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 appear 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 the following slots:

*The chart above outlines the non-logged in user experience. A logged in user may see “easy reorder” products before the sponsored products, if applicable.

• Available for Self-Serve and Managed Serve campaigns.

Carousels

Provides:
Increased visibility. Your ad appears in browse, content, bottom of search results, middle and bottom of product details.

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 Self-Serve and Managed Serve 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 Self-Serve and Managed Serve 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.