From in-store aisles to the top of the digital shelf
Mastering Sponsored Search strategies to increase visibility and category impact.
Opportunity
Grey Matter Concepts, a licensed seller of Wrangler apparel, saw a growing opportunity as customers shifted to online shopping. To capture that demand, they wanted to move core in-store products to Walmart’s digital shelves.
Objective
GMC aimed to grow online visibility and sales while increasing share of voice within the Men’s Basics category.
Solution
GMC partnered with SellCord, a Walmart Connect partner and full-service agency, to develop a Sponsored Products strategy that scaled visibility and maximized budget efficiency.
Strategy
Working closely with SellCord, GMC developed a mix of automatic and manual Sponsored Products campaigns. They also managed budgets with precision to avoid cap-outs, maintaining continuous visibility for high-performing products.
To stay competitive, GMC closely tracked share of voice, optimizing bids and placements to strengthen visibility within the Men’s Basics category. By leveraging Sponsored Products campaigns, GMC increased exposure across Walmart’s digital shelves, helping more shoppers discover its full apparel assortment.
Once the brand achieved peak exposure through those efforts, it scaled into Sponsored Brands and Sponsored Videos to broaden awareness across Walmart Marketplace.
Big wins
New-to-brand buyers1
Search term impression share for Men’s Socks2
Units sold1
Sources: 1Walmart first-party data, November 1, 2024– April 30, 2025. 2Walmart first-party data, December 1-31, 2024. 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.
Key takeaways
Search Term Impression Share Report
Track share of voice with the Search Term Impression Share Report to understand your competitive position and identify growth opportunities.
Manage budgets proactively
Monitor and manage budgets proactively to help avoid cap-outs and maintain continuous visibility.
Sponsored Search solutions
Once Sponsored Products campaigns reach strong performance, layer in Sponsored Brands and Sponsored Videos to help drive awareness and cross-category engagement.
Ready to get started?
Join Walmart Connect and put our partners, expertise and data to work for you.
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