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 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. An ad group is a collection of products to target that you use to execute a campaign.

NOTE: For the Canadian Sponsored Product platform:

  • For Marketplace 3P Sellers: please use your Product ID(s) in the Item ID field
  • For 1P Suppliers: please use your SKU IDs in the Item field

Setting up your campaigns ad group(s)

Each campaign must have at least 1 ad group. Ad groups are unique to their campaign. Each ad group is limited to a maximum of 2,000 items. Your targeting tactic (Automatic vs. Manual) determines the level at which to set your bids.   
  
Ad groups can be enabled or disabled while the campaign is live as can the items and/or keywords within them. By default, ad groups are always enabled. To create more than one ad group, you must first save the campaign. This will enable the Create new ad group button.  
  
Name your ad group under Ad group details.  Give your ad groups names that will easily distinguish them from each other.   
 
Launch campaigns with as many products as you can to discover which ones are driving the most results. Create detail-oriented campaigns—organize ad groups by product categories and SKUs (top-selling, low profitable, seasonal, and new). This can provide more control and higher visibility into product performance.  

 

Setting up ad groups

  

How to set up your Ad Group(s) for success 

For Automatic campaigns: 

  • Cluster similar products together to enable you to track performance accordingly. 

For Manual campaigns: 

  • Create ad groups for products with similar attributes and related keywords. 
  • Include no more than 50–100 products per ad group. 
  • Organize groups by related keywords, brands, product categories and top sellers, so all products can be found via search easily. 
  • Choose a naming convention that is easily relatable to items in the ad group. 
  • Continuously check ad group performance reports to optimize campaigns. 

Ready to learn how to add items to you ad groups? The next article in our guide explores this topic.

Next article
Step 4 (continued) - Add items/products to an ad group

This article shows you how to add items to your Sponsored Products ad group and assign bid values to items in an Automatic campaign. 

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