Let's dive deeper into each of the Walmart Sponsored Products placements that are available to self-serve advertisers on Walmart.com. 🏊‍♀ī¸

We'll explore the following ad placements on this guide:

*Note: Walmart has now merged Walmart.com and Grocery (previously known as online pickup and delivery or OPD) into one site. This means many placements that were unique to Grocery/OPD are now gone.

Search In-grid

Search In-grid ads can appear in search results, browse, category, and curated shelf pages, and look very similar to organic listings. Ads will be tagged with an inconspicuous "Sponsored Product" label just below the product image. These ads are available for Automatic and Manual campaigns.

These placements are beneficial in order to:

  • Gain visibility on relevant products

  • Maintain market share for top-performing products

How many placements are available per page?

  • Out of 40 products, there will be 8 ad slots per page

  • No more than two ads serve at one time per section, with a maximum of 6 ads per page

To be eligible for search in-grid placements, your products must meet some relevancy requirements that are unique to Walmart:

  • Your product must appear organically within the top 128 search results on a given search term to be eligible for search in-grid placements

  • Your product must be in the same category as the search term or match the category of a product in the top 20 organic listings

  • Your promoted product needs to appear in a higher position than the organic ranking for the same product

These hurdles, although beneficial for the customer experience, can make new products difficult to advertise in-feed on strategic keywords due to lack of organic ranking and make it harder for new brands to break into categories.

To work around these hurdles, you can:

  • Leverage Auto campaigns to hit other placements such as Carousels and Buy Box, which do not adhere to relevancy hurdles and will bring high visibility to newer SKUs.

  • Update item titles to include the most important keywords to those products to help drive relevancy.

__________________________________________________________________

Carousels

Carousel ads appear in browse, category, curated shelf, bottom of search results, middle and bottom of product details through personalized modules: "Customers also Viewed," "Customers also Considered," "Customers also Bought." These ads are available for Automatic and Manual campaigns.

These placements are beneficial in order to:

  • Gain visibility on relevant products

  • Since these placements do not adhere to relevancy hurdles like Search In-grid placements, these can be used to bring high visibility to unestablished SKUs to gradually increase organic rank and eventually be eligible for premium Search In-grid placements

  • Ample visibility across the site makes Carousel ads great for driving new-to-brand consumers browsing the category

How many placements are available per page?

  • Maximum of 24 Sponsored Products per carousel

  • Maximum of 2 Sponsored Products per Personalization Carousel

Eligibility

  • No relevancy requirements are needed!

__________________________________________________________________

Buy Box Banner

The Buy Box ad is located on the product detail page of a relevant or complementary product just below the "Add to cart" button. This is a premium placement due to its high visibility since it's located on a product's detail page. High visibility equals more traffic, views, and sales. 😛 This ad is only available for Automatic campaigns.

These placements are beneficial in order to:

  • Get higher CTR

  • Increase conversion rates

  • Since these placements do not adhere to relevancy hurdles like Search In-grid placements, these can be used to bring high visibility to unestablished SKUs to gradually increase organic rank and eventually be eligible for premium Search In-grid placements

  • Since bidding on Competitor keywords is said to be technically prohibited on Walmart, the Buy Box placement becomes an excellent workaround to conquest against the competition

How many placements are available per page?

  • One placement per page

Eligibility

  • No relevancy requirements are needed!

__________________________________________________________________

Homepage

For Homepage placements, ads will appear within the "Featured items" carousel on the homepage of Walmart.com. This allows for high visibility on the first page of search results and is great for new item releases, seasonal products, and capturing new customers.

4_-_Homepage-min.png

Article last updated September 22, 2021. If you find this information to be out of date, please contact hello@perpetua.io.

Did this answer your question?