5 Great Ways to Measure Success on Walmart Advertising

Tana Cofer

September 18, 2020

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 Advertising is new, which means metrics are green

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.

What are Walmart Performance ads?

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.

Walmart Performance Ads Example | Pattern

Now that you know what we are talking about, let’s go through the 5 great ways to measure success:

1. Measuring organic rank on Walmart Advertising

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.

2. Measuring Walmart.com ad sales

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.

Advertising Flywheel for Ecommerce | Pattern

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.

Advertising Attributed Sales on Walmart.com | Pattern

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.

3. Tracking impressions from Walmart ads

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.

Walmart Advertising Impressions | Pattern

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.

4. Detail page experience for Walmart ads

This point embodies several metrics:

  • Sessions
  • Reviews
  • Content/Imagery

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.

5. Individual product sell-through via Walmart Advertising

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.

If you’re interested more in selling on Walmart with Pattern, or learning more about our advertising capabilities, reach out to schedule a demo of Pattern services today.

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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/)

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.