Adspert supports the following Walmart Connect PPC campaign types, covering all key attributes such as targeting type and creative format.
Campaign Type | Targeting Strategy | Targeting / Criteria | Creative Type |
Sponsored Product | Auto | Products | Image |
Sponsored Product | Manual | Keywords | Image |
Sponsored Brands | Manual | Keywords | Image |
Sponsored Video | Manual | Keywords | Video |
Sponsored Products (Auto and Manual Targeting)
Sponsored Products are cost-per-click (CPC) ads that promote individual items on Walmart.com and the Walmart app.
Sponsored Products Placements:
Ads show up on the search grid and elsewhere during shopper’s journey:
- browse pages
- item pages
High traffic placements:
- Search Results
- Buy Box
- Product Detail pages
Sponsored Products placements:
Personalized carousel (Auto only): Premium carousel on home/relevant item pages, based on user browsing (e.g. “Customers also viewed/bought”).
SP carousel (Auto/Manual): Carousels on search, browse, or item pages to promote relevant items, defend market share, or suggest alternatives.
Search in-grid (Auto/Manual): Ads within search results to push higher-margin items, low converters, or defend top sellers.
Buy Box (Auto/Manual): High-visibility ad on a similar item’s page to boost CTR, conversion rate, and acquire new customers.
My Items in-grid (Auto only): Ad shown in a grid of previously purchased items as the customer finalizes checkout.
Stock Up (Auto only): Last-chance ad before checkout to drive conversions on lower-priced or pack-size items.
Targeting:
Auto: Walmart automatically matches products to relevant searches.
Manual: You define the keywords.
Best for: Driving traffic to specific product detail pages.
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Sponsored Brands
Sponsored Brands campaigns increase brand visibility with a banner-style ad that includes your:
Brand logo
Custom headline
Up to 4 products
These ads direct shoppers to your Walmart Brand Shop or a custom landing page.
Placements: Typically above search results and other high-visibility areas on Walmart.com.
Best for: Building brand awareness and top-of-funnel visibility.
Eligibility: Available only to verified brand owners.
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Sponsored Video
Sponsored Video campaigns display auto-playing video ads within Walmart.com search results.
Videos play without sound and link directly to the product detail page.
Targeting: Keyword-based.
Best for: Engagement, awareness, and driving product consideration.
Placements: On-site search results (in-grid).
Summary
Adspert supports the following Walmart Connect PPC campaign types:
Sponsored Products (Auto & Manual)
Sponsored Brands
Sponsored Video
Each campaign type serves a different goal:
Sponsored Products → Drive sales and visibility
Sponsored Brands → Build brand awareness
Sponsored Video → Boost engagement and consideration
Reach Beyond Walmart
Some Walmart Connect campaigns (such as Sponsored Video with audience targeting) allow ads to appear off-site—on external websites and apps that are part of the Walmart Connect Advertising Network. This helps extend your reach beyond Walmart platforms.
What is Walmart PPC?
Walmart Connect's PPC (Pay-Per-Click) advertising model allows you to bid on keywords or use auto-targeting. You’re only charged when a shopper clicks your ad.
Main PPC formats include:
Sponsored Products (Auto and Manual)
Sponsored Brands
Sponsored Video
You can run multiple campaigns within each type and mix formats depending on your advertising goals.
Walmart Connect Ads Campaign Types Overview
Walmart Connect provides a range of advertising campaign types including Sponsored Products (Auto and Manual targeting), Sponsored Brands, and Sponsored Video.They help position your products in front of the right audience, whether on search results pages, across various websites, or through engaging video content.Here I will quickly explain how each campaign type works and how they are used. For more details on how to choose the right campaign type check this ultimate guide.But here’s a quick rundown:
1. Sponsored Products:
Sponsored Products (Auto and Manual Targeting) are Walmart Connect’s most popular advertising option, designed to enhance product visibility. Sponsored Products ads attract more traffic to your product detail pages, boosting product visibility and accelerating sales.
Aim: Increase visibility - bring more traffic to your product detail pages
Targeting:
Auto: Walmart automatically matches products to relevant searches.
Manual: You define keywords
This campaign type is known for its straightforward setup process.
You can advertise individual products and display them in search results or on product detail pages.
2. Sponsored Brands:
The Sponsored Brands campaign type in Walmart Connect enables advertisers to effectively showcase their brand and encourage customer engagement. These campaigns are designed to build brand awareness and drive targeted traffic to either a custom landing page or your Walmart Store.
Objective: Build Brand Awareness
Targeting: Keyword targeting
Requirement: Brand must be registered in the Walmart Portal
Sponsored Brands ad formats include:
Sponsored Brands Product Collection: Promote your products in a banner format (up to four products)
Sponsored Brands Store Spotlight: promote your entire Walmart store
Sponsored Brands Video: use video to increase visibility and brand awareness. This video plays automatically.
Sponsored Brands campaigns are great for building awareness on desktop and mobile alike.
These ads appear in prominent places above, within, below, or next to shopping results and on product detail pages. This helps drive discovery of your brand among customers shopping for products like yours.
If you have a Walmart Connect store, Sponsored Brands ads can link directly to your store and not just to individual products.
3. Sponsored Video
Sponsored Video ads let you display your products beyond Walmart Connect. They reach relevant audiences on other websites and apps.
Aim: Reach relevant audiences
Targeting: Keywords
Ad placement options: On-site Walmart Connect
Conclusion
Adspert supports the most important Walmart Connect campaign types:
Sponsored Products (Auto + Manual)
Sponsored Brands
Sponsored Video
Each campaign type has unique strengths depending on whether you're aiming for sales growth, brand awareness, or engaging customers with video content.