When to Use Sponsored Products on Walmart Advertising & Why

Maria Tobler

October 23, 2020

“How can I generate more revenue?” This is a common question among sellers on ecommerce sites. You can improve your success as a seller on Walmart or Amazon by having accurate and detailed product descriptions, high quality product images, optimizing SEO content, etc. However, those elements will only get you so far.

What is the next logical step? In most cases, advertising is your best bet! Below you will find out when you should start advertising on Walmart.com (read our starter guide to Walmart advertising) and why it’s so important. Whether you’re new to Walmart or a seasoned seller, here’s some advice for you if you’re taking the next step to grow your brand.

Why pick Walmart Sponsored Products

First you must decide what kind of ad type makes sense for you as a seller. We recommend Sponsored Products if you’re new to Walmart advertising. This ad type gives you the ability to control your campaigns and budgets, whereas the other ad types on Walmart are managed by the Walmart Media Group (WMG).

Sponsored Products are advantageous since they place your product in front of shoppers during different stages of their journey, increasing your visibility. This type of ad can show up on: 1) the first page of search results alongside organically ranked products, 2) product detail pages that are related to your product, and 3) in Sponsored Product carousels throughout search pages and product pages.

Walmart Advertising, Sponsored Products Best Practices | Pattern

Sponsored Products eligibility requirements

Before considering whether or not launching Sponsored Products is the right move for your business, you should consider Walmart’s eligibility requirements.

In order to ensure that your ad is able to show up on the first page of search results, the product must:

  • Be in stock
  • Win the Buy Box
  • Appear in the top 128 organic search results (manual campaigns only)
  • Be categorized as relevant to the search query
  • Be considered as the same type of product as at least one other organically ranked product within the top 20 ranked products

What new Walmart sellers should know about Sponsored Products

Chances are, if you are new to Walmart, your product does not rank within the top 128 organic search results. However, this does not mean that you cannot utilize Sponsored Products. In this case, you will want to take advantage of automatic campaigns.

This type of campaign is governed by Walmart’s algorithm, which chooses when and where to display the ad based on the keywords you use in the product title, descriptions, and other sections of the product detail page. You should optimize your listing before launching a Sponsored Product campaign to assure you’re able to convert shoppers once they decide to click on your product.

To set up your first automatic campaign, you will have to set a total campaign budget of at least $100 and the daily budget needs to be $50. This doesn’t mean that you end up spending $50 per day. Automatic campaigns allow the advertiser to set the bids on the item level. This will ultimately determine the level of spend behind your campaign. You can optimize the campaign by changing the bid throughout the lifetime of the campaign.

You should know that automatic campaigns are Walmart’s recommended first step for anyone doing Sponsored Products. The reason behind that is that automatic campaigns build relevancy around your product, which in turn helps to improve your organic search rank. This is also the only self service option Walmart currently offers.

Learn more about how to measure Walmart advertising campaigns.

What established Walmart sellers should know about Sponsored Products

If you have already built relevancy behind your listings on Walmart, you are in luck. Venturing into advertising should be an easy next step for you. As more brands are starting to trickle into the Walmart hemisphere, it is becoming an increasingly competitive marketplace.

This is why it is so important for you to defend your space on Walmart. Advertising allows you to do this. An easy next step is to use Sponsored Products. Beyond that, you could collaborate with the Walmart Media Group (WMG) team in order to set up other ad types such as native banner ads, catapult ads, or site search features.

These ad types require a larger investment up front, which is why Sponsored Products can be advantageous, since you control the level of investment and how the campaigns are run.

Use both automatic and manual campaigns

As an established seller, you should utilize both automatic and manual campaigns. The automatic campaign will continue to grow your brand and product relevancy. You most likely have a sense of what search terms are working well for your brand on Walmart, which is where the use of manual campaigns can be helpful.

Take note of which search terms your product appears in the top 128 organic search results for. We recommend you to bid heavily on these keywords in order to get your product to the top of the first search page. In order to grow your brand, you should target category terms within the category your product is in.

However, to defend your space against competitors on Walmart.com, you may also want to target branded search terms that pertain either to your brand or your products. We recommend you to split up brand awareness and brand defense campaigns for reporting and optimization purposes. This will give you a clear indication of how each pool of keywords perform and help to grow your brand.

The pay-per-click based Sponsored Product ads on Walmart can change the game for your level of growth, because they can increase the visibility of your listing and allow you to launch new products or drive traffic to seasonal ones. There are benefits to using these no matter where you are in your seller journey on Walmart.com. The automatic campaign helps you to get off the ground and once you are more established, the manual campaigns allow you a degree of control over where you want to appear throughout Walmart.com.

If you’re interested in consulting with Pattern’s in-house advertising team of experts, schedule a demo with our Predict rules-based advertising technology.

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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.