Walmart Keyword Research
Who is this for? For various teams or individuals who are responsible for optimizing ad campaigns to improve their performance, which includes identifying new keywords to target.
Objective: To expand the reach of your ads by identifying and incorporating new search terms that are relevant to your products.
Instructions:
1. Log in to Walmart's advertising account. Go to https://advertising.walmart.com/signin/
2. 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.
3. From the Reports Tab, click on ‘On demand’
4. Download the ‘Keyword Performance Report’ by clicking the Request Report button.
5. Supply needed information with
- Report Type: Keyword Performance
- Attribution Window: 30 days
- Group By: Cumulative
6. The data in the report will be reflective of the Report Period selected. Click on ‘Request Report.’ Please note that this report may take up to 30 minutes to download. It is not as instant as Amazon.
7. Download the report. The Report will become available as an Excel file similar to Amazon’s Advertised Product Report.
8. Filter the data by Units Sold (M2) to find the best-sellers
9. The Item Id (E) is similar to an Amazon ASIN.
10. Go to ‘Keywords Planner’ under ‘Tools’
11. Click ‘Add Items’
12. Enter the listing ‘Item ID’
13. This will give you the ‘Keyword Analytics Dashboard,’ which provides the following information:
- Normalized Query: The Search Term
- Item Keyword Frequency: The Relevancy
- Traffic Keyword Frequency: The Search Volume
The dashboard is shown below:
14. Download this report by ‘Export to CSV.’
- Compare the Walmart Keywords above to the Bided Keywords from the ‘Keyword Performance Report using VLOOKUP.
- Formula: =VLOOKUP(A2,$B$2:$B$29,1,0)
- #N/A shows which Walmart Keywords are not targeted in our ‘Bided keywords.’ These are all missing opportunities that can be added to our campaigns.
Adding Keywords to Campaigns
1. Select the keyword(s) from the missing opportunities column using VLOOKUP.
2. Go to ‘Keyword Performance’ and find the corresponding Campaign Name for the keyword (s)
3. Go to ‘Campaign Management’
4. Click on the Campaigns.
5. Click on ‘Edit Campaign’
6. Edit the Ad Groups
7. Edit the Ad Group Name
8. Edit the Keywords
9. Add new keywords under the ‘Additional Keywords’ tab
10. Adjust the bids for Exact and Broad match types. Bid slightly higher than suggested bids.
11. Click the Add All link.
12. Confirm the keywords have been added
13. After all the changes, click Save
