Walmart Marketplace Advertising: Guide to Dominate the Market

Imagine tapping into one of the world’s largest online marketplaces, where millions of shoppers are on the hunt for products every single day.  

Whether you’re a brand or a seller, capturing that precious product visibility and elevating your product performance can be a game changer—but only if you know how to navigate the fierce competition and ever-evolving ad technologies. 

That’s where a seasoned Walmart advertising agency comes into play. Maybe you’ve been weighing options between a top advertising agency for Walmart or even considering a Walmart Canada advertising agency; either way, expert guidance can be the key to unlocking the full potential of Walmart ads.  

Think about it: with smart strategies like in-depth keyword research, strategic keyword bidding, and effective pay-per-click tactics, you’re not just buying ad space—you’re building organic reach and ad relevance that can skyrocket your brand reputation. 

What’s in this guide? 

In this guide, we’re diving deep into real-world Walmart advertising examples—from innovative Walmart connect advertising to clever uses of on-site display ads, offsite display ads, and even in-store ads.  

We’ll break down complex topics like Walmart marketplace advertising and shed light on questions such as “how much does Walmart spend on advertising?” All while exploring techniques to optimize everything from your stock keeping unit strategies to ensuring every campaign reinforces your brand loyalty. 

So, if you’re ready to move beyond the basics and truly dominate the marketplace as a Walmart advertiser, let’s get started on transforming your advertising approach into one that delivers real, lasting success. 

What is Walmart Marketplace Advertising? 

Walmart advertising is a way for businesses and sellers to promote their products on Walmart’s online marketplace. With millions of shoppers visiting Walmart.com every month, it’s a powerful platform to increase visibility and drive sales.  

By using Walmart’s advertising tools, brands can reach customers who are already searching for similar products, making it easier to connect with the right audience. 

Through Walmart’s ad system, sellers can place their products in key spots, such as search results and product pages, to boost sales. This is especially valuable in a competitive market where standing out is crucial.  

With Walmart’s massive online presence and growing e-commerce sales, advertising on this platform offers a great opportunity to grow your business and reach more customers. 

Why Should You Advertise on Walmart Marketplace? 

More shoppers are turning to Walmart.com for everything from daily essentials to special purchases. Advertising on Walmart Marketplace helps your brand reach these ready-to-buy customers and boost sales. 

1. Get More Eyes on Your Products 

Walmart receives millions of visitors every month, and advertising helps put your products in front of them. Sponsored ads ensure your items appear at the top of search results and on key product pages, making it easier for shoppers to find what you offer. 

2. Improve Sales and Product Performance 

Better visibility means better sales. When your products appear in high-traffic areas, customers are more likely to click and buy. Walmart’s ad system also allows you to track performance and optimize campaigns for even better results. 

3. Reach More Shoppers Across Multiple Channels 

Walmart advertising isn’t just limited to Walmart.com. Your ads can also appear on external sites, social media, and even in Walmart stores, helping you connect with shoppers wherever they are. 

4. Maximize Seasonal Sales Opportunities 

Big shopping events like Black Friday, back-to-school season, and holiday sales drive massive traffic to Walmart. Advertising ensures your products get noticed during these peak times, increasing your chances of higher sales. 

5. Leverage Walmart’s Trusted Brand Name 

Walmart is a household name, and customers trust the platform when making purchases. Advertising on Walmart Marketplace allows you to benefit from this credibility, giving shoppers more confidence in your brand and products. 

6. Launch New Brands and Products Successfully 

Introducing a new product or brand can be challenging, but Walmart advertising helps you get noticed faster. Sponsored ads place your products in front of potential buyers, increasing awareness and driving early sales. This boosts your product rankings and sets the stage for long-term success. 

7. Gain an Edge Over Competitors 

With so many sellers on Walmart Marketplace, standing out is crucial. Ads help your products appear ahead of competitors in search results, giving you a better chance of winning customer attention. Strategic bidding and placement ensure that your brand stays visible, even in crowded categories. 

8. Boost Low-Performing Products and Maximize Profits

Not all products sell at the same rate, but advertising can help improve performance. Walmart ads can push slow-moving SKUs in front of new audiences, helping clear inventory. At the same time, you can promote best-selling products to maximize their profit potential. 

9. Unlock Exclusive Walmart Promotions and Deals 

Walmart offers special ad placements, seasonal promotions, and unique advertising opportunities that sellers can leverage. These deals help drive more traffic to your listings, increase conversions, and keep your brand competitive during peak shopping periods. 

What Is Unique About Advertising on Walmart Marketplace? 

Walmart Marketplace is one of the fastest-growing online retail platforms, attracting millions of shoppers every month. Its strong reputation and massive customer base make it a great place for sellers to advertise and grow their business. 

What makes Walmart advertising unique is how it places ads within the shopping experience. Walmart’s system ensures that ads appear where shoppers are already browsing, like search results, product pages, and special placements.  

This makes it easier for customers to find what they need while helping sellers increase visibility and sales. 

How Does Walmart Advertising Campaign Work? 

Walmart advertising operates on a structured system that ensures relevant products reach the right shoppers. Understanding how the campaign process works can help sellers make the most of their advertising efforts. 

1. Ad Relevance 

Walmart prioritizes showing ads that are most relevant to a shopper’s search. This means your product listings need to be well-optimized with accurate descriptions, high-quality images, and competitive pricing.  

Walmart’s algorithm takes these factors into account to determine which ads appear in search results and other placements. 

2. Walmart PPC 

Walmart uses a pay-per-click (PPC) advertising model, meaning advertisers only pay when a shopper clicks on their ad. This makes it a cost-effective way to drive traffic and increase conversions.  

Walmart PPC ads appear in search results, product pages, and category sections, helping sellers gain more visibility where shoppers are actively browsing. 

3. Keyword Bidding 

To place an ad, sellers must bid on keywords related to their products. This bidding system determines which ads get displayed in top positions.  

Unlike some other platforms, Walmart’s bidding process is blind, meaning sellers do not see competitors’ bids. If a seller wins the bid, they pay exactly the amount they submitted, ensuring fair competition for prime ad placements. 

Types of Walmart Ads 

Walmart offers several types of ads to help sellers promote their products and reach the right customers. Each ad type is designed to target specific shopper behaviors, giving you the flexibility to choose the best options for your business goals.  

Let’s explore the different types of Walmart ads available. 

1. Sponsored Products 

Sponsored Products are one of the most popular ad types on Walmart. These ads appear at the top of search results, labeled “Sponsored Product,” giving them great visibility. With millions of daily searches on Walmart.com, this is a great option for new advertisers. 

Sponsored Products appear in three main formats: Search In-grid, Product Carousel, and Buy Box. These are all cost-per-click (CPC) ads, meaning you only pay when someone clicks on your ad.  

Search In-grid and Carousel ads are available for both automatic and manual campaigns, while Buy Box ads are only available in automatic campaigns. 

Search In-grid  

Search In-grid ads show up in specific spots within Walmart search results, making them highly visible. There used to be strict eligibility rules, but now more small businesses can compete for these placements. You’ll need to budget at least $50 per day, but remember, the actual cost depends on the bids.  

Product Carousel  

Carousel ads appear across search, browse, and product pages. Unlike Search In-grid, they aren’t tied to specific search terms, allowing you to promote products that may not be well-known yet. These ads appear in recommendation sections like “Customers Also Bought” and “You May Also Like.”  

Buy Box  

Buy Box ads appear on the product detail page, under the main product buy button. Only one ad is shown per page, making this a highly visible spot. Like Carousel ads, Buy Box ads aren’t subject to strict eligibility rules. 

2. Sponsored Brands (formerly Search Brand Amplifier) 

Sponsored Brands (formerly Search Brand Amplifier) take your ads to the next level by showcasing your logo, a custom headline, and up to four products at the top of search results. This is ideal for brands wanting to increase awareness and promote multiple products.  

Display Ads  

Display ads appear on Walmart’s digital platforms like Walmart.com, mobile web, and the Walmart app. They can also show up on external websites and social media.  

With a premium, eye-catching design, these ads target the right audience for better conversions. Using both Search and Display ads can maximize your brand’s reach and visibility.  

In-Store Ads  

In-store ads appear on TV Wall screens or self-checkout monitors within Walmart stores. These ads are perfect for promoting new products or brands to shoppers already in a buying mindset. With more people returning to in-store shopping, this is a great way to drive conversions. 

Advertising Costs on Walmart Marketplace 

Walmart Marketplace offers flexibility in customizing your ad spend, but it also has some clear standards to maintain a great user experience. Here’s a quick breakdown of the costs involved with advertising on Walmart Marketplace: 

Self-Serve Campaign: 

• Minimum monthly spend: $1,000 

• Daily ad spend cap: $100 

Managed Campaign: 

• Minimum commitment: $25,000 

Professional Advertising Agency: 

• One-time setup cost: $3,750 to $15,000+ 

• Monthly ad spend: $5,000 to $50,000+ 

• Monthly management cost: $1,000 to $6,000+ 

While working with a Walmart Canada Advertising Agency comes with extra costs, it offers expertise and a track record of driving successful ad campaigns.  

How to Start Advertising at Walmart? 

To start advertising on Walmart, follow these steps: 

1. Become a Walmart Marketplace Seller 

You’ll need to apply and be approved as a seller on Walmart Marketplace. Only products listed for sale on Walmart.com or in stores are eligible for advertising. 

2. Set Up Your Walmart Store 

Make sure your Walmart store is fully operational by creating your product catalog and listing all the items you plan to sell. 

3. Apply for Walmart Connect Access 

Once you’re set up as a seller, apply for access to Walmart Connect, which is the platform used for advertising services. 

4. Complete the Training Webinar 

If your application is approved, you’ll need to attend a training webinar where you’ll learn how to use Walmart’s advertising tools and optimize your campaigns. 

By following these steps, you can start using Walmart’s advertising services to promote your products and grow your sales. 

Benefits of Advertising on Walmart Marketplace 

Advertising on Walmart Marketplace offers several advantages that can help your business stand out and grow. Here are some key benefits of using the platform: 

1. Lower Competition 

With fewer sellers on Walmart compared to larger platforms like Amazon, your products have a higher chance of being discovered. Walmart has fewer than 100,000 sellers, whereas Amazon has around 8 million, leading to less competition for visibility. 

2. Increased Visibility and Traffic 

Each seller on Walmart receives an average of 27,000 monthly unique views, compared to just 2,100 views on Amazon. This means more potential customers are discovering your products, increasing the likelihood of making sales. 

3. Lower Cost-Per-Click (CPC) 

Due to the lower competition on Walmart Marketplace, the cost-per-click for ads is generally lower than on other platforms, making it more cost-effective for advertisers. 

4. Benefit from Walmart’s Brand Loyalty 

As a seller, your business can tap into Walmart’s established brand trust and credibility. Customers already loyal to Walmart are more likely to trust and purchase from you. 

5. Access to a Diverse Audience 

Walmart attracts a wide variety of shoppers, including millennials who make up approximately 35% of its online sales. By advertising on Walmart, you can reach a diverse customer base with strong purchasing power. 

6. Simple Fee Structure 

Unlike other platforms that charge complex fees, Walmart Marketplace only charges a referral fee based on the category of your products, which is a small percentage of your sales. This makes advertising on Walmart straightforward and budget- friendly. 

By advertising on Walmart Marketplace, you gain access to a vast audience, lower competition, and the opportunity to leverage Walmart’s credibility and customer base to boost your sales. 

Best Practices for Successful Walmart Advertising 

To get the most out of your Walmart advertising campaigns, you need to follow a set of best practices that can help maximize your ad performance, improve conversions, and ensure long-term success. Here are some tips to make your campaigns more effective:  

1. Monitor Campaigns Frequently  

While automated campaigns can perform well over time, they still need constant monitoring. It’s important to track your campaigns regularly to see what’s working and what needs adjustments in terms of bids, budgets, keywords, or campaign duration.  

Consistent tracking ensures you’re staying on top of your key performance indicators (KPIs) and avoiding unnecessary budget waste.  

2. Keyword Research Is Key  

In manual campaigns, selecting the right keywords is crucial. Start by using Walmart Ad Center’s Suggested Keywords tab for inspiration, but only venture into selecting your own if you’re experienced with Walmart advertising.  

Regularly check the performance of your existing keywords and adjust if you notice diminishing returns.  

3. Create Custom Content for Walmart 

While repurposing ad copy from other platforms is efficient, tailor your content specifically for Walmart’s audience. Develop new, unique ad content that aligns with Walmart’s look and feel, ensuring a smooth, integrated experience for customers on both Walmart’s search results and offsite media.  

4. Spread Out Advertising Budget  

Don’t put all your budget into one ad type, keyword group, or audience segment. Using a mix of different ad types and targeting options can yield better results. Testing new keywords and exploring additional market segments can uncover fresh opportunities for growth.  

5. Optimize Your Product Catalog  

A strong product catalog supports the success of your ads. When customers click on your ad, they should be led to a well-optimized product page. Ensure your catalog features high-quality images, video (if applicable), clear and engaging descriptions, and relevant keywords to improve your chances of converting visitors into buyers.  

6. Partner With an eCommerce Agency or Use a Tool 

If you’re unsure about the intricacies of Walmart advertising or need expert help, consider partnering with an eCommerce agency. Professionals with extensive experience can help refine your strategy, run high-performing campaigns, and ensure your ads are optimized for success across the platform. 

Maximize Your Marketing Potential with Walmart Advertising 

Walmart Marketplace offers great potential for businesses looking to expand their reach and increase sales through strategic advertising. By utilizing the right tools, optimizing your ads, and following best practices, you can make the most of this powerful platform. 

If you’re ready to take your Walmart advertising to the next level, partner with an experienced Walmart advertising agency like BrandLume.  

With our expertise in Walmart ads, we’ll ensure your campaigns are effective, efficient, and designed to drive results. Ready to dominate the marketplace? Let’s turn your vision into measurable success. Contact us today to start maximizing your advertising potential.