Walmart Advertising: Complete Browsing To Buying Guide For Ecommerce Brands

As e-commerce continues to grow at a rapid pace, top brands are constantly in search of more channels to reach their consumers and at the same time drive up sales. In this environment, Walmart has become a formidable advertising tool for ecommerce brands that are trying to extend their reach and generate revenues from the huge clientele base supplied by the world’s largest retailer. Walmart advertising services would be a game changer for you to grow your business.

With over 407 million online users in 2022 and an estimated $38.7 billion in online sales, Walmart presents a compelling opportunity for ecommerce brands to showcase their products and drive conversions. Whether you are an Amazon seller wanting to expand your sales channels or a new brand looking to break into the highly profitable world of online sales, learning the art of Walmart advertising can be a revolutionary strategy for your business.

This thorough article takes a deep dive into Walmart advertising and compares Walmart ads vs. Amazon ads, discussing the different types of ads available and the best practices to optimize campaigns in Walmart. At the end of this article, you’ll get a deep knowledge of how you can use Walmart advertising to get your business to new heights. 

Different Types of Walmart Advertising

Walmart provides a rich variety of quality advertising options that empower merchants and brands to reach their consumers more efficiently. Let’s take a closer look at the different types of Walmart advertising:

  1. Search In-Grid Ads: These cost-per-click(CPC) ads are spread throughout the Walmart search engine results pages (SERPs) assisting sellers with their ad spend and campaign optimization for the maximum outcome.
  1. Carousel Ads: These types of ads mostly appear on the Walmart product details page and they list multiple products side-by-side so that the customers can compare them. Unlike Search In-Grid ads, Carousel ads don’t require the product to be in the top 128 organic results thus increasing the opportunity for visibility.
  1. Buy Box Banner Ads: To sellers, winning the prestigious Buy Box on Walmart’s product detail page is one of the most important things. The Buy Box banner ads allow sellers to bid on the placement of the Buy Box, attracting shoppers to their low-cost alternatives or complementary products.
  1. Search Brand Amplifier: This premium search ad helps merchants display their product range and increases their brand recognition among Walmart shoppers. The seller can either choose to go with keyword targeting or category targeting to align their ad with the relevant searches.
  1. Sponsored On-site and Off-site Display Ads: Walmart’s DSP (demand-side platform) enables sellers to place display ads on both the Walmart marketplace and across the broad internet, reaching potential clients at various levels of the purchasing process.

Differences Between Walmart and Amazon Advertising

While both Amazon and Walmart have established robust advertising platforms, there are some key differences between the two that ecommerce brands should be aware of

  • Functionality: Amazon’s process is more simple for releasing advertising campaigns with fewer requirements for product content and reviews. In contrast to Amazon, Walmart enforces tougher rules and pays more attention to the quality of the item listings.
  • Ad Types and Placements: The Amazon and Walmart ad types are similar, like Sponsored Products and Sponsored Brands, but there are differences in terms of where the ads are placed and how they function. For example, Amazon’s ads are present directly in the search results and Walmart’s ads are more concentrated on the product detail and category pages.
  • Bidding Models: In Amazon, a second-price PPC bidding model is followed, while with Walmart, a combination of first-price and second-price bidding models is used, which can affect the overall ad costs and strategies.
  • Budget and Targeting: On the other hand, Amazon requires as little as $1 for its budget daily, compared to Walmart’s $100 minimum for the entire campaign or a minimum of $50 per day. Also, Walmart could not use negative keywords, which can be a valuable targeting tool for Amazon advertisers.
  • Advertising Data: Amazon goes beyond reporting and provides rich performance data and insights to sellers, while Walmart’s data and analytics at the moment are very limited hence, making it harder for efficient campaign optimization.

Optimizing your Walmart Ads for Success

Ensure the success of your Walmart advertising efforts by following the best practices and constantly optimizing the campaigns. Here are some key Walmart advertising strategies to consider:

  • Optimize Your Product Listings: Make all your product pages very engaging, with clear titles, descriptions, high-quality images, and positive reviews. Good product content can raise both the organic and the paid visibility on Walmart.
  • Competitive Pricing: Monitor your pricing, and make sure it remains competitive with the prices of other sellers. Walmart customers are usually price-conscious, and therefore, having the right price point can significantly impact your conversion rates.
  • Leverage Relevant Keywords: Conduct extensive keyword research to detect the most relevant keywords for your products and use them as a part of your ad targeting and product listings. This can help you reach your target audience more effectively and improve your visibility in the Walmart marketplace.
  • Combine Automatic and Manual Campaigns: Running both automatic and manual targeting campaigns, you can cover a wider range of search queries and improve your ad cost efficiency. Automatic campaigns give you a wider reach, whereas manual campaigns provide you with the option to fine-tune your targeting and bids for specific keywords.
  • Continually Analyze and Refine: Going through your campaign performance data regularly, identify the weak points, and optimize your targeting, bids, and ad creatives for better output. Continuous optimization guarantees long-term success in Walmart advertising.

Top 5 Walmart Ranking Tips

To improve your organic ranking on the Walmart marketplace, consider implementing these top 5 Walmart ranking tips:

  1. Optimize product listings
  2. Maintain competitive pricing
  3. Leverage relevant keywords
  4. Encourage positive reviews
  5. Keep strong inventory and fulfillment levels

Visit HRL Infotech to read more about these top 5 Walmart ranking tips.

Trends to sell on Walmart Marketplace

In light of the ecommerce industry evolution, keep yourself updated about the latest trends and customer preferences on the Walmart marketplace. Some key trends to sell on Walmart Marketplace include:

  • Growth of online grocery and household essentials
  • Rising demand for environment-friendly and sustainable options
  • Niche and particular categories on the rise
  • Importance of Mobile-Optimized Shopping Experience


Walmart’s position as a reputable force in the competitive ecommerce environment can be leveraged by brands to strengthen their reach and improve sales. Through reviewing the various ad types, the key differences between Walmart and Amazon advertising, and campaign optimization best practices, e-commerce brands can harness the vast opportunities available on this profitable platform.

If you wish to take your Walmart advertising efforts to new heights, partner with HRL Infotech which is a top provider of Walmart account management services & advertising services. Their team of experts can assist you in dealing with the intricacies of Walmart’s advertising platform, provide you with effective strategies that will work for your business and help you to reach success in this rapidly growing marketplace.

Walmart Advertising: 11 Advance Advertising Strategies For Better Conversions

In the competitive landscape of e-commerce, mastering advertising strategies is pivotal for businesses aiming to maximize their presence and drive conversions. Walmart, as a major player in the retail industry, offers a robust advertising platform, providing businesses with unique opportunities to showcase their products to a massive audience. In this article, we’ll delve into 11 advanced advertising strategies for better conversions on Walmart.

Define Clear Business and Campaign Objectives First

Prior to delving into the nuances of Walmart advertising, it’s vital to establish precise business objectives and campaign goals. The foundation of a prosperous advertising strategy lies in a clear comprehension of your intended accomplishments. Be it elevating brand visibility, amplifying sales, or highlighting specific products, articulating a well-defined purpose guarantees that your campaigns are customized to address specific objectives.

Structure Your Advertising Campaign Well for Better Bid Control

Effective bid control is essential for optimizing your advertising spend on Walmart. Structuring your advertising campaign thoughtfully allows for better bid control. Organize your campaigns based on product categories, relevance, or promotional objectives. This not only streamlines your campaign management but also provides greater control over bidding strategies, enabling you to allocate budgets judiciously.

Use The Right Mix of Automatic And Manual Campaigns

Balancing automatic and manual campaigns is a key strategy for success on the Walmart advertising platform. Automatic campaigns leverage Walmart’s algorithms to target relevant audiences, while manual campaigns provide more control over keywords and bids. Striking the right balance between the two ensures a comprehensive approach, maximizing exposure and targeting precision.

Analyzing In-Store vs. Online Sales to Fine-Tune Your Ads

Understanding the dynamics between in-store and online sales is crucial for fine-tuning your ads on Walmart. Analyze the performance of your products in both realms to tailor your advertising strategy. This insight allows you to allocate resources effectively, ensuring that your campaigns align with consumer behavior, whether they prefer online shopping or in-store visits.

Evaluate Advertising Performance Between Platforms

Walmart’s advertising platform extends beyond its own ecosystem. Evaluate the performance of your ads not only within Walmart but also across other platforms. This holistic approach enables you to gauge the effectiveness of your campaigns in reaching a broader audience and adjust strategies accordingly.

A/B Test Different Ad Strategies to Improve Conversion

A/B testing is a powerful tool for refining your advertising strategies. Experiment with different ad creatives, copy, and targeting parameters to identify what resonates best with your audience. Continuous testing and optimization based on performance data contribute to improved conversion rates over time.

Keep Your ACoS Target Moderate at the First

Advertising Cost of Sales (ACoS) is a critical metric for measuring the effectiveness of your campaigns. While aiming for a profitable ACoS is essential, keeping your target moderate in the initial stages allows for experimentation and optimization. As your campaigns mature, you can fine-tune your ACoS goals based on performance data.

Get a Walmart Pro Seller Badge for Better Conversions

Earning a Walmart Pro Seller Badge is a credibility boost that can significantly impact your conversions. This badge signifies a commitment to excellence and quality service, instilling confidence in potential customers. It not only enhances your visibility on the platform but also contributes to building trust with the Walmart customer base.

Learn About PPC First Price Auctions

Understanding the nuances of PPC (Pay-Per-Click) first price auctions is vital for navigating Walmart’s advertising platform. In a first-price auction, the highest bidder wins and pays their bid amount. Familiarize yourself with this bidding mechanism to develop effective strategies for securing ad placements.

Use Variant Bidding for Personalized Ads

Variant bidding allows you to customize bids based on various factors, such as audience segments, demographics, or device types. Leveraging variant bidding enables you to personalize your ads, tailoring them to specific audience segments for more impactful and targeted campaigns.

Bid on Brand Keywords

Bidding on brand keywords is a strategic move to protect your brand visibility and capture customers searching specifically for your products. This ensures that your products are prominently featured when users search for your brand on Walmart, preventing competitors from diverting potential customers.

Final Thoughts

In conclusion, mastering advanced advertising strategies on Walmart requires a thoughtful and data-driven approach. From defining clear objectives to leveraging variant bidding and earning a Pro Seller Badge, each strategy contributes to a comprehensive and effective advertising campaign. As you embark on your Walmart advertising journey, consider partnering with experts in Walmart account management services to streamline your efforts and maximize results.

For businesses seeking seamless integration of advertising and fulfillment services, exploring Walmart fulfillment services can further enhance your operational efficiency. By combining advanced advertising strategies with strategic fulfillment solutions, you position your business for success in the ever-evolving landscape of e-commerce.

Elevate your Walmart advertising game with HRL Infotech’s expert Walmart account management services.

Successful Walmart Advertising 2022- Everything you need to know

Walmart Advertising Strategies

Walmart is a significant player when it comes to advertising. The primary goals of an expanding business are to target more and more relevant customers and increase brand awareness. Increasing business organically is good, but in the long-term. For instant results, advertising plays a crucial role. In this blog, you get to know everything about Walmart advertising services and how to develop a successful e-commerce advertising strategy.

What makes Walmart the best e-commerce marketplace for advertising? receives more than 2 billion footfall each month, making it a wonderful place to start if you want to grow your business. 

In 2020, Walmart ranked second in net e-commerce sales, with sales revenue of approximately $40 billion. 

And according to Statista, Walmart in 2021 generated more than $555 billion in net sales globally. We can confidently state that now is the ideal time for your brand to sell on Walmart.

How Do You Start Selling on Walmart?

Walmart advertising strategy

Step 1: Send a Request

You must complete the Marketplace Application before your business can go live on, so gather the necessary paperwork first. You’ll require:

  • Your US company’s tax ID
  • The Department of Treasury’s W9 or W8 and EIN Verification Letter that confirms your US business address or location of physical operations.
  • How you intend to upload your portfolio (API, bulk, service provider)
  • Details regarding your products, such as the main category, the catalog size, etc.

Remember that once you begin an application, you must complete it because progress is not retained if you exit the browser tab. The application takes only 15 to 20 minutes to complete, and Walmart suggests choosing Google Chrome as the preferred browser.

Step 2 – Approval and Agreement

Walmart reviews applications in around two weeks. If you’re accepted, a Business Development Manager will get in touch with you to assist with the verification process before you sign the Retailer Agreement and start the onboarding process.

Step 3 – Registration

When you get approved as a Walmart seller and sign the Retailer Agreement, you will get an invitation mail to set up your account. The mail will direct you to the seller central account, where you can add your product and fulfillment details. But first of all, you’ll need the following things to create your account:

  • Company address
  • Bank account details
  • Business information, mandatory to complete the Form W-9

Choose a display name and provide the address you want Walmart to use for internal records. Complete the tax information before moving on to the payment processing area.

Keep in mind that Payoneer and Walmart have a partnership to process payments to vendors on the Walmart marketplace. Although you’ll begin the registration procedure for your Payoneer account in the Seller Center, you’ll finish it on Payoneer’s website.

You will then receive an email stating that your Payoneer account is ready to receive and withdraw money.

It’s time to add your products after providing the shipment information, your pricing structure, the shipping method, and the location. You can carry out this manually, in bulk, or by utilizing a third-party solution like Shopify.

How Does Walmart Advertising Campaigns Work?

Pay-per-click (PPC) ads called Sponsored Products are the primary form of advertising for Walmart vendors. You can advertise your products on Walmart’s search results page with this type of advertisement. You are up against other merchants who are bidding on the exact search. Only when a customer clicks on your ad will you be charged.

Search engine results pages, product detail pages, explore pages, topic pages, and category pages can all contain advertisements. With a maximum of six advertisements per page, search in-grid advertising can appear anywhere on the first three search results pages. Ads may show below the buy box in the buy box banner on the product detail page. The carousel advertisements can also display your commercials on product detail and category and explore pages where customers can navigate through related items.

The Growth Strategy for Your Business Must Include Walmart Advertising campaign

You must use Walmart Marketing Services if you are a Walmart seller and wish to expand your e-commerce customer base through a digital marketing approach.

Additionally, Walmart advertising can increase the number of people you reach in-store. Since 62% of Walmart customers believe that ads they see on the website or app positively influence their shopping decisions.

Analyze the impact of your performing marketing campaigns-

Walmart advertising services facilitates vendors to effortlessly: 

  1. Target the right customers.
  2. Calculate the effectiveness of their Walmart advertisements.

Walmart Marketing agency allows businesses to scale their client outreach and track the performance of their advertising across the purchasing process. Brands may use Walmart’s customer base to deliver the ideal sponsored ad to the ideal customer at the perfect time.

On its website, mobile apps, and physical stores, Walmart asserts that this new omnichannel advertising platform provides a closed-loop advertising strategy that can precisely gauge the success of your digital campaign.

Strengthens your organic marketing strategy-

Your long-term Walmart SEO efforts can benefit from the clicks and views that your Walmart advertising campaigns generate.

According to Walmart, spending money on Sponsored Products advertisements can improve organic ranking. Products become more relevant for the phrases you bid on and the user’s search terms when they receive views from your advertising. Additionally, new product listings can benefit from Sponsored Products advertising to gather information and improve visibility on the Walmart search engine results pages.

Make new and low-performing items more visible-

walmart marketing agency

Up to 100 million unique users visit each month. These users engage with the category pages, product detail pages, and search results page, which are all the central locations for Walmart-sponsored advertisements.

A Walmart advertising agency can increase sales of your products, particularly new items or underperforming SKUs. Your less-known products can be exposed to a larger audience across the site using effective, targeted advertising.