This article provides an overview of how to build a campaign where your main objective is brand/product consideration. 

Table of contents

 

Best practices for consideration campaigns

Use a consideration campaign to help gain share of voice or prime an audience to buy your brand and products in the future. 

KPIs:  

• CTR   
• Add-to-cart 
• Add-to-cart rate 
• Product detail page views 
• Product detail page views rate  

For more information on how Walmart Connect measures metrics, visit our Glossary. 

Consideration campaign landing page recommendations 

For engagement focused KPIs, when customers are in the consideration mindset, take them to a browse or search or a Shelf page. ​

These landing pages are product-focused and will provide customers with a catalog of items to browse and purchase.​

• Browse page​ 
• Search results page​ 
• Product collection page

Consideration targeting recommendations 

You can select tactics that help you reach a mix of new ​and existing customers.​ 

Brand buyers (brand targeting)​

Brand audience targeting can help target recent or lapsed customers of specific brands based on engagement with your products.  

When including brand audience targeting during line-item setup, you can select from all the brands that are owned by you. These types of brand audiences are only visible and accessible to the advertiser or supplier that owns the specific brand. 

Personas (persona targeting)  

Persona audience targeting enables your brand to reach customers with interests, needs and behaviors aligned to the products you sell, increasing the relevance of your ads with the goal of ultimately driving ROAS and incremental sales. These customer personas are always-on and leverage machine learning to calculate and rank relevant customers. 

Contextual targeting 

Contextual audience targeting enables you to reach the customers across a wide range of elements that form the retail taxonomy i.e. department (level 1) or category (level 2). This enables you to reach a broader audience that higher level or a more specific audience at a lower level to suit the needs of your display ad campaign.  

When you include category audience targeting during line-item setup, you can select from the any category that is broadly available as part of the audience library to all advertisers, either recent or in-market customers within category choices. 

Keyword targeting​

Keyword targeting is for customers actively searching for specific brands and products. Try broad match branded and non-branded keywords to help capture brand loyalists and switchers and reach customers searching for relevant products.   ​ 

Consideration measurement recommendations 

Once you launch your campaign, you can use a variety of metrics to review how effective your campaign is at driving Walmart customers to consider your brand and products. ​  

Add-to-cart ​ 

This metric shows the number of times a measured product is added to a customer’s cart on Walmart.com and the Walmart app after an ad-attributed impression. 

Add-to-cart rate ​ 

This metric shows the average number of add-to-cart generated per ad impression. 

Product detail page views ​ 

This metric shows the number of views of the measured product’s item page on Walmart.com and the Walmart app after an ad-attributed impression. 

Product detail page views rate ​ 

This metric shows the average number of product detail page views generated per ad impression.