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.
Supported search engines
DoubleClick Natural Search is supported for Google, Yahoo, and Bing. 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 and Yahoo!, but will not report on this traffic for Bing.
As part of setting up DoubleClick Natural Search, you'll need to choose one of the following attribution models, which determines the media channels that receive credit for conversions and other post-click activities:
- Equal Attribution (default): 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.
Customer support will set up your advertiser with the conversion attribution option you choose.
Differentiating paid search clicks from natural search clicks
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.
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.
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.
- Which attribution option you want to use. The attribution option determines which media channel receives credit for a conversion click or post-click activity.
- The name and value of your exclusion parameter, which differentiates paid search clicks from natural search clicks.
- The support team will use the information you provide to create and configure a DoubleClick Natural Search tracking tag.
- Deploy the DoubleClick Natural Search tracking tag to your site.
- 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.