Walmart Connect offers different campaign types, with most advertisers using Sponsored Products, followed by Sponsored Brands and Sponsored Video. Each campaign type comes with specific bidding strategies.
1. Sponsored Products
Sponsored Products campaigns promote individual items in Walmart search results and product detail pages.
Available bidding strategies:
Dynamic Bidding
Walmart can automatically increase your bids by up to 100% or decrease them by up to 50% (but not below the minimum bid).
Adjustments are based on how likely it is that a shopper will buy your product.
Helps win competitive placements, but costs may fluctuate.
Fixed Bids (Recommended)
Bids will not be modified by Walmart Connect.
Provides predictable costs and easier budget control.
Best choice for advertisers starting out or those who want full cost transparency.
For new campaigns, we suggest using Fixed Bids as the default.
Dynamic Bidding can still be selected if you want Walmart to automatically adjust bids.
If you want to create a new Sponsored Products Auto campaign in Adspert, please review the article about the campaign creation.
2. Sponsored Brands
Sponsored Brands showcase multiple products in premium banner placements across Walmart.com.
Bidding strategy:
Fixed Bids only
Predictable, consistent costs
Recommended for brand awareness campaigns and cross-product promotion
3. Sponsored Video
Sponsored Video ads feature product videos within search results, designed to capture shopper attention.
Bidding strategy:
Fixed Bids only
Simple and transparent
Recommended for testing video performance and scaling successful campaigns
TROAS (Target ROAS)
No longer available in Adspert for new campaigns.
Still visible in mature campaigns with sufficient data.
If such campaigns are optimized, Adspert resets the bidding strategy to Fixed Bids.