Walmart Advertising
Walmart PPC management for brands selling on Walmart Marketplace. Sponsored Products, Sponsored Brands and Sponsored Videos, run by the same specialists who manage your Amazon campaigns.
Extend marketplace advertising beyond Amazon without splitting it across separate agencies.
UNITIX Agency runs Walmart Connect for brands already selling on Walmart Marketplace. Sponsored Products, Sponsored Brands and Sponsored Videos are planned, launched and managed by the same specialists who run the Amazon side, and reported against metrics agreed before the work begins.
Most brands arrive here because Walmart is the second marketplace and they would rather not hand it to an agency that never sees the Amazon account.
What we run, and what we do not
We run the three Sponsored Search campaign types: Sponsored Products, Sponsored Brands and Sponsored Videos.
We do not run Walmart Onsite Display, Offsite Media or Store Ads. Those sit in a separate workspace inside Walmart Connect, they are bought against awareness and engagement objectives rather than on a keyword, and they belong to a different kind of media plan. If that is what the brief needs, we will say so rather than take the account.
A Walmart account is not the Amazon account with a different logo
The two consoles look alike and cannot be run the same way. Three differences change the work itself.
There is no level above the campaign. Amazon Ads groups campaigns in portfolios, with their own budget caps. Walmart Connect has nothing above the campaign, so the naming convention is the only structure the account will ever have.
There is no product targeting. On Amazon a campaign can bid on a competitor's ASIN, on a category or on a brand. Walmart Sponsored Products is built around items and keywords, so the competitor part of an Amazon plan has to be rebuilt rather than copied.
Negative keywords depend on the bidding strategy. In a Walmart automatic campaign they exist only under fixed bidding, which means the strategy decides whether the campaign can be negated at all.
We wrote all of it down, with the screens from both consoles, in Walmart Connect vs Amazon Ads.
How the campaigns are built
Setup starts with the naming convention, because on Walmart it is not cosmetic. It is the grouping, the filter and the report, and it cannot be added later.
Keyword research is done in Walmart's own tools rather than carried over from the Amazon account. The Keywords Planner returns queries tied to a specific item, and suggested keywords come from the item in the ad group. Search volume on Walmart is not Amazon's search volume, and a keyword list that performs on one marketplace is a hypothesis on the other, not a plan.
Automatic campaigns are used for discovery, with brand term targeting and complementary product targeting set deliberately rather than left at the default. Manual campaigns carry the terms that have proven themselves, across broad, phrase and exact.
How bids are managed
Walmart publishes minimum bids that Amazon does not, and the floor differs by campaign type. Bidding strategy is a real decision here rather than a default: fixed bidding keeps negatives available in automatic campaigns, dynamic bidding hands the auction to the platform, and Target ROAS requires a daily budget of at least $50 before it can be selected at all.
Two layers of adjustment sit on top. Placement multipliers raise the bid for buy box, search in-grid, homepage and stock up. Platform multipliers raise it separately for desktop, the app and mobile web, which is a control Amazon does not offer at all and which is usually left at zero in accounts that were set up by someone thinking in Amazon.
Reporting, when the data is a day behind
The most recent complete day in a Walmart account is the day before yesterday, and it keeps filling in as attributed orders land inside the window. So the account is not optimised on yesterday. It is optimised on the last closed period, and the weekly report says which period that was.
Performance detail on Walmart lives in exports rather than inside the campaign, so the reports are scheduled rather than improvised: item level, keyword level and placement level, pulled and reconciled rather than read off a dashboard.
Your Walmart numbers are reported on their own, never merged into the Amazon ones. The two platforms attribute differently, and a combined figure lets one channel hide the other.
Where this work stops
Advertising buys attention on the search page. It does not fix what happens after the click.
If the item page is what limits performance, the work belongs in listing design before more budget goes into the campaigns. Walmart makes this unusually visible through Item Health, which ties advertising eligibility and performance to listing quality, buy box, price competitiveness, stock and reviews. A campaign cannot outbid a problem that sits in the item.
If the Amazon side is the larger opportunity, that is a separate service with its own depth: Amazon PPC management.
What we do not promise
No guaranteed number of sales, and no guaranteed ROAS. An agency that promises a number before it has seen the account is describing a hope. What is committed is narrower: targets agreed before the work begins, campaigns built for Walmart's mechanics rather than inherited from Amazon, and a written account every week of what changed and why.
What's included
- Sponsored Products, Sponsored Brands and Sponsored Videos campaigns, built and launched
- Keyword research in Walmart's own tools, not carried over from Amazon
- Bid, budget and multiplier management against the agreed target
- Weekly performance reporting, kept separate from your Amazon numbers
- A named account manager and ongoing support
How this works
- 01
Campaign launch and setup
Campaigns are structured for Walmart's own ad mechanics rather than copied from Amazon, starting with the naming convention, because Walmart has no level above the campaign to group them later.
- 02
Bid and budget optimization
Bids, bidding strategy, placement multipliers and device multipliers are managed against the targets agreed at kickoff.
- 03
Walmart-specific reporting
Reporting against Walmart's own metrics and buy-box behavior, kept separate from your Amazon numbers so neither channel masks the other.
- 04
Named point of contact
A personal manager handles communication and support throughout.
What we need from you
- 01Walmart Marketplace and advertising account access
- 02Product catalog and current listing status
- 03Brand registration in Walmart Brand Portal, if Sponsored Brands or Sponsored Videos are in scope
- 04Agreement on target metrics before campaigns launch
Results
A published account we ran on this service. Clients are under NDA, so the numbers are exact and the brands are not named.
Is this a fit?
Good fit
- A fit for brands already selling on Walmart Marketplace, typically alongside Amazon. Scope is quoted per product category.
Questions we get asked
Which Walmart ad types do you run?
The three Sponsored Search campaign types: Sponsored Products, Sponsored Brands and Sponsored Videos. We do not run Walmart Onsite Display, Offsite Media or Store Ads. Those are bought in a separate workspace in Walmart Connect and belong to a different kind of media plan, so if that is what you need we will say so rather than take the account.
Do you have to run our Amazon advertising as well?
No. Walmart can be taken on its own. Most brands arrive with both because they would rather not hand the second marketplace to an agency that never sees the first, but there is no requirement.
Do we need a registered brand?
For Sponsored Products, no. Sponsored Brands and Sponsored Videos are open to eligible brand owners and authorised brand representatives, so the brand has to be registered and verified with Walmart before those campaign types can run.
How do you organise campaigns when Walmart has no portfolios?
With the naming convention, decided before the first campaign is built. Amazon Ads has a portfolio level above the campaign; Walmart Connect has nothing above it, so campaigns arrive as one flat list. Whatever the names carry on day one is the only grouping the account will ever have, which is why we agree it at setup rather than after the fortieth campaign.
Why can I not see yesterday's numbers in Walmart?
Walmart reports with a delay. In normal use the most recent complete day is the day before yesterday, and even that keeps filling in as attributed orders land inside the attribution window. It means a Walmart campaign judged on yesterday is judged on a partial day, so changes are made on the last closed period instead.
What are the minimum bids on Walmart Connect?
Walmart publishes floors that Amazon does not: $0.20 for automatic Sponsored Products, $0.30 for keyword bid Sponsored Products, and $0.50 per match type for Sponsored Brands and Sponsored Videos. The Target ROAS bidding strategy has a separate requirement, a daily budget of at least $50, which the interface states before the strategy can be selected.
Can you target competitors' products the way you do on Amazon?
Not directly. Amazon Sponsored Products can bid on an individual ASIN, a category or a brand. Walmart Sponsored Products has no standard equivalent, so that share of an Amazon plan is replaced by keyword coverage and by Sponsored Brands rather than carried across.
Do you guarantee a ROAS?
No. Too much of the outcome sits outside the advertising account: competition in the category, your pricing, your stock position, and how well the item page converts the traffic it already gets. What is committed instead is narrower and checkable. Targets are agreed before work begins, and every week you get a written account of what changed and why.
Will our Walmart and Amazon results be reported together?
Separately. The two platforms attribute sales differently, Walmart offers 3, 14 and 30 day windows against Amazon's own, and a combined number would let one channel mask the other. You get each one reported on its own terms.
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