Introducing the ultimate guide to Walmart’s effective strategies to boost your sales on the platform! In the ever-changing world of eCommerce, a comprehensive, effective, and competitive advertising strategy can help establish a competitive edge and significantly impact your profitability. Whether you are new to selling at Walmart or are a veteran in the game, this article is for you. But first, let’s look at the key areas you must consider before advertising on Walmart… 

Consideration for Walmart Sellers Before Advertising

Create A Well Developed Product Detail Page

Believe it or not, your product detail page can have a powerful influence on the shoppers’ decision on whether or not to purchase your product. A well-optimized listing results in an increased conversion rate, which results in lower CPCs and, thus, a lower ACoS. Think of it this way: your product detail page serves as a virtual storefront, so it needs to be as well optimized as shelf placement in a physical store. Optimize your listing by enhancing SEO elements in the title, images, product highlights, and the “About this item” section. You want to avoid adding too many keywords as the algorithm doesn’t like keyword stuffing (unlike Amazon). You want to use relevant keywords like brand, model, and color in the title.

Shoppers Buy Brands They Trust

Positive reviews play a critical role in the purchasing decision; a listing with more reviews and ratings is considered more trustworthy. Think of it this way: would you purchase a product recommended by a friend over one you’ve never heard of before? Not likely. While Walmart will automatically email shoppers for a review after purchase, there are other steps you can take to encourage shoppers to leave a review. A high number of reviews and ratings creates a reputation of high quality and reliability, and this will encourage New-to-Brand (NTB) purchases as much as repeat purchases.

Gain Social Proof

The Walmart Pro Seller Badge not only builds your social proof and drives conversions but also opens doors to exclusive ad types not accessible by new Walmart advertisers. Meet the following requirements to earn this badge:

• A delivery defect rate of less than 10%
• A listing quality score of 70% (60% for non-trending areas of your product catalog)
• Receive more than 100 orders in the past 90 days
• No trust and safety or performance standards violation
• A cancellation rate of less than 2%

Advertising Consideration for Walmart Sellers 

 

Set Clear Advertising Goals

Once your listing is fully optimized and ready for paid traffic, set clear goals for your campaigns. Having a well-defined sense of direction will help you tailor your campaigns for maximum impact.

Your Ad Type Choice Matters

In automatic campaigns, all you will need to do is select the product to promote, and the algorithm will do the rest! Walmart’s algorithm will analyze the search terms and consumer behavior to match the ad with relevant keywords and audiences. Sounds easy, right? This approach can be particularly effective in the test phase of your advertising efforts.

Manual campaigns on the other hand offer greater control. As the name suggests, you will need to select each keyword and set individual bids manually. This targeted approach is particularly is especially beneficial when you want more control over your budget allocation. While manual campaigns offer fewer placement options, they are great for targeting highly relevant keywords.

Find The Best Campaign Type To Suit Your Goals

Walmart Sponsored Products Ads

Sponsored Products appear within search results on both desktop and mobile devices. This campaign type is best for a brand awareness-focused strategy. By bidding on specific keywords, you can boost your product’s visibility and drive sales.

Walmart Sponsored Brand Ads

Featuring a brand logo, a headline, and a product selection, this ad type allows sellers to promote their brand and multiple products in a single ad. This is ideal for both brand awareness and showcasing the range of products available.

Walmart In-Store Mode

In-store mode targets customers using the Walmart mobile app in physical stores. It allows shoppers to search for products, find store locations, and discover in-store promotions in the app while purchasing in-store. This would pair well with the ACoS-driven strategy below.

 

 

Let’s Tailor Your Strategy

 

Consider implementing one or more of the following strategies, depending on your advertising goals:

Conversion Driven Strategy

Walmart’s strategy is centered around prioritizing customers, which guides its efforts in providing products at the most affordable prices. A lower price is one sure way to increase a consumer’s likelihood to click on your ad over another. Combine this strategy with a well-optimized listing, and each click will turn into a gold mine!

ACoS Driven Strategy

Use bid modifiers on device placements with the highest conversion rate. To do this, you will need to observe the performance of your ads across the different devices – desktop, mobile, and tablet for at least 4-6 weeks. Then, re-optimize your strategy and adjust your budget to invest in the most lucrative channel. Focusing on platforms that yield the highest conversions ensures efficient resource allocation and goes a long way toward achieving a low ACoS.

Day Parting Strategy

This strategy recognizes that consumer behavior and preferences can vary based on the time of day and aims to optimize advertising efforts by reaching the right audience at the best time. To do this, you will need to use dayparting to lower your bids during the low conversion periods and push your ads after your competitors’ budgets have run out. By tailoring your messages and campaigns to specific segments of the day when your target audience is most active and receptive, you can significantly amplify the effectiveness of your marketing initiative.

Conclusion

Effective advertising on Walmart demands a comprehensive approach that covers various aspects, from product detail optimization to choosing the right ad types and devices. To streamline your advertising journey and leverage these strategies effectively, consider partnering with BellaVix. Our specialized services are designed to help you navigate the complexities of Walmart advertising and achieve exceptional results

 

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