Walmart recently introduced keyword bidding for the Walmart Performance Ads program, a CPC advertising platform that allows Walmart Marketplace sellers to get their listings in front of the right shoppers based on search intent.
Under the Walmart Performance Ads program, sellers can advertise listings under a “sponsored” banner, and only pay when the ad performs.
However, until mid-April, this program could only run on a product level, and your ads would be shown based on Walmart’s relevancy algorithms.
Today, sellers can determine exactly which keywords they want to “bid” for, and their ads will appear based on keyword match.
Keyword match types
- Exact match: The exact words in the exact order you specified. Ex. “Squirrel hat”
- Phrase match: The exact words you specified, with additional words before or after. Ex. “Best squirrel hat”
- Broad match: Relevant words to what you specified, with different word order. Ex. “Hats for squirrels” or “Small pet clothing”
Automatic vs manual Walmart ad campaigns
Automatic: This is what sellers already had access to, before keyword bidding was rolled out. Under automatic campaigns, Walmart decides when to display sponsored products based on keywords in your product title, descriptions, other listing sections, category, and related items. Sellers needed to set bids at the product level.
Under the automatic campaigns, your ads can show up on item, category, and search pages.
Manual: This is where the glitter and ribbons come in, because it means sellers can now manually select keywords they want to bid on. Your listings will then appear to shoppers based on keyword match. Sellers set their bids at the keyword match level.
Walmart’s keyword suggestion tool can determine the most relevant keywords for the items in your campaign, based on historical performance. You will see up to 220 keywords per SKU, ranked in descending order of relevance.
Under manual campaigns, your ads can show up for search in-grid only.
What about budgets? If you’re trying to access ads on your own, you’ll need to stick to a minimum campaign budget of $1,000 and minimum daily spend of $100 for both of the options above.
However, if you fulfill with Deliverr to get Walmart 2-day shipping tags, you’ll get access to unlimited campaigns, with a max of 300 SKUs per campaign, and no minimum spend.
How to run effective Walmart ad campaigns
Structure your campaigns based on your goals. For example, if you want to drive awareness to a new product you launched, use broad match to increase impressions and utilize as many keywords as your budget allows.
If you’re looking for long-term performance, start with a wide net by using broad match. After a few weeks, review your reports, invest more in profitable keywords, and remove non-converting keywords.
Tip: Leverage knowledge from Amazon keyword volume tools to project what would perform well on Walmart as well. For example, if you have items with certain keywords that do well on Amazon, reuse those keywords for Walmart Performance Ads.
Analyzing your results and ROI
Walmart Performance Ads comes with a self-serve dashboard of reports, so sellers can monitor how different campaigns are performing.
There are a few different dashboards you can see:
- Keyword performance: Shows keywords searched, bids applied, match type, impressions, clicks, how many units sold, click through and conversion rates, total attributed sales revenue, ad spend, and return on ad spend.
- Daily performance: Metrics broken down day-to-day so you can track progress.
- Page type performance: The pages you’re showing the most ads on and how they are performing per page.
- Brand performance: Metrics segmented by brand that your SKUs are associated with.
- Item performance: Metrics broken down by SKU.
- Platform performance: How shoppers interact with your ads on desktop, mobile, and app.
Where to start
The dashboards can get overwhelming, so if you’re looking for a simple place to start, head to the Keyword Performance section and look at:
Total Attributed Sales Revenue: This number provides insight into how effective your ad was. It shows how many customers followed an ad and made a purchase.
Return on Ad Spend: RoAS is the total attributed sales revenue divided by your ad spend. It essentially shows your ROI.
Attributed related sales revenue: This metric shows how many customers clicked on or saw your ad, then went to purchase a product within your campaign (not necessarily the ad they clicked on).
How to get started
Walmart Marketplace sellers who fulfill through Deliverr to get pre-approved access to Walmart Free 2-Day Shipping also get access to Walmart Performance Ads. Contact Deliverr support to get started.