Joseph Enterprises' Success with Sponsored Search

Joseph Enterprises is the parent company of several brands promoted on TV.

The supplier wanted to increase visibility with relevant audiences to help boost online sales of fireplace products, particularly its Creosote Sweeping Log at Walmart.

Joseph Enterprises explored options beyond its usual TV-only strategies to test online advertising with Walmart Connect.

By running Sponsored Products ads ahead of the peak season, the supplier was able to grow online demand for the Creosote Sweeping Log product. It also jumped on any relevant seasonal weather patterns (ex. a snowstorm or cold spell in the midst of a warm winter) to run ads and help boost inventory visibility for those looking to keep their home warm.

The tactics

Automatic targeting in the initial campaign helped products place prominently in Search In-grid results and allowed for keyword harvesting on relevant terms.

High-traffic keywords and those that helped drive product sales on the Walmart site and app were used to set up a manual campaign.

Optimized bidding increased the likelihood that clicks resulted in conversions helped the advertiser capitalize on seasonal demand and traffic spikes.

Ads pivoted during relevant weather patterns, targeting customers searching for products to stay warm in the cold.

Sources: Walmart first-party data, Oct. 24, 2023–Jan. 26, 2024 vs. organic sales between Oct. 24, 2022–Jan. 26, 2023. Past results do not guarantee future performance.
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