Walmart is one of the largest retailers in the world. With hundreds of millions of customers each week between their physical Walmart stores and ecommerce marketplace, they continue to ramp up their ecommerce presence and improve their ad tech to compete with Amazon and Google. They are constantly upgrading their advertising features .Walmart recently launched a Sponsored Brand campaign in its new update.
What is a Sponsored Brand ?
Sponsored Brands is designed to increase brand awareness and conversion by helping to improve brand visibility and inspire product discovery. Sponsored Brands can especially benefit smaller brands, new brands and brands with new products that may not yet have high organic search rankings at Walmart.
How is Sponsored Brand useful?
One of the best parts of Sponsored Brands is that it shows up right at the top before the organic search results are displayed. Sponsored Brands is a very useful ad placement to encourage engagement with customers with the goal of increasing conversions and brand awareness.
Where do Sponsored Brands on Walmart appear?
Sponsored Brands appear above the search listings and include your brand logo, custom headline, and up to four advertised items with shoppable links. Featured items automatically populate based on their relevance to the customer’s search query, availability, and quality of item page content.
How do Walmart Marketplace’s Sponsored Brand work?
Sponsored Brands works on a cost-per-click (CPC) basis, which means advertisers will pay only when online shoppers click on their ad.
- Premium Placement – Sponsored Brands is a premium placement that shows up at the top of the search results page for selected search terms. The placement displays the brand’s logo, a custom headline, and up to four products that appear at the top of the page, which helps to improve brand recognition .The advertisers can select up to ten items to be included in the ad, and then Walmart will automatically fill the ad with those items based on availability and relevance.
- Powered by Search Terms – Similar to Walmart’s Sponsored Product ads, brands can choose their own keywords as well as target categories related to their products. Advertisers can easily change match types or pause low-performing keywords to maximize campaign ad spend.
- Pay Per Click – Sponsored Brands ads are pay-per-click, making it a cost-effective option for brands, especially since Walmart transitioned to second-price auction earlier this year.
What type of Keywords can be used ?
- Phrase Match – This match type provides reach along with some precision. Your ad will be served to Walmart customers whose search includes your exact keyword phrase. Phrases can have additional words before or after and still function properly.
- Exact Match – This match type has the least reach but most precision, by far. Your ad will be served only to Walmart customers who search your exact keyword or phrase.
- Broad Match – This match type gives the most reach but the least precision. Your ad will be served to all Walmart customers who search your keyword phrase. And it still functions regardless of order or the presence of additional words.
How much do Walmart Sponsored Brand cost?
You will be needed to set a budget to run this type of campaign which must be set at a minimum of $50.
What criteria is needed to be eligible to create a brand campaign?
To access Sponsored Brands, a Marketplace seller must be a brand owner and must meet all the following criteria:
- Based in the United States, China, Hong Kong or the United Kingdom; or a pre-approved seller in India
- Rights owner registered with the United States Patent and Trademark Office
- Onboarded to the Walmart Brand Portal, Walmart’s intellectual property rights management platform
Sponsored Brands ads on Walmart can help your brand’s marketing strategy by targeting shoppers at most points in the marketing funnel. It helps with driving awareness and conversions, so brands should be taking a close look at which SKUs to feature and why, which taglines are most effective, and which images to feature that convert the best after running several variations during the testing phase.
Hopefully, now you have a clear idea now on Walmart Sponsored Brand. Don’t hesitate to ask if you have any queries on any advertising field of eCommerce. Please let us know if you face any issue. We are always here to hear from you.
