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.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Global Ecommerce: Weekly News (6th September 2022)
Blog

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

Global Ecommerce: Weekly News (30th August 2022)
Blog

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)

Global Ecommerce: Weekly News (23rd August 2022)
Blog

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)