DoubleClick Natural Search

DoubleClick Natural Search FAQs

What 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.

Is DoubleClick Natural Search a standalone product?

No, DoubleClick Natural Search is an additional offering that is available to all advertisers and agencies who use DoubleClick Search.

Is DoubleClick Natural Search used with any other DoubleClick products in addition to 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.

You 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?

Not quite. The Floodlight Tags are used to track conversions, but a separate JavaScript tag (which DoubleClick Support will send you) is required on every page of your site to track that a user landed from a search engine organic click. Otherwise, there'd be no way to tell whether a user typed in your web address directly in their browser or if it was directed by a search engine.

Any other types of tags I need to set up to use DoubleClick Natural Search?

No, the JavaScript tag and Floodlight tags are all that is needed to track natural search traffic and conversions properly.

Can all search engines be reported on in DoubleClick Natural Search?

No. Tracking for DoubleClick Natural Search is limited to the following search engines:

  • Google
  • Yahoo!
  • Bing
  • Ask.com
  • AOL

Are HTTPS-encrypted searches compatible with DoubleClick Natural Search?

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, click data from these searches are included in a Not provided row.

For example:

  1. A customer searches on red shoes and clicks an ad, but does not make a purchase.

  2. 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.

Before we made this change, the conversion would have been attributed to the red shoes keyword in paid search.

Where 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.

So this means I can run reports to include both DoubleClick Search and DoubleClick Natural Search data?

Yes!

Are there any other benefits of DoubleClick Natural Search besides tracking organic search and deduplication across Floodlight?

Yes. 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.

What's the attribution model of Natural Search clicks compared with Paid and Display Clicks?

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: The Paid Search click will receive the credit if a Natural Search visit was the last click before conversion. If a display click occurred before conversion, then the display click would get credit.

Great, so if I don't want to give credit to natural search clicks because they might adversely affect my paid search programs (i.e., find out the majority of the credit goes to natural and no longer have a budget for paid), then I should use the Opt-Out Attribution Model?

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.

Can you talk about this Conversion Attribution in more detail?

By default, DoubleClick Natural Search is set up as "last click gets credit", similar to how DoubleClick Search works today. However, you have the ability to change that attribution model and either give all credit to paid search, or even give equal credit to both the paid and natural search click if both types were involved in the conversion path.

If I give credit to both types for conversion attribution, doesn't that mean I'm duplicating conversions?

Yes, that may be true. This type of attribution is completely optional. If you don't want duplicated conversions, make sure either to give equal attribution credit or all credit to paid search.

Where can I learn more about DoubleClick Natural Search?

Please contact your account manager to learn more about DoubleClick Natural Search.