Advertising Help Centre

Sponsored Products 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 Products ▼
Overview of Sponsored Products
Sponsored Products placements
Account and onboarding guide
Levels of account access
Campaign setup and management ▼
All Keywords
All Campaigns
Step 1: Create an automatic 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
Suggested bids
Campaign reports ▼
Advertiser reports
Custom reports
On-demand reports
Optimization tools ▼
Out-of-budget features
Keyword recommendations
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 3 - Add bid multipliers

This article explains what bid multipliers are and how to apply them. 
 
If you're creating an Automatic or Manual campaigns, you will have the option to set bid multipliers.

What are bid multipliers?

Bid multipliers give you additional opportunities to optimize your advertising campaigns. This bidding feature helps you manage your Sponsored Products campaign by enabling you to increase your bids on prime placements and platforms that you identify so that you can bid more on places that you wish to, while keeping your base bid across other placements low. 

Note: Bid multipliers are optional, but highly recommended  

Setting and using bid multipliers

There are two types of bid multipliers, Placement and Platform.

Placement multiplier

This control allows you to set bid modifiers starting at 0% for various placements, depending on your campaign type. When your ads are eligible to serve in these placements, the bid percentages you set will help you better compete for these placement opportunities.  
 
Example:

  • Starting bid: $0.75
  • Search In-grid Multiplier: 200%
  • Resulting bid for Search In-grid ad position: $0.75 * (1+200%) = $2.25

Platform multiplier

This control allows you to set bid multipliers starting at 0% for desktop, app and mWeb (mobile web) platforms. When your ads serve on these platforms, the bid percentages you set will help you better compete for these platform opportunities.  
 
Example:

  • Starting bid: $0.320
  • mWeb Multiplier: 90%
  • Resulting searches on Mobile: $0.320 * (1+90%) = $0.5738

Example of the Bid Multiplier option for Automatic campaigns:

Campaign setup for automatic campaigns

 

If you use both Placement and Platform multipliers, your bid multipliers will be added together. 

Example:

  • Starting bid: $1.00
  • Buy Box Multiplier: 50%
  • Desktop Multiplier: 150%
  • Resulting bid for Buy Box position on Desktop: [$1.00 * [1+(50% + 150%)] = $3.00

If bid multiplier = 0% or blank, your bid will remain the same as the bid entered at item or keyword level.  
  
Note: There is no maximum bid multiplier amount, so please make sure you understand and are comfortable spending the multiplier amount you are setting. 

Next article
Step 4: Create ad groups

This article shows you how to create ad groups within your campaign. Ad groups are groups items and keywords within a campaign. 

 

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