A ROAS Strategy as Sustainable as the Year-Round Demand It Set in Motion

Opportunity

STS Recyling, a refurbished electronics reseller, wanted to maintain consistent year-round sales in an intensely competitive category, with a dynamic, responsive media investment designed to overcome cold start challenges for new high-potential items frequently added to their assortment. They aimed to build a stable demand pattern beyond seasonal peaks.

Goals

They sought to improve boost product consideration, maximize return on ad spend and generate sales beyond the holiday season.

Solution

The reseller adopted a flexible advertising strategy keeping their fluctuating inventory flow in mind. With healthy margins, they continued investing in always-on campaigns that supported broad catalog coverage.

Strategy and tactics

They launched always-on automatic Sponsored Products campaigns and grouped similar products to help increase visibility and surface top performers.

They ran manual Sponsored Products campaigns to give the needed cold start to high-potential products. They bid well above the suggested bid amount on high-traffic keywords and adjusted bids as performance improved.

Meanwhile, in their automatic campaigns, they implemented a tiered bidding strategy, reserving the most competitive bids for top-performing products and optimizing only for items that had generated at least 100 clicks. They placed the top-performing items in front of price-conscious customers and protect their margins.

Strategic bundling helped them attract listing traffic and boost conversion on options with a higher margin.

Lastly, they participated in promotions such as Flash Deals and Events to take advantage of promotional periods. As a result, they managed to maintain their post-holiday momentum and have a strong Q1.

Campaign dates: February 2025 – April 2025

Big wins

Impressions¹

+ %

Year over year sales²

Above target return on ad spend¹

Sources: ¹Walmart first-party data, February 2025–April 2025. ²Walmart first-party data, February 2024–April 2024 vs. February 2025–April 2025. Past results do not guarantee future performance.

Key takeaways

Flexible media strategies can unlock steady performance in categories with shifting demand.

Maintaining visibility during and beyond seasonal peaks helps sustain sales momentum and share of voice.

Walmart Connect delivers ad solutions that help new items gain traction and scale.

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