Introduction to Sponsored Products
- Overview of Sponsored Products
- Accounts & Onboarding Guide
- Sponsored Products Placement
- Levels of Account Access
Overview of Sponsored Products
This article provides an overview of Sponsored Products on Walmart's site and app, how it works, and the cost.
What are Sponsored Products?
Sponsored Products help customers discover relevant products as they search and browse Walmart.ca, mWeb (Mobile Web), and the Walmart App. They are ads that appear on prominent, high-traffic spots such as homepage, browse, search, item and content pages. Sponsored Products drive discovery and purchase among Walmart customers searching for your products.
*Ad Placements are subject to change
Key benefits
- Boost product sales
- Increase share of wallet
- Expand product visibility
- Grow & protect market share
- Maximize profitable SKUs
- Optimize ad strategy through robust reporting
How do Sponsored Products work?
Sponsored Products are selected based on relevancy and bids. The most relevant product with the highest bid wins the ad placement.
To be selected you must meet the following eligibility criteria:
- Product is in stock
- Product is winning the Buy Box
- Product is published
Note: All variant types are eligible for Sponsored Products campaigns if they meet the above requirements.
How do I use this?
For more information about using Sponsored Products, you can click on the following links:
How much do Sponsored Products cost?
Sponsored Products are sold on a cost-per-click basis in Walmart's first-price auction.
Relevancy + bid price determines the auction winner.
Budget and bid minimums:
- For Marketplace sellers: the daily budget must be $50 or above. If you choose to set total budget, it must be $50 or above.
- For manual campaigns, bids cannot be lower than $0.80.
- For automatic campaigns, bids cannot be lower than $0.80.
Related content
How to get started with Sponsored Products
Note: We want to ensure that our advertisers understand the potential negative impact of clicking on your own ads. Clicking on your ads is considered a wasted click. Clicking on your ads can significantly impact your return on ad spend (ROAS) and compromise the effectiveness of your advertising efforts. Inform your employees on the importance of not searching for and clicking on your ads.
Accounts & Onboarding Guide
This article guides you on getting started with a Sponsored Search advertising account. It covers how to access your account and the steps to request setting up a new account if you don't already have one.
How to access your Sponsored Search advertising account
Log in to the Walmart Connect Ad Center using your existing credentials for Seller Center or Walmart.ca (as applicable).
If you are having login issues:
- Check with your advertising account Admin to ensure that you have been granted the correct access.
- If you are still having login issues, open a Support Case.
How to request a new Sponsored Search advertising account
New Walmart Connect advertisers
If you are a Marketplace seller* who does not have an existing Sponsored Search advertising account, please email Info_WMC_CA@walmart.com with your Seller ID and the email you use to access your Seller Centre account to begin the onboarding process.
*To receive a Walmart Connect advertising account you must first be an approved Marketplace Seller.. Sign Up Here to Become a Walmart Marketplace Canada Seller.
Next steps
After you’ve emailed your request for a Sponsored Search advertising account, a Walmart Connect team member will reach out to you via email.
Receive welcome email
After our team receives all necessary information, we’ll create your Sponsored Search advertiser account.
Once it’s created, you will receive a welcome email from our team to help you get started with Sponsored Search advertising.
Frequently asked questions
Where can I find my Partner ID?
Find your Partner ID by logging into the Seller Center. The ID will be the number next to your company name at the top of the page.
How long does the onboarding process take after I submit a request?
Generally, this process may take up to one week (five business days). Depending on your account type and the information provided.
How can I get help with onboarding?
If you need additional help with onboarding that isn’t covered in this guide, open a Support Case.
How will I be charged for my ad spend?
Please see this FAQ for more information.
Sponsored Products Placement
This article provides an overview of Sponsored Products ad placements, benefits, when to use and what ad slots are available for Sponsored Products on Walmart's site and app.
Placements overview
The table below provides an at-a-glance overview of the placements available, the pages on which they're featured and the targeting strategies available.
*Subject to change without notice
Search In-grid
Provides:
- Contextual visibility.
- Ads appears in Search Results and Browse pages.
Use to:
- Promote relevant products.
- Maintain market share for top-selling products.
- Protect your brand against competing products in top spots.
- Increase exposure by appearing in sponsored and organic in-grid results.
Featured ad slots:
- Ads can appear in slots:
- Available for Automatic and Manual campaigns.
Carousels
Provides:
Increased visibility. Your ad appears in browse, content, bottom of search results, middle and bottom of product details.
Increased visibility. Your ad appears in browse, content, and search results, middle and bottom of product details through dedicated and personalized modules: Shoppers also considered, Other products of interest, More items to explore
Use to:
- Promote relevant products.
- Maintain market share for top-selling products.
Featured slots:
- Product Carousels appear on Search Results, Browse pages and on Item pages. The maximum Sponsored Products per carousel is 18.
- 1 Sponsored Product Carousel per Search Results page.
- 2 Sponsored Product Carousels per page on item page.
- Ads also appear in Personalization Carousels on the product details page in the Shoppers also considered model. Maximum of One Sponsored Products per Personalization Carousel.
- Available for Automatic and Manual campaigns.
Buy Box
Provides:
Premium placement. High visibility for more traffic, reviews, and sales because it’s located on a product’s detail page.
Use to:
- Become eligible for Sponsored Products.
- Get higher click through rates (CTR).
- Increase conversion rates.
- Send customers to your Walmart product page.
Featured ad slots:
- The Buy Box is located on the product detail page of a relevant or complementary product.
- Highly competitive placement since multiple sellers can offer the same product.
- One placement per page.
- Available for Automatic and Manual campaigns.
Note: We want to ensure that our advertisers understand the potential negative impact of clicking on your own ads. Clicking on your ads is considered a wasted click. Clicking on your ads can significantly impact your return on ad spend (ROAS) and compromise the effectiveness of your advertising efforts. Inform your employees on the importance of not searching for and clicking on your ads.
Level of Account Access
This article provides an overview of Levels of Account Access including Admin management and users of an account.
Admin Management
The Admin Management section provides admin-level users an overview, plus the ability to:
- Add or delete all users and agencies that have access to the account.
- Edit the access levels of all users and agencies on their account.
Accessing Admin Management
If you have Admin-level access, you can access Admin Management by clicking the person icon labeled Account at the top right corner and selecting Admin.
Note: If you do not have access to this section, please reach out to the Admin on your account. If there are no Admins on your account or you are unsure who the Admins are, please open a case with the Advertiser Help team.
Adding a user to your account
To add a user to your account, account admins will follow this process:
- Navigate to the User - Advertiser Level section on the Admin page.
- Click + Add User at the bottom of the section.
- Enter the new user’s email address, first and last name. The system will verify the email address provided.
- Select the level of access you wish to provide to the user: admin, write or read from the Access type dropdown.
- Click Add user.
Editing a user’s access level
To edit a user’s access level, account admins will follow this process:
- Navigate to the User - Advertiser Level section on the Admin page.
- Click the pencil icon ( ) next to the user you wish to edit.
- Select an access level from the dropdown.
- Click Change to save your changes.
Removing a user
To remove a user from your account, account admins will follow this process:
- Navigate to the User - Advertiser Level section on the Admin page.
- Click the delete icon ( ) next to the user you wish to remove.
- Click Got it to confirm and delete the user.
Note: When you remove a user, they will only be removed from that particular account. If the user has access to any other advertiser accounts, they will maintain access to those accounts.
Users
A user is an individual who can access the Walmart Connect Ad Center with their email address (this is the same email address used to register on Walmart.ca or Seller Center). You can add anyone you would like as a user. Within the Walmart Connect Ad Center Sponsored Search platform, there are three levels of access users can have:
