Having both Auto and Manual Sponsored Products campaigns in your Walmart Connect advertising strategy serves specific purposes that complement each other, contributing to a well-rounded and effective approach. Here's why:
Auto Campaigns:
Broad Discovery: Walmart Connect Sponsored Products Auto campaigns are exploratory by nature. They allow Walmart's system to automatically target a wide range of search terms and products related to your products. This broad targeting helps in discovering new and potentially relevant keywords that you might not have considered initially.
Keyword Harvesting: Auto campaigns act as a source for discovering keywords. The Search Term Report of the campaign provides data on which search terms are driving traffic and conversions, which you can then use to inform your manual campaign's keyword selection.
Manual Campaigns:
Precision and Control: Walmart Sponsored Products Manual campaigns give you complete control over the keyword selection, bid management, and campaign structure. You can specifically target high-converting or relevant keywords discovered through the Auto campaigns.
Refined Targeting: With manual campaigns, you can refine your targeting by using exact, phrase, or broad match types for keywords. This allows for more granular control over when your ads show up in response to specific search queries.
Optimized Bidding: Manual campaigns enable to set and adjust bids based on performance data and specific keyword strategies. This flexibility can result in better budget allocation and improved ROAS.
Synergy Between Auto and Manual Campaigns:
Data Informing Strategy: Data collected from Auto campaigns, such as keywords and search terms, can inform the keyword selection and bidding strategy in manual campaigns. This iterative process helps maximize the efficiency and effectiveness of your advertising efforts.
In essence, Auto campaigns serve as an initial exploration phase, discovering keywords and gathering data, while Manual campaigns offer control, precision, and the ability to capitalize on the insights gained from the Auto campaigns. Together, they create a more comprehensive and effective advertising strategy on Walmart Connect.
How adspert adds keywords from an auto campaign to a manual campaign you can read in more detail in this article.