Optimizing the digital shelf will always be fundamental for advertisers to more efficiently achieve their performance goals. Advertisers and partners can now activate Target ROAS in the Walmart Connect Ad Center or via API for their Sponsored Products automatic campaigns.

Our new Target ROAS solution – an automated bidding strategy – can help brands of all sizes reach their goals while avoiding the manual guesswork. In fact, a vast majority of campaigns in our test achieved at least 85% of their Target ROAS goals¹. Use Target ROAS to:

• Enhance performance: Help reach your ROAS goals and maximize ad-attributed sales by letting our platform set and optimize bids for each campaign.
• Increase efficiency: Lean on automated bid adjustments to eliminate the guesswork of bid settings and save time by reducing the need for manual intervention.
• Optimize budget allocation: Automatically direct investments toward high-value clicks that help deliver target outcomes.

How it works

Target ROAS is the latest in our growing suite of AI-powered bid optimization strategies. Last year, we introduced dynamic bidding for Sponsored Products, which adjusts bids in real time based on the likelihood that a customer might purchase an advertised item.

With Target ROAS, advertisers can optimize campaigns toward a specific ROAS goal. Here’s how it works:

• Activate for existing or new campaigns: In the "campaign bidding strategy" section of the Walmart Connect Ad Center, select Target ROAS to activate for new or existing campaigns. This is where advertisers can set campaign ROAS goals. Advertisers can also transition existing campaigns using the "switch your bidding strategy" widget.
• Automate bidding based on set goals: Our AI-powered algorithm predicts the value of a potential conversion every time a Walmart customer searches for a product. Campaigns that use Target ROAS will automatically adjust bids for every auction to help meet the set campaign ROAS goal.
• Review our recommendations: Recommendations are provided in the Walmart Connect Ad Center to help achieve the best results. For example:
  • Switch to Target ROAS: Identifies when an existing campaign using fixed or dynamic bidding could potentially drive higher sales by switching bidding strategies.
  • Optimize Target ROAS: Identifies when a campaign using Target ROAS bidding could potentially drive higher sales if the ROAS target is updated.

Advertisers can also utilize Target ROAS with our campaign management partners* in Walmart Connect’s Partner Network. We’re excited to have Optiwise and Pacvue as our first partners to integrate this solution.

After successful testing, Target ROAS is now available to all advertisers. Advertisers can reach out here to learn more about getting started with Target ROAS in Sponsored Products campaigns. Campaign management partners can get in touch to find out about integrating with this new automated bidding strategy.

Sources: 1) Walmart first-party data 2/4/25–3/31/25; data is based off of the initial testing conducted during the date range. Includes only campaigns that adopted the recommended ROAS targets. Past results do not guarantee future performance.

*Disclaimer: Partners are independent third parties and not affiliated with Walmart Connect. Inclusion in the Walmart Connect Partner Network directory is not an endorsement from Walmart. Offerings and pricing are subject to change at the discretion of the partner.