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. 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.

Getting started

Here's an overview of setting up DoubleClick Natural Search:

  1. 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 and Ask.com. 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.

      • Opt-out: The natural search click will never receive credit for a conversion, even if it's the only click in the conversion funnel. You will still be able to see whether a natural search click participated in the conversion funnel, but credit will always go to the last click that is not natural search (i.e., paid search or display). Opt-out is a good option if you're concerned that natural search clicks might adversely affect your paid search performance. It will give all credit to either paid search or display (based on the last click), but still allow you to see the natural search traffic.

      • Independent Natural Search Tracking: Includes all natural search clicks in a conversion funnel and ignores paid search and display activity. All clicks on natural search results within a conversion funnel are credited equally.

        Independent natural search tracking requires a separate Floodlight configuration. This means:

        • You’ll need to add an additional set of Floodlight tags to your site, along with the DNS tag.

        • Conversions that are reported from independent natural search tracking are not deduplicated from paid search and display conversions in DCM reports.

      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.

      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 if you're switching between the Equal Attribution and Opt-out models. However, you will need to change your existing tags to switch to or from the Independent Natural Search Tracking model.

    • 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. 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, DS will automatically pass the gclid parameter to landing pages, which you can use as the exclusion parameter.

  2. The support team will use the information you provide to create and configure a DoubleClick Natural Search tracking tag.
  3. Deploy the DoubleClick Natural Search tracking tag to your site.
  4. 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.

After you set up DoubleClick Natural Search, you can run natural search reports.

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