{"id":27073,"date":"2023-08-23T07:18:52","date_gmt":"2023-08-23T15:18:52","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=27073"},"modified":"2026-02-23T07:00:32","modified_gmt":"2026-02-23T15:00:32","slug":"walmart-connect-explained","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/walmart-connect\/walmart-connect-explained\/","title":{"rendered":"Explained: What is Walmart Connect","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p><strong>Want to understand the best practices for Walmart Connect?<\/strong> We\u2019ve got you covered.&nbsp;<\/p>\n\n\n\n<p>Walmart Connect is the name of Walmart\u2019s advertising platform, which allows brands and agencies to run ads across Walmart.com and in Walmart\u2019s physical stores.&nbsp;<\/p>\n\n\n\n<p>If you sell on Walmart, you should be using Walmart Connect. Walmart is the biggest physical retailer in the country, reaching <strong>~90%<\/strong> <strong>of all U.S. households<\/strong>. That impressive size allows Walmart to run highly targeted ads to its customer base.&nbsp;<\/p>\n\n\n\n<p>When you use Walmart Connect, you can leverage Walmart\u2019s vast labyrinth of insights on its shoppers, and reach potential customers based on both their digital <em>and<\/em> physical browsing habits.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Walmart Connect is a hot topic in the industry right now. Many brands and agencies are experimenting with Walmart ads. In 2022, for example, Walmart reported that the number of sellers using Walmart Connect <a href=\"https:\/\/stratably.com\/walmarts-digital-vision-includes-faster-growth-better-profitability\/\">doubled<\/a>.&nbsp;<\/p>\n\n\n\n<p>But how do you actually use Walmart Connect? What are the best practices for running ads on Walmart?<\/p>\n\n\n\n<p>Here\u2019s everything you need to know if you\u2019re still new to the platform.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-ad-types-does-walmart-connect-offer-nbsp\"><strong>What ad types does Walmart Connect offer?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Much like Amazon, Walmart Connect primarily offers sponsored ads, which run on Walmart.com. Walmart Connect ads can also appear in Walmart\u2019s physical stores. Most recently, Walmart expanded its ads to <a href=\"https:\/\/www.theverge.com\/2023\/8\/2\/23817029\/walmart-ads-in-store-self-checkout\">self-checkout screens<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Walmart offers a host of sponsored ad formats, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sponsored Search<\/li>\n\n\n\n<li>Sponsored Products<\/li>\n\n\n\n<li>Sponsored Brands<\/li>\n<\/ul>\n\n\n\n<p>These ads can appear in search results, beneath the Buy Box, or in recommendations carousels.<\/p>\n\n\n\n<p>More sophisticated brands can also run <strong>Offsite Display<\/strong> ads, which show up offsite and in-store and rely on more sophisticated targeting.<\/p>\n\n\n\n<p>Lastly, Walmart has an offsite DSP program of its own, called Walmart DSP. (To learn more about how DSP\u2018s work, read our blog on <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/amazon-dsp-explained-demand-side-platform\/\">Amazon DSP<\/a>.)&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-where-do-my-walmart-connect-ads-appear-nbsp\"><strong>Where do my Walmart Connect ads appear?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Aside from placements in Walmart\u2019s physical stores, Walmart Connect ads most often appear across Walmart.com. If you\u2019d like a detailed breakdown of how Walmart sponsored ads differ from Amazon sponsored ads, we wrote about it <a href=\"https:\/\/www.intentwise.com\/blog\/retail-media\/sponsored-ads-on-walmart-vs-amazon-a-detailed-comparison\/\">here<\/a>.&nbsp;<\/p>\n\n\n\n<p>Here are some of the key placements that Walmart Connect sponsored ads occupy:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Search in Grid<\/strong>: These are the ads that show up at the top of search results and in Browse pages.&nbsp;<\/li>\n\n\n\n<li><strong>Search Carousel<\/strong>: These ads appear in Walmart\u2019s carousels that show up in search results, with titles like \u201cMore items to explore.\u201d&nbsp;<\/li>\n\n\n\n<li><strong>Item Carousel<\/strong>: These ads show up on the \u201cCustomers also Viewed,\u201d \u201cCustomers also Considered,\u201d and \u201cCustomers also Bought\u201d carousels on an item page.&nbsp;<\/li>\n\n\n\n<li><strong>Item Buy Box<\/strong>: These ads appear below the buy box on a competing product\u2019s page.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-kind-of-targeting-options-are-available-on-walmart-connect-nbsp\"><strong>What kind of targeting options are available on Walmart Connect?&nbsp;<\/strong><\/h3>\n\n\n\n<p>As on Amazon, Walmart\u2019s sponsored ads can be targeted to certain keywords. Your ads may show up when a customer searches for a term or visits a product page that corresponds to your keyword.<\/p>\n\n\n\n<p>The downside is that Walmart <strong>does not currently allow brands to target specific products<\/strong>.<\/p>\n\n\n\n<p>Advertisers often use Amazon\u2019s product targeting feature to run ads against a competitor\u2019s ASIN. If you find a similar product that\u2019s higher-priced than yours, targeting your ads to that ASIN is a great way to pry sales away from a competitor. That option is not yet available on Walmart.<\/p>\n\n\n\n<p>Outside of keywords, Walmart does support additional targeting for:<\/p>\n\n\n\n<p><strong>Device-level bid modifiers<\/strong>. On Walmart Connect, you can place bid modifiers on the device level. That means you can reach people who are viewing your ads on certain screens. For example, you can prioritize a mobile viewer over a desktop viewer.&nbsp;<\/p>\n\n\n\n<p><strong>Turning off ad placements on manual campaigns<\/strong>. Let\u2019s say you\u2019re running a manual campaign on Walmart, and you decide a specific placement type is just really not working.&nbsp;<\/p>\n\n\n\n<p>Instead of having to play around with bid modifiers to cut down on those placements, Walmart Connect lets you turn off a placement entirely. Don\u2019t want any of your ads to appear in the Buy Box? You can turn it off in the Walmart platform.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-about-targeting-options-in-dsp-nbsp\"><strong>What about targeting options in DSP?&nbsp;<\/strong><\/h3>\n\n\n\n<p>When you become more sophisticated, start using Walmart Display ads. Walmart Display ads are part of the Walmart DSP program, and they can unlock many new audience options:&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Brand-affinity targeting<\/strong>. Using its vast trove of first-party shopper data, Walmart <a href=\"https:\/\/www.walmartconnect.com\/introducing-brand-affinity-targeting--a-new-targeting-tactic-to-\">separates out shoppers<\/a> into distinct categories based on their relationship to your brand.&nbsp;<\/p>\n\n\n\n<p>You can target Loyalists (who regularly buy from you), Switchers (who buy from multiple brands in your category), and Prospects (who buy from your competitors but have never or rarely bought from you).&nbsp;<\/p>\n\n\n\n<p>Segmenting your ads to specific shopper groups, based on the relationship to your brand, allows you to customize your creative and run much more targeted campaigns.&nbsp;<\/p>\n\n\n\n<p><strong>Item propensity targeting.<\/strong> Want to reach customers who are explicitly in the market for a product like yours, and who Walmart believes are likely to buy soon? You can create an ad targeted to a specific Item Propensity Segment in Walmart.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-i-craft-a-successful-walmart-connect-campaign-nbsp\"><strong>How do I craft a successful Walmart Connect campaign?&nbsp;<\/strong><\/h3>\n\n\n\n<p>At Intentwise, we have been working on Walmart Connect for years now. We are proud to be a Walmart Connect API Partner, and we offer sophisticated tools to automatically download and organize your data from Walmart.&nbsp;<\/p>\n\n\n\n<p>In our <a href=\"https:\/\/www.intentwise.com\/analytics-cloud\">Intentwise Analytics Cloud<\/a> product, for example, you can see your Walmart and your Amazon data under the same view. We also have a Walmart-specific <a href=\"https:\/\/www.intentwise.com\/ad-optimizer\/walmart-advertising\">Ad Optimizer<\/a> that helps you manage your Walmart campaigns at scale.&nbsp;<\/p>\n\n\n\n<p>This is all to say: We know Walmart well. So we wanted to share our insights for how brands and agencies that are still dabbling with Walmart can maximize their campaigns.<\/p>\n\n\n\n<p>Here are our best practices for Walmart Connect ad campaigns:&nbsp;<\/p>\n\n\n\n<p><strong>Step 1: Use a granular account structure&nbsp;<\/strong><\/p>\n\n\n\n<p>When you first begin using Walmart Connect, you should start small. We recommend that you:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Start with single-product campaigns<\/strong> for clean data and maximum control over where your ads are displayed.<\/li>\n\n\n\n<li><strong>Separate keywords by match-type in separate ad groups<\/strong>, since negative keywords are not yet available on Walmart Connect. That way, you can turn off match types that are bringing in non-performing search terms.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Step 2: Exploit all ad types and placements<\/strong><\/p>\n\n\n\n<p>Walmart offers a broad range of sponsored ads placements. The best way to leverage the platform and learn quickly is to turn on as many of those placement types as possible.&nbsp;<\/p>\n\n\n\n<p><strong>Keep in mind<\/strong>: Sometimes, you have to do this manually. For example, Sponsored Products manual targeting campaigns only have Search Ingrid activated by default. Be sure to go back and activate all other placements as well.&nbsp;<\/p>\n\n\n\n<p><strong>Step 3: Adjust modifiers<\/strong><\/p>\n\n\n\n<p>We recommend a bi-weekly cadence of evaluating and adjusting placement and platform multipliers. In the Intentwise platform, you can see performance by placement and platform types directly from the campaign settings view.&nbsp;<\/p>\n\n\n\n<p><strong>Step 4: Monitor and address low-traffic campaigns<\/strong><\/p>\n\n\n\n<p>Let\u2019s say you launch a campaign, and you soon discover that it isn\u2019t getting a lot of impressions. The solution is to broaden it out: Revisit the title and descriptions of your campaign to give the algorithm more keywords to focus on, and\/or increase your keyword coverage with manual campaigns.&nbsp;<\/p>\n\n\n\n<p>Also, make sure the problem is not just that you\u2019re bidding too low. Bid up your keywords to ensure you are winning the ad auction.&nbsp;<\/p>\n\n\n\n<p><strong>Step 5: Expand keyword coverage&nbsp;<\/strong><\/p>\n\n\n\n<p>Walmart Connect has a great feature called the Item Keyword Performance Report, which tracks all of the keyword searches that are driving people to your products. It has a lot in common with <a href=\"https:\/\/www.intentwise.com\/analytics-cloud\/data-source\/amazon-vendor\/decoding-the-search-terms-report\">Amazon\u2019s Search Term Report<\/a>.&nbsp;<\/p>\n\n\n\n<p>The Item Keyword Performance Report offers the perfect method for harvesting new keywords. Analyze the report to find new search terms to target. Then, adjust your product content to optimize SEO for those keywords, and be sure to include them in your ad campaigns.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-features-are-we-still-waiting-on-from-walmart-connect-nbsp\"><strong>What features are we still waiting on from Walmart Connect?&nbsp;<\/strong><\/h3>\n\n\n\n<p>One of the most coveted features that\u2019s not yet available on Walmart Connect is negative keyword targeting. Negative keyword targeting makes it easy to exclude certain search terms or phrases from your ad campaigns.&nbsp;<\/p>\n\n\n\n<p>It\u2019s a great option should you discover that a certain set of keywords just simply aren\u2019t working out for you. But as of yet, it\u2019s not available on Walmart.&nbsp;<\/p>\n\n\n\n<p><strong>Want to level up your use of Walmart Connect?<\/strong> <a href=\"https:\/\/www.intentwise.com\/analytics-cloud\">Intentwise Analytics Cloud<\/a> can automatically download and re-organize your data from Walmart, Amazon, and other e-commerce marketplaces.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What is the best way to view Walmart advertising analytics?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Brands that want to improve their Walmart advertising analytics are beginning to turn to Intentwise\u2019s software.&nbsp;<\/p>\n\n\n\n<p>The Intentwise platform lets them isolate their data on granular levels that aren\u2019t possible in the Walmart console. For instance, Intentwise makes it easy to track performance by keyword on Walmart.&nbsp;<\/p>\n\n\n\n<p>Intentwise also offers a suite of automated dashboards for Walmart Connect, so you can track your New-To-Brand metrics, in-store sales, keyword harvesting, and more in real time.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How do I build an e-commerce advertising dashboard?&nbsp;<\/strong><\/h3>\n\n\n\n<p>In our multi-channel world, brands need to see all of their data in one place. A price drop on Shopify can have a lot to do with search ranking on Amazon.&nbsp;<\/p>\n\n\n\n<p>Many brands rely on Intentwise for an e-commerce advertising dashboard that incorporates all of their channels. Intentwise pipelines data in from Amazon, Walmart, TikTok, Meta, Shopify, Target, and more, and displays it in one convenient place.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Want to understand the best practices for Walmart Connect? We\u2019ve got you covered.&nbsp; Walmart Connect is the name of Walmart\u2019s advertising platform, which allows brands and agencies to run ads across Walmart.com and in Walmart\u2019s physical stores.&nbsp; If you sell on Walmart, you should be using Walmart Connect. Walmart is the biggest physical retailer in [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":27248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[82,190],"tags":[168,96,129],"class_list":["post-27073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-media","category-walmart-connect","tag-item-buy-box","tag-mobile","tag-walmart-connect"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: What is Walmart Connect<\/title>\n<meta name=\"description\" content=\"The secret to making the most of your Walmart Connect campaigns is within reach. Learn the ins and outs of Walmart advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/walmart-connect\/walmart-connect-explained\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explained: What is Walmart Connect\" \/>\n<meta property=\"og:description\" content=\"The secret to making the most of your Walmart Connect campaigns is within reach. 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