Always-on helps you spark sales all year long
Always-on campaigns build momentum by keeping your products active and visible during every season.
The benefits of being always-on
Capture ongoing demand
Walmart customers browse and buy year-round. When you keep campaigns running with Sponsored Search, you capture that demand and only pay when a customer clicks on your ad.
Power your next seasonal peak
Steady exposure keeps your brand top of mind. By staying active, you build relevancy that carries into your biggest seasonal moments, helping campaigns perform stronger and smoothing sales over time.
Grow category share
Staying on keeps your products visible in search results and protects your share of category as competitors continue to advertise. This consistency helps you maintain and grow your category position during the off-season.
Advertisers who stay always-on achieve up to 19% higher ROAS than those who pause.¹
How always-on campaigns maximize every phase of seasonal shopping
Before high-traffic events, demand builds as customers browse and research products. During high-traffic events, shopping spikes, and after, customers stay active purchasing saved items.
Keep Sponsored Search active to reach early browsers, stay visible as the shopping moment peaks, and capture ongoing sales as buying evens out.
Three ways to optimize always-on campaigns during the off-season
Prioritize your top keywords
Focus your budget by removing low-performing keywords to keep your campaign efficient and protect your share of voice on the keywords that matter the most to stay competitive.
Lower your bids to optimize spend
Reducing your bids during lower-demand periods preserves budget efficiency and protects profitability while keeping your brand visible.
Monitor performance to scale up or down
Track campaign performance to detect shifts and make adjustments. For example, when traffic surges again, scale up to capture growing shopper demand and stay ahead of competitors.
“Walmart Connect puts power in sellers’ hands to drive year-round sales”
Brad Guidry, Chief Operating Officer at STS Electronic Recycling
See the results of always-on in action
Footnotes & citations
1. Walmart first-party data. Feb 1, 2024 – Jan 31, 2025. Advertisers have ad spend in at least 9 months of the fiscal year. Small and Medium Businesses (SMBs) are brands and resellers categorized based on their Walmart annual revenue and other internal factors.