Beginners A to Z Guide to Walmart Ads
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Walmart PPC

Walmart Ads Tutorial | Beginner’s Guide to Walmart Ads, Campaign Setup, and Keyword Research in 2025

Amazon has long been the dominant player in the e-commerce game, but did you know Walmart Marketplace is rapidly catching up? While Amazon is still ahead, Walmart made a huge jump. As of 2024, Walmart Online Marketplace is the second largest in the U.S. So, what does the future hold for Walmart Online Marketplace, and why are Walmart ads important to grow your business on Walmart? Walmart is investing heavily to increase their digital footprint. They’re also trying to get more sellers into their Marketplace. As Walmart has less competition compared to other platforms, their fees and advertising costs are also cheaper. With millions of shoppers, you will easily be able to show your product in front of online and in-store customers of Walmart. If you want to heavily improve your business on Walmart, then Walmart ads are the key to success. So, let’s see what type of advertising Walmart now offers and how you can utilize them to improve your business.


Why Sellers Should Invest in Walmart PPC Advertising

The compelling case for Walmart’s PPC advertising lies in its proven performance metrics. Sellers utilizing Walmart’s advertising platform report average conversion rates of 10%, significantly higher than industry standards. With lower competition levels, sellers can achieve premium ad placements at costs 40-50% lower than other major e-commerce platforms. Additionally, Walmart’s integrated online and in-store presence provides unique opportunities for cross-channel visibility, with data showing that online ads can influence in-store purchases by up to 28%.

Getting Started with Walmart Advertising

For sellers new to Walmart’s advertising platform, the journey begins at advertising.walmart.com. The initial setup process requires seller account verification and advertising approval. New sellers should note that Walmart typically approves advertising privileges within 48-72 hours after application. Performance data shows that sellers who complete the full account setup process, including payment method verification and campaign goal setting, see 40% better results in their first month of advertising.

Understanding Walmart PPC Advertising Fees

Walmart’s advertising cost structure offers distinct advantages for sellers. The platform operates on a cost-per-click (CPC) model, with average CPCs ranging from $0.35 to $0.75, substantially lower than Amazon’s typical range of $0.85 to $1.20. The minimum daily budget requirement starts at just $20, making it accessible for businesses of all sizes. Campaign data shows that sellers typically achieve positive ROAS within the first two weeks of properly managed campaigns, with average ROAS ranging from 3.5 to 5.0.

Types of Walmart Advertising Solutions

Walmart’s Sponsored Products represent the foundation of its advertising platform. These ads appear in search results and product detail pages, driving an average click-through rate of 0.21%. Performance data indicates that sponsored product ads typically generate a 35% increase in product visibility and a 25% boost in sales for well-optimized listings.

Walmart offers a variety of advertising solutions to help brands increase their visibility and drive sales. Below is an overview of the key types of Walmart advertising solutions:

1. Sponsored Products

Walmart’s Sponsored Products form the cornerstone of its advertising platform. These ads appear prominently in:

  • Search Results: Displayed when shoppers search for relevant products.
  • Product Detail Pages: Shown as suggested items to capture shoppers’ attention.

Performance Insights:

  • Click-Through Rate (CTR): Sponsored Products average a CTR of 0.21%.
  • Visibility Boost: They typically enhance product visibility by 35%.
  • Sales Impact: Well-optimized Sponsored Products campaigns can result in a 25% increase in sales.

These metrics highlight the value of leveraging Sponsored Products for increasing reach and revenue on Walmart’s marketplace.

2. Sponsored Brands

Brand-registered sellers can leverage Sponsored Brand advertisements to showcase their brand story and product portfolio. These premium placements capture top-of-search positions and typically deliver 45% higher engagement rates compared to standard sponsored product ads. Brand campaigns show average conversion rates of 3.1% when properly optimized.

Walmart’s Sponsored Brand Ads are designed for brand-registered sellers to highlight their brand story and product offerings. These ads provide premium placement to capture shopper attention and drive engagement.

Key Features:

  • Top-of-Search Placement: Sponsored Brand Ads occupy prime positions at the top of search results, ensuring high visibility.
  • Brand Story Showcase: Allows sellers to feature their logo, tagline, and a curated selection of products, building brand recognition.

Performance Insights:

  • Engagement Boost: Sponsored Brand Ads typically deliver 45% higher engagement rates compared to standard Sponsored Product Ads.
  • Conversion Rate: Properly optimized brand campaigns achieve an average conversion rate of 3.1%.

These ads are ideal for increasing brand awareness and driving targeted traffic to a brand’s product portfolio. Let me know if you’d like a comparison with other Walmart ad formats!

3. Display Advertising

Walmart’s display advertising options extend beyond the marketplace, reaching customers across the web. Performance metrics show that integrated display campaigns achieve 50% better brand recall and drive a 30% increase in consideration among targeted audiences.

Walmart’s Display Advertising expands the reach of sellers beyond the Walmart marketplace, targeting potential customers across the web through a variety of platforms and websites.

Key Features:

  • Off-Marketplace Reach: Display ads connect with shoppers both on and off Walmart’s ecosystem, enhancing visibility across the customer journey.
  • Audience Targeting: Uses Walmart’s proprietary shopper data to deliver personalized ads to the right audience.

Performance Insights:

  • Brand Recall: Integrated display campaigns improve brand recall by 50%.
  • Audience Consideration: These campaigns lead to a 30% increase in consideration among targeted shoppers.

Display advertising is an excellent option for increasing brand awareness, driving consideration, and nurturing shoppers across multiple touchpoints. Let me know if you’d like further details on optimizing these campaigns!

4. Walmart Video Ads

Walmart’s Video Ads provide an immersive and engaging way for brands to connect with shoppers. These ads can appear both on Walmart’s platform and across the web, leveraging sight, sound, and motion to create a memorable impact.

Key Features:

  • High-Impact Storytelling: Enables brands to showcase product benefits, brand values, and use cases through captivating video content.
  • Strategic Placements:
    • Walmart’s website and app.
    • Off-site placements through Walmart’s advertising network.

Performance Insights:

  • Engagement Rates: Video ads tend to generate 60% higher engagement rates compared to static ads.
  • Purchase Intent: Studies show video ads on Walmart’s platform increase purchase intent by up to 40%.

Best Use Cases:

  • Product Demonstrations: Highlight key features and benefits.
  • Brand Awareness: Drive recognition and emotional connection.
  • Promotions: Showcase special offers or seasonal campaigns.

Walmart Video Ads are ideal for building brand affinity while driving both consideration and conversions. Let me know if you’d like tips on video ad production or campaign strategies!

Step-by-Step Campaign Setup Guide

To begin creating your first campaign, log into your Walmart Seller Center account and navigate to the Advertising tab. The platform will direct you to the main dashboard where you’ll find the “Create Campaign” button. First-time advertisers should know that Walmart’s interface has been streamlined in 2024, with a 35% reduction in setup steps compared to previous versions.

Creating Your First Walmart Campaign

The campaign creation process requires careful attention to detail:

First, select your campaign type. Data shows that 85% of new sellers start with Sponsored Products campaigns, as they offer the most straightforward path to advertising success. Name your campaign descriptively – performance tracking becomes 50% more efficient with structured naming conventions.

Next, set your campaign budget. Successful new sellers typically start with daily budgets between $30-50, allowing for sufficient data collection while managing risk. Historical data indicates that campaigns with budgets in this range achieve optimal learning outcomes in their first two weeks.

Advanced Walmart PPC Strategy Framework

Keyword Optimization

Successful campaigns employ a three-tiered keyword strategy: branded terms (highest conversion at 4.2%), category terms (2.8% conversion), and competitor terms (1.9% conversion). Performance data indicates that campaigns using all three tiers achieve 45% better overall results compared to single-tier approaches.

Bidding Strategies

Walmart offers both automated and manual bidding options. Analysis shows that automated bidding typically delivers 25% better ROAS for established campaigns, while manual bidding provides better control during launch phases. Enhanced CPC bidding has shown to improve conversion rates by an average of 30%.

Placement Optimization

Search result placements generate 65% of all ad clicks, while product detail page placements drive higher conversion rates at 3.2%. Buy box placements show the highest return on ad spend, with an average ROAS of 6.0.

Walmart PPC Reporting and Analytics

Walmart provides comprehensive reporting tools for campaign optimization. Key reports include:

  • Performance Analytics: Daily, weekly, and monthly performance metrics showing trend analysis and optimization opportunities
  • Search Term Reports: Detailed analysis of customer search behavior, helping identify high-converting keywords
  • Item Performance Reports: Product-level metrics enabling SKU-specific optimization strategies

Walmart vs. Amazon PPC: Key Differences

Understanding the distinctions between Walmart and Amazon PPC is crucial for sellers operating on both platforms:

The cost structure shows Walmart’s average CPCs are 40% lower than Amazon’s, with less aggressive bid competition. While Amazon offers more ad formats, Walmart’s simplified structure often results in faster optimization and better initial performance. Amazon provides more granular targeting options, but Walmart’s broader targeting often yields better reach for newer sellers. In terms of reporting, Amazon’s tools are more detailed, but Walmart’s streamlined reports focus on actionable metrics.

Campaign Optimization Best Practices

Success on Walmart’s platform comes from implementing a systematic approach to optimization. The data shows campaigns following a structured weekly optimization schedule achieve 55% better results. Focus on maintaining consistent daily budgets, optimizing product content before scaling ad spend, and utilizing automatic targeting initially to gather data. Monitor and adjust bids based on day-parting performance data for optimal results.

Setting up your first Walmart PPC campaign is straightforward when following these steps. Here’s a detailed walkthrough to help you get started:

Step 1: Log In to Walmart Connect

  1. Go to the Walmart Connect portal.
  2. Log in with your seller credentials.

Step 2: Navigate to the Campaign Manager

  1. Once logged in, click on “Campaign Manager” in the menu.
  2. Select “Create Campaign” to start building your first campaign.

Step 3: Choose Campaign Type

Walmart offers the following campaign types:

  • Sponsored Products (ideal for promoting individual products).
  • Sponsored Brands (great for brand awareness campaigns).

For your first campaign, it’s recommended to start with Sponsored Products to drive traffic and sales.

Step 4: Define Campaign Details

  1. Campaign Name: Choose a descriptive name (e.g., “Q1 Sponsored Products Campaign”).
  2. Daily Budget: Set a budget to control spending (e.g., $20–$50/day).
  3. Start and End Dates: Schedule your campaign duration or keep it ongoing.

Step 5: Select Targeting Type

  • Automatic Targeting: Walmart selects keywords and placements for you. Ideal for beginners.
  • Manual Targeting: You choose specific keywords and bids. Recommended if you already know your target keywords.

Step 6: Choose Bidding Strategy

  1. Suggested Bid: Use Walmart’s recommended bid based on competition.
  2. Custom Bid: Manually set your bid per click for more control.

Step 7: Add Products

  1. Select the products you want to promote from your catalog.
  2. Ensure the product listings are optimized with high-quality images, compelling titles, and accurate descriptions for better performance.

Step 8: Select Keywords (For Manual Campaigns)

  • Use Walmart’s keyword suggestions or upload your own list.
  • Choose appropriate match types:
    • Broad Match: For general reach.
    • Phrase Match: For targeting specific phrases.
    • Exact Match: For highly focused targeting.

Step 9: Review and Launch

  1. Double-check all settings: budget, bids, targeting, and selected products.
  2. Click “Launch Campaign” to activate it.

Step 10: Monitor and Optimize

  • Track Performance: Monitor key metrics like ROAS, ACOS, CTR, and CPC in the Campaign Manager.
  • Refine Strategy: Adjust bids, add negative keywords, or optimize product listings based on campaign performance.

Looking Ahead: 2025 Trends and Opportunities

Walmart’s advertising platform continues to evolve, with new features and capabilities planned for 2025. Sellers who establish a strong presence now will be well-positioned to leverage these upcoming opportunities. Early adoption of new features historically provides a 3-6 month competitive advantage in terms of lower costs and higher visibility.

Getting Professional Support

While self-management of Walmart PPC campaigns is possible, data shows that professionally managed campaigns achieve 40% better ROAS on average. As a specialized Walmart advertising agency, EcomClips offers comprehensive support for sellers at all experience levels. Contact us at info@ecomclips.com for a free campaign audit and personalized optimization recommendations.

Walmart PPC Ads: 10 Frequently Asked Questions

  1. What are Walmart PPC Ads?
    Walmart PPC (Pay-Per-Click) Ads are advertising campaigns where sellers bid on keywords to display their products in search results or on product pages. Advertisers are charged only when a shopper clicks on their ad.
  2. What types of Walmart PPC Ads are available?
    • Sponsored Products: Appear in search results and on product detail pages.
    • Sponsored Brands: Showcase a brand’s logo, story, and a selection of products.
    • Display Ads: Extend visibility across Walmart’s network and third-party websites.
  3. How does bidding work in Walmart PPC?
    Walmart PPC uses an auction system where advertisers bid on keywords or placements. The ad with the highest bid and relevance wins the placement, but the final cost is determined by the next highest bid.
  4. What metrics should I track for Walmart PPC Ads?
    Key metrics include:
    • ROAS (Return on Ad Spend): Measures the revenue generated per dollar spent.
    • CTR (Click-Through Rate): Tracks ad engagement.
    • CPC (Cost Per Click): Measures the cost for each click.
    • Conversion Rate: Monitors how effectively clicks lead to purchases.
  5. What is a good ROAS for Walmart PPC?
    A good ROAS varies by product category and profit margins. However, most advertisers aim for a ROAS of 3x or higher.
  6. How can I optimize my Walmart PPC campaigns?
    • Use high-performing, relevant keywords.
    • Regularly adjust bids based on performance.
    • Leverage auto and manual campaigns together.
    • Monitor and refine based on ACOS (Advertising Cost of Sales) and ROAS.
  7. What is the difference between automatic and manual campaigns?
    • Automatic Campaigns: Walmart automatically selects keywords and placements based on your product listing.
    • Manual Campaigns: You choose specific keywords and bids for more precise targeting.
  8. How much should I budget for Walmart PPC Ads?
    Start with a manageable daily budget (e.g., $20–$50) and scale based on performance. Your budget should align with your goals, product margins, and competition.
  9. What are Walmart’s keyword match types?
    Walmart offers three match types for targeting:
    • Broad Match: Targets keywords and related phrases.
    • Phrase Match: Matches exact phrases with slight variations.
    • Exact Match: Matches only the exact keyword or close variants.
  10. How long does it take to see results from Walmart PPC Ads?
    Results vary based on competition and product category. On average, it takes 2–4 weeks of consistent optimization to identify trends and achieve desired performance.

Conclusion

Success in Walmart advertising requires a systematic approach, continuous learning, and data-driven optimization. Whether you’re just starting or looking to improve existing campaigns, focus on building a strong foundation through proper setup, thorough keyword research, and consistent optimization. With lower costs, less competition, and strong performance metrics, well-executed Walmart PPC campaigns can deliver substantial returns on investment.

Success in Walmart Advertising is about more than just running campaigns. It’s about implementing a well-defined Walmart advertising strategy and executing it with precision. By targeting the right keywords, leveraging advanced audience data, and consistently monitoring key metrics like ROAS and CPC, you can turn your Walmart campaigns into powerful tools for driving visibility and sales.

Ready to achieve measurable results? Contact EcomClips today, and let us help you exceed your business goals! At EcomClips, we’ve been assisting sellers in scaling their growth and gaining market share through a combination of Walmart PPC, SEO, and listing optimization strategies. Whether you’re looking to elevate your Walmart sales or strengthen your brand’s presence, feel free to reach out to us at info@ecomclips.com.

We also offer free Walmart store and account audits for both PPC and SEO. Let us review your account and provide actionable insights to enhance your performance. Just send us an email, and we’ll tailor personalized solutions to help you maximize your ad performance and profitability.

For any additional questions or support, drop a comment below. We’re always here to help you succeed!

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