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

Best practices for discovery campaigns​ 

Use a discovery campaign to reach new Walmart customer audiences to help gain new buyers, launch new products, and more. 

KPIs: 

• Impressions   
• CTR 

Discovery campaign landing page recommendations 

For awareness and engagement KPI's, when customers are learning about a brand-new product, use an existing Brand Page or Collection page as the landing page destination. 

Targeting for a discovery campaign 

Depending on your product, brand and industry, choose broader reach or more specific tactics. 

Brand buyers (brand targeting)​ 

Brand audience targeting is regarding recent, lapsed, or predictive customers of specific brands based on engagement with your products.  

When including brand audience targeting during ad group 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. 

Contextual targeting​ 

Contextual targeting is for customers actively browsing your choice of categories on our site and app.    

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.   ​ 

Run of Site​ 

The platform offers Run of Site capabilities to maximize reach or scale for active display ad campaigns. Run of Site accesses inventory across the entire Walmart website, excluding the homepage, for the campaign duration. A Run of Site ad group or campaign delivers the widest possible customer reach available via Display Self-serve but does not extend beyond Walmart’s digital properties. 

Note: Only account members with write access to the campaign page can make changes to ad groups and campaigns or access the targeting tab for ad groups.