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Advertising Help Centre

Sponsored Search Guide

Showcase your product to millions of shoppers directly in their search results. This guide covers key topics for using our self-serve platform.

Introduction to Sponsored Search ▼
Sponsored Products
Sponsored Product Placements
Sponsored Brands
Account and onboarding guide
Levels of account access
Campaign setup and management ▼
All Keywords
All campaigns
Suggested bids
Campaign setup: Sponsored Products
Step 1: Create a new campaign
Step 2: Set placement inclusion
Step 3: Add bid multipliers
Step 4: Create ad groups
Step 4 (continued): Add items/products to an ad group
Step 5: Add and select keywords
Campaign setup: Sponsored Brands
Step 1: Create a new campaign
Step 2: Ad Group, Creative & CTA Link Setup
Step 3: Add items to an Ad Group
Step 4: Add Keywords and Bids, and Submit for Review
Step 5: Campaign submission and Management
Campaign reports ▼
Advertiser reports
Item health reports
Custom reports
On-demand reports
Optimization tools ▼
Out-of-budget features
New-to-brand metrics
Bulk operations
Keywords planner
Automated rules
Walmart Connect Terms & Policies ▼
Walmart Connect Canada Ad Center Platform Terms of Use
Marketplace sellers Billing Policy
Resources ▼
Glossary
Frequently Asked Questions
Self-serve Platform Onboarding (downloadable)
Campaign Success Guide (downloadable)
Campaign Optimization Playbook (downloadable)

Step 2: Ad Group, Creative & CTA Link Setup

Relevant to: Sponsored Brands

An ad group is a collection of advertised items with similar keywords or attributes. They are required elements of all campaigns, regardless of targeting type. 
 
Ad groups can be updated during the campaign flight as part of the optimization process. Changes to ad groups on Sponsored Brands campaigns will generally require the campaign to be re-reviewed. Changes specifically to the image, headline and URL in-flight will require the campaign to be paused in addition to re-review. 
  
Only one ad group is currently allowed per Sponsored Brands campaign. They must also include an image of your logo, a headline and a click URL. 

 

1. To start an ad group, enter a name in the text box provided. ​​​​​

To start an ad group, enter a name in the text box provided

 

Tip: We recommend a naming convention that clearly distinguishes the content of the ad group. For example: "Great Value Household Sprays" or "Great Value Household Wipes."

 

2. Enter your brand name and add a headline.

Enter your brand name and add a headline.

Notes: 

Brand names are limited to 35 characters maximum. Enter your brand name exactly as it appears on Walmart.ca, reflecting correct capitalization and spacing of characters. Special characters allowed.

Headlines are limited to 45 characters maximum. No special characters allowed.

 

3. Add your brand logo.
To ensure that your logo displays correctly, please follow these guidelines:

  • File format — PNG 
  • Dimensions — 300 x 180 pixels
  • Max. file size — 200KB

 

Upload Image & Headline

 

Sponsored Brand Ad Links

Sponsored Brand ads include your brand logo, a headline, a call-to-action and up to four items with shoppable links.

Sponsored Brand Image

 

Set-up Search and Browse Links

Navigate to the Add Link section of the campaign creation tool. You'll have the option to select the link type you want to generate. 

 

Generate a Search Link:

Select the Search link option to create a search page link.

Search page links may now be generated using the Search Page Link Generator available on this Advertising Help page.

For now, the Sponsored Search platform interface doesn’t support creating Search page links that are accurately filtered to your brand. Please use the tool on this Help site to generate your link instead.

How to Create Your Link

Using the Search Page Link Generator tool below,

  • Enter the keyword that best represents the items you want to advertise in your Sponsored Brands campaign.
    • If you’re unsure which keyword to use, your item’s page taxonomy can help guide your selection (see image below).
  • Enter your Brand name.
    • The brand name must entered exactly as it appears in the Walmart Catalog
  • The generator will automatically create a correctly formatted Search page link for use in your campaign.
  • Cut and paste the URL link into the Seach Link field in the Walmart Ad Center Platform

Tip

Bookmark this page so you can quickly generate a Search page link anytime you create a new Sponsored Brands campaign.

Sponsored Brands Ads: Search Link Generator

Must match the name in the Walmart Catalogue exactly
Generated URL:

 

Example of Item page taxonomy: 

Taxonomy example

 

Generate a Browse Link:

To create a browse page link, make sure that all the items that you are advertising in your campaign can be found under the same category (e.g., Electronics / TV & Video / Smart TVs).

To locate your category taxonomy IDs, start on the Walmart.ca homepage. Open the All Departments menu and select your category and subcategory. 

Auto-calculate option for budget setting

 

  • Once the appropriate category page has been located, copy its URL. 
  • If the URL contains a plus sign (+), such as in https://www.walmart.ca/browse/...+..., replace each + with %20, which represents a space character in URL encoding.
  • Paste the corrected URL into the designated Link field.
  • If the URL includes the parameter typeahead=&, remove this portion entirely before proceeding.