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Ultimate Guide to Walmart Ads [Key Strategies Unlocked]

Being the biggest omnichannel retailer in America, Walmart Ads provides an exceptional platf

Being the biggest omnichannel retailer in America, Walmart Ads provides an exceptional platform for e-commerce companies to increase their revenue. With over 100 Million unique monthly visitors, advertising on Walmart can significantly improve your product visibility and, consequently, your revenue.

In this blog, we’ll dive into the world of Walmart Ads, trying to understand what they are, how they function, how powerful they can be for your business, as well as how you can utilize them to their maximum potential and achieve your sales goals every quarter.

Ready to take the first steps towards optimizing your Walmart Ad campaigns with precision? Get a free audit from us and let us set you up for success!

What is Walmart Sponsored Search?

Walmart Sponsored Search Ads enable e-commerce businesses to reach their target consumers who are actively browsing Walmart’s website or app for the exact product they sell.

If you want to focus on direct purchases, placing your ads within the retail giant’s online marketplace can turn the tables for you (in a good way). Walmart is not a mere social media ad campaign where you’re not really able to target active buyers.

Rather, you target people who are interested in similar products compared to what you sell, and based on that, you run a hit-or-miss game. At Walmart, things work differently.

For instance, if you sell reusable water bottles, you could bid on exact keywords like “reusable water bottle” so that your sponsored product listing shows up prominently when Walmart shoppers actively search for those items. And since these are high-intent keywords that shoppers use when they want to make a purchase, these ads drive a lot more qualified traffic and conversions.

How Effective Are Walmart Ads for Driving Sales?

Walmart’s global ad revenue witnessed an impressive 28% growth last year, totaling $3.4 billion. This surge in investment levels among brands is a result of the effectiveness of Walmart-sponsored ads in driving sales growth for e-commerce businesses.

  • With anet 24% of brandsramping up their investment, it’s evident that businesses are reaping the benefits of advertising on Walmart’s platform.
  • Walmart’s CEO Doug McMillon forecasted that global advertising and membership will represent 20% of annual operating income by the next financial year. It showcases how well Walmart is leveraging its Marketplace as a growth engine to increase its revenue by attracting and seamlessly bridging the gap between millions of buyers and sellers every single month.

Walmart shopping ads can be a valuable tool for driving sales; however, they are not magic bullets. You need to have a well-rounded strategy and expertise to get your desired results since the competition is higher than ever.

IG PPC offers strategic bidding techniques that can place you ahead of your competitors without breaking the bank. Schedule a free audit with us to step up your Walmart Ads game today!

Selecting items on an e-commerce website.

Benefits of Running Walmart Ads

Beyond increasing your revenue, which is an obvious and the most important reason you’re reading this, here are some other benefits of Walmart Ads that should convince you to include them as a part of your marketing strategy:

  • Increased Visibility: Walmart Ads helps you display your products in front of a massive audience and consequently increases the chance of clicks and conversions.
  • Targeted Marketing: Walmart’s ad platform allows you to target specific demographics and shopper interests. This means your ads are reaching people likely to be interested in what you’re selling, which can lead to a higher return on investment (ROI).
  • Brand Awareness: Even if someone doesn’t click on your ad right away, seeing it can plant a seed and build brand recognition. This can influence future purchases.
  • Data-Driven Optimization: Walmart’s platform provides detailed analytics to help you track your ad performance and see what’s working. This allows you to optimize your campaigns for better results over time.

A person typing on a laptop computer, focused and engaged in their work.

Walmart Connect Ad Types

Walmart Connect is Walmart’s advertising platform that allows you to reach your customers via multiple channels such as online ads, in-store ads, as well as sponsored media across the web.

Below are the different types of Walmart Connect Ads for your understanding:

Sponsored Products Ads

These advertisements are displayed within a relevant search result. For instance, if you sell reusable water bottles, you can bid on keywords like “reusable water bottle” or “best reusable water bottles” to show your product to the right customer.

When a consumer clicks the ads for Sponsored Products, it takes them directly to the product page. This increases the chances of buying your product.

Some common types of sponsored product ads are:

Search In-Grid Results

Search in-grid sponsored products are cost-per-click (CPC) advertising that appears on Walmart’s search results pages.

Advertisers have complete control over their spending, including budgeting and bidding, and are only charged when users click on the adverts.

Carousels Ads

Carousel Ads can appear in search results, category pages, browse pages, product detail pages (PDPs), and the Featured Items section on the homepage. 

These ads let shoppers compare multiple products side-by-side, which increases clarity and, therefore, conversions.

Walmart Buy Box Banner

Sponsored Buy Box Banner appears right below an Organic Buy Box Banner, showcasing an alternative or low-priced product when a customer lands on a product detail page. 

This leads them down the conversion funnel with an “Add to Cart” CTA. Without this, no one would have a clue about how to buy from you.

Sponsored Brands

Sponsored Brands is a premium ad option on Walmart Marketplace that puts your brand logo and featured products right at the top of relevant search results. It’s the most visible ad placement on Walmart’s search pages, grabbing shopper’s attention and boosting your brand awareness.

Sponsored Videos

This innovative ad option lets you showcase your products with short, keyword-targeted video ads that appear directly within relevant search results. It’s a premium way to boost your product’s visibility and grab attention as consumers browse Walmart Marketplace. 

This new Sponsored Search solution is designed to help you stand out and get your products discovered by more potential customers.

Walmart Offsite Display Advertising

Walmart’s advertising extends beyond its platform, reaching potential customers on various websites, including social media platforms like Facebook and Instagram. 

Through offsite display advertising, Walmart promotes your business’s products to a broader and more diverse audience beyond its website and app.

A person typing on a laptop computer, focused on the screen with a cup of coffee nearby.

Most Effective Walmart Advertising Strategy for Sellers

Here are some of the most effective Walmart Advertising strategies for you to launch and run a successful campaign:

Pricing Your Products Competitively

To enhance the effectiveness of your ads and drive more clicks and sales, it is advisable to price your products competitively. Walmart places a strong emphasis on offering products at the lowest prices, making it essential to ensure your products are priced competitively to attract customers.

Competitive pricing increases the likelihood of customers choosing your ad over competitors’ listings.

Moreover, setting competitive prices is key to winning the buy box on Walmart. When multiple sellers offer the same product, Walmart consolidates them into one listing and grants the buy box, which is the “add to cart” button, to one seller – typically the one with the best price.

Winning the buy box enhances the chances of making a sale and boosting revenue for your business.

Earning Reviews

Great reviews are like silent salespeople for your Walmart Ads. Although they don’t directly affect ad placement, positive reviews can significantly increase clicks. 

People trust reviews to decide if a product is worth buying. So, focus on getting more reviews to attract more qualified leads from your ads and ultimately boost sales.

Focusing on Your Best-performing Platform

When advertising your products, your ads are visible across desktop, mobile, and tablet devices. Walmart offers the flexibility to tailor your strategy according to device performance. 

If, after a few months of running ads, you discover that mobile users generate the highest sales, you can refine your approach and allocate more budget towards mobile campaigns. This approach allows you to concentrate your advertising efforts on the platforms most conducive to conversions.

Focusing on Secondary Products

An effective tactic in Walmart advertising is highlighting secondary products. Typically, businesses prioritize promoting their top-selling items to maximize sales.

However, it’s also advantageous to showcase secondary products—those that may not perform as strongly but are still part of your Walmart inventory. Promoting these secondary products can boost overall sales and expand revenue streams. Additionally, it aids in raising awareness for these less prominent items, contributing to brand diversification.

Online shopping with a credit card on a MacBook.

Best Tools and Resources for Walmart Advertisers

With the growing importance of Walmart Marketplace to drive sales and increase brand visibility, you need reliable tools and resources to launch and run successful campaigns. 

Some of the best tools that can help you achieve your goals are:


IG PPC Homepage

IG PPC is a one-stop solution for e-commerce brands facing the challenges of advertising on Walmart. Our hands-on PPC management services are tailored to drive remarkable growth and profitability. 

By blending profound expertise in Walmart PPC advertising with a targeted strategy, we ensure that your campaigns not only meet but go above and beyond expectations. 

Our comprehensive approach to e-commerce advertising is proven by our track record, which demonstrates significant growth and ROI for our clients. We dig deep into your target audience’s pain points and desires to understand their needs well and then create a tailored game plan to ensure you get a bang for every buck you’re spending. 

We also analyze your ads and create a plan to lower your ad costs (ACoS) and get more results (ROI). Get a free audit today!

2. Helium 10

Helium 10 homepage

Helium 10 offers multiple highly acclaimed tools that can help you gain access to a wealth of data. This empowers you to make well-informed choices regarding product sourcing, enhancing listings with relevant keywords, optimizing ad campaigns, and beyond.

The platform serves as a robust tool for managing Walmart Ads campaigns, offering a comprehensive suite of features tailored to optimize advertising performance on the platform. 

Moreover, sellers can conduct in-depth product research to identify profitable opportunities within Walmart’s marketplace, leveraging insights such as sales estimates, competition analysis, and market trends to inform their advertising strategy. 

Helium 10 also provides powerful keyword optimization tools, allowing sellers to identify high-ranking keywords and optimize their product content to maximize visibility and drive traffic to their listings.

3. Informed Repricer

Informed Repricer Homepage

Informed Repricer is a valuable tool for managing advertising campaigns on Walmart. By leveraging its advanced algorithms and data-driven insights, you can optimize your ad strategies to enhance visibility and drive more sales.

With features such as dynamic pricing adjustments, competitor analysis, and performance tracking, Informed Repricer will enable you to make informed decisions and maximize the effectiveness of your campaigns.

Frequently Asked Questions (FAQs)

Before we wrap up, here are some of your most frequently asked questions about Walmart Ads:

What Are the Costs Associated with Walmart Digital Ads for Sellers?

The costs associated with Walmart’s digital advertisements can vary depending on factors such as ad format, targeting options, and bidding strategies. 

You, as a seller, will typically pay for your ads on a cost-per-click (CPC) or cost-per-impression (CPM) basis, with additional fees possible for enhanced targeting or premium placement.

How Can Sellers Track the Performance of Their Ads on Walmart?

To track the performance of your ad campaigns on Walmart, you can utilize the platform’s comprehensive analytics and reporting tools. 

These tools offer insights into key metrics like impressions, clicks, conversions, and return on ad spend (ROAS), which will help you monitor performance in real time and make informed decisions to optimize your campaigns for better results. 


Walmart Marketplace is a significant platform for e-commerce businesses like yours. It gives you access to a huge pool of potential customers ready to buy from you. All you need to do is show your products in front of the right people at the right time. 

However, there’s a catch. It’s a simple process, but it’s not an easy one. You can’t just start running ads without having proper knowledge, expertise, or strategy.

Therefore, at IG PPC, we take care of everything for you – from creating a targeted campaign strategy to conducting keyword research, analyzing, and constantly improving performance. All you need to do is book a free audit and let our team of experts help you skyrocket your sales with Walmart Ads!

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