This article provides an overview of how to build Display creative optimized towards a campaign objective. 

Table of contents

Creative best practices for a discovery campaign 

Make your ads eye-catching 

You only have a few seconds to make an impression, so be clear about what product is being advertised by using a high-quality product shot. If you’re using a lifestyle shot, keep the product as easily recognizable to customers as possible. 

• Show relatable people using the product. 
• Hero the product and add a graphic background to make the product pop. 

Showcase new products and innovations 

New product releases can help draw in Walmart customers to try your brand. In fact, 64% of Walmart customers say they are open to trying new brands.*  And 51% of customers surveyed said they are more inclined to try a new product if they recall seeing it online.** 

*NielsenIQ BASES Walmart Tentpole Project U.S. – Creative Focus, January 2023.
**First-Party Data, Walmart Customer Spark Community, provided by Walmart Luminate, April 2023.

When launching a new product at Walmart, focus your ad creative on highlighting newness; whether it’s a new feature, flavor, variety or benefit.  

Another compelling way to reach customers with a new product is to highlight limited supply or exclusivity to Walmart.
 
Note: This can be included as part of eyebrow messaging using sentence case. Image integration requires additional approval. Please consult your Walmart Connect team. 

Drive discovery with product variety 

Shoppers browsing Walmart.ca are in a discovery mindset, giving brands the opportunity to inspire purchases, even for items that may not be on a customer’s shopping list. 

One effective way to connect with customers in this mindset is with ads that showcase a range of products. We’ve found that ads with multiple products are preferred by 69% of consumers.*

*NielsenIQ BASES Walmart Tentpole Project U.S. – Creative Focus, January 2023.

The ideal number of products to feature is between three to five to highlight variety and spark discovery without overwhelming customers. 

Engage emotions 

Making an emotional connection can be an effective way to capture attention with your ads and improve recall.  

Creative best practices for a consideration campaign 

Customers want to find the products they’re looking for, that speak to their needs at a particular moment in time. Especially during seasonal times, like the holidays and back-to-school. 

Stay relevant and integrate seasonal cues into creative

Customers want to find the products they’re looking for and that speak to their needs at a particular moment in time.

Especially during seasonal times like the holidays and back-to-school, which tend to be some of the biggest shopping moments of the year. 

In fact, 45% of customers surveyed said that seeing seasonal moments and products in advertising impacts their purchase decisions.*

*NielsenIQ BASES Walmart Tentpole Project U.S. – Creative Focus, January 2023.

Boost your benefits 

Customers are doing a significant amount of online research throughout their shopping journeys. Be loud about your product or brand benefits in your ad creative to stand out to customers during the research phase of their journey.   

Creative best practices for conversion campaigns

Build the hype

When customers decide on a new product, ratings and reviews play a significant role. Showcasing high customer ratings in your ads can help build your brand’s hype through positive word of mouth.  

Surveyed Walmart customers care about reviews and ratings:

• Product reviews are the #1 information source* that inspires them to believe in a product's quality.
• 62%* said an ad with a star rating and a large number of reviews would inspire them to purchase.

*Walmart reviews vs. testimonials survey, first-party data, Walmart U.S. Spark Community, July 2023.

Note: Ratings require Walmart Connect Ad Policy approval. Please connect with your Walmart Connect team for more details. 

Include a call-to-action 

When space is limited, being clear and concise is key to getting your message across. Make every character count by focusing on giving customers a reason why they should take action in your ad copy, and include easy-to-follow CTA language. 

In a survey of Walmart customers, the standard Shop Now CTA copy was preferred in most cases, with customers saying they liked the ease and familiarity of the phrase, and the simplicity made the ad feel more trustworthy. *

*First-Party Data, Walmart Customer Spark Community U.S., provided by
Walmart Luminate, September 2023.