This guide will take you through:
Navigate to the 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 box beside the products you would like to add.
If you do not see the product you would like to advertise, click on "Bulk ASIN Add" and input your 9 digit Walmart 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.
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 for 1P Suppliers, 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)
3P Sellers can launch with $10 minimum campaign budgets, therefore a $20 daily budget for a Universal goal.
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 advanced 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.
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.
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 January 2024. If you find this information to be out of date, please contact firstname.lastname@example.org.