If you’ve ever wondered how brands get those prime spots on Walmart.com, here’s the secret: they’re not just lucky. They’re running smart, targeted advertising campaigns through Walmart Connect, Walmart’s in-house ad platform.
Walmart may not have the same advertising reputation as Amazon (yet), but it’s quickly becoming a powerful tool for sellers. If you’re ready to boost visibility, increase sales, and get in front of millions of shoppers, this beginner’s guide will help you get started.
Why Advertise on Walmart?
Walmart is more than a retail giant, it’s a growing online marketplace with a loyal customer base. Advertising here isn’t just about getting clicks; it’s about getting in front of ready-to-buy shoppers.
Here’s why it matters:
- High intent shoppers: People visiting Walmart are usually looking to purchase – not just browse.
- Less competition than Amazon: Which can mean lower ad costs and better visibility.
- Powerful placements: Ads appear where shoppers are already making purchase decisions.
- Budget flexibility: You can start small and scale up as you grow.
Set Up Your Walmart Seller Account
Before you can advertise, you need to be a Walmart Marketplace seller. That means getting approved through Walmart Seller Center, listing your products, and ensuring they’re optimized with clean titles, clear images, and accurate descriptions.
Note: Walmart’s ad platform only works with active listings that meet their listing quality standards. So get your product pages polished before launching campaigns.
Get Familiar with Walmart Connect
Walmart Connect is the advertising platform that allows sellers to run ads across Walmart.com, the Walmart app, and even in Walmart stores. Think of it as Walmart’s version of Amazon Ads.
With Walmart Connect, you can:
- Promote products in search results and category pages.
- Target shoppers based on behavior, keywords, and intent.
- Control your budget and monitor performance in real time.
Choose Your Ad Type
Walmart offers a few main ad formats, and picking the right one depends on your goals.
Sponsored Products
These ads appear directly in search results and on product pages.
- Best for: boosting visibility of specific products.
- Bidding model: cost-per-click (CPC).
- Tip: Start here, it’s beginner-friendly and drives measurable results.
Sponsored Brands
These highlight your entire brand or product line at the top of search results.
- Best for: building brand awareness.
- Ideal if you have multiple related products.
Display Ads
These appear across Walmart’s digital ecosystem, including the homepage and even off-site placements.
- Best for: retargeting, awareness campaigns, and reaching shoppers beyond search.
Target Strategically
One of the biggest advantages of Walmart ads is targeting. Instead of just casting a wide net, you can reach the right shoppers.
- Keyword targeting: Bid on search terms your customers are using.
- Auto targeting: Let Walmart’s system match your ads with relevant shoppers.
- Competitor targeting: Appear near similar products or brands.
Try starting with automatic campaigns to gather data, then layer in manual keyword targeting to fine-tune results.
Set Your Budget and Bids
You don’t need a huge budget to start. Walmart’s ad platform is flexible, you can begin with daily or campaign-level budgets and adjust as you go.
A few budgeting tips:
- Start small (e.g., $20-$50/day) to test performance.
- Bid competitively for high-traffic keywords.
- Monitor your Return on Ad Spend (ROAS) and adjust bids accordingly.
Remember, it’s not about spending the most, it’s about spending smart.
Optimize Your Product Listings
Even the best ads won’t work if your product listings aren’t strong.
Make sure your listings include:
- Clear, high-quality images.
- Keyword-rich titles and descriptions.
- Competitive pricing and shipping.
- Positive reviews whenever possible.
Your ad brings people in, your listing closes the sale.
Track and Adjust Your Campaigns
Once your ads are live, don’t just “set it and forget it.” Advertising on Walmart is all about testing, learning, and improving over time.
Keep an eye on:
- Impressions: Are people seeing your ad?
- Clicks: Is your creative compelling enough to get them to click?
- Conversions: Are those clicks turning into sales?
- ROAS: Is your investment paying off?
Walmart Connect’s reporting tools make it easy to analyze performance and pivot quickly.
Level Up with Advanced Tactics (When You’re Ready)
Once you’ve mastered the basics, you can explore more advanced strategies, like:
- Retargeting campaigns to re-engage shoppers who didn’t purchase.
- Seasonal promotions to boost sales during key shopping periods.
- Audience targeting based on shopper behavior and purchase history.
- These tactics can help you scale from “beginner” to “pro” without blowing your budget.
Advertising on Walmart.com doesn’t have to be complicated. Start with the basics: get your listings right, launch Sponsored Product campaigns, and learn from your performance data.
Over time, you’ll refine your strategy, increase visibility, and turn curious shoppers into loyal customers.
The best part? Walmart’s ad landscape isn’t as crowded as Amazon’s yet, so there’s still room to grow without breaking the bank.
If you’re seeking help from experts in Walmart advertising, contact us. We’re here to help!