This guide will take you through:
Navigate to Walmart Marketplace
At Perpetua, all of your marketplaces are found in one easy-to-use platform. Simply login to your Perpetua.io account and navigate to the Walmart marketplace which is marked by the Walmart logo on the left-hand side of your dashboard.
Next, click on the Sponsored Products tab found on your sidebar. In order to begin launching a goal click on the purple "new goal" on your sponsored products homepage.
Once you have clicked "new goal", you must now select the products that you would like to be included into your goal. This can be done, by clicking on the blank circle beside the products you would like to add.
If you do not see the product you would like to advertise, click on "bulk add item Ids" and input your 9 digit Walmart item ID.
If you don't know your item ID, this can be easily found either on your Walmart Seller Central account or by searching for your product on Walmart.com and using the last 9 digits found in the product's URL
Please note, Walmart only allows advertising for base products, any variant product item IDs that you upload will recalibrate to the base product item ID
Select a Targeting Type
Next, select your goal Targeting Type. You will have a choice between Universal Targeting or Brand-based Targeting. Learn more about targeting types for Walmart here (link)
Add a Goal Name, enter Target ROAS / Daily Budgets
Enter a Target ROAS and Daily Budget. If have a chosen a brand-based goal, you must enter a separate daily budget and ROAS, which will usually be set lower that your branded segment, unless you have an opposing strategy.
ROAS (Return on Ad Spend) = attributed sales / ad spend. This is the inverse of ACoS (1/ACOS).
Walmart requires that each campaign launched must have $50 minimum daily budget, therefore for Perpetua Goals;
Universal Goal: $100 minimum budget (manual keyword + auto campaign)
Brand Based Goal: $150 minimum budget (unbranded manual keyword + branded manual keyword+ auto campaign)
Add relevant Branded / Competitor Phrases
If you choose a Brand-based Targeting type, make sure to add in all relevant Branded phrases. This includes your brand name and any misspellings. Note, because we do not offer advances targeting, all of your competitor branded terms can be targeted in your unbranded manual campaign.
Phrases provide Perpetua with a "map" to identify which keywords are branded, or unbranded. All keywords containing the full phrase entered plus any terms that appear before and after that phrase will be automatically pulled into the applicable segment.
The next step is to add keywords into your goal. These are the keywords that you will be targeting in your manual campaign. If you chose a brand based campaign, avoid adding any branded terms, only unbranded keywords should be added here.
Add each keyword into each match type, setting either an individual bid for each keyword or running a bid override that will set a designated bid across all keywords in that match type. To learn more about managing keywords refer to this article.
Note: If you do not set a bid or bid override, the engine will automatically set the default bid to Exact Match = $1.00 Phrase Match = $0.75 Broad Match = $0.45
Click "Add To Goal" once you are satisfied with the keywords and bids you have set 😊
As a last step, click into your advanced settings. This is where you are able to set a bid for your auto campaign - only do this if you have a specific strategy and would like to override the bid being set by our ad engine. You are also able to toggle on or off any campaigns that you would not like to be included in your goal.
If you do chose to set an auto bid override, we recommend setting this auto bid similar to your 30 day historic bid.
Once you are satisfied with all the settings for your goal, you are ready to click "Launch Goal" 🎉
Post Goal Launch
Turn off Pre-Perpetua Campaigns
Unlike our Amazon product, Perpetua does not currently support auto pausing any existing campaigns running through the Walmart's ad console.
Ensure that all existing campaigns that correspond with goals launched in Perpetua are paused via Walmart Advertising console. Please note that you must pause both the auto and manual campaigns for each product.
If you do not pause these campaigns as soon as possible, you will have two identical campaigns running against each other. This will result in both wasted spend and poor performance.
Note: This is for those of you that had a Walmart account prior to using Perpetua's Walmart product. When you connect to Walmart through Perpetua, we create a new API Ads account. If you did not have an old Walmart account, you do not need to worry about pausing your old campaigns. More information here. To view your old account, you simply need to click on your brand name in the top right corner of your Walmart dashboard which will reveal a drop-down menu where you can select which account you are viewing. The Perpetua one has (1P/3P - API) in the title and is a read-only account. Click here to find out more.
There is a 48 hour delay for data pulled into Perpetua so you won't see any activity in your goals right away. If you still aren't seeing any spend after the 48 hour window, try decreasing Target ROAS to increase bids or reach out to email@example.com for support.
Article last updated September 22, 2021. If you find this information to be out of date, please contact firstname.lastname@example.org.