Strategy and tactics

To help maximize visibility and drive conversion for their clients, Teikametrics launched a full-funnel campaign using Sponsored Products, Sponsored Brands and Sponsored Videos ads to reach Walmart customers at every stage of their shopping journey. 

Teikametrics used their proprietary marketing intelligence tools and Walmart’s first-party data to conduct a historical performance review, which helped build a full-funnel, insights-driven strategy and plan for their Walmart Marketplace Home and Hardlines clients prior to the event. 

Teikametrics identified top-performing categories, items and keywords, using their marketing tools and Walmart’s first-party data. Prior to the high traffic event, they adjusted bids, advertising cost of sales targets and budgets accordingly using their proprietary tools.  

Teikametrics used their tools to help increase daily budgets and minimum bids on high-priority ad groups, especially when deals launched. As they closely monitored Out-of-Budget reports and pacing, they avoided budget capping across multiple campaigns by extending daily spend tracking until early in the morning.  

They did real-time data checks of performance metrics and Walmart Marketplace data to optimize live campaigns daily. For key categories and promotional items, they used product ranking metrics, dynamic bidding and an aggressive bid-multiplier setup to track and retain top ad placements, helping maintain a high share of voice. 

Campaign dates: July 8 – 11, 2024 

Key takeaways

• Marquee events matter because as traffic spikes, customers become more engaged and shop more. 
  
  
• Capture Walmart customers through their entire shopping journey by working with Tech Partners. They have proprietary tools to help your brand show up when and where it matters most. 
  
  
• Work with a Walmart Connect Partner Network Tech Partner to help build flexibility into your strategy and maximize your budget to meet demand and react to competitors.

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