How keyword targeting helped Frito-Lay win category share
What happens when you look beyond return on ad spend to measure campaign success.
Challenge
After a strategic move towards a consumer-friendly price restructure, Frito-Lay needed to improve visibility and consumer response across its salty snack portfolio.
Campaign goals
Build brand awareness
Acquire new customers
Boost conversion and sales
Solution
Frito-Lay ran Sponsored Products campaigns to help generate demand and strengthen category presence for its salty snack category, highlighting its new Everyday Low Prices (EDLP) for Walmart customers.
Strategy
Frito-Lay implemented a carefully designed keyword strategy across Sponsored Products manual campaigns that helped them win top-priority keywords.
Tactics
Tracking beyond ROAS
Prioritized unit velocity as the north star, using metrics like keyword level share of voice and new-to-brand orders to measure success rather than efficiency metrics like ROAS.
Item prioritization
Avoided duplicate exposure by selecting high-performing items that were not already placed at the top organically.
Keyword targeting
Used manual campaigns to target high-volume keywords and paused those keywords in other campaigns, helping strengthen competition.
Wins
Overall units sold; comparing pre and post campaign
New-to-brand revenue; comparing pre and post campaign
Share of Voice for salty snacks category; comparing pre and post campaign
Top of Search keyword share of voice for chips; comparing pre and post campaign
Source: Walmart first-party data, September-December, 2025 vs. January-April, 2026. New-to-brand is an ad-exposed customer who purchases a brand’s product from Walmart's site or app after not purchasing the brand the previous 12 months. Past results do not guarantee future performance.
Takeaways
Align with business priorities
Connect your campaign strategy to broader business goals to help drive more meaningful growth outcomes.
Identify and win top keywords
Strengthen digital visibility by prioritizing the most relevant search terms that help drive discoverability and engagement.
Stay in control with manual campaigns
Use a more hands-on campaign approach to help maximize visibility and stay agile as performance shifts.
"Walmart Connect's Sponsored Products campaigns have been an important lever to our overall business growth, allowing us to move our products off the shelf, faster than ever before.”
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