Walmart is a giant e-commerce marketplace. It is constantly adding new features to make seller efforts easier and more comfortable. In the Walmart ads console, They have added variant bidding. By this sellers can advertise any item within your catalog beyond the primary variant.
What is Walmart Variant Bidding?
Variant bidding is here available for all new and in-flight Walmart Sponsored Products campaigns, this strategy lets you promote any item in your catalog, including size and color variations. It is a great way to help increase brand and item discoverability and, in turn, help boost sales.
Benefit of Walmart Variant Bidding in Advertising?
With variant bidding, you can advertise any item within your catalog beyond the primary variant, including size and color variations, to help increase discoverability and sales. Now, brands can gain exposure to more products and help customers find more options that meet their needs, presenting a big opportunity to:
- Increase awareness: By expanding your catalog of promoted items to appear in more search results and get a larger variety of products noticed by new and existing customers
- Grow revenue: By increasing the visibility of more items to identify high-performing variants that previously have been difficult for customers to discover
- Multiple goals: Whether your objective is to promote best-selling items, bring awareness to a new variant item, or drive a seasonal moment
Best Practice for Walmart Variant Bidding:
- Choosing variants to promote
- Variant Bidding Tips
- Choosing Keywords
- Keywords Tips
- Choosing variants to promote
- Start by promoting your top-converting, bestselling or seasonal variants.
- Focus on the top variants that are generating the most conversions and sales.
- Promote these top-high-converting variants for generic keywords (broad match).
- Other variants for intent keywords (exact match or phrase match).
- Variant Bidding Tips
For Example: Men’s T-shirts with six color variants:
- You want to promote the top-converting variants to align with your business goals.
- Your catalog dashboard indicates that the black and white variants convert the most often.
- Create a new Sponsored Products campaign for the black and white variants.
- Choose the variant-specific search terms “white T-shirt” and “black T-shirt”
- Use all three match types (broad, phrase, and exact) for these search terms.
3. Choosing Keywords
- Campaigns with general keywords
- Include all variants that share similar attributes.
- Campaigns with variant-specific keywords
- Create ad groups of variants that fit specific keywords.
4. Keywords Tips
Test and learn different keyword combinations to determine whether to assign
general or variant-specific keywords to the variants you wish to promote.
For example: if you sell a shirt that comes in black, white, and green:
- The search term “men’s shirt” can apply to any of these color variants.
- The search term “men’s green shirt” can only apply to the green variant.
If you notice that “men’s shirt” delivers sales of green shirts because the green shirt is a popular item you could continue both keyword strategies. Figuring out what the customer is looking for will help you determine which keywords to map to which variant items.
Hope you have a clear idea of the variant bidding. If you have any confusion or questions about this content please let us know in the comment section. We are ready to help you with those.
