Businesses win when stronger solutions meet capable partners 

In May 2025, Walmart Connect reduced the minimum bid price for Sponsored Brands from $1 to $0.50. Quartile, a Premium Tech Partner in Walmart Connect Partner Network, saw this as an opportunity to help improve the performance of its clients’ campaigns.

The partner wanted to lower CPC, increase sales, maximize ROAS and boost overall campaign performance for its clients.

Quartile adopted a precision bidding approach using the Sponsored Brands minimum bid price option along with their proprietary AI tools and technology.

Quartile used their proprietary AI technology to help scale top-performing terms for their clients. They started optimizing Sponsored Brands campaigns by analyzing key aspects such as conversion rate, return on ad spend, click-through rate, bid and average order value while automatically adjusting bids daily at the search-term level.

Sponsored Brands campaigns were initially set with a $1 bid cap. With Walmart Connect’s introduction of the $0.50 minimum bid, Quartile updated its platform to support more precise bidding aligned with client goals, including the ability to lower bids for underperforming keywords.

To help measure impact, Quartile analyzed campaigns that were active two months before and after the bid cap update. They focused on the ones with a CPC of near $1 that dropped below post-change.

This approach helped prevent CPC overspending and improve overall campaign efficiency as bids were dynamically adjusted based on clients’ campaign and search term performance. 

Source: Quartile, March 19, 2025–July 19, 2025; Partners are independent third parties and not affiliated with Walmart Connect. No endorsement of third-party data sources.