Walmart Advertising 101: How to Boost Sales with Walmart PPC

Walmart PPC is a pay-per-click advertising system that helps sellers show their products in high-traffic spots on Walmart.com and the Walmart app. You only pay when a shopper clicks your ad, making it one of the most cost-effective ways to boost product visibility, drive more traffic, and increase online sales.

Walmart’s platform uses real-time shopper data to match ads with buyers who are ready to purchase. Sellers who use Walmart PPC correctly often see higher search rankings, more Buy Box wins, and stronger conversion rates.

With more than 120 million unique monthly visitors on Walmart.com, placing your products in front of the right audience can make a major difference. Whether you’re launching your first campaign or trying to improve results, understanding how Walmart PPC works is key to long-term success.

What You’ll Learn in This Blog:

• How Walmart PPC campaigns work for sellers
• The difference between manual and automatic campaigns
• How to choose the right keywords and match types
• Steps to set up and optimize your Walmart ads
• Tools to manage bids and improve ROAS
• Mistakes to avoid and when to scale your ad spend

StarterX is a full-service Walmart agency trusted by growth-focused eCommerce brands. We’ve built and managed multiple high-performing Walmart stores that deliver strong sales through optimized listings, targeted PPC strategies, and full-funnel campaign management. Our experience helps clients grow faster with a clear strategy and measurable results.

So, you’ll find real insights and strategies for selling on Walmart in this guide. Let’s dive in.

What Is Walmart PPC Advertising?

Walmart PPC advertising is a pay-per-click model that allows sellers to promote their products directly within Walmart’s online marketplace. These ads appear in high-visibility locations such as Walmart’s search results, product detail pages, and category listings. Sellers are only charged when a customer clicks the ad, not when it’s displayed.

Walmart uses a relevance-based system where ads are shown based on product quality, keyword targeting, and bid competitiveness. This means that even small or new sellers can win impressions if their listings are optimized and bids are competitive.

There are three main types of placements for Walmart Sponsored Products:

• Search In-Grid Ads: Appear within organic search results, often in the top rows.
• Buy Box Banner Ads: Show on the product detail page of a similar or competing item.
• Carousel Ads: Appear in “Customers also viewed” or “Featured items” sections across multiple pages.
  

These placements are designed to catch shoppers’ attention at different points in the buying journey, increasing both visibility and the chances of conversion.

Walmart PPC campaigns are managed through Walmart Ad Center, the platform where sellers can create ads, set budgets, choose targeting options, and monitor performance. The system uses both manual and automatic targeting options, giving sellers flexibility based on their goals and experience level.

PPC advertising is one of the most effective tools Walmart sellers can use to grow their presence and drive more sales, especially when combined with high-quality listings and strong product availability.

How Does Walmart PPC Work?

Walmart PPC works through a real-time bidding system that helps sellers promote products across the Walmart Marketplace. When you launch a campaign, your ads can appear in high-converting placements like search results and product detail pages. Walmart ranks these ads based on your bidding strategy, keyword targeting, and product listing quality.

Walmart Uses a Second-Price Auction

Walmart uses a second-price auction model for Sponsored Products. This means you pay $0.01 more than the next highest bidder, not your full bid. It’s designed to control ad spend while still allowing competitive exposure in top search placement slots.

Ad Placement Is Based on Relevance and Performance

Winning ad placement depends on several weighted factors:

• Max bid per keyword
• Relevance score based on keyword-to-product match
• Product content quality, including titles, images, and descriptions
• Fulfillment type, such as WFS (Walmart Fulfillment Services)
• Inventory status and in-stock availability
• Historical metrics like click-through rate (CTR) and conversion rate

A higher relevance score improves your chance of winning placements, even with a moderate bid.

Where Walmart PPC Ads Appear

Walmart places ads in multiple locations within the shopper journey:

• Search In-Grid: Within organic search results on Walmart.com and the Walmart app
• Buy Box Banner: Above the fold on product detail pages
• Carousel Ads: In modules like “Customers Also Viewed” or “Featured Items.”

These placements target users with high purchase intent, improving ad efficiency.

Choose Between Manual and Automatic Campaigns

Walmart offers two main campaign types in the Ad Center:

• Automatic Campaigns use machine learning to match ads to high-performing keywords and placements
• Manual Campaigns give you full control over keyword targeting and individual bid amounts

Automatic campaigns are ideal for product testing, while manual campaigns are better for optimizing ACoS and ROAS through direct targeting.

Monitor Results in Walmart Ad Center

The Walmart Ad Center dashboard gives sellers access to real-time performance tracking. Key metrics include:

• Impressions
• Clicks and CPC (Cost-Per-Click)
• ROAS (Return on Ad Spend)
• ACoS (Advertising Cost of Sale)
• Conversion rate by keyword and placement

Reviewing these metrics helps you adjust your campaigns based on actual sales data instead of guesswork.

Walmart PPC campaigns work best when paired with well-optimized listings, competitive pricing, and strong fulfillment performance. Sellers who understand how the system works can scale faster while protecting profit margins.

Why Should Sellers Use Walmart Ads?

Walmart Ads help sellers increase product visibility, rank higher in search results, and reach shoppers who are ready to buy. By using Walmart Sponsored Products and other PPC formats, sellers can place their listings in front of millions of active Walmart customers across the Walmart Marketplace, app, and website.

Walmart Ads Drive Visibility and Sales

Walmart Ads allow sellers to appear in premium placements that organic listings often cannot reach. These ad placements help products get seen by more potential buyers, especially during peak traffic times or competitive seasons.

Running ads also increases your Buy Box win rate, which directly affects your ability to scale sales. Products with strong ad engagement metrics, like high click-through rate and low cost-per-click, are more likely to appear frequently in future search results.

The Walmart Marketplace Has High-Buying Intent

Walmart’s online shoppers tend to search with clear purchase intent. Unlike general search or social media traffic, Walmart users are typically in the decision stage of the buying journey. This makes Walmart Ads especially valuable for:

• Fast-moving consumer goods
• Private label products
• Household items and everyday essentials
• Seasonal or location-based inventory

With over 120 million monthly visitors, the Walmart Marketplace provides sellers with a massive reach and buyer intent that rivals Amazon.

PPC Campaigns Support Organic Ranking

Walmart’s search algorithm takes performance data into account. When your ads generate sales, it positively affects your organic search placement and boosts long-term visibility.

Strong PPC performance signals to Walmart that your product is relevant, in demand, and converting well. This gives your listing more weight in both paid and unpaid results.

Ads Give You Control Over Your Growth

Walmart PPC allows sellers to control key aspects of their product exposure:

• Ad spend and daily budget limits
• Keyword-level bidding
• Targeting by product type, SKU, or listing group
• Campaign goals such as awareness or conversions

This level of control makes Walmart Ads an essential tool for scaling efficiently without overspending. It also helps newer sellers compete with established brands by leveling the playing field through data and optimization.

Running ads on Walmart isn’t just optional; it’s a key part of staying competitive on the platform and maximizing your shelf space in front of high-intent U.S. shoppers.

Who Can Run Ads on Walmart?

Not every seller on the Walmart Marketplace is eligible to run PPC ads. Walmart has specific requirements to ensure that only listings with high quality and strong fulfillment can participate in its Sponsored Products program. Meeting these standards helps protect the shopping experience and improve ad performance across the platform.

Eligibility Starts with a Walmart Seller Account

To access Walmart Ads, you must be an approved Walmart Marketplace seller. This means your business has passed Walmart’s onboarding process and your account is in good standing.

You also need access to the Walmart Ad Center, which becomes available once your catalog is live and meets basic ad eligibility.

Products Must Win the Buy Box

Only products that currently win the Buy Box are eligible for Sponsored Products. Walmart uses the Buy Box to decide which item version to show when multiple sellers offer the same listing.

To win the Buy Box, your product must have:

• Competitive pricing
• Fast and reliable shipping
• Strong seller performance
• In-stock inventory
  

Without the Buy Box, your ads won’t be shown, even if you’re running active campaigns.

Listing Quality and Compliance Matter

Walmart favors ads that promote high-quality listings. To qualify for ad placements, your products must have:

• Clear, keyword-rich product titles
• High-resolution images
• Complete descriptions and specifications
• Customer reviews were available
• Accurate category and attribute mapping

Listings that are incomplete or poorly optimized may not be eligible for ads or may underperform due to low relevance scores.

Walmart Ads Are U.S.-Only (for Now)

Currently, Walmart advertising is only available to sellers targeting the U.S. market. International sellers can advertise on Walmart if they’re approved to sell on Walmart.com and fulfill orders within the U.S., either through Walmart Fulfillment Services (WFS) or other accepted methods.

Geographic targeting beyond the U.S. is not yet supported within Walmart Ad Center.

Most Categories Are Eligible for PPC

While most product categories can run Walmart ads, some restricted or regulated categories may face additional requirements. Sellers in verticals like:

• Health and wellness
• Beauty and personal care
• Grocery
• Electronics

should ensure their listings meet all compliance and listing standards before running ads.

Walmart continuously reviews ad eligibility to maintain a trusted shopping experience, so it’s important to keep your listings updated and your account in good health.

How to Set Up a Walmart PPC Campaign

Creating a Walmart PPC campaign is a simple process once your seller account and listings are eligible. Make sure you’ve completed the Walmart Marketplace seller setup process, including account verification, product uploads, and listing optimization.

Step 1: Access Walmart Ad Center

Log in to your Walmart Seller Center account and navigate to Walmart Ad Center. If it’s your first time, you may need to request access or complete the onboarding steps provided by Walmart Connect.

Step 2: Choose Your Campaign Type

You’ll need to select either:

• Automatic Campaign – Walmart automatically chooses keywords and placements for your products
• Manual Campaign – You select keywords and set individual bids

Many sellers start with automatic campaigns to test which products and terms perform best, then move to manual for greater control.

Step 3: Select Products to Advertise

Choose the SKUs or item groups you want to promote. Focus on:

• Products that already win the Buy Box
• Items with strong stock levels
• Listings with clear images, good titles, and competitive prices

You can group products by category, brand, or goal for better control.

Step 4: Set Your Budget and Bid Strategy

Define your daily budget and campaign duration. Walmart recommends starting with at least $50 per day to collect enough data.

If using a manual campaign, set bids for each keyword. Start with Walmart’s Suggested Bid range to stay competitive while avoiding overbidding.

Step 5: Launch and Monitor the Campaign

Once your settings are ready, launch the campaign. Walmart will start serving your ads to relevant shoppers based on your targeting settings and product match.

Use Walmart Ad Center to monitor:

• Clicks and impressions
• ROAS and ACOS
• Conversion rate
• Spend and bid performance

Daily monitoring helps you spot what’s working and where to optimize.

Walmart PPC campaigns are easy to launch but require the right structure and follow-through to perform well. A well-prepared campaign setup leads to faster results, better return on ad spend, and scalable growth.

Manual vs Automatic Campaigns

Walmart PPC offers two campaign types: Manual and Automatic. Each type uses a different targeting method and serves a specific purpose in your advertising strategy. Choosing the right one depends on your goals, experience level, and available performance data.

What Is an Automatic Campaign?

An automatic campaign lets Walmart’s algorithm handle targeting. The system uses your product data, such as titles, descriptions, and categories, to decide which keywords and placements your ads should appear in.

Best for:

• New products with no ad history
• Broad exposure across the Walmart Marketplace
• Early-stage testing to identify high-performing terms

Benefits:

• No keyword setup required
• Faster launch time
• Continuous learning based on buyer behavior

Automatic campaigns are ideal when you want to gather performance data with minimal setup.

What Is a Manual Campaign?

A manual campaign gives you full control. You choose specific keywords, set individual bids, and decide which product listings to target. This approach is more hands-on but also allows for greater precision and cost control.

Best for:

• Products with proven sales and ad history
• Campaigns focused on profitability
• Retargeting or branded keyword campaigns

Benefits:

• Full control over bids and targeting
• Easier to optimize ROAS and ACoS
• Ability to test match types (exact, phrase, broad)

Manual campaigns allow sellers to fine-tune ad performance and reduce wasted spend.

Which Campaign Type Should You Start With?

If you’re new to Walmart Ads or launching a new product, start with an automatic campaign to test demand and keyword matches. Once you gather data, switch to manual campaigns to scale performance and control your spend more efficiently.

Many experienced sellers run both campaign types in parallel: using automatic to discover new terms and manual to focus on high-converting keywords.

How to Choose the Right Keywords

Choosing the right keywords is one of the most important steps in running successful Walmart PPC campaigns. Walmart uses keyword relevance to decide when your ads appear, which directly affects visibility, cost-per-click (CPC), and return on ad spend (ROAS).

Start with Keyword Research Tools

Use trusted tools to find high-converting, relevant keywords for your products. Some popular options include:

• Helium 10 for Walmart – Walmart-specific keyword insights
• Pacvue – Keyword discovery and bid suggestions
• Walmart Keyword Analytics – Built-in Ad Center data
• Teikametrics – AI-driven keyword performance tracking

Look for terms with high search volume, low competition, and strong buyer intent (e.g. “buy,” “best,” “2-day shipping”).

Use Different Match Types to Control Reach

Walmart supports three match types in manual campaigns:

• Exact match – Shows ads only when the exact keyword is searched
• Phrase match – Includes the keyword phrase in any order
• Broad match – Matches related terms and keyword variations

Start with a mix of phrases and exact matches. Use broad match carefully, as it may generate traffic that doesn’t convert well.

Add Negative Keywords to Improve Efficiency

Negative keywords help block irrelevant traffic and protect your budget. For example, if you’re selling premium items, you may want to exclude keywords like “cheap” or “discount.”

Adding negative terms:

• Reduces wasted clicks
• Improves ACoS and ROAS
• Keeps targeting focused on high-intent shoppers

Regularly review search term reports in Walmart Ad Center to find negative keyword opportunities.

Prioritize High-Intent Purchase Keywords

Focus on keywords that indicate strong buying intent. Examples include:

• “Buy [product name] online.”
• “best [brand/product] at Walmart.”
• “fast shipping [item type]”
• “in stock [category] near me.”

These terms typically convert better and align closely with shopper behavior on Walmart.com.

Keyword selection isn’t a one-time task. Keep refining your keyword list based on performance data, seasonality, and changing shopper trends.

How to Optimize Walmart PPC Campaigns

Launching a campaign is only the beginning. To improve performance and profitability, sellers must continuously optimize their Walmart Sponsored Products using real-time data from Walmart Ad Center. Proper optimization reduces wasted ad spend, improves targeting accuracy, and drives higher ROAS over time.

Segment Campaigns by Product Attributes

Structure your campaigns based on product-level data and business goals. Create separate ad groups using criteria such as:

• Category or department (e.g. Electronics, Grocery, Home)
• Brand or private label items
• SKU price range
• Historical performance (ROAS, CTR, or sales volume)

This structure helps you isolate variables, apply bid adjustments efficiently, and scale top-performing product sets.

Adjust Bids Based on Real Performance Metrics

Use ROAS and ACoS benchmarks from Walmart Ad Center to guide your bid strategy. Increase bids for:

• Keywords with high ROAS or low ACoS
• SKUs with a high conversion rate and consistent availability
• Products with positive customer reviews and fast shipping options (e.g., via Walmart Fulfillment Services)

Lower bids or pause targeting for keywords with:

• High CPC but low conversion
• Low CTR or poor engagement metrics
• Seasonal decline or reduced stock levels

Pause Low-Performing Ads to Reduce Waste

Not every product or keyword will be profitable. Review campaign data weekly to identify:

• Underperforming SKUs with low relevance scores
• Broad match keywords are driving unrelated clicks
• Ad groups with no recent sales or a poor Buy Box presence

Pausing these ads helps focus the budget on better-performing assets and improves campaign efficiency.

Use Dayparting to Optimize Ad Delivery

Dayparting lets you control when your ads are shown. Schedule your campaigns during high-traffic hours to improve engagement and reduce cost per click. Focus on:

• Evenings and weekends when mobile traffic peaks
• End-of-month paydays for conversion surges
• Category-specific peak hours (e.g., early morning for grocery, late night for tech)

Test and refine time blocks based on click-through rate and sales patterns.

Expand Keyword Targeting with Ongoing Testing

Use search term reports from Walmart Ad Center to identify new keyword opportunities. Add fresh keywords each month based on:

• Seasonal trends (e.g., “back to school deals”)
• High-converting search phrases
• Long-tail variations with lower CPC
• Competitor terms or brand adjacents

Don’t forget to update negative keywords as well to prevent irrelevant clicks and preserve campaign efficiency.

Effective Walmart PPC optimization is driven by consistent testing, performance reviews, and campaign structuring. Sellers who monitor KPIs like CTR, ROAS, conversion rate, and bid competitiveness can reduce ad waste and grow more efficiently within the Walmart Marketplace.

Which Metrics Should You Track in Walmart PPC campaigns?

Tracking the right performance metrics is essential for managing Walmart PPC campaigns successfully. The Walmart Ad Center provides real-time data that helps sellers measure ad efficiency, optimize budget allocation, and improve return on investment.

Each key metric tells you how well your Sponsored Products are performing across Walmart’s ecosystem, including the website, app, and mobile experiences.

Impressions Show Reach

Impressions measure how many times your ad is shown. A high number of impressions with low clicks may indicate weak ad relevance, poor product images, or an uncompetitive offer.

• Track when impressions increase after bid adjustments
• Compare impressions by placement to evaluate where your ads show most often

Clicks Reveal Engagement

Clicks show how many shoppers interacted with your ad. If you’re getting many clicks but low conversions, check your:

• Product detail page content (images, reviews, shipping info)
• Pricing vs competitors
• Buy Box ownership status

High click volume without conversions usually signals a disconnect between your ad and the landing page experience.

Click-Through Rate (CTR) Measures Relevance

CTR is calculated as clicks ÷ impressions. It shows how compelling your ads are to Walmart shoppers. A strong CTR suggests your keywords, creative, and offer match the buyer’s intent.

• Good benchmark: A CTR of 0.3% or higher is typically considered healthy on Walmart
• Optimize low CTR by refining titles, main images, and keyword targeting

Cost-Per-Click (CPC) Affects Profitability

CPC tells you how much you’re paying for each click. Walmart uses a second-price auction, so the actual CPC is often lower than your max bid. Monitor CPC to:

• Identify expensive keywords that reduce profit margins
• Compare performance across match types (exact, phrase, broad)
• Allocate more budget to low-CPC, high-ROAS terms

Conversion Rate Shows Sales Effectiveness

Conversion rate tells you how many clicks lead to a purchase. A high conversion rate means your product listing is doing its job. Improve this by focusing on:

• Walmart listing quality score
• In-stock availability
• Fast shipping through Walmart Fulfillment Services
• Positive customer reviews and competitive pricing

A good conversion rate typically ranges between 8% and 15%, depending on the category.

ROAS Measures Return on Ad Spend

ROAS = Total sales ÷ ad spend. This is your most important profitability metric. The higher the ROAS, the more efficient your campaigns.

• Healthy range: A ROAS of 3x or higher is a common goal for consumer goods
• Use ROAS trends to decide which campaigns to scale or pause

ACoS Helps Monitor Ad Efficiency

ACoS = Ad spend ÷ sales. It’s the inverse of ROAS and shows what percentage of revenue goes to ads. Lower ACoS means higher efficiency.

• Target ACoS depends on your margins. For example:
  
  • 15–25% for high-margin categories
  • Under 10% for essentials or groceries

Compare ACoS across SKUs and keywords to refine bidding strategies.

Regularly tracking these Walmart PPC metrics helps you make smarter decisions. Sellers who monitor campaign data weekly are more likely to improve ad performance and hit revenue targets while keeping costs under control.

Which Tools Can Help With Walmart Ads?

Running effective Walmart PPC campaigns becomes easier when you use tools that automate tasks, uncover insights, and optimize bids in real time. While Walmart Ad Center provides core functionality, third-party tools offer deeper analytics, smarter bidding, and more control over large catalogs.

These platforms help sellers improve ad performance, save time, and scale their advertising across the Walmart Marketplace with less manual work.

Helium 10 for Walmart

Helium 10 offers keyword research, performance tracking, and listing optimization specifically built for Walmart sellers.

• Discover high-converting keywords using search volume and competition filters
• Monitor keyword-level ROAS and ACoS over time
• Analyze organic rank vs paid rank for strategic targeting

Ideal for sellers who want to improve Walmart SEO alongside PPC.

Pacvue

Pacvue is an enterprise-level tool for bid management, campaign automation, and cross-channel reporting.

• Set custom rules-based bidding strategies
• Track campaign performance at the SKU, brand, or keyword level
• Visualize data trends for smarter scaling decisions

It integrates directly with the Walmart Connect API and supports bulk actions for sellers with larger catalogs.

Teikametrics

Teikametrics uses machine learning to automate Walmart ad bidding and performance optimization.

• Auto-adjusts bids based on real-time performance
• Helps maintain target ROAS across ad groups
• Combines inventory levels and profit margins into a campaign strategy

Useful for sellers focused on profitable growth and real-time data optimization.

Perpetua

Perpetua offers goal-based automation and reporting features that align with seller objectives like brand awareness or sales growth.

• Create campaigns based on growth or efficiency goals
• Automate keyword harvesting from automatic campaigns
• Track the share of voice and brand visibility on Walmart search results

Best suited for sellers scaling multiple products or brands.

Walmart Ad Center (Native Platform)

For basic campaign setup, performance tracking, and manual optimization, Walmart Ad Center is still essential.

• Set campaign type (manual or automatic)
• Monitor impressions, clicks, ROAS, ACoS, and CPC
• Export search term reports and performance data

Walmart continues to improve its built-in platform with better targeting options and reporting features.

Using the right tool can significantly improve your Walmart Ads strategy. Whether you’re managing a few SKUs or a large product catalog, leveraging automation, bid intelligence, and keyword discovery will help you reduce waste and drive higher returns.

How to Improve ROAS on Walmart Ads

Improving your Return on Ad Spend (ROAS) means generating more revenue for every dollar spent on ads. On Walmart Marketplace, this comes down to targeting the right keywords, optimizing your listings, and adjusting your strategy based on performance data.

A strong ROAS indicates your Walmart PPC campaigns are efficient, profitable, and aligned with what shoppers are actually searching for.

Optimize Your Product Listings for Relevance

Walmart’s ad system ranks Sponsored Products based on listing quality and keyword relevance. To increase your ROAS, make sure your product pages include:

• Clear, keyword-rich titles
• High-resolution images
• Detailed bullet points and descriptions
• Accurate attributes like size, color, or usage
• In-stock availability and competitive pricing

Well-optimized listings improve click-through rate (CTR) and conversion rate, which directly impact your ROAS.

Focus on High-Margin, High-Conversion Products

Not all products are equally profitable. Improve ROAS by prioritizing:

• Top-selling SKUs with proven performance
• Items with strong review scores and low return rates
• Products with healthy profit margins
• Inventory that can be fulfilled via Walmart Fulfillment Services (WFS) for faster delivery and Buy Box wins

Avoid spending ad budget on low-margin or seasonal items unless they’re part of a broader campaign strategy.

Lower Bids for Poor-Performing Keywords

If certain keywords drive clicks but no sales, they hurt your ROAS. Review your search term reports and adjust accordingly:

• Lower bids on high ACoS keywords
• Pause keywords with low CTR or low purchase intent
• Add negative keywords to filter irrelevant traffic

This helps reallocate spend toward high-performing segments.

Use Match Types Strategically

In manual campaigns, match types affect who sees your ads:

• Exact match reduces wasted clicks and improves targeting
• Phrase match helps you reach variations with strong intent
• Broad match should be tested carefully, especially for budget efficiency

Over time, shift more of your budget toward keywords with proven ROAS using data from your Walmart Ad Center.

Test Ad Creative Elements

Even though Walmart Sponsored Products have limited creative control, small changes to your listing can improve performance:

• Update main images for mobile optimization
• Adjust titles to highlight value props like “2-day shipping” or “organic”
• Test different bullet point structures to improve conversion

Higher conversion rates lead to better ad rankings and stronger ROAS, even at the same CPC.

Walmart Ads reward sellers who focus on relevance, data, and profit margins. When your listings are optimized and your targeting is efficient, improving ROAS becomes a repeatable, scalable process.

Common Walmart PPC Mistakes and How to Avoid Them

Even with the right tools and strategy, many sellers lose money or miss growth opportunities by making avoidable mistakes in their Walmart Ads campaigns. Recognizing these early can help protect your ad budget, improve campaign performance, and support long-term profitability.

Running Ads for Out-of-Stock Products

Walmart automatically pauses ads for items that are out of stock, but if inventory levels are inconsistent, it disrupts performance and hurts your campaign history.

Avoid this by:

• Monitoring inventory daily for advertised SKUs
• Prioritizing products fulfilled by Walmart Fulfillment Services (WFS)
• Using automation tools that pause campaigns based on stock alerts

Not Winning the Buy Box

Only products that win the Buy Box are eligible for Sponsored Products ads. If you’re not winning it, your ads won’t show, regardless of your bid.

Fix this by:

• Offering competitive pricing
• Meeting fast shipping standards
• Improving seller performance metrics
• Using WFS to increase your Buy Box win rate

Using Only Automatic Campaigns

Automatic campaigns are great for discovery, but relying on them alone limits your control. You can’t set keyword bids, filter traffic, or remove irrelevant terms.

Solution:

• Use automatic campaigns to test
• Run manual campaigns in parallel to focus on high-performing keywords
• Harvest search terms from auto to build manual keyword lists

Ignoring Negative Keywords

Walmart allows negative keywords in manual campaigns, but many sellers skip this step. Without them, you may get clicks from irrelevant searches that waste budget.

Tip:

• Review search term reports weekly
• Add terms that don’t convert or don’t match your product
• Block competitors’ brand terms unless you’re targeting them intentionally

Failing to Optimize Product Listings

Strong Walmart PPC performance starts with listing quality. Poor titles, low-res images, and missing attributes all reduce your relevance score and lower ad performance.

Improve this by:

• Using keyword-rich product titles
• Uploading multiple high-quality images
• Filling out all required and recommended attributes
• Collecting customer reviews to increase trust and conversions

Setting Bids Too Low for Competitive Categories

If you’re bidding far below Walmart’s Suggested Bid, your ads may never serve. In competitive categories like electronics or home goods, low bids often lead to low impressions.

What to do:

• Start within the suggested bid range
• Monitor CPC and ROAS closely
• Increase bids slowly based on performance data

Avoiding these common mistakes helps you protect your ad spend and build campaigns that grow more efficiently over time.

When Should You Scale Walmart PPC Campaigns?

Scaling your Walmart PPC campaigns means increasing your ad budget or expanding your keyword targeting to drive more traffic and generate more sales. However, scaling too early or without accurate data can drain your budget quickly. To scale successfully, you need the right performance signals and a clear structure.

Look for Consistent ROAS and Conversion Trends

Before increasing spend, make sure your campaigns are performing profitably and consistently. Signs that your campaign is ready to scale include:

• ROAS consistently above 3x for at least two weeks
• Conversion rate holding steady or improving
• ACoS staying under 25 percent
• CPC staying within your profitable range

Scaling without strong performance data often leads to poor returns and wasted budget.

Expand High-Performing Campaigns First

Not all campaigns are built for scale. Focus on:

• SKUs with reliable sales and low return rates
• Keywords that convert with a low cost per click
• Products that are always in stock and price-competitive
• Listings that consistently win the Buy Box and ship quickly

Begin by raising your daily budget by 10 to 20 percent. Monitor performance before scaling further.

Scale Keyword Targeting, Not Just Budget

Scaling involves more than just spending more. It also includes expanding your keyword coverage. Start by:

• Adding new exact and phrase match keywords
• Targeting complementary product search terms
• Including long-tail keywords with lower CPC
• Bidding on branded keywords if you have existing demand

Test new keywords in separate ad groups to manage cost and measure performance accurately.

Use Automatic Campaign Data to Guide Scaling

If you’re running automatic campaigns, analyze performance to identify strong search terms. Then:

• Move top-performing keywords into manual campaigns
• Set controlled bids based on actual ROAS
• Remove poorly converting placements from auto campaigns

This approach gives you more control while keeping your campaign structure clean and focused.

Monitor Campaign Performance Daily

Once you scale, check your Walmart Ad Center reports every day. Focus on:

• ROAS and ACoS trends
• CPC increases or sudden changes
• Inventory levels to avoid promoting out-of-stock items
• Any drop in conversion rate

Scaling should be gradual and data-driven to protect your margins and avoid overspending

Final Thoughts

Walmart PPC gives sellers a competitive way to increase product visibility, rank higher in search results, and convert more shoppers across Walmart Marketplace. By focusing on the right keywords, campaign structure, and data-backed decisions, sellers can improve ad performance while staying in control of their budget.

Understanding how Walmart’s ad system works—and knowing which metrics matter—helps you scale your campaigns the smart way, avoid wasted spend, and make every click count.

Need Expert Help with Your Walmart Ads?

If you want expert support to launch, manage, or scale your Walmart PPC campaigns, we’re here to help.

👉 Book a FREE Consultation Call Now and get a personalized strategy for your business from a team that understands how to grow on Walmart Marketplace.

FAQs About Walmart PPC Advertising

Can I run Walmart ads for newly launched products?

Yes, but it’s best to ensure your product listing is complete and optimized. New products may benefit from automatic campaigns to gather keyword data before switching to manual targeting.

Does Walmart offer retargeting or display ads?

Yes. In addition to Sponsored Products, Walmart Connect also offers Display Ads and Sponsored Brands, which can include retargeting through on-site and off-site placements. These formats require additional setup and budget.

Can I advertise variations like size or color separately?

Walmart typically advertises the Buy Box-winning variant only. You can’t directly choose to advertise specific variations unless they win the Buy Box individually.

Does running ads help improve organic ranking on Walmart?

Yes. High-performing PPC ads can improve your product’s organic search placement over time, since Walmart’s algorithm considers sales velocity, click-through rate, and relevance when ranking products.

Are there any restricted categories for Walmart Ads?

Yes. Walmart restricts advertising for certain product types, including alcohol, tobacco, adult products, and some health items. Always review Walmart’s Ad Policy Guidelines before launching campaigns.

Can I use branded keywords in my Walmart ads?

Yes, you can target your own brand keywords in manual campaigns. However, bidding on competitor brand names may violate Walmart’s policies, so proceed with caution and monitor compliance.

Does Walmart allow third-party agencies to manage ads?

Yes. Walmart Connect partners with approved Walmart advertising agencies who can manage campaigns through API access, including full-service agencies like StarterX.

Is there a way to automate Walmart PPC bidding?

Yes. You can use third-party tools like Teikametrics, Pacvue, or Perpetua to automate bidding strategies based on your ROAS goals, inventory, and keyword performance.