Walmart Keyword Bidding: Guide for Sellers

Did you know Walmart Marketplace sellers can now make their product listings reach their potential shoppers effortlessly? How? Well, Walmart has launched keyword bidding for the Walmart Sponsored Products program through which its sellers can achieve the aforementioned on the basis of the shopper’s search objective. Many businesses are benefitting from the use of this recently launched initiative by the American multinational retail corporation. 

In order to make the most of the Walmart Keyword Bidding, you must understand what it has to offer and how it works. In this article, you shall get all the relevant information related to it including the minimum bids required for keywords, best practices for Walmart Keyword Bidding, tips for running effective ad campaigns, and more.

Understanding Keyword Bidding on Walmart

Walmart Sponsored Products program enables the sellers to advertise their product listings. As a part of this program businesses can advertise listings under a sponsored banner. They require paying only when the ad performs. Walmart Keyword Bidding has been initiated as a part of this program. It allows sellers to bid for the keywords of their choice and their ads are displayed as per the keyword match. There are different kinds of keyword matches that you can use. This includes exact match, phrase match and broad match. 

Types of Keyword Matches

Here is a closer look at the different types of keyword matches:

1. Exact Match

In this type of keyword match, the exact words are matched exactly in the same order mentioned by you. For instance, “courier companies in India”, “top shopping apps”, “Walmart Keyword Bidding” and so on. Your ad will appear only for searches that match these words precisely.

2. Phrase Match

This type matches the exact words mentioned by you but with some additional words that may be added before or after them. It is flexible in comparison to exact match yet targeted. For instance, if you select the phrase, “women’s clothing” your ad is likely to appear in all the related searches such as “stylish women’s clothing”, “women’s clothing price”, “affordable women’s clothing”, etc. Similarly, if you select the phrase, “herbal shampoo”, your ad may appear in searches such as “best herbal shampoo”, “herbal shampoo ingredients”, “herbal shampoo reviews” and so on.

3. Broad Match

This type of keyword match enables your ads to reach a wider audience. It allows your business to appear in searches that are similar to your keyword. It can appear in related searches that may not contain the keyword mentioned by you. For instance, if you choose broad keyword, “wall hangings for living room”, in addition to searches for this keyword, you may also appear in searches for “home decor items”, “macramé art”, “metal wall art” and so on. 

Overview of Walmart Advertising Campaigns

Walmart offers different kinds of advertising campaigns. Here is a look at these different types:

1. Walmart Display Ads: These campaigns are run on different websites to attract buyers to the shop on the Walmart marketplace. These ads are visually appealing and enable advanced targeting that boosts your reach.
2. Walmart Sponsored Products: These are cost-per-click (CPC) campaigns that help advertise your products across Walmart’s website. Your products can appear in different places when you choose this campaign type. 
3. Walmart Keyword Bidding: With this newly launched initiative, you can target keywords that your potential buyers frequently use to look for products on Walmart. It enables you to rank higher in search results. As the name suggests, in this type of campaign, you can bid for the keywords that you aim to target.
4. Search Brand Amplifier: This is a premium advertising campaign that has been designed to help increase your brand visibility. As someone searches relevant keywords, up to three of your products shall appear in the top search results. Search Brand Amplifier also includes your logo.
5. Catapult Ads: By choosing this type of campaign, you can highlight your product by showing it as a featured item at the top of the product listing. Your product shall be marked as a “Featured Item” to grab the shoppers’ attention. 
6. Search Grid Ads: Labelled as sponsored, these ad campaigns can be seen across Walmart SERP pages. You can set up these campaigns manually or automatically based on your preference. In this type, you require paying only when a user clicks your ad.

Tips for Running Effective Walmart Ad Campaigns

Here are a few effective tips for running Walmart ad campaigns successfully:

1. Keep Your Inventory Levels in Check

The most basic thing to do is to manage your inventory efficiently. You must make sure that the products you aim to advertise are available in your inventory. Walmart doesn’t run ads for products that are not in stock. It is suggested to use inventory management tools to keep a check on your inventory levels.

2. Know Your Customers Better

In order to design and run an advertisement effectively, you must understand the kind of keywords your potential customers are using. You must also find out about the placements that grab their attention. Run your Walmart ad campaigns considering these to fetch maximum return.

3. Monitor Ad Campaign Performance

In order to run an ad campaign effectively, you must monitor it consistently. By keeping track of the key performance indicators, you can assess its performance. Based on this, you may make necessary amends to boost its performance.

Minimum Bids and Limitations for Keywords

Here is a look at minimum bids and limitations for Walmart Keyword Bidding:

The minimum bid for keyword bidding campaigns costs $0.30, and the maximum bid is priced at $20. If you opt for an auto-bid campaign, then the minimum amount for which the bid can be made is $0.20.

The length of a keyword cannot go beyond 80 characters in Walmart Keyword Bidding. The retail giant doesn’t allow the use of special characters in its keywords. It allows up to 200 distinct bidded keywords in each ad group. Besides, the use of negative keywords is not allowed.

Best Practices for Walmart Keyword Bidding

Here are some effective tips to get an excellent return from Walmart Keyword Bidding:

1. Optimise Your Product Detail Pages

It is necessary to optimise the content and critical elements on your product detail pages. This includes optimising your product titles, images and descriptions with relevant keywords. The content on your pages must be informative and should align with the keywords you aim to bid for. If you do not provide adequate content or add necessary keywords, your campaign will lose its relevance, as per Walmart Marketplace’s algorithm.

2. Use Different Types of Keyword Matches

It is suggested to use a mix of different types of keyword matches including exact match, phrase match and broad match. This will help target specific searches as well as broad matches to reach a large base of customers.

3. Begin with Auto Campaigns

When starting out, you should opt for Walmart’s automatic campaigns, as they help discover keywords that are performing well. This way, you wouldn’t have to spend time and effort finding high-performing keywords. Once you have a fair idea about these keywords, you may go on to use manual campaigns.

4. Adjust Your Bids 

You must review the performance of different keywords regularly and adjust your bids accordingly.  Eliminating low-performing keywords and investing in high-converting ones can improve your ROI.

Shiprocket X: Optimising Your Brand Visibility

ShiprocketX enables you to ship your goods securely to more than 220 countries & territories. The shipping company partners with various leading courier agencies to offer a seamless shipping experience at competitive rates. It has established goodwill in the market by offering quick and reliable services. 

It integrates with the top marketplaces and enables you to manage your orders from a single dashboard. It offers real-time tracking of your shipments and ensures transparency in its dealings to build trust among clients. By seeking its service, you can increase your brand’s visibility and benefit from its reputation.

Conclusion

Walmart Keyword Bidding is helping sellers across various industries target potential clients. In order to make the optimal use of this campaign, you must use it strategically. Using a mix of different keyword matches, regularly monitoring and adjusting your bids, and optimising product detail pages are some of the best practices for Walmart Keyword Bidding. They can help you reach shoppers looking for products similar to those being offered by you and thus increase your chances of conversion.