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Advanced Walmart
Advertising Series
Walmart 201: How to Scale Your Walmart Sales
10am PT / 1pm ET
How to Win on Walmart to Accelerate Your Multichannel Success
11am PT / 2pm ET
Drive Trust & Conversions with Review Syndication on Walmart: How
to Maximize the Impact of Your Reviews
11:30am PT / 2:30pm ET
Score the 2-Day Delivery Badge & All that Comes with It: Improve
Search Rank, Filter Inclusion & Buy Box Prominence
12pm PT / 3pm ET
Walmart 201:
How to Scale Your
Walmart Sales
Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05
Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
4
*AdAge Best Places to Work 2019-2021
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
STUART CLAY
Associate Director, Marketplace
Strategic Services
MATTHEW SMITH
Industry Manager:
Consumables
Agenda
● Current State of Walmart Advertising
● Strategies & How to Win
● What’s to come
● Q&A
7
How are you currently
promoting your products on
Walmart?
● Sponsored products
● Display ads
● I'm not advertising on Walmart yet!
POLL
A partnership that prioritizes the seller’s needs
● Marketplace advertising expertise and experience.
Tinuiti has a long history of adopting and growing clients
with advertising on marketplace channels.
● Tinuiti has a proven methodology of campaign structure,
keyword optimization and product promotion in marketplace
advertising and developing a unique to Walmart approach.
● Tinuiti is one of only seven Walmart Advertising API
partners in product development
and business development to improve functionality, features
and scalability of their platform to drive results for sellers and
advertisers.
● Tinuiti specializes in holistic Walmart advertising
management including Sponsored Products, Search Brand
Amplifiers and co-managed WMC opportunities.
9
Advertising Partner
Current State of Walmart
Advertising
PROPRIETARY & CONFIDENTIAL
90%
of America
shops at
Walmart1
150MM 
customers per
week in store and
online2
#1
online grocer3
#2
eCommerce
platform3
#1
U.S. retailer2
Source: 1
Walmart 1st
Party Data, 2019. 2
Walmart 1st
Party Data, 2021. 3
Walmart first party data 2020.
Walmart’s U.S. customer is the American shopper
D98329B3-23EC-4B7D-8028-F65E7A723FBC
PROPRIETARY & CONFIDENTIAL
+56%
Our customers are searching
and shopping with us now
more than ever
+79%
+8.6%
Sales
Walmart U.S. eCommerce1
Comp sales
Walmart U.S. stores1
Source: 1
Walmart corporate earnings release, Feb. 18, 2021; reflecting full FY21 revenue. 2
Walmart 1st Party Data, February 2020
-January 2021 *compared to February 2019-January 2020
12
D98329B3-23EC-4B7D-8028-F65E7A723FBC
Search volume
Walmart.com and pickup
& delivery2
PROPRIETARY & CONFIDENTIAL
13
Accountable, closed-loop
advertising only Walmart can
deliver at scale.
Across the web
Walmart app
Walmart stores
Pickup & delivery
Walmart.com
Ad solutions that meet
Walmart customers at
every step of their
shopper journey.
PROPRIETARY & CONFIDENTIAL
Social media
D98329B3-23EC-4B7D-8028-F65E7A723FBC
PROPRIETARY & CONFIDENTIAL
How Walmart’s Closed-loop Measurement works
14
CLOSED-LOOP MEASUREMENT
Customer uses a debit or
credit card on our site or app
or in a Walmart store.
01
Card data is matched to
a U.S. household.
02
Matched data is anonymized
and aggregated.
03
Anonymized,
aggregated data is
segmented.
04
Ads are served to targeted
segments on Walmart’s digital
properties and across the web
and social. Impressions are
tracked.
05
Purchase behavior of targeted
segments is compared to
purchase behavior of control
segments.
06
PROPRIETARY & CONFIDENTIAL
Meticulous omnichannel campaign-impact
measurement
15
Walmart Connect’s proprietary data tracks post-exposure sales on Walmart.com and in our stores
o   Conversion lift
o   Sales lift
o   New buyers
o   ROAS
CLOSED-LOOP MEASUREMENT
PROPRIETARY & CONFIDENTIAL
16
o Targeting based on customer purchase
history
o Drives awareness, consideration and
omni-channel sales
o 77% of campaigns deliver incremental lift3
o 80% of ROAS is generated from Walmart
store sales4
Our core solutions deliver measurable omnichannel sales,
with unmatched scale
o Targeting based on search and browse
context
o Primarily drives eCommerce purchases
o 1 in 3 Walmart.com visits included a search1
o Walmart.com and Pickup & Delivery
searches are up 56% YoY2
Display
Search
Sources: 1
Walmart First Party Data, Walmart.com, February 2020-January 2021. 2
Walmart 1st Party Data, February 2020 -January 2021 *compared to February 2019-January 2020. 2
Adobe
Analytics, Internal Search Report, Jan 2018-Dec. 2018 vs. Jan. 2019-Dec. 2019. 4
Walmart internal data from 2018 - Present
PROPRIETARY & CONFIDENTIAL
Sponsored Products in The Customer Search Journey
 
 
 
Within search results On category pages
On PDPs of relevant items
Buy Box placement
Product carousel placement
Search Brand Amplifier
Premium placement on search pages
17
Search In-grid placement
Sponsored Products
Search page placement
Coming
to Tinuiti
this fall
Keyword + Auto Bidding
PROPRIETARY & CONFIDENTIAL
18
Strategy Objectives Campaign KPIs
Grow
• Grow market share
• Find new customers
• Boost low volume SKUs
• Increase share of voice
• Drive traffic to product detail
pages
Defend
• Protect market share
• Increase share of wallet
• Maximize profitable SKUs
• Higher Return On Advertising
Spending (ROAS)
• Sales volume
Sponsored Products influence customers in their
research & task-based searches
D98329B3-23EC-4B7D-8028-F65
E7A723FBC
Strategies & How to
Win
Factors of a Successful Ad Unit
20
Proactive
Product &
Keyword
Bidding
Positive Selling
History
Campaign
Structure &
Targeting
Robust and
accurate
Content &
Inventory
Holistic
Analytics &
Reporting
Direct Ad
Center
Factors
Indirect Seller
Center
Factors Competitive
Pricing &
Fulfillment
Structuring for success from the ground up
● Seller scorecard
● Ratings & reviews
● Errors &
unpublished items
● Pricing
suppressions
● Resourcing
● Walmart SEO best
practices
● Listing quality
dashboard
● Item specific
content
improvements
● Image best
practices
● Buy Box analysis
● Inventory review
● Free 2-Day (&
3-Day) Shipping
● Shipping
performance audit
(regional)
● Post-Purchase
quality review
● Walmart Fulfillment
Services
● Pro Seller badge
● Enhanced Content
● Reviews (Spark)
● Promotional
opportunities
● Advertising
Account Health Item Setup Fulfillment & CS Level Up
21
Sponsored Products Campaign Strategy to Fuel Performance
Trust the Process
● Leverage multi-SKU auto for learnings
● Identify key strategic products for breakout and
bid control
● Layer cascading bids to assign prioritization
(product and keyword type)
● Use placement inclusion and platform
multipliers in response to performance
● Proactively audit for keyword opportunities
● Using 3P, Seller and Walmart data, continually
analyze performance and
Reporting & Analysis
Leverage a combination of internal, Walmart and seller
performance data to better understand holistic
performance and guide cross-campaign strategy
Auto (Broad)
Manual (Targeted)
Cascading bid prioritization
Placements, Platforms &
Multipliers
Proactive Keyword
Audits
Analysis
22
Post-Integration Optimization Tactics
Structure PDP Setup Content Partnership Test & Learn
3P
Draft strategy Walk the shop
Competition
review
PDP
Enhancements
Leverage the
Partnership
Learn & Grow
for optimal
structure and
performance
tests
and review
variation specific
PDPs for
improvements
and insights
Draft plan to
compete with 3P
sellers driving up
CPC
Improve Listing
Quality Score for
downstream
impact on ads
Work directly
with WMC for
exclusive
opportunities and
insights
A/B testing is
essential for
efficiency gains
and expansion
23
24
Tinuiti’s proprietary Walmart
marketplace adtech
We developed our own programmatic ad management platform
specifically designed for Amazon and Walmart eCommerce
Search, Display and Operations Ecosystems.
Our experts use MobiusX to drive ad performance and effectively
execute on performance trends at scale.
Walmart has evolved to a point where the advertising tools are so
sophisticated, the competition so fierce, that the only way to
compete to win is a combination of best in-class tech,
regimented process and expertise.
What’s to come
Meeting customer & advertiser needs
PROPRIETARY & CONFIDENTIAL
26
Walmart Connect offerings for FY22
Digital
Onsite Display
Search Offsite Display
Scoping
& testing
Retailtainment Additional
sampling
SEM Influencer
+
more
In-store &
omnichannel
Personalized interactive
TV Wall ads
Self-checkout ads W+ sampling
D98329B3-23EC-4B7D-8028-F65E7A723F
BC
PROPRIETARY & CONFIDENTIAL
27
Source: Walmart Spark Panel. Data was collected through an online survey distributed to Walmart Customer Spark panel members managed by Customer Spark and Research Platform team
(Global Data), 1
July 2020 (N-1368); statistic reflects responses from “slightly” to “extremely” often. 2
May 2020 (N-1812). 3
MarketingCharts 2019
As they spend more time searching
our site and app.
Walmart customers need:
As they shop our stores less
frequently but more decisively,
they need consistency and
simplicity. 
They are busy and need the time
between inspiration and purchase to
collapse to help them have seamless
brand discovery and shopping
experiences.
01 02 03
Search assistance Omnichannel attention Connected commerce
89%  62%  43% 
of Walmart customers said seeing an
ad online or in-store reminded them of
a product they needed or prompted
them to buy a product they wanted.1
of Walmart customers say ads on
our site or app influence their
experience in our stores.2
Of consumers prefer interactive content
over other types of videos as it provides
the ability to decide what they want to
view and when.3
PROPRIETARY & CONFIDENTIAL
28
Search
Omni
Connected commerce
A relevant product suggestion, served
up at the moment they need it
Safety and convenience — however
and wherever they shop
Brand discovery and reviews
Walmart customers want:
PROPRIETARY & CONFIDENTIAL
Enhanced targeting, more placements
and optimal relevancy for their ads
In-store advertising options, dynamic
online ads and consistent SKU visibility
Shoppable content, including recipes and
videos, inspirational brand integrations and
influencer collaborations
Therefore, Walmart advertisers need:
29
Search
Omni
Connected commerce
PROPRIETARY & CONFIDENTIAL
National TV Wall
Self-checkout ads
Rules-based optimization
Brand-affinity targeting
Search campaign unification
Our product portfolio continues to evolve to meet
our partners’ advertising needs
30
Pilot: Direct API integration
Onsite Display self-serve
Pilot: Bring Your Own Data
Personalized carousels
Search Brand Amplifier via Walmart
Advertising Partners
Walmart DSP with the Trade Desk 
Q1
Inventory-aware ads
Q4
Q3
Q2
PROPRIETARY & CONFIDENTIAL
31
1Q 2Q 3Q 4Q
Search
Platform Search campaign unification Search Brand Amplifier via WAP
Relevancy & format
Rules-based optimization Variant SKUs Cold start SKU solutions
Search In-grid relevancy optimization; format optimization 
Targeting
Negative keywords Suggested bids
Manual: Item Page placements
Automatic: Personalized carousels
Automatic: Category targeting 
Measurement 14-day click attribution Automatic: Placement reports
All product timelines are subject to change
D98329B3-23EC-4B7D-8028-F65E7A723FBC
Advertiser benefits
More visibility
Easy setup
No keyword
management 
Category targeting
Advertiser benefits
Influence more of the
customer journey
Improved relevancy and
context
Additional Personalized
Carousel placements
Advertiser benefits
More campaign control
Improved conversion and ROAS
Targeting enhancements
FY22 Search Roadmap
1. Customers want relevant search results + easy to find
product suggestions, placing increasing importance of
sponsored products and search strategies for
marketers.
2. Walmart is proactively growing their holistic advertising
solution and putting more power in the hands of sellers.
3. Omnichannel marketing is here - and will be increasing
in coming months - so optimizing across platforms and
tactics is key.
Key takeaways
32
Schedule Your
Consultation
with a Walmart
Expert
Q&A
Thank you!
Walmart 201: How to Scale Your Walmart Sales
Advanced Walmart
Advertising Series
Walmart 201: How to Scale Your Walmart Sales
10am PT / 1pm ET
How to Win on Walmart to Accelerate Your Multichannel Success
11am PT / 2pm ET
Drive Trust & Conversions with Review Syndication on Walmart: How
to Maximize the Impact of Your Reviews
11:30am PT / 2:30pm ET
Score the 2-Day Delivery Badge & All that Comes with It: Improve
Search Rank, Filter Inclusion & Buy Box Prominence
12pm PT / 3pm ET
The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward
A partner with long term Walmart experience
active
Tinuiti managed
accounts…and growing
40+
Started working
with Walmart on
Sponsored
Products
2018
of partnership
approvals
Tinuiti is an official
Walmart Advertising API
Partner
Wave
#2
customer retention
rate
within Tinuiti’s
Marketplaces team
97%
39

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Walmart 201: How to Scale Your Walmart Sales

  • 1. Advanced Walmart Advertising Series Walmart 201: How to Scale Your Walmart Sales 10am PT / 1pm ET How to Win on Walmart to Accelerate Your Multichannel Success 11am PT / 2pm ET Drive Trust & Conversions with Review Syndication on Walmart: How to Maximize the Impact of Your Reviews 11:30am PT / 2:30pm ET Score the 2-Day Delivery Badge & All that Comes with It: Improve Search Rank, Filter Inclusion & Buy Box Prominence 12pm PT / 3pm ET
  • 2. Walmart 201: How to Scale Your Walmart Sales
  • 3. Today’s Logistics Kerry Mallett Webinar Coordinator Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
  • 4. Tinuiti is the largest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $2B #1 700+ 4 *AdAge Best Places to Work 2019-2021
  • 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 6. Our Speakers STUART CLAY Associate Director, Marketplace Strategic Services MATTHEW SMITH Industry Manager: Consumables
  • 7. Agenda ● Current State of Walmart Advertising ● Strategies & How to Win ● What’s to come ● Q&A 7
  • 8. How are you currently promoting your products on Walmart? ● Sponsored products ● Display ads ● I'm not advertising on Walmart yet! POLL
  • 9. A partnership that prioritizes the seller’s needs ● Marketplace advertising expertise and experience. Tinuiti has a long history of adopting and growing clients with advertising on marketplace channels. ● Tinuiti has a proven methodology of campaign structure, keyword optimization and product promotion in marketplace advertising and developing a unique to Walmart approach. ● Tinuiti is one of only seven Walmart Advertising API partners in product development and business development to improve functionality, features and scalability of their platform to drive results for sellers and advertisers. ● Tinuiti specializes in holistic Walmart advertising management including Sponsored Products, Search Brand Amplifiers and co-managed WMC opportunities. 9 Advertising Partner
  • 10. Current State of Walmart Advertising
  • 11. PROPRIETARY & CONFIDENTIAL 90% of America shops at Walmart1 150MM  customers per week in store and online2 #1 online grocer3 #2 eCommerce platform3 #1 U.S. retailer2 Source: 1 Walmart 1st Party Data, 2019. 2 Walmart 1st Party Data, 2021. 3 Walmart first party data 2020. Walmart’s U.S. customer is the American shopper D98329B3-23EC-4B7D-8028-F65E7A723FBC
  • 12. PROPRIETARY & CONFIDENTIAL +56% Our customers are searching and shopping with us now more than ever +79% +8.6% Sales Walmart U.S. eCommerce1 Comp sales Walmart U.S. stores1 Source: 1 Walmart corporate earnings release, Feb. 18, 2021; reflecting full FY21 revenue. 2 Walmart 1st Party Data, February 2020 -January 2021 *compared to February 2019-January 2020 12 D98329B3-23EC-4B7D-8028-F65E7A723FBC Search volume Walmart.com and pickup & delivery2
  • 13. PROPRIETARY & CONFIDENTIAL 13 Accountable, closed-loop advertising only Walmart can deliver at scale. Across the web Walmart app Walmart stores Pickup & delivery Walmart.com Ad solutions that meet Walmart customers at every step of their shopper journey. PROPRIETARY & CONFIDENTIAL Social media D98329B3-23EC-4B7D-8028-F65E7A723FBC
  • 14. PROPRIETARY & CONFIDENTIAL How Walmart’s Closed-loop Measurement works 14 CLOSED-LOOP MEASUREMENT Customer uses a debit or credit card on our site or app or in a Walmart store. 01 Card data is matched to a U.S. household. 02 Matched data is anonymized and aggregated. 03 Anonymized, aggregated data is segmented. 04 Ads are served to targeted segments on Walmart’s digital properties and across the web and social. Impressions are tracked. 05 Purchase behavior of targeted segments is compared to purchase behavior of control segments. 06
  • 15. PROPRIETARY & CONFIDENTIAL Meticulous omnichannel campaign-impact measurement 15 Walmart Connect’s proprietary data tracks post-exposure sales on Walmart.com and in our stores o   Conversion lift o   Sales lift o   New buyers o   ROAS CLOSED-LOOP MEASUREMENT
  • 16. PROPRIETARY & CONFIDENTIAL 16 o Targeting based on customer purchase history o Drives awareness, consideration and omni-channel sales o 77% of campaigns deliver incremental lift3 o 80% of ROAS is generated from Walmart store sales4 Our core solutions deliver measurable omnichannel sales, with unmatched scale o Targeting based on search and browse context o Primarily drives eCommerce purchases o 1 in 3 Walmart.com visits included a search1 o Walmart.com and Pickup & Delivery searches are up 56% YoY2 Display Search Sources: 1 Walmart First Party Data, Walmart.com, February 2020-January 2021. 2 Walmart 1st Party Data, February 2020 -January 2021 *compared to February 2019-January 2020. 2 Adobe Analytics, Internal Search Report, Jan 2018-Dec. 2018 vs. Jan. 2019-Dec. 2019. 4 Walmart internal data from 2018 - Present
  • 17. PROPRIETARY & CONFIDENTIAL Sponsored Products in The Customer Search Journey       Within search results On category pages On PDPs of relevant items Buy Box placement Product carousel placement Search Brand Amplifier Premium placement on search pages 17 Search In-grid placement Sponsored Products Search page placement Coming to Tinuiti this fall Keyword + Auto Bidding
  • 18. PROPRIETARY & CONFIDENTIAL 18 Strategy Objectives Campaign KPIs Grow • Grow market share • Find new customers • Boost low volume SKUs • Increase share of voice • Drive traffic to product detail pages Defend • Protect market share • Increase share of wallet • Maximize profitable SKUs • Higher Return On Advertising Spending (ROAS) • Sales volume Sponsored Products influence customers in their research & task-based searches D98329B3-23EC-4B7D-8028-F65 E7A723FBC
  • 20. Factors of a Successful Ad Unit 20 Proactive Product & Keyword Bidding Positive Selling History Campaign Structure & Targeting Robust and accurate Content & Inventory Holistic Analytics & Reporting Direct Ad Center Factors Indirect Seller Center Factors Competitive Pricing & Fulfillment
  • 21. Structuring for success from the ground up ● Seller scorecard ● Ratings & reviews ● Errors & unpublished items ● Pricing suppressions ● Resourcing ● Walmart SEO best practices ● Listing quality dashboard ● Item specific content improvements ● Image best practices ● Buy Box analysis ● Inventory review ● Free 2-Day (& 3-Day) Shipping ● Shipping performance audit (regional) ● Post-Purchase quality review ● Walmart Fulfillment Services ● Pro Seller badge ● Enhanced Content ● Reviews (Spark) ● Promotional opportunities ● Advertising Account Health Item Setup Fulfillment & CS Level Up 21
  • 22. Sponsored Products Campaign Strategy to Fuel Performance Trust the Process ● Leverage multi-SKU auto for learnings ● Identify key strategic products for breakout and bid control ● Layer cascading bids to assign prioritization (product and keyword type) ● Use placement inclusion and platform multipliers in response to performance ● Proactively audit for keyword opportunities ● Using 3P, Seller and Walmart data, continually analyze performance and Reporting & Analysis Leverage a combination of internal, Walmart and seller performance data to better understand holistic performance and guide cross-campaign strategy Auto (Broad) Manual (Targeted) Cascading bid prioritization Placements, Platforms & Multipliers Proactive Keyword Audits Analysis 22
  • 23. Post-Integration Optimization Tactics Structure PDP Setup Content Partnership Test & Learn 3P Draft strategy Walk the shop Competition review PDP Enhancements Leverage the Partnership Learn & Grow for optimal structure and performance tests and review variation specific PDPs for improvements and insights Draft plan to compete with 3P sellers driving up CPC Improve Listing Quality Score for downstream impact on ads Work directly with WMC for exclusive opportunities and insights A/B testing is essential for efficiency gains and expansion 23
  • 24. 24 Tinuiti’s proprietary Walmart marketplace adtech We developed our own programmatic ad management platform specifically designed for Amazon and Walmart eCommerce Search, Display and Operations Ecosystems. Our experts use MobiusX to drive ad performance and effectively execute on performance trends at scale. Walmart has evolved to a point where the advertising tools are so sophisticated, the competition so fierce, that the only way to compete to win is a combination of best in-class tech, regimented process and expertise.
  • 25. What’s to come Meeting customer & advertiser needs
  • 26. PROPRIETARY & CONFIDENTIAL 26 Walmart Connect offerings for FY22 Digital Onsite Display Search Offsite Display Scoping & testing Retailtainment Additional sampling SEM Influencer + more In-store & omnichannel Personalized interactive TV Wall ads Self-checkout ads W+ sampling D98329B3-23EC-4B7D-8028-F65E7A723F BC
  • 27. PROPRIETARY & CONFIDENTIAL 27 Source: Walmart Spark Panel. Data was collected through an online survey distributed to Walmart Customer Spark panel members managed by Customer Spark and Research Platform team (Global Data), 1 July 2020 (N-1368); statistic reflects responses from “slightly” to “extremely” often. 2 May 2020 (N-1812). 3 MarketingCharts 2019 As they spend more time searching our site and app. Walmart customers need: As they shop our stores less frequently but more decisively, they need consistency and simplicity.  They are busy and need the time between inspiration and purchase to collapse to help them have seamless brand discovery and shopping experiences. 01 02 03 Search assistance Omnichannel attention Connected commerce 89%  62%  43%  of Walmart customers said seeing an ad online or in-store reminded them of a product they needed or prompted them to buy a product they wanted.1 of Walmart customers say ads on our site or app influence their experience in our stores.2 Of consumers prefer interactive content over other types of videos as it provides the ability to decide what they want to view and when.3
  • 28. PROPRIETARY & CONFIDENTIAL 28 Search Omni Connected commerce A relevant product suggestion, served up at the moment they need it Safety and convenience — however and wherever they shop Brand discovery and reviews Walmart customers want:
  • 29. PROPRIETARY & CONFIDENTIAL Enhanced targeting, more placements and optimal relevancy for their ads In-store advertising options, dynamic online ads and consistent SKU visibility Shoppable content, including recipes and videos, inspirational brand integrations and influencer collaborations Therefore, Walmart advertisers need: 29 Search Omni Connected commerce
  • 30. PROPRIETARY & CONFIDENTIAL National TV Wall Self-checkout ads Rules-based optimization Brand-affinity targeting Search campaign unification Our product portfolio continues to evolve to meet our partners’ advertising needs 30 Pilot: Direct API integration Onsite Display self-serve Pilot: Bring Your Own Data Personalized carousels Search Brand Amplifier via Walmart Advertising Partners Walmart DSP with the Trade Desk  Q1 Inventory-aware ads Q4 Q3 Q2
  • 31. PROPRIETARY & CONFIDENTIAL 31 1Q 2Q 3Q 4Q Search Platform Search campaign unification Search Brand Amplifier via WAP Relevancy & format Rules-based optimization Variant SKUs Cold start SKU solutions Search In-grid relevancy optimization; format optimization  Targeting Negative keywords Suggested bids Manual: Item Page placements Automatic: Personalized carousels Automatic: Category targeting  Measurement 14-day click attribution Automatic: Placement reports All product timelines are subject to change D98329B3-23EC-4B7D-8028-F65E7A723FBC Advertiser benefits More visibility Easy setup No keyword management  Category targeting Advertiser benefits Influence more of the customer journey Improved relevancy and context Additional Personalized Carousel placements Advertiser benefits More campaign control Improved conversion and ROAS Targeting enhancements FY22 Search Roadmap
  • 32. 1. Customers want relevant search results + easy to find product suggestions, placing increasing importance of sponsored products and search strategies for marketers. 2. Walmart is proactively growing their holistic advertising solution and putting more power in the hands of sellers. 3. Omnichannel marketing is here - and will be increasing in coming months - so optimizing across platforms and tactics is key. Key takeaways 32
  • 34. Q&A
  • 37. Advanced Walmart Advertising Series Walmart 201: How to Scale Your Walmart Sales 10am PT / 1pm ET How to Win on Walmart to Accelerate Your Multichannel Success 11am PT / 2pm ET Drive Trust & Conversions with Review Syndication on Walmart: How to Maximize the Impact of Your Reviews 11:30am PT / 2:30pm ET Score the 2-Day Delivery Badge & All that Comes with It: Improve Search Rank, Filter Inclusion & Buy Box Prominence 12pm PT / 3pm ET
  • 38. The Future of the Web is here. Find out everything around new restrictions, cookies, IDFA, first-party data, and all things privacy from our Tinuiti experts. Learn More > tinuiti.com/privacy-forward
  • 39. A partner with long term Walmart experience active Tinuiti managed accounts…and growing 40+ Started working with Walmart on Sponsored Products 2018 of partnership approvals Tinuiti is an official Walmart Advertising API Partner Wave #2 customer retention rate within Tinuiti’s Marketplaces team 97% 39