This guide will take you through:
Introduction
As many of you already know, Perpetua uses goals instead of individual campaigns. Each goal can launch multiple campaigns at the same time, making management and performance tracking much simpler.
For more information on the various campaign types available on Walmart, see this article.
On Walmart, only two goal types are available for launch: universal goals and brand-based goals.
Goal Types 🎯
Universal goals
The most basic goal type you can launch is a Universal goal. This goal works best for brands that have limited brand presence on Walmart.com or when you’re launching products with little to no prior advertising history.
🚨Note🚨
A universal goal launches two campaigns, an auto and a manual keyword campaign.
Manual Campaign
The manual keyword campaign will target both keywords added by the user and those auto harvested from the auto campaign. These keywords could include category, competitor or branded terms.
The manual keyword campaign will target keywords for each match type (exact, phrase, broad) and bids will be set at the keyword level
Auto Campaign
The auto campaign is a broad campaign where bidding is done at the item level, and it allows you to appear on keywords that you wouldn't be able to bid on manually due to organic hurdles
Using the advanced settings, you can specify the number of conversions a keyword must achieve before it is automatically moved (harvested) into the manual campaign, where bids are then managed at the individual keyword level.
Brand-Based
A brand-based goal is the other available targeting type. This goal works best for products that already have some brand recognition, especially when keyword reports show that customers frequently use branded terms to search for your products.
🚨 Note 🚨
A brand-based goal will launch three campaigns for you: an auto, an unbranded manual, and a branded manual campaign
Unbranded manual campaign
You will be targeting unbranded relevant keywords such as product, category and competitor terms
Branded manual campaign
You will be adding any branded phrases and common misspellings to this segment of the goal
Setting Target ACoS & Budgets
Look at the past 30 days Budget to set your initial budget, and set a low target ROAS (1.00 - 1.50).
Your branded segment can have a higher target ROAS (2.00 - 3.00), unless you are running it for brand defense. If you are actively protecting your brand terms since you know you are being targeted, keep target ROAS low to ensure the ad engine can bid high enough.
Negative Matching ❌
A key difference between Walmart and other marketplaces is that Walmart currently does not support negative keyword matching. This means that keywords harvested through the auto campaign that are not relevant to your product may still be targeted.
However, when you use Perpetua, if a keyword has a low conversion rate, our ad engine will automatically reduce bids over time until your bid is too low to win that keyword. As a result, there is no spend on that keyword, which effectively works the same way as negative matching.