Relevant to: Sponsored Brands

Getting started 

When setting up your Sponsored Brands campaign, it is important to focus on items with distinct features, such as item category (e.g., t-shirts). 

Apply the same methodology when choosing your keywords, so that they are highly related to the items you are advertising. This ensures that your ads are eligible to appear when customers are searching or browsing precisely what you offer. 

If you want to advertise different product sub-categories (e.g., short sleeve t-shirts, longsleeve t-shirts), create separate campaigns for each. 

Promoted items must be:  

• Published
• In stock
• Winning the buy box

Add Items to Your Ad Group

To add items to your ad group, navigate to the Item List section and search for them using the search functionality next to the Select Items to Advertise field. Items can be found using the item ID, the item name, the brand name or various keywords.

In the result list, click Add Item to add items to your ad group. Added items appear on the immediate right of the results list, with a status slider to enable or disable them. All added items are enabled by default. 

• Sponsored Brands campaigns require a minimum of two items per ad group to go live.
• Sponsored Brands ads can display up to four items at a time. Clicks on the displayed items lead directly to their item pages.
• Walmart’s algorithm selects the four most relevant items based on the customer’s search query and the advertiser’s bid amount, ensuring a seamless shopping experience.
• We recommend adding ten items to your ad group, so if any item goes out of stock, you will still have items available to display in your ad.

Upload items to your ad group with a .csv file

You can also uplaod a list of items to your ad group by using the provided .csv template. To get started, download the template by clicking on the Download CSV button. 

Fill in the required fields.  

• Item ID requires the base item ID. Variant IDs such as variations of the same item (color, pattern, size, etc.) are not accepted in Sponsored Brands campaigns at this time.
• The status column should either contain the word “enabled” or “disabled”. Only items marked as “enabled” will be eligible to display on your ad.

Upload the completed item set using the upload icon.

Troubleshoot item IDs

Here are the most common reasons why you may not see an item when entering a valid item ID in the Item List section of the Walmart Connect Ad Center campaign management tool: 

• You have made recent changes to your item listing, such as updating the item headline, description or price.  
  • Updates to item details generally take 1–2 days to synchronize and appear across all Walmart systems.  

• You are trying to add newly published items from your Seller or Supplier catalog. 
  • Updates to item details generally take 1–2 days to synchronize and appear across all Walmart systems. 

• You have changed an item in a variant group, from primary to variant or from variant to primary.
  • Variant items can’t be added to Sponsored Brands campaigns. These campaign types can only include items that are set as primary variants. 

• Your item status in your Seller or Supplier catalog is not Published.  
  • Items that aren’t published can’t be added to a campaign.  
  • If you are having item status issues (e.g. published, unpublished, in stock or out of stock), please reach out to the Marketplace seller or Walmart supplier support teams.  

• Your items aren’t in stock.  
  • Items that are not available can’t be promoted in Sponsored Search campaigns. 

• Your items aren’t winning the Buy Box.   
  •  Items that aren’t winning the Buy Box can’t be promoted in Sponsored Search campaign    

If you still can’t add an item to your campaign after reviewing the notes, please contact our Ad Help center and our support team will assist you.