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insights
How Sponsored Search is delivering greater performance & better experiences
November 17, 2022
By Dionne Resnik, Lead Product Marketing Manager, Walmart Connect
Sponsored Search is an essential element to any ad campaign. It might be the backbone of a full-funnel omnichannel approach for a large supplier, or the hero of a Marketplace seller’s strategy to increase discoverability with Walmart customers.
That’s why we leaned into Sponsored Search this year to deliver more impact to advertisers and better experiences for our customers. Return on Ad Spend (ROAS) increased on average ~56% for first-party suppliers and third-party sellers this year, compared to the same period last year, following a series of enhancements to Sponsored Search1.
"We’ve seen strong growth in return on ad spend over last year. In turn, this helped drive the highest ad spend all year for Sponsored Search in Q3," Walmart Inc. President & CEO Doug McMillon noted in our recent earnings call. "These improvements underscore Walmart Connect’s strengths and position the business for continued growth."
Get the most jingle out of your holiday campaigns
As we enter the most critical weeks of the holiday shopping season, Walmart advertisers of all types can take advantage of these advancements – which includes more self-serve capabilities.
That’s on top of the extra boost the holiday season brings to Sponsored Search – even before our latest offerings, Walmart advertisers have historically experienced dramatically higher conversion and ROAS during the holiday season2. It’s not too late to take advantage of Sponsored Search or optimize your holiday campaigns. And these resources are here to help:
Our 2022 Holiday guide shares a summary of the latest products and features for your Sponsored Search campaigns.
Marketplace sellers now have self-serve access to Sponsored Brands, our premium top-of-view Sponsored Search placement with the highest viewability on search pages3.
This article shares customer insights, platform performance insights and campaign tips for taking advantage of deals moments – for the holidays and throughout the year.
Contact our team to learn more about Walmart Sponsored Search and our latest improvements
Sources:
1 Walmart first-party data, Feb. 1, 2021 – Sept. 30, 2022
2 Walmart first-party data, Sponsored Products campaigns, Feb. 1-June 22, 2022
3 Walmart first-party data, July 2022. Walmart Customer Spark Community, provided by Walmart Luminate
