Last updated on June 5th, 2023
Written by Mohamed Aden
Walmart has reached more than 100,000 marketplace sellers on its platform in the last months of this year. But even though Walmart has fewer third-party sellers than Amazon, it doesn't mean you will not worry about the competition anymore. After all, you still have low chances of being discovered by shoppers if you are a new seller.
Therefore, you may consider using Walmart ads to get your product listings and storefront more attention. By using Walmart advertising, you can reach more potential customers and improve traffic to your product listings. You can also increase your brand awareness, which could later result in customer loyalty.
In this blog post, you will learn about Walmart online advertising, its types, and various tips to use it to your advantage.
Walmart is one of the largest and most well-known retailers in the world. While it offers a wide variety of products, its main focus is on providing low-cost goods to its customers, which is reflected in its marketing strategy, "Every Day Low Prices" (EDLP).
But because Walmart customers are constantly looking for cheap deals, it's difficult for you to get noticed in the marketplace. Therefore, you must utilize other available marketing strategies, such as running paid ads. Fortunately, Walmart offers various digital advertising solutions, specifically Walmart Advertising, that can benefit its third-party sellers.
Walmart Advertising is a Pay-Per-Click (PPC) advertising model in which the advertisers—but in this case, the sellers—pay a fee every time a user clicks on one of their campaign ads. Using this tool, you can promote your brand and products within and outside the Walmart marketplace.
Moreover, it is divided into two types: Sponsored Products and Sponsored Displays. The former is a type of ad placed within the Walmart Marketplace, which customers can easily see while browsing through the website or app.
Sponsored Products can be found on the Search In-Grid Results alongside other non-sponsored products on the search results pages. Additionally, they can be accessed on Carousels that appear at the bottom of the results pages, the Features Items section of Walmart's homepage, or the Curated Shelf pages.
Meanwhile, Sponsored Display is a type of ad placed outside Walmart, usually on websites or mobile applications. Also, through this, you can advertise your products on social media sites, like Facebook, Instagram, or Tiktok, allowing you to reach more people from different demographics.
Other Walmart ad types that you can use include Search Brand Amplifier and Buy Box Banner. Search Brand Amplifier is a Walmart online ads meant to highlight the brand more than its products. Ads under this type are shown on top of the results page whenever shoppers use a relevant keyword. On the other hand, Buy Box Banner ads are found on product detail pages.
Now that you know what Walmart advertising and its types are, you might wonder if it's worth investing your resources in this marketing strategy.
First, Walmart is one of the biggest retail giants in the United States, making it a household name in the said country. Even though Walmart is popular for its physical stores, its online marketplace has garnered more than 400 million site visitors monthly. Therefore, advertising your products on Walmart will not be a waste of resources.
Moreover, competition on Walmart is more manageable than Amazon, with almost 2 million third-party sellers. Because of its fewer marketplace sellers, Walmart managed to attract 27000 monthly unique views for each seller, compared to only 2100 monthly views per Amazon seller. With fewer businesses competing for customers' attention and views, you can improve your sales, which could result in lower ad spending.
Lastly, as mentioned above, Walmart offers various ad types that you can use to promote your Walmart online sales and products. With different options available at your disposal, you can diversify your strategies to get their attention. And when potential customers see your ads, they can be redirected to your product listing or storefront, potentially increasing traffic. By doing this, you can reach people who may not be familiar with your brand and products.
If you are already interested in running Walmart grocery ads online to improve your traffic, it would be best to familiarize yourself with some best practices first. This way, you can maximize the full potential of this feature.
Here are some tips to help you get started and make the most out of Walmart ads:
As mentioned above, Walmart offers several different ad types, so choosing the one that best fits your needs and goals is crucial. For example, if you want to increase your brand awareness among Walmart customers, you should use a Search Brand Amplifier ad. Or if you intend to promote your products more, it would be best to use any type of Sponsored Products ads.
If you're not sure which one is right for you, try testing out a few different options to see which ad type drives more sales. But if you don't want to experiment and maximize your budgets more, consider hiring PPC specialists instead.
When choosing keywords for your ad, select the ones relevant to your brand and product. Using too many broad or unrelated keywords will not only hurt your chances of being seen by potential customers but also result in higher advertising costs.
To know the best keywords for your PPC ads, you must use reliable keyword research tools, such as KeywordTool.io and Ahrefs. However, you can also rely on professionals to help you develop a list of high-ranking keywords.
One of the great things about using Walmart advertising is that you can target your ads to specifically reach your target audience. For example, if you sell products for children, you can target your ads to appear on pages that are visited by parents with young children. Or, if your target market is Gen Z, it would be best to use Sponsored Display ads that can appear on social media sites.
Your ad should give visitors a reason to click through to your site. Therefore, you must ensure that the ad copy is well-written and provides useful information. This way, they will be enticed to look at your listing and eventually purchase your products.
If you want your ad to stand out from the rest, using high-quality and relevant product photos is best for you. Visual elements like photos can help attract attention and encourage people to click on your ad.
However, hiring professional photographers for your product photos would be best. Not only do they know how to take flattering images, but they also know Walmart's guidelines on product photos. With their services, you do not have much to worry about your ad's visual elements.
Doing this will allow you to see how well your ad performs and how people respond to your ads. And with this information, you can make adjustments to your ads, especially on keywords and ad budget, to increase your traffic and click-through rate.
Getting your listings and storefront a lot of attention is crucial in running an ecommerce business on Walmart. But being more visible within and outside the marketplace is possible and accessible for third-party sellers like you with Walmart Advertising. It's a PPC digital advertising model that allows sellers to run various types of paid ads, such as Sponsored Products and Sponsored Displays, to increase their sales and brand awareness.
But to maximize the benefits of Walmart ads, you should follow some best practices in PPC advertising, like choosing the right ad type, bidding on the right keywords, and targeting the right audience. In addition, it would be best to make your ad copy compelling, use high-quality photos, and monitor your results regularly.
If you want to go the extra mile in growing your Walmart marketplace business, consider availing yourself of full account management services from a reputable agency like Seller Interactive. Besides PPC ads, they can help you in other aspects of your business, including product listing optimization, product launch, and brand protection.
To book an appointment, call 1-800-820-3746 right away.
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