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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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/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Global Ecommerce: Weekly News (20th September 2022)
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Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)