A Step-By-Step Guide to Launching on Walmart Advertising

Maria Tobler

October 9, 2020

Despite Amazon’s undisputed claim as the leader of ecommerce, Walmart continues to hold on to its prized position as the largest retailer in the world. Walmart benefits largely from its physical footprint, operating nearly 11,500 stores worldwide.

However, Walmart is now making strides online as well, being the second largest online retailer in the US. This is supported by the fact that its US ecommerce sales grew by 97% during Q2.

Considering all this, getting your Walmart Advertising strategy honed now is important for any brand wanting to grow sales and advertise on the Walmart.com marketplace. We break down Sponsored Products and how to launch automatic vs. manual advertising campaigns on Walmart so you can be successful on the marketplace.

Achieving maximum product visibility on Walmart.com through advertising

Before the explosion of online retail shopping, maintaining important products at the eye level of customers in the shopping aisle was of premium importance. So, how is this maximum visibility achieved when it comes to online retail? What is considered to be the eye level of Walmart.com?

One of the best ways to get a premium location for your product on Walmart.com is to utilize the Search in Grid placement through the use of Sponsored Products. Search in Grid allows your product to appear on the first page of search results. With approximately 185 searches per second on Walmart.com, being in this position should be a primary objective.

Sponsored Products serve as a catalyst for boosting product sales, growing or protecting market share, presenting your products to a massive audience that’s ready to buy, and improving brand as well as product visibility. Another advantage to Sponsored Products is that it’s the only self service ad type that Walmart currently offers.

Now that we’ve established the importance of Sponsored Products, what are the qualifications, campaign types, and how do they work?

Walmart Sponsored Products eligibility requirements

First and foremost, you have to ensure that the product you are selling is in stock and is winning the Buy Box on Walmart. In order to show up on the Search in Grid placement, your product must also fulfill the following Walmart criteria:

  • “Appear within the top 128 organic search results or the first three pages
  • Rank higher than or equal to their organic search ranking
  • Be of the same category as the search query
  • Be of same product type as at least on non-sponsored product in the top 20 results”

Manual vs. automatic campaigns on Walmart advertising

You have two options during the setup of your Walmart advertising campaign—to create either an automatic or a manual campaign. For maximum exposure, automatic campaigns are preferable; for a greater degree of control, however, manual campaigns are advantageous.

When deciding which type of campaign to run, your goals need to be held in consideration. Beyond that, what distinguishes an automatic campaign from a manual?

Automatic

Brands unfamiliar with advertising, launching a new product, or with an emphasis on growth will benefit from automatic campaigns. Walmart automatically chooses relevant placements for this type of ad.

Features of automatic campaigns include:

  • Quick and easy setup process
  • No keyword management
  • High impression volumes
  • Choosing the CPC for all items in each ad group
  • This campaign type can appear on either product pages or in search results

Manual

For well established products on Walmart or brands already aware of which keywords are successful among their customers, a manual campaign provides for a more custom-fit alternative.

Features of manual campaigns include:

  • Gaining access to Walmart’s Keyword Analytics tool
  • Selecting own keyword set and choosing the match type (exact, phrase, or broad) for each keyword
  • Full control of the campaign
  • Choosing individual CPC bids for each keyword that is associated with the product set
  • This campaign type can only appear in search results

8 steps to set up a Sponsored Product campaign on Walmart.com

Step 1: Sign in as a seller on Walmart Media Group’s (WMG) advertising platform.

Walmart Advertising How To Guide | Pattern

Step 2: Go to the “campaigns tab” and select “create new campaign.”

Walmart Advertising Dashboard, Getting Started | Pattern

Step 3: Choose your campaign targeting preference—this is where you will select whether you want to set up a manual or automatic campaign.

Walmart Advertising Manual vs. Automatic Campaign | Pattern

Step 4: Enter a campaign name and set a start date. This is also where you will select the total budget for your campaign as well as the daily budget. Your total budget has to be at least $100 and the daily budget needs to be at least $50.

Walmart Advertising Details and Budget | Pattern

Step 5 (optional, only applies to manual campaigns): Utilize the new feature of selecting a placement inclusion. Select two placement types known as Search Ingrid and Search Carousel. The first is turned on by default and cannot be switched off. The second is optional but is highly recommended to expand reach and only applies to keyword based campaigns. This option features the product in search carousel ads on search pages.

Walmart Advertising Content Types | Pattern

Step 6 (optional): Select any desired bid multipliers. These are optional and simply allow you to have some control over where your ads appear. The bid multiplier is a % amount that you are willing to increase your bid by in order to show up in certain Walmart ad placements.

You have the option to put a bid multiplier on the Buy Box (automatic campaigns only) and Search Ingrid placements. Furthermore, you are able to select whether you would prefer your Walmart ad to show up on desktop or mobile (app or web browser on mobile). You can read more about the different Sponsored Products placements below.

Walmart Advertising Bid Multipliers | Pattern

Step 7: Create the desired ad groups you would like to include in your campaign. Enter an ad group name and add the items (products) that you would like to advertise. If you’re setting up an automatic campaign, this is the last step in the setup process. It is recommended to group at least 10-20 items together in an ad group for automatic campaigns in order to collect enough data and volume to be effective.

Walmart Advertising Ad Groups | Pattern

Step 8 (manual campaigns only): This is where you enter your desired keywords. You can either utilize the suggested keywords that Walmart recommends or upload your own keyword list. This is also where you will select the bid (CPC) you are willing to spend on each keyword.

Walmart has a first price auction system, which differs from other platforms like Amazon and Google. For example, if you set your CPC at $2 and the second-highest bid is at $1, then you would pay $2 on Walmart but on only $1.01 on Amazon. This is something you will want to keep in mind as you decide on bid amounts.

Walmart Advertising Keywords | Pattern

Placement types on Walmart.com

Walmart Advertising Placement Types | Pattern

The Sponsored Product ads can show up in a few different places throughout Walmart.com. They typically either show up in Search in Grid, below the Buy Box, or in a product carousel on search pages or product pages.

Search in Grid: This placement is based on a CPC model and is governed by keyword targeting.

Search In Grid Walmart Advertising Placement Type | Pattern

Buy Box Placement: The Buy Box is located on product detail pages and serves as the place where a shopper clicks to purchase a product. Sponsored Products can show up below this box on the product detail pages of relevant or complementary products to the one you are advertising for. This is a competitive placement that you can achieve by utilizing automatic campaigns only.

Buy Box Placement Type Walmart Advertising | Pattern

Product Carousel Placement: These appear below search results on category and product pages. Each carousel can hold a maximum of 24 products. These products do not need to be within the top 128 organic search results for a given product. This is also a placement that is only offered through automatic campaigns.

Product Carousel Walmart Advertising Placement Type | Pattern

The future of Walmart’s online platform is bright—getting into Walmart’s advertising space while there is still a lot of runway could be a huge advantage for your company. With some luck, this step-by-step guide will serve as a blueprint for your business’ successful Walmart advertising launch. If growth and expansion are your destinations, you don’t want to miss this train!

Don’t have time to set this up yourself? Not on Walmart.com yet? Reach out to Pattern today to see how our partnership could grow your sales.

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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

Top 5 Ways to Prepare for Peak with Google Ads
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Top 5 Ways to Prepare for Peak with Google Ads

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.

1. Go Early

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.

2. Get Ready for Privacy Changes

 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.

3. Ensure Consumers Can Discover your Brand

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)

4. Get Moving with Performance Max

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.

5. Flight Budgets Accordingly

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.