DoubleClick Natural Search
DoubleClick Natural Search FAQs
GeneralWhat is DoubleClick Natural Search?
DoubleClick Natural Search is a tracking solution for reporting on organic search-engine clicks that contribute to conversions. It leverages the DoubleClick Floodlight tag to track conversions and deduplicates Display (DCM) traffic from Paid Search (DoubleClick Search) traffic.
Yes. If you choose the Equal Attribution attribution model, DoubleClick Natural Search data can also be utilized in the DoubleClick Exposure to Conversion (E2C) Report, which is available for an additional fee. The E2C Report allows users to see the conversion path among display, paid, and natural search clicks.
No, DoubleClick Natural Search is an additional offering that is available to all advertisers and agencies who use DoubleClick Search.
Yes, because DoubleClick Natural Search uses the DoubleClick Floodlight tag, DoubleClick Campaign Manager (DCM) is also used similarly to how DoubleClick Search and DCM work together.
No. Tracking for DoubleClick Natural Search is limited to the following search engines:
- Yahoo! Japan
If a search engine encrypts customer searches, the actual words that the customer entered are not available to DoubleClick Search (DS). For example, if a customer signs into Google.com, Google encrypts all search data. If the customer searches and then visits a site from those search results, DS cannot report on the actual search terms.
In DoubleClick Natural Search reports, all conversions from encrypted natural searches are attributed to a placeholder named Not provided. Similarly in related DoubleClick Campaign Manager (DCM) reports, clicks from encrypted searches are reported in a Not provided row.
A customer searches on red shoes and clicks an ad, but does not make a purchase.
Later, the customer does an encrypted search on red shoes, clicks a natural search result, and makes a purchase.
The advertiser is set up with the Equal Attribution conversion option. Therefore, the conversion is attributed to the Not provided row in natural search, and is not attributed to a paid search keyword.
Please contact your account manager to learn more about DoubleClick Natural Search.
Tagging your siteYou mentioned that Floodlight tags are used for tracking. So if I already have Floodlight tags on my site, I don't need to set up any more tags on my site?
ReportingWhere do I pull DoubleClick Natural Search reports?
All DoubleClick Natural Search reporting is housed within DCM Report Builder, and specifically under the Search Query, where DoubleClick Search data can be reported on.
There are actually two different attribution models available to clients:
- Equal Attribution: "Last click wins", so if a Natural Search visit was the last click in a funnel containing a paid click and search click before converting, the credit would go to that Natural Search visit.
- 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.
That's correct. If you're concerned that natural search clicks might adversely affect your paid search performance, you have the ability to customize how conversions are attributed and can decide to give all credit to paid search, but still see your natural search traffic.
When an advertiser is created in DoubleClick Natural Search (DNS), it results in three new advertisers in DoubleClick Campaign Manager (DCM) in addition to the original advertiser.
Use the original advertiser for reporting.
The advertisers that begin with NS CS and NS CS IT are “tracking advertisers” that are used to store the tracking code on the website. Please don’t use or update these advertisers.