Author: Jyoti Jain, Senior Product Marketing Manager at Walmart Connect
Search strategies are more critical than ever for advertisers to reach and exceed their performance goals, and we are committed to evolving our Sponsored Search products to deliver more impact for advertisers and better experiences for our customers. Last year, we launched the Suggested Bids feature, an essential element to managing any Sponsored Search campaign, and last month we introduced our latest enhancements.
The feature provides strategic pricing guidance for advertisers who are setting up manual and automatic Sponsored Search campaigns on the Walmart Ad center platform. By providing advertisers with a starting point for their bids, it has the potential to help increase their probability of winning auctions with competitive bid suggestions.
The latest enhancements introduced provide more granular automated bid-price recommendations based on winning bids for similar ads. Before, bid-price recommendations were offered at the category level for automatic and manual campaigns. Now, these recommendations are offered at the product type level and at the keyword level for broad, phrase, and exact-match keywords across all demand channels, a feature that is designed to help further maximize your campaign performance. See examples of automatic and manual campaigns below.
Here’s a recap of the Suggested Bid enhancements:
See the pre and post enhancement comparison matrix below: