Boost ad performance

Looking to take your campaigns to the next level and get the most of Sponsored Products? Following the below suggestions can help get you on your way.

Define your campaign goals

Set measurable goals that match your business vision and deliver tangible outcomes.

Business Objective
You want more people to know about your brand.

Campaign Goal
Build trust and confidence in your brand and reach potential customers.

Metrics

  • Search page impressions
  • Browse page impressions
  • Category page impressions

Business Objective
You want people to check out your brand and products when they are shopping around and comparing different options.

Campaign Goal
Get your products noticed by shoppers as they search & browse the Walmart site and app.

Metrics

  • Clicks
  • Click-through-rate (CTR)
  • Item page visits

Business Objective
You want to sell more of your products.

Campaign Goal
Get customers to move from consideration to purchase.

Metrics

  • Conversion rate
  • Units sold
  • Sales revenue
  • ROAS
track-and-measure

Regularly track and measure

Understand how your campaign is doing with near real-time reporting that provides a comprehensive view of your ads’ performance and opportunities for growth.

Four key advertiser reports

Daily Performance
The default report that provides insights into the daily performance of your campaigns.

Campaign Performance
Highlights the performance of individual campaigns in your account.

Page Type Performance
Tells you how your items on various page types are performing.   

Platform Performance
Outlines the performance of the platform (device) where your campaigns are displaying- app, desktop, or mobile.

Access reports with these step-by-step instructions.

keyword-selection

Keyword-selection strategies

Use relevant keywords to help boost your products' visibility and reach more customers.

  • Start with "suggested keywords / brand match." These are the keywords that Walmart's algorithm thinks are most relevant and popular for your products.

  • Pick the best-performing suggested keywords and move them to "exact match." This way, you'll target customers who are looking for exactly what you offer.

  • Use the Keyword Analytics tool to find more keywords for your top-selling products. These are the products with the most data to work with.

  • Enable brand term targeting by following these step-by-step instructions to help increase your brand’s visibility by bidding on keywords associated with your brand and those of your competitors.

  • Add keywords that match the season, your brand, and your customers' specific needs.

  • Make sure your product detail pages include all the keywords you've chosen. This will help your products rank higher and get more clicks.
Maximize your budget

With dynamic bidding, Walmart Connect’s platform automatically adjusts cost-per-click bids up or down in real time based on the likelihood that a customer will purchase the item if the ad appears in their search.

Save time and reduce guesswork by enabling dynamic bidding today with these step-by-step instructions. See it in action in these video tutorials.

Once you have established your goals, chosen the initial keywords and bids, give the campaign time to run before analyzing performance and begin making strategic decisions based on the data.

 

For more campaign best practices, visit the Walmart Connect Advertising help center.

Get in touch

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