As the second-largest online seller in the U.S., Walmart is an emerging player in digital advertising whose growth continues to accelerate with more and more integrations. If you are already on Walmart, this series will arm you with advanced tips to help you take advantage of these exciting changes.
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
3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
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Log back anytime with same link
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4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
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*AdAge Best Places to Work 2019-2021
7. Agenda
● Current State of Walmart Advertising
● Strategies & How to Win
● What’s to come
● Q&A
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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.
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Advertising Partner
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
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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
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D98329B3-23EC-4B7D-8028-F65E7A723FBC
Search volume
Walmart.com and pickup
& delivery2
13. PROPRIETARY & CONFIDENTIAL
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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
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14. PROPRIETARY & CONFIDENTIAL
How Walmart’s Closed-loop Measurement works
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CLOSED-LOOP MEASUREMENT
Customer uses a debit or
credit card on our site or app
or in a Walmart store.
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Card data is matched to
a U.S. household.
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Matched data is anonymized
and aggregated.
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Anonymized,
aggregated data is
segmented.
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Ads are served to targeted
segments on Walmart’s digital
properties and across the web
and social. Impressions are
tracked.
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Purchase behavior of targeted
segments is compared to
purchase behavior of control
segments.
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15. PROPRIETARY & CONFIDENTIAL
Meticulous omnichannel campaign-impact
measurement
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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
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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
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Search In-grid placement
Sponsored Products
Search page placement
Coming
to Tinuiti
this fall
Keyword + Auto Bidding
18. PROPRIETARY & CONFIDENTIAL
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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
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E7A723FBC
20. Factors of a Successful Ad Unit
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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
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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
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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
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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.
26. PROPRIETARY & CONFIDENTIAL
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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
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BC
27. PROPRIETARY & CONFIDENTIAL
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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
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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:
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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
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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
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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
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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
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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%
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