Yes. There is a maximum of 15,000 ad groups allowed per account.

No. You will only receive keyword recommendations for ad groups that are active and have been running for at least three days.

The reports can be accessed on the individual campaign reports page, under “Ad group performance.”

An ad group contains one or more ads that are similar or can be targeted to a shared set of keywords. Each of your campaigns is made up of one or more ad groups.

Yes, you must create at least one ad group within each campaign.

Ad groups have the same metrics as performance metrics.

The item must be transactable online to be eligible for advertising. You can advertise items that are online and available for pickup and delivery in a store. However, you cannot advertise items solely available in the store.

For in-grid search campaigns, your items can appear in different spaces of the results grid, according to the chosen banner. Carousels appear at the bottom of a search page, browse page, and/or product details page. Buy Box banner ads appear on the product details page and on the cart page.

Bid multipliers are percentages that are applied to your maximum bid to increase your chances of posting ads on specific locations and/or platforms. If you use both location and platform multipliers, your bid multipliers will add up. If the multiplier bid is 0% or blank, your bid will remain the same as the bid entered at the article or keyword level.

• CTR Prediction: How likely is the advertised product to be clicked?
• Bid Amount: Are your competitive bids high enough?
• Relevance Score: How relevant is your product to the context?

Currently, an organic impression and a sponsored impression for the same article  can appear in the grid results at the same time, although this could change in the future. Since sponsored ads blend seamlessly with organic results, the placement of your sponsored ad in the results grid depends on all other ads in the auction, plus the relevance and price of the offer.

The "xx-yy-9999" is a placeholder date that indicates the campaign is running indefinitely. This means the campaign will continue to run until you pause or stop it. 

If a campaign's daily budget runs out, you’ll receive only a daily budget recommendation. You would receive both types of budget recommendations if both budgets ran out and you had defined both types of budgets at the time of campaign setup.

Ensure all your items are in your catalog and are published. If you recently published or updated an item, it may take up to 2 days from the date it was published/updated for you to be able find the item in the platform. Note: All variant types are now accepted for Sponsored Products campaigns.

During the item setup process, the advertiser designates one item as the primary item ID and any variations to that item (such as color, pattern, size, etc.) are considered variants.

The primary variant (previously base item) is the item that appears when users search on Walmart.ca and is the default when viewed on the product page. Once customers land on your product page, they will have the opportunity to select variants of that product.

No. The objective of this feature is to increase the probability of winning the auction and does not take campaign pacing into consideration.

Our bid suggestion feature helps advertisers determine an initial bid for their SKUs and keywords.

Bid suggestions are updated daily for each campaign.

We provide suggestions at the product type level for automated campaigns and keyword-level suggestions for manual campaigns.

No, there is one suggested bid for all placements.

Yes, this feature offers different bid suggestions for the various match types, ie., broad-, phrase- and exact-match keywords across all demand channels.

Advertisers can use suggested bids when searching for additional insight, including:

• A comparison point: If you already know what your average Cost per Click (CPC), the Suggested Bid can provide a helpful comparison point.
• Competitive insights: The suggested bid can give advertisers helpful insight into what the competition is bidding on and provide a good place to start.

Suggested bids is a feature that provides strategic pricing guidance to advertisers who set up Manual and Automatic Sponsored Products campaigns on our platform. This feature provides advertisers with a starting point for bids and is designed to help increase the probability of winning auctions with competitive bid suggestions.

For example: If 5 items were served the last 30 days for "laptop," the average winning bids for those items will be the suggested cost-per-click bid for the keyword "laptop".

We suggest starting with the minimum bid amounts. If your item is not performing, we recommend gradually increasing your bids until you see improvement.

The minimum bid for all items and for all keywords is $0.80.

Effective March 18, 2025, to June 30, 2025: Bids cannot be lower than $0.40. 

The maximum bid for items and keywords is $100.

• When creating or editing your campaign, you can choose to edit the bid for each campaign item individually by clicking on the bid amount and entering a new amount in the text box.
• You can also edit the bid for all items by clicking the “Update all bids” button and entering a new amount in the text box.
• Alternatively, when editing your campaign, you can click the “Download Items CSV” button to get a complete list of items currently in your campaign. Once you have finished updating the bids for the item(s) you wanted, remove the columns "Campaign Name," "Item Name," and "Status" (columns A, C, and D), and the CSV will have the necessary format to upload via the "Another CSV Button."

Yes, we require that you establish a total budget and/or a daily budget. The total budget must be at least $50, and the daily budget must be at least $50.

Effective March 18, 2025, to June 30, 2025:

For Marketplace sellers: the daily budget must be $20 or above. If you choose to set a total budget, it must be $20 or above.

• Placements (Automatic campaigns): Buy Box, Search In-Grid, and Homepage.
• Placements (Manual campaigns): Search in the platforms grid (automatic and manual): desktop computers, applications, and mobile devices.

You can create a maximum of 5,000 campaigns.

You cannot delete an item from an active or previously active campaign. However, you can deactivate an item if you no longer want to promote it.

When making any changes to your bidded keyword CPC, make sure to press the floppy disk icon to the right of the entry field to save the new amount. If you do not press the icon, your new amount will not save.

When making any changes to your bid multiplier amount, make sure to press the floppy disk icon to save the new amount. If you do not press the icon, your new amount will not save.

Yes. You can restart a campaign that has ended by editing your campaign and clicking the "Restart & Extend" button. This will extend your campaign by 5 days and will use the campaign's remaining budget. It can take up to 20 minutes for the campaign to go live again and during that time the campaign will be in a "Rescheduled" status in your campaigns list.

If you'd like to extend your campaign longer than 5 days and/or add additional budget, you will need to edit the campaign after it goes live.

The maximum is 2,000 items per ad group. You can have multiple ad groups per campaign.

Automated campaigns are campaigns where Walmart determines when to show sponsored products based on keywords identified in product titles, descriptions, product listings, product categories, and related products.

Manual Campaigns are campaigns where you select the keywords that you want to bid on. Depending on the match type the sponsored product ad will display for that bidded search term.

Bid Multipliers are optional and give you more options to optimize your advertising campaigns. This bidding feature helps you manage your sponsored products campaigns by enabling you to promote your products on prime placements and platforms.

Currently, this functionality is not available.

Your campaign will remain in "Live" status until the campaign end date is reached, however, your products will no longer appear in sponsored product ads.

Our algorithm is based on the relevance of the items. If you have similar products in the same or different campaign, your items will be bidding against each other and other sellers' similar products.

However, having similar products in your campaign will increase the chances of your product winning the bid.

You cannot delete a live campaign. However, you can click on the "End Campaign" button while editing your campaign, which will end the campaign immediately.

Click the "Campaigns" tab. On the left side of the "Create New Campaign" button, there is a "Drafts" drop-down list. If the "Drafts" drop-down menu is not there, it means that you do not have any saved campaign drafts.

Yes. When viewing your campaigns from the "Campaigns" tab, click the three vertical dots to the right of the ROAS and select "Clone".

Walmart Connect does not offer negative keywords as a targeting option. In the absence of negative keywords, advertisers can still optimize their campaigns effectively by considering the following alternative strategies:

- Tight keyword grouping: Create tightly themed ad groups with specific keywords. This approach helps control which ads are triggered by closely matching the items to the target keywords.

- Precise keyword match types: Utilize precise match types like exact match or phrase match to limit the scope of queries triggering your ads. This helps in reducing irrelevant traffic.

- Regularly review item keyword performance report to understand which queries are triggering your ads. Manually remove or adjust keywords that are not relevant or underperforming.

Focusing on precise targeting and regular campaign analysis can significantly enhance ad performance.

Walmart private labels are currently not eligible to participate in brand term targeting. Advertisers are restricted from bidding on Walmart private label brand terms and Walmart private labels are restricted from bidding on other advertiser's brand terms.

Yes, advertisers can bid on keywords related to their competitors’ brands and products* within Sponsored Products to reach Walmart customers who may be open to considering similar brands or products. Additionally, they can bid on their own brands and products to maintain their share of voice within their category.

*Applicable for exact match keywords only. Search in-grid positions 1 & 2 will still surface sponsored ads but are excluded from brand term targeting. Walmart private labels are currently not eligible to participate in brand term targeting. Advertisers are restricted from bidding on Walmart private label brand terms and Walmart private labels are restricted from bidding on other advertiser's brand terms.  

Selecting the current date in the date range does not show data in real time. The data is always reported with a 1-day lag. This means that if you select the current date, the data that is displayed will be for the previous day.

Changing the date range in the date picker will update the performance metrics shown in the table.

The default attribution window is 14 days. It can be changed to 3 days, 14 days, or 30 days.

The system will share success and error messages as your requested optimizations happen.

No, you cannot add new keywords on this page as you can only manage/optimize existing keywords.

No, you cannot save your custom filters. Please note that as you update or leave the page, you will lose your filters.

You can update 10,000 keywords at a time on the “All Keywords” page.

You can't take any action on the “All Keywords” page because you only have read access. To make changes to keywords, you need write access.

If a bulk action decreases a bid below the minimum allowed value, the minimum bid value will be applied instead. For example, if a keyword's current bid is $1 and the bulk action decreases it by 100%, the new bid would be $0. However, the minimum bid for a Sponsored Product (Manual) campaign is $0.80, so the bid would be capped to minimum value; to $0.80.

When a bulk bid increase goes beyond the maximum bid value, the maximum bid value will be applied instead. For example, if the current bid for a keyword is $80 and you increase it by $30, the new bid will be capped at $100.

You can optimize your keywords as often as you like, as keyword metrics performance is updated once every 24 hours. Observe Keyword Performance weekly and optimize as necessary.

Yes, you can use the built-in filters or advanced filters to narrow the keyword list and then use the sort and search functions to compare the performance metrics of different keywords.

No, we do not currently offer this functionality on the page.

Yes, you can choose the specific date range for performance metrics using the date selector on the left side of the header. By default, all performance metrics for the last 30 days are displayed.

You can download the entire keyword list or specific page view. Download current view shows downloads the keywords list directly to your computer. Download all results creates a downloadable report called Keyword Optimization in On-demand reports.

At this time, you cannot choose the list of columns and customize the view on the All Keywords page. However, you will see the most critical information related to keywords and bids displayed in static, so that you do not have to switch in between views.  

Automatic Bidding:

• Ads are served against relevant customer searches based on the product details
• Products included within this type of campaign will automatically be served against a combination of the most relevant keywords being searched by the customer
• Bids are set at the product level
• Ads are eligible only for all sponsored product placements include search results, the buy box banner and sponsored product carousels

Manual Bidding:

• Keywords are matched to search terms that customers are searching on Walmart.ca and determine when your ads may appear
• Bids are set at the keyword match type level
• Ads are eligible for the search results and sponsored product carousels placements

When using the system-generated record ID, make sure it is correct and unchanged. Otherwise, it will result in an error and the row will not process. Best practice is to leave the record ID unchanged.

Make changes only to the value that you want to alter; the remaining rows can remain empty if not being updated. For example, if you only want to update a bid, change the bid value on the bulk update template and leave the corresponding cells empty.

If the bid is left empty, the system keeps the last submitted bid amount.

To update the bid on an item using the item recommendations report, simply change the value in the Bid column.

Do not add a new row for the same combination of item ID + campaign ID + ad group ID or you will get an error message.

Update the Status column to: disabled. The Status column defaults to: enabled. 

The [Keyword ID not found] error message refers to record ID errors in the bulk update Excel sheet. Make sure the record ID is accurate when you make updates using the item recommendations report or the keyword recommendations report.

Record IDs are generated by the system. For best results, review the guidelines below:

• Record IDs are system-generated. For best results, review the guidelines below.
• Leave the record ID field blank the first time you use the bulk spreadsheet template, item recommendations report or keyword recommendations report, as you add new items or keywords.
• Record IDs are pre-populated when you make additional updates in the item recommendations report or keyword recommendations report. Best practice is to leave the record IDs unchanged.

Do not leave item and keyword IDs empty when you do not have a record ID. This will result in an error for that row.

Recommendations are updated daily, and the look-back window is 30 days.

Yes, please stay on the upload in progress page until you receive an Upload complete message.

You can download the item recommendations report to use as a bulk file, but campaign and ad group information is not pre-populated. You will need to enter these details by referring to the Item Keyword Performance reports.

Advertisers can upload up to 5,000 rows of items and/or keywords at a time.

Using bulk operations to create new campaigns and ad groups is currently not supported.

You can make the following bulk changes:

• Add new items or keywords to existing Sponsored Products campaigns.
• Adjust keyword bids, status, and match types in existing Sponsored Products Manual campaigns.
• Adjust bids and item status in existing automated Sponsored Products campaigns.
• Enable inactive items or keywords in existing Sponsored Products campaigns.
• Disable active items or keywords in existing Sponsored Products campaigns.

The suggestions within an ad group will include a list of up to 220 keywords to select from. These keywords are the options our platform provides based on relevancy to the items in your ad group. If there are live ad groups, these suggestions will also include performance-based keyword suggestions that will surface to the top of the list. You can leverage the suggested keywords to expand reach and continue to explore optimal keywords for your campaigns.

Keyword recommendation on the other hand will only appear for ad groups that are live and have been running for at least 3 days. These recommendations are generated by analyzing the performance of the advertiser’s live Sponsored Products Automatic and Manual campaigns and organic search data.

The report is updated and generated once a day. Since there are no new keyword recommendations until the next day, you can access the report via "on-demand reporting" as many times as necessary once it is generated.

The keyword recommendations report provides up to 20 recommendations per ad group. While you may benefit from adding all recommendations, we suggest reviewing the report and selecting new keywords that can help improve the performance of your campaign.

If your advertiser does not see any keyword recommendations, it could be because their campaigns have not been live and running for more than 3 days, or all available keyword recommendations have already been added. Since keyword recommendations are refreshed daily, please inform advertisers to keep checking this tool every day. Also, advertisers may not see the keyword recommendation widget if none of the ad groups are live.

Our algorithm generates the recommendations by analyzing the performance of the advertiser’s live Sponsored Products Automatic and Manual campaigns and organic search data, and automatically identifies new keyword opportunities that have the potential to enhance item visibility and boost sales.

Yes, you can add your own list of keywords to your Manual Bidding campaigns. Additional Keywords allows you to bid on normalized keywords outside of our automated keyword tool, giving you more control over when your ads appear within search results. Ultimately, increasing your potential to reach the most shoppers and maximize your sales.

Please note that the bidded items in manual campaigns go through a relevancy check and auction before ads are shown on Walmart.ca. Your ads may not show for the selected keyword for the following reasons:

• Item may not be winning the buy box
• Item is out of stock in that geo-location
• Competitors may be bidding higher

Your item may not be promoted to the in-grid position for the following reasons:

• The item is unpublished or out of stock in your geo-location
• You are not the buy box winner of the item you are promoting,
• Your item does not have a high enough relevancy to be promoted to an in-grid position
• Competitor items have a higher relevancy and bid

There is a limit of 1000 keyword & match-type combinations per Ad Group. For example, if you are targeting both broad and phrase match on a keyword, that would count as 2.

• Organize your ad groups by related keywords, brands, product category and top sellers
• Each ad group should have 20-50 SKUs with similar attributes
• Maximize the number of keywords per ad group that have the most potential of bringing in the most value and bid higher on those
• Use top selling SKUs to generate keywords as they have more historical data
• Start with keywords from ‘Suggested Keyword’ tab. The keywords suggested are in descending order from high, medium, low search and item frequency
• Use broad match keywords to start, as they cast the widest net and are useful to discover new keywords
• Recommended for products which have long sales history on Walmart
• Keyword Bidding is not recommended for new products as new products do not have enough historical data to generate keywords

Please note, if additional items are added/removed/disabled for a live campaign the keywords will get re-ranked.

When selecting keywords, use suggested keywords first before considering additional keywords as these are the most relevant keywords to your advertised items on Walmart. If a relevant keyword to your advertised item is not provided by the suggested keyword tool, include them in the additional keywords tab.

• When using Additional Keywords:
• Add all keywords that appear in your product title and description  
• Utilize the keyword performance report to uncover new useful keywords 
• Upload SKUS into the Keywords Analytics Tool to uncover new keywords that are outside of the suggested keyword list
• Add keywords for seasonal products  
• Use branded keywords specific to products you want to promote   
• 80 characters max per keyword (including spaces)
• Special characters are allowed, however you cannot have a full string of special characters (e.g., #$!%&@)