Walmart Optimizing Bids
Who is this for? For various teams or individuals who are responsible for optimizing ad campaigns to achieve ad performance goals
Objective: To improve the efficiency and effectiveness of your ad campaigns by adjusting your bids to achieve your desired performance goals.
Instruction:
1. Log in to Walmart's advertising account. Go to https://advertising.walmart.com/signin/
- If your Walmart seller account is already linked to your Walmart advertising account you can simply click the Ad Center on the top when you are logged in to your Walmart seller account.
2. From the Reports Tab, click on ‘On demand’
3. Download the ‘Keyword Performance Report’ by clicking the Request Report button.
4. Supply needed information with
- Report Type: Keyword Performance
- Attribution Window: 3 days
- Group By: Cumulative
5. The data in the report will be reflective of the Period selected. Click on ‘Request Report.’ This report may take up to 30 minutes to download.
6. Download the report. The Report will become available as an Excel file similar to Amazon’s Advertised Product Report.
7. Add the ACoS column as shown: = Ad Spend/Total Attributed Sales [K2/M2]
8. Filter the data by ACOS and optimize the data as needed by going to the campaign manager (as shown below).
9. Next, filter the data by Ad Spend and optimize as needed by going to the campaign manager (as shown below).
10. Trim targets with lots of clicks and spend with zero sales.
Currently, we are unable to make changes to Walmart campaigns via bulk. Therefore, we must go to the Walmart campaign manager dashboard to make any changes.
1. Go to ‘Campaigns’
2. Click on the Campaign (that needs optimization)
3. Click on ‘Edit Campaign’
4. Edit Ad Groups
5. Edit Ad Group Name
6. Edit the Keywords
7. Adjust the bids for Exact and Broad match types as desired by the Excel data in the first step (e.g., Bid slightly higher than suggested bids for more traffic).
8. Add All
9. Confirm the keywords have been added
10. After all the changes, remember to Save
*There may not be enough data in the report to optimize due to low clicks and spending. However, it may also be due to low bids or enough keywords being targeted. Consider adding more keywords to the campaigns by following this Keyword Research SOP.
