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Walmart’s Search advertising just got smarter

June 29, 2020By Shefali Singla, Group Product Marketing Manager at Walmart Media Group

Introducing a sophisticated way to get your products and brand in front of active Walmart customers: Search Brand Amplifier ads with improved targeting options. Walmart Media Group’s new, more accurate targeting helps ensure these ads reach and influence the Walmart customers most likely to buy your products.

screenshot of Search Brand Amplifier appearing on walmart.com and the Walmart app

What is Search Brand Amplifier?
Search Brand Amplifier is a premium ad that appears to customers actively searching Walmart’s site or app. When customers search for products like yours, a Search Brand Amplifier ad with a custom headline, your brand logo and up to three of your SKUs appears at the top of the results page. It’s an efficient way to increase brand awareness and product sales.

New: Category targeting
Walmart Media Group’s unique tactic automatically serves your Search Brand Amplifier ads to customers searching for anything in your product’s category if you bid on the categories suggested by Walmart’s algorithm.

For example, for a coloring book campaign, Search Brand Amplifier ads would appear for Walmart customers searching the Kids’ Activity Books category using any keyword.

Category targeting is easy to set up and requires no keyword management. We recommend it for advertisers who are new to Walmart’s Search Brand Amplifier, looking to scale their customer base and/or wish to harvest new keyword opportunities.

Enhanced keyword targeting
Keyword targeting serves ads to Walmart customers searching for the keywords the advertiser specifies. It gives advertisers more control over their campaigns and allows them to fine-tune and optimize keywords in-flight.

Keyword targeting options include:

  1. Exact Match: Search Brand Amplifier ads appear to customers searching for the advertiser’s specified keywords or phrases in exact order. In the coloring book campaign example, exact-match keyword targeting would serve ads to Walmart customers searching for "coloring book," but not "book coloring."
  2. New: Phrase Match: Search Brand Amplifier ads appear to customers searching for the advertiser’s specified keywords or phrases in exact order, with additional words before or after. For example: "coloring book for kids," "city coloring book."
  3. New: Broad Match: Search Brand Amplifier ads appear to customers searching for the advertiser’s specified keywords or phrases, regardless of word order or additional words. For example: "great book for coloring" or "coloring flower book."

We recommend keyword targeting to reach customers who are further into their shopping journey and ready to purchase, and for advertisers who already know the keywords customers use to find their products.

Additionally, Walmart now offers the option to bid on negative keywords for both category and keyword targeting to weed out low-performing searches and improve ROAS.

To learn more about Walmart’s Search Brand Amplifier, check out our beginner’s guide to SBA or contact Walmart Media Group.

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