As of September 2020, Walmart.com has had 116 million unique monthly visitors. This growing presence, along with the recent launch of Walmart+, makes it an obvious choice when trying to grow your brand on ecommerce.
With Walmart putting a lot of focus on growing the platform, it is inevitable that advertising is going to get very competitive sooner than expected.
Walmart is a newer platform, which of course means that the algorithms for advertising, SEO, and the overall organic listing performance is changing constantly to try and serve the best quality products to the consumers. It also means that advertising is going to be very hard to measure. New customer acquisition is practically impossible right now because you can’t add negative keywords to rule out the brand name.
Although the more common metrics like branded versus non-branded sales, new customers, and click-share data are not currently provided in the ad platform, there are still 5 great ways to measure success with Walmart advertising.
First, let’s briefly cover what Walmart Performance ads are.
Similar to Amazon’s Sponsored Product Ads, Walmart Performance ad campaigns are pay-per-click ads. When someone types a relevant search term, your Walmart ad can display on the search results page with a “sponsored” banner below the image. See an example of a Walmart Performance ad below.
Now that you know what we are talking about, let’s go through the 5 great ways to measure success:
In summary, we advertise to increase our sales. We don’t just want to increase our sales attributed to advertising; we want to increase our organic sales as a whole.
Increasing your sales will increase your organic rank because Walmart will see that you are relevant to those searching for the product. Therefore, you should be moved up to a place that is more discoverable. Products that do not have high conversions on the detail page are more often very low on the search results page, thus not very discoverable.
Advertising is a great way to increase your organic rank faster because it allows your products to be more discoverable when consumers are searching for products like yours on the platform. As people see your products more, your opportunity for detail page views increases, thus increasing your opportunity for more sales.
How can I see if my organic rank has increased?
There is currently no tool that is tracking this, so we recommend tracking this before you begin advertising, and then weekly after that to see if it begins increasing. You will be pleasantly surprised how quickly you can increase rank through advertising.
This is simple. Advertising increases the traffic on your detail pages. It is one of the great reasons why advertising early on your products gives you more opportunity to obtain rules faster. If your detail pages are retail ready and you increase traffic, you will then see increased conversions. This is often called the ecommerce advertising flywheel.
The best way to view this on Walmart.com is directly on the platform. In your advertising.walmart.com dashboard, you will see the section called “Total Attr. Sales Revenue.” Here are your advertising attributed sales.
One thing to note is that above this section has an area where you can choose the attribution window. The options, as of now, are 3, 14, and 30 days. You may see your Total Attr. Sales Revenue change based on the window you select.
116 million unique visitors were tracked to Walmart.com as of September 2020. These visitor counts to Walmart.com are only increasing as Walmart puts more and more brands on the platform.
Using that same image as before, you can see that impressions are shown on the top left.
As you can see, spending only a few thousands dollars got us a few million impressions. Since Walmart.com is a CPC model, we only paid for the clicks, which means we got millions of additional exposure for a very insignificant cost.
On other platforms, we are not given the opportunity to be served so frequently, making Walmart.com truly a game changer for brands really wanting to grow.
This point embodies several metrics:
I’ll discuss each one briefly to show you how we can measure our advertising success with the detail page experience.
Sessions Bringing the concept of the flywheel back, it is important to remember that as we bring more traffic through advertising, we do expect sessions on the detail pages to increase. If sessions are increasing, then you know that they are clicking on the ad of that product.
If you are only advertising 1 product, then this would be inevitable. But, if you are choosing to bucket multiple products into 1 ad group, looking at the increase in sessions on each product will help you see how advertising has lifted each product's detail page sessions.
Reviews How many reviews were you getting per week? Has that increased as you have brought more people to the detail page and received more product purchases? This one takes time, as people tend to wait a few weeks before leaving a review.
Pro tip—the ability to increase detail page reviews is a great way to pitch advertising to brands that are hesitant to advertise on the platform.
Content/imagery As people are getting to the Walmart detail page, are they converting? If your ROAS (Return on Ad Spend) is not where you would like it, look at your detail pages conversion rate. As you have brought more people to the detail pages, you could expect to see increased sales come.
If this isn’t the case, it may be possible that you are not providing them with the right content and imagery to get them to convert. If that is the case, you should do some SEO (Search Engine Optimization) tests to see if you can enhance the detail page experience, therefore increasing conversion on the page.
When analyzing advertising performance on Walmart.com, it is best to compare the product you are advertising to a product you are not advertising. Preferably have them be similar in rank as well as product type.
As you see the sales of the advertised product increase, you can look at the similar product and see if the trend occurred there as well or not.
As one of the first platforms to advertise on Walmart.com, our advertising team here at Pattern is learning every day how to grow our brands successfully on the platform. These 5 great ways to measure success on Walmart advertising is exactly what we look at when optimizing campaigns for our partners.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.