In this guide, we'll run through:
What are Bid Multipliers
Both automatic campaign and manual campaign have the option to utilize a bid multiplier. These multipliers allow the bids for specific prime placements and platforms to be increased by a % that is set by the advertiser. Perpetua currently only offers placement multipliers and not platform multipliers.
There are a number of placements available on Walmart - however, certain placement multipliers are restricted to only auto campaigns and not manual campaigns. Please refer to the graph below to see which placements you are able to set a multiplier on:
As consumers are using Walmart.com from various devices, advertisers are able to add multipliers onto various platforms such as desktop, mobile and mWeb.
If you decide to use both placement and platform multipliers, they will be added together:
Resulting bid for buy-box position on desktop:
[$3.00 * (1+60%)] + [$3.00 * (1+180%)] = $13.2
Where can I set a Placement Multiplier on Perpetua?
Click into a Walmart Goal
2. Click on the "Campaigns Tab"
3. Click on the drop down arrow to reveal all the placements for each campaign
4. Hover over the placement that you would like to set a placement on and a pencil button will appear
5. Set a placement multiplier on the placement that you would like. Please set the placement as a percent amount. Ex. if you would like to multiple your bid by 50%, type in 50 in the box and click confirm when you are ready.