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Advertising Help Centre

Sponsored Products Guide

Showcase your product to millions of shoppers directly in their search results. This guide covers key topics for using our self-serve platform.

Introduction to Sponsored Products ▼
Overview of Sponsored Search
Sponsored Products
Sponsored Brands
Sponsored Search Placements
Sponsored Product Placements
Account and onboarding guide
Levels of account access
Campaign setup and management ▼
All Keywords
All campaigns
Suggested bids
Campaign setup: Sponsored Products
Step 1: Create an automatic campaign
Step 2: Set placement inclusion
Step 3: Add bid multipliers
Step 4: Create ad groups
Step 4 (continued): Add items/products to an ad group
Step 5: Add and select keywords
Campaign setup: Sponsored Brands
Step 1: Starting a new campaign
Step 2: Create an Ad Group, Add an Image, Headline and Set-up a Call-to-action Link
Step 3: Add items to an Ad Group
Step 4: Add Keywords and Bids, and Submit for Review
Step 5: Campaign submission and Management
Campaign reports ▼
Advertiser reports
Item health reports
Custom reports
On-demand reports
Optimization tools ▼
Out-of-budget features
Keyword recommendations
New-to-brand metrics
Bulk operations
Keywords planner
Automated rules
Walmart Connect Terms & Policies ▼
Walmart Connect Canada Ad Center Platform Terms of Use
Marketplace sellers Billing Policy
Resources ▼
Glossary
Frequently Asked Questions
Self-serve Platform Onboarding (downloadable)
Campaign Success Guide (downloadable)
Campaign Optimization Playbook (downloadable)

Overview of Sponsored Brands

Sponsored Brands is Walmart Connect's premier keyword-targeted ad format, designed to elevate brand awareness and drive product consideration. By showcasing your products prominently at the top of relevant Walmart search results and browse pages, Sponsored Brands helps ensure that your brand stands out, making it easier for customers to discover both your brand and products.

How do Sponsored Brands ads look?

Sponsored Brands ads feature your brand logo, a custom headline, a call-to-action and up to four items with shoppable links.

Your logo and CTA can link to a Walmart search results or browse pages, or to your Brand page (if applicable), to build a fully customized brand experience.
Advertisers can promote up to ten items in each campaign and Walmart's proprietary algorithm will select up to the four most relevant to display in the ad. These items link directly to their specific item pages, ensuring a seamless shopping experience for your customers.

An image showing an example of Sponsored Brands on Walmart App

Where do Sponsored brands ads appear?

Sponsored Brands ads are prominently displayed at the top of search results and browse pages on Walmart’s site and app. 

 

What are the benefits of using Sponsored Brands?

Sponsored Brands is a great choice for building brand awareness and driving product consideration. It elevates your brand and items to the top of Walmart’s search results and browse pages, helping increase traffic to your Walmart item pages.  

Sponsored Brands creates a uniquely customized brand experience, making it an excellent solution for attracting new-to-brand customers.

Who is eligible to use Sponsored Brands?

Sponsored Brands are available to:  

  • 1P Suppliers via Managed Service or Self-serve

  • 3P Marketplace Sellers who are Registered Brand owners for their brands, via Self-serve

How do I access Sponsored Brands ads?

Sponsored Brands ads are available on Walmart Connect Canada Ad Center.

Sponsored Brand ads work the same way as Sponsored Products – they use a  cost-per-click model, so you only pay when a customer clicks your ad. The minimum keyword bid on Sponsored Brands is $0.50.  

How can I get started with Sponsored Brands?

To get started with Sponsored Brands, you can follow the step-by-step guide available on the Walmart Connect Advertising Help Center. Elevate your brand and reach millions of shoppers on Walmart, where customers are actively looking for products like yours.