This article provides an overview of how to build a campaign where your main objective is driving sales/conversion.  

Table of contents

 

Best practices for conversion campaigns​

Use a conversion campaign to help drive brand and product sales for product launches and always-on campaigns. 

KPIs:  

• ROAS   
• Sales lift (for eligible campaigns) 

Conversion landing page recommendations​

​For conversion focused KPI’s, when customers are in the consideration and purchase mindset, get them to a specific item page or Shelf page. 

These landing pages are product-focused and will provide customers with either the specific item you are promoting or a campaign-relevant catalog of items to browse and purchase.​

• Item page​ 
• Product collection page 

Conversion targeting recommendations

You can select tactics to help reach customers primed for purchase. ​  

Lapsed buyers (brand historical lapsed customers)​

These are historical brand buyers who have not made a purchase at Walmart recently.  Reaches historical buyers of the last 18 months (depending on purchase frequency of product) who have not made a purchase in the last month or 12 months. 

Contextual targeting​

Contextual targeting is for customers actively browsing your choice of categories on our site and app. You may select categories within department Levels 1 and 2 for Contextual targeting (example, Grocery is a Level 1 department, and Snacks & Candy is a Level 2 department).   

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.   ​ 

Custom audience recommendations 

Custom audience targeting uses Walmart’s first-party data to help you connect with customers across the shopping journey. Custom audiences fall into two types, rule-based and predictive. Rule-based allows you to build an audience around omnichannel purchase and browse attributes. Predictive uses machine learning to create audiences that predict a Walmart customer’s shopping behavior.  Custom audience enable you to: 

• Reach relevant audiences 
• Create awareness  
• Engage target customers  
• Drive conversion