This article provides an overview of media and campaign planning. 

Table of contents

 

Campaign spend recommendations 

Overall campaign spend recommendation 

For the overall campaign budget, our guidance is to use a minimum starting budget of $5,000 per month. 

Budget by targeting tactic recommendations 

Once the initial campaign budget has been set, break the campaign budget out into targeting tactics using the guidelines below. These recommendations are also per month. 

• $1,500 – 1 targeting tactic  
• $3,000 – 1- 2 targeting tactics  
• $3,001 - $4,500 – 2-3 targeting tactics  
• $4,501 - $7,500 – 3-4 targeting tactics  
• $7,501 - $10,000 – 4-5 targeting tactics  
• $10,000+ - 5+ targeting tactics 

Set bid strategy 

Set your budget based on your bid range. Though you see the budget fields before the bid fields, budget can be set after bids and can be adjusted in-flight as well. 

Align the length of your campaign to your goals 

 

Tips:  

• Run ad groups for at least 72 hours before making any delivery optimizations 
• Run ad groups for at least two weeks before making any performance optimizations  
• If the campaign runs for more than eight weeks, make sure there is enough budget to ensure consistent delivery.  

Reach and delivery estimate 

Once you’ve set up your targeting type and tactic for your ad group, the platform will automatically forecast a range of daily impressions for that targeting option.  

The range is categorized as low, moderate or high. Reach estimate allows you to effectively plan and optimize your campaigns by providing an insight into available impression volumes.   

As soon as you enter your max bid, the campaign Delivery Estimate populates with the average range of daily winning impressions forecasted for that targeting, flight date and bid combination.  

Note: Remember, the impression number you see is only an estimate of what is available for the entire day. 

Targeting basics 

Behavioral targeting 

Behavioral targeting is best for reaching in-market customers, brand switchers and brand loyalists.  

Behavioral targeting serves ads to customers based on their omnichannel Walmart shopping history, including items they’ve purchased at Walmart stores or on digital properties. 

Contextual targeting 

Contextual targeting is best for reaching customers currently browsing your category or your category and categories related to yours on Walmart’s site and app. 

Contextual targeting serves ads to Walmart customers actively searching or browsing relevant categories, so your ad can appear in front of customers in-the-moment.  

Types of campaigns 

Discovery campaign 

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

KPIs:

• Impressions   
• Click-through-rate (CTR) 

Consideration campaign 

Use a consideration campaign to help gain share of voice or for long-term seasonal activations that prime an audience to buy your brand and products. 

KPIs: 

• CTR   
• ROAS   
• Sales lift (for eligible campaigns)

Conversion campaign 

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)