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Walmart is one of the largest online marketplaces in the world and has emerged as a powerhouse platform for business owners and retailers looking to tap into the vast potential of America's shoppers.
On the Walmart marketplace, Walmart advertising has become an indispensable tool for businesses seeking to stand out in this competitive market.
Whether you're already an ecommerce expert or you’re just starting your journey on Walmart's marketplace, read on as we look at Walmart Advertising and how this powerful marketing tool can be a game changer for your business.
Walmart advertising is all the digital advertising options available to third-party sellers on the Walmart marketplace.
It allows you to promote your products through paid ads on Walmart.com, the Walmart mobile app, and even in-store displays at physical Walmart locations. It is offered through Walmart Connect, Walmart's retail media platform.
Walmart advertising operates on a PPC (pay-per-click) model and sellers bid on keywords related to their products. There are no setup fees or monthly subscription costs to advertise on Walmart.
Sponsored Products, Sponsored Brands, Display ads, and Video ads are some types of Walmart advertising. We will look at these types of Walmart ads shortly.
Walmart advertising is an excellent platform to increase your visibility and sales on the Walmart marketplace. Here is why you should advertise on the Walmart marketplace:
Did you know that Walmart attracts over 255 million customers weekly across its stores and online platforms? Also, Walmart reaches over 90% of U.S. households weekly. This massive audience gives you access to millions of potential ready-buy customers.
Advertising on Walmart significantly increases your product visibility.
Sponsored products can appear as both sponsored and organic listings, increasing the chances of being seen. Ads can appear in high-traffic areas like the homepage, category pages, and search results.
This dual listing strategy keeps your brand top of mind and increases interaction with potential customers.
By placing your ads strategically, you can improve your product performance. Your product can get higher visibility which leads to more interactions with high-intent customers. With good historical performance, your products can rank higher in organic search results.
This synergy between paid advertising and organic listings can create a powerful marketing effect.
Walmart advertising doesn't just boost sales of advertised products. Ad campaigns can lead shoppers to explore other related products in your store.
This cross-selling opportunity generates additional organic sales. Also, the increased brand awareness from ads can drive overall business growth.
Taking advantage of targeted ad campaigns during peak seasons or special events can significantly increase sales. You can advertise during holidays, seasonal promotions, or new product launches.
You want to focus efforts on specific periods to maximize impact during busy shopping times.
Walmart advertising offers competitive advantages. It's budget-friendly, with options for daily caps or campaign limits.
The pay-per-click (CPC) model means you only pay when shoppers click on your ads. This approach allows you to implement flexible advertising strategies that align with your financial capabilities.
Walmart's advertising platform provides sophisticated targeting.
Advertisers can segment audiences based on demographics, shopping behavior, and interests.
This precision ensures that your ads are seen by those most likely to convert.
Walmart's algorithms use factors like contextual relevance, seller reviews, shipping tags, and product performance.
Walmart advertising can complement other ecommerce platforms. You can integrate Walmart Sponsored Products Ads with Amazon's Advertising strategy.
This multi-channel approach allows you to maintain consistent branding and maximize reach across different platforms.
Also, you can gain insights from your Walmart campaigns that can inform strategies for other marketplaces.
Let's explore the various types of Walmart ads:
Sponsored Product ads are the most popular types on the Walmart marketplace. When you do a search, these ads appear at the top of search results and are labeled as “Sponsored Product”. These ads can appear in three ways: Search in-grid, Product Carousel, and Buy Box.
Search In-grid is one of the main placements for Walmart Sponsored Products ads. They appear on specific slots, precisely in slots 3, 5, 6, or 12 on search, browse, and category pages. They look very similar to organic listings but have an unnoticeable "Sponsored Product" label below the product image.
You can set both manual and automatic campaigns and control how much you spend on these ads.
To be eligible for in-grid placements, products must:
This type of Sponsored Product ad appears in carousels on various pages like browse, category, curated shelf, search results, and product detail pages. Carousel ads can appear in product recommendations like “Customers Also Bought” and “Products you may also like.” Also, there is a limit of 24 Sponsored Products per carousel.
Unlike Search in-grid ads, Product Carousels are not restricted keywords or search terms. This means your Product Carousel ads can reach new audiences, increasing your visibility. You can create both manual and automatic campaigns with Product Carousel.
You will find Buy Box Sponsored Products on the product detail page of a similar product under the Buy Box. Since only one Buy Box appears on a page, this ad can give your product massive visibility. Also, there are no eligibility criteria, unlike search in-grid ads.
Sponsored Brands allow brands to showcase their products and brand story to customers. They feature a brand's logo, a custom headline, and up to four of the brand's products prominently at the top of search results and browse pages.
Sponsored brand ads appear in prominent placements throughout customers' shopping journeys, including at the very top of relevant search results, on browser pages (on desktop and mobile web), and directly on product pages.
Sponsored Brands are available to eligible brand owners who have products listed on Walmart.com.
Sponsored Video ads are a new type of advertising solution to help brands showcase their products through short, visually engaging video ads within search results. You can capture your customer's attention through sight, sound, and motion, allowing you to communicate the value of your product.
Clicking anywhere on the video sends the customer to the item page to learn more. There's also a direct add-to-cart button to make buying seamless.
Aspect ratio: 16:9
Dimensions: 1920 x 1080 px to 3840 x 2160 px
File size: 500MB maximum
Format: MP4 or .MOV
Onsite Display advertising allows brands to show targeted ads to customers on Walmart's digital platforms (website and mobile app). It offers various targeting options including propensity, rules-based, contextual, and keyword targeting.
These Ads can appear on different pages such as search and browse pages, item pages, and even thank you pages.
Here’s how to get started with the Walmart advertising:
Before advertising, you need to become an approved seller on Walmart Marketplace:
Once approved as a seller, apply to advertise through Walmart Connect.
You will need to submit an advertising application to the Walmart Media Group. You must meet a minimum monthly ad spend requirement of $1000.
The Walmart Media Group doesn't exactly explain the requirements that you must meet but they will consider approval based on your marketplace performance.
If approved, attend a training webinar provided by Walmart Media Group. This webinar covers platform basics and ad creation process. There is also a Live Q&A session included.
After approval, log into the Walmart Advertising platform. You can create and manage your ad campaigns here.
Lastly, create and launch your first campaigns. Decide which products to advertise, set budget and bid amounts, and choose ad formats (Sponsored Products, Sponsored Brands, etc.). Launch your campaigns and monitor performance.
Here are a few best practices to help you create successful campaigns on the Walmart marketplace:
Creating optimized product listings is fundamental to your Walmart advertising success.
Ensure you craft concise, informative titles that include relevant keywords. Avoid keyword stuffing. This is against Walmart’s policy.
Write detailed descriptions highlighting your product’s features and benefits. Use high-quality images and videos showcasing products from multiple angles.
Regularly track and analyze key performance indicators like Return on Ad Spend (ROAS), Click-Through Rate (CTR), Impressions, and Conversion Rate.
You can utilize Walmart's Ad Analytics tools to gain insights and optimize your campaigns.
Take advantage of Walmart's advanced targeting options. Utilize demographic, behavioral, and interest-based targeting.
With this data, create custom audiences for a more precise ad delivery and placement. Test different targeting combinations to find your sweet spot.
With the mobile-first nature of ecommerce today, you want to ensure your ad creatives are mobile-friendly.
Use responsive design principles in your listings and optimize for voice searches where possible.
Walmart regularly introduces new features so you want to stay up to date with the latest updates. Attend webinars and training sessions provided by the Walmart Media Group. Follow Walmart's advertising blog and announcements and be quick to adapt to changes in ad formats, targeting options, etc.
Walmart advertising gives you multiple channels to increase your product visibility, drive sales, and connect with customers across online and offline platforms. By leveraging these advertising options effectively, you can maximize your performance and stand out in Walmart's marketplace.
You’ve probably already considered selling on Amazon but its way easier than you think.
Call Us Now