Contact DoubleClick Search support and let them know:
Which search engines you want to attribute for natural search.Supported search engines
DoubleClick Natural Search can display search queries from all of the search engines supported by DS, as well as queries on AOL, Ask.com, and Yahoo!. When running reports for DoubleClick Natural Search, please keep the following in mind:
- Natural search traffic that is not generated from one of the supported engines will not be captured in the reports.
- For cached links, DoubleClick Natural Search will report on this traffic for Google but will not report on this traffic for Bing.
Which attribution option you want to use. The attribution option determines which media channel receives credit for a conversion click or post-click activity.Attribution options
Attribution options determine which media channels receive credit for conversions and other post-click activities:
Equal Attribution: All credit is attributed to the last click, regardless of other activity higher up in the funnel. For example, if consumer clicks a display ad and visits your site without converting, then clicks a search ad and does the same, and finally clicks a natural search result and converts, all conversion credit would be attributed the natural search visit.Note that selecting Equal Attribution will lower the number of conversions attributed to paid search. If you are running conversion-based bid strategies you may need to update your CPA/ROAS based goals accordingly.
Opt-out: Natural search clicks never receive credit for conversions. Instead, credit always goes to the last click that is not natural search (i.e., paid search or display). If natural search is the only click in a conversion funnel, the conversion isn't reported at all. Opt-out is a good option if you're concerned that natural search clicks might adversely affect your paid search performance.
Note that if you choose the Opt-out attribution model, Path to Conversion reports and Exposure to Conversion report will exclude natural search events, though you can still access the natural search data from Data Transfer files.
Customer support will set up your advertiser with the attribution option you choose.
Changing the attribution model
If you implement one attribution model but then decide that you need a different model, contact DS customer support. You won't need to change your existing tags.
The name and value of your exclusion parameter, which differentiates paid search clicks from natural search clicks.Exclusion parameter
To enable DoubleClick Natural Search to distinguish paid search clicks from natural search clicks, you'll need to add a parameter to your landing page URLs in DS. When the landing page loads on your site, the additional natural search tag will check for this parameter, which is called the exclusion parameter. If the parameter is in the URL, the natural search tag reports the visit as originating from a paid search click.If any of your keyword landing pages are missing the exclusion parameter, the natural search report will show visits that originate from those keywords as "natural".
You can name the parameter and its value whatever you like, using the required
key=valuesyntax. For example,
nst=0. If you're already using a parameter that identifies the URL source as DS, you can use the existing parameter. For example, if you've linked your DS account with Google Analytics, you can use
gclid=.*as the exclusion parameter that DS will automatically pass to landing pages.
- The support team will use the information you provide to create and configure a DoubleClick Natural Search tracking tag.
- If you haven't already done so, add the exclusion parameter to all of your keyword landing page URLs in DS.
Make sure to add this parameter to any new keywords you create in the future, otherwise visits from the new keywords will be recorded as natural in your natural search reports.
- Deploy the DoubleClick Natural Search tracking tag to your site.
After you set up DoubleClick Natural Search, you can run natural search reports.