For BioLab and Teikametrics, It’s Pool Season Year-Round with Sponsored Search
BioLab wanted to increase sales and conversion and drive performance
Challenge
BioLab, manufacturer of the popular Clorox™ Pool & Spa™ brand, wanted to increase awareness and sales of its pool cleaning chemicals at Walmart throughout the year.
The company hoped that digital ads would help improve sales during ‘slump’ seasons and provide valuable data about customer shopping behaviors.
Solution
BioLab partnered with Teikametrics, a Technology Provider in the Walmart Connect Partner Network, to launch a full-funnel Sponsored Search strategy.
The campaign combined tiered-bidding across match types (broad, phrase, exact) with aggressive bids on top performing keywords.
Strategy
Peak seasons during warmer months brought a natural surge in demand, but traditional advertising left off-season stretches a bit dry when it came to sales of BioLab’s pool-cleaning products.
The advertiser hoped to address this and other business challenges to help increase sales of Clorox™ Pool & Spa™ products at Walmart. The advertiser also wanted to attract new buyers with a combination of lower- and upper-funnel approaches.
Partnering with Walmart Connect and Teikametrics allowed BioLab to effectively revamp its advertising structure based on product type/category for improved control and optimization.
The tactics
Multi-format content
Included Sponsored Products, Sponsored Brands, and Sponsored Videos to help maximize visibility with those searching for similar products.
Keyword management
Focused on generic terms, excluded branded keywords and added high-performing terms across exact and phrase matches.
Placement targeting
Excluded low-performing carousel and Buy Box placements, focused on Search In-grid for manual campaigns.
Campaign optimization
Used aggressive multipliers on Search In-grid placements to help maximize traffic and ROAS.
The combination of these tactics, and the assistance of Teikametrics’s retail media technology, could be attributed to helping enable BioLab to improve results year-round.
Big Wins
Sources: Walmart first-party data, April 2023 — April 2024. Teikametrics data representing first month of campaign management, June 2021
PROPRIETARY & CONFIDENTIAL These materials are provided pursuant to the parties’ confidentiality agreement and are considered Walmart confidential and proprietary information and may not be disclosed or further distributed without Walmart’s express consent.
Key takeaways
Always-on advertising
Combined with actionable data insights can lead to increased sales and a stronger brand presence, even during non-peak seasons.
A suite-based Sponsored Search approach
Can help deliver results across lower-, mid- and upper-funnel goals.
Data-driven optimizations
Are a key component to help advertisers make incremental improvements, maximize budget allocation and reach campaign goals.
Budget distribution
Based on campaign type, product category and seasonality can help lead to a more efficient and effective advertising strategy.
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