Recent enhancements made to help boost sellers’ businesses
To give Marketplace sellers more control, we launched several new Sponsored Search capabilities in the last year, such as enhanced relevancy, advanced second-price auction and variant bidding, that helped improve results significantly. For example, Sponsored Search campaigns for sellers during the Holiday season in 2022 outperformed all previous years, with a 20% YoY increase in average conversions3.
Additionally, we made a series of changes that were focused on improving end-to-end experience, cost-efficiency and performance for Marketplace sellers. These were designed to help level the playing field for advertisers of all sizes, to help make it easier for these sellers to get their products more easily discovered by customers and become competitive with larger brands.
Sponsored Brands: Send your brand logo and products to the top of relevant search results with Sponsored Brands. This premium placement is now available to Marketplace brand owners registered with the Walmart Brand Portal. In addition to driving conversions, it also helps drive brand awareness by allowing sellers to customize their ad creative with a logo and custom headline. Sponsored Brands can especially benefit smaller brands, newer brands, and brands with new products that may not yet have high organic search rankings in Walmart search results.
Automated Onboarding: The Walmart Ad Center now offers a seamless onboarding experience that makes launching Sponsored Search campaigns even easier – reducing three-day enrollment process to just seconds. All new Marketplace sellers are now automatically onboarded to our self-serve ad platform, and we’re rolling out automated onboarding to existing Marketplace sellers.
With these improvements, combined with Walmart’s massive customer audience, sellers have the tools to be successful. In addition to seller value, investing in Sponsored Search brings significant value back to the customer. These campaigns help to create a much more personalized experience for shoppers, better matching their product results with their search intent and needs.
The next step is to dig deeper into the mechanics of strategies and understand how to leverage available resources to activate better optimization and performance tactics. Check out these tips and tricks for making the most out of your campaigns.
Contact us to learn more about Walmart Search Advertising and you can get started today!