Walmart PPC Audit: 8 Steps to Audit a Walmart Ads Account
Running successful Walmart advertising campaigns takes more than just setting them up—it requires ongoing optimization. A Walmart PPC (Pay-Per-Click) audit is key to ensuring your ad campaigns are delivering the best performance and your budget is well spent. Regular audits help you uncover missed opportunities and areas for improvement, allowing you to fine-tune your campaigns for better results.
In this blog, we’ll guide you through eight essential steps to audit your Walmart Ads account effectively. From analyzing your campaign structure to optimizing ad performance, these steps will help you get the most out of your Walmart PPC campaigns and cut down on wasted ad spend.
1. Evaluate Walmart PPC Advertising Campaign Structure
A well-organized campaign structure is essential to getting the most out of your Walmart PPC campaigns. It simplifies the management process and ensures that your budget is being used wisely. When auditing your Walmart advertising account, start by examining the overall structure of your campaigns.
First, make sure you have distinct campaigns for different product types or categories. This helps you tailor your targeting and ad spend to specific groups, allowing for more precise optimization. If your campaigns are cluttered with too many unrelated products, you risk diluting the performance of your ads and wasting your budget.
Similarly, pay attention to the number of products in each ad group. Overstocking ad groups with too many items can make management difficult and hinder performance. A more manageable number allows for better control and optimization.
It’s also important to monitor the number of keywords or targets in each ad group. If you have too many, you could be spreading your budget too thin. Focusing on a balanced keyword or product target count ensures that your campaigns perform efficiently and can be optimized more easily.
2. Campaign-Type Utilization and Performance
Walmart offers multiple advertising options, such as Sponsored Product ads, Display Ads, Search In-Grid Ads, Native Banner Ads, and Brand Ads. Each ad type is designed to serve different stages of the buyer’s journey, and a comprehensive audit should examine how effectively these ad types are being utilized.
Start by analyzing the performance of each ad type in your campaigns. Look at key metrics like conversion rate, click-through rate, ad spend, return on ad spend (ROAS), and total ad sales. This will give you an understanding of how well each ad type is contributing to your overall advertising goals.
If certain ad types, such as Sponsored Products or Sponsored Brands, are consistently delivering strong results and you’re not using them for some product lines, this is a missed opportunity. Expanding these high-performing ad types to other relevant products can help drive more traffic and conversions.
On the flip side, if some ad types are underperforming in terms of conversion or ROAS, it may be time to reassess their use. Reducing budget allocation to these ads and redistributing the funds toward more effective ad types can improve overall campaign efficiency. A detailed look at which ad types work best for specific products or categories will also help you tailor your Walmart advertising strategy and ensure you’re maximizing ad spend across all available options.
3. Match Type Utilization and Performance
Walmart PPC campaigns offer various keyword match types, including exact match, broad match, and phrase match. Each of these match types plays a different role in how your ads are triggered in search results. Exact match keywords ensure your ads appear for highly relevant searches, while broad match helps capture a wider audience. However, broad match keywords can sometimes result in wasted ad spend if they attract irrelevant traffic.
When conducting your Walmart PPC audit, analyze how each match type is performing. If your exact match keywords are driving more sales, consider increasing bids for those. Alternatively, if broad match keywords are underperforming, you may want to refine your keyword strategy to focus on more relevant terms. Balancing all match types ensures you’re reaching the right customers while maintaining cost efficiency.
4. Evaluate Wasted Ad Spend
One of the main goals of a Walmart Sponsored ads audit is to identify areas where ad spend is being wasted. Wasted ad spend occurs when you pay for clicks that don’t lead to sales, which can drain your budget and lower overall performance. Start by reviewing your target list to identify keywords generating clicks without conversions. These low-performing keywords should either be paused or have their bids reduced.
Another way to minimize wasted ad spend is by building a strong negative keyword list. Negative keywords prevent your ads from appearing for irrelevant searches, saving you money. Regularly monitor keyword performance, ideally on a weekly basis, to adjust bids and optimize campaigns. By reducing wasted ad spend, you can allocate more budget to the keywords and ads that drive actual sales revenue.
5. Target Harvesting Opportunity
Target harvesting is a strategy to refine and expand your keyword targeting by shifting high-performing search terms to more precise or exploratory campaigns. Start by reviewing your search term report to identify which search terms have generated orders in your discovery campaigns, such as those using broad or phrase match or auto-targeting. These terms present an opportunity to move into more focused, efficiency-driven campaigns.
By transferring successful search terms to exact match campaigns, you can better control your ad spend and improve conversion rates by targeting shoppers who are more likely to make a purchase. At the same time, to continue discovering new keyword opportunities, you can take these successful search terms and move them to broader match types, such as broad and phrase, to find related search terms that may also drive conversions.
6. Placement Performance and Optimization
Walmart ads can appear in various placements, such as search results and product detail pages, near buy box, etc and Walmart allows you to adjust bids for each placement accordingly. Begin by reviewing the performance data for each placement, focusing on key metrics like conversion rate, click-through rate, and return on ad spend (ROAS). Identify which placements are delivering the best results and which are underperforming.
Based on this analysis, you can adjust your bids to increase visibility in high-performing placements while reducing spending on less effective ones. This helps ensure that your ads are being shown in the most impactful spots, ultimately improving your overall ad performance and maximizing your return on investment.
7. Bids Optimization
Bidding plays a crucial role in any PPC campaign’s success. During your Walmart PPC audit, review your current bids to ensure you’re not over- or underbidding for important keywords. If a keyword is performing well and driving sales, consider bidding higher to capture more impressions and user clicks. It will help you increase sales. On the other hand, reduce bids for underperforming keywords to avoid wasting your budget.
Bids should be reviewed and optimized regularly, especially for competitive keywords. Ensure to bid higher while ensuring your profitability. Using Walmart’s automated bidding tools can help streamline the process and ensure you’re always bidding competitively. However, manual bid adjustments can still be beneficial when dealing with high-priority keywords. Balancing automated tools with manual oversight ensures optimal campaign performance.
8. Evaluate Impression Share for Important Keywords
Impression share measures the percentage of times your ads appear out of the total possible impressions. Monitoring impression share for your most important keywords helps you understand how competitive you are in the Walmart marketplace. If you have a low impression share for crucial keywords, you’re likely missing out on potential sales. This is especially important when running ads for high-demand products or brands.
To increase impression share, consider increasing your bids or adjusting your budget allocation for important campaigns. However, make sure the keywords you’re focusing on are actually driving conversions. Prioritizing high-converting keywords ensures that your increased visibility translates into more sales and higher return on investment (ROI).
Conclusion
A successful Walmart PPC audit involves a thorough review of your advertising campaigns, keyword performance, ad placement, and bidding strategy. By following these eight steps—evaluating your campaign structure, reviewing match types, reducing wasted ad spend, harvesting new keywords, optimizing placements, adjusting bids, and improving impression share—you can ensure your Walmart Ads account is optimized for success.
In today’s competitive retail landscape, reaching the right audience at the right time is crucial for success. Walmart’s Demand Side […]
In today’s fast-paced eCommerce landscape, shoppers demand speedy delivery. Walmart has responded by offering 2-day shipping, giving sellers on the […]
Running successful Walmart advertising campaigns takes more than just setting them up—it requires ongoing optimization. A Walmart PPC (Pay-Per-Click) audit […]
Are you ready to tap into the massive potential of Walmart Marketplace? With millions of daily visitors and a loyal […]
In the world of e-commerce, Amazon and Walmart reign supreme, dominating the retail landscape. These two giants offer vast opportunities […]
Are you a brand owner struggling to maintain control over your products on Walmart? The Walmart Brand Portal is here […]
Are you dreaming of a passive income stream from your Walmart store? The allure of an automated Walmart store with […]
Are you a seller looking to tap into the massive market of private-label brands? Walmart, one of the world’s largest […]
Tired of your Walmart products getting lost in the shuffle? In this blog post, we’ll dive into the essential strategies […]
Ever wondered why some Amazon sellers seem to have a magic touch with product bundles? It’s not luck—it’s strategy. Bundling […]
If you’re a Walmart seller looking to grow your business through retail media, Walmart Connect could be a game-changer. But […]
If you’re an Amazon seller, you may have noticed a portion of your inventory marked as “reserved” without knowing exactly […]
Have you ever wondered what managing your own Amazon orders is like? Switching from Fulfilled by Amazon (FBA) to Fulfilled […]
Walmart Marketplace offers an exciting opportunity for sellers to reach a vast audience by listing their products on Walmart’s platform. […]
Selling products on online marketplaces has become a vital strategy for businesses to reach more customers. If you’re looking to […]
Are you a Walmart seller aiming to improve your visibility and sales? In this blog, we will explore Walmart SEO, […]
As an Amazon brand owner, maintaining control over your product listings is essential to protect your brand’s reputation and customer […]
Introduction Tired of losing out on Walmart sales to competitors? Want to know the secret to consistently winning the Buy […]
Are you an Amazon seller wondering what the IPI score is and how it affects your business? Look no further! […]
Introduction Starting an Amazon subscription box business presents a unique opportunity to tap into the growing trend of curated, recurring […]
Thinking about using Fulfillment by Amazon (FBA) to sell on the Amazon marketplace? Awesome! But before you box up your […]
Thinking about using Fulfillment by Amazon (FBA) to streamline your Amazon business? While FBA offers a convenient way to store […]
For FBA sellers, the Amazon Buy Box is the holy grail of product visibility. But with constant algorithm updates and […]
Have you ever wished you could offer customers pre-made packages of complementary products without the hassle of physically bundling them […]
Have you ever wanted to create a more branded and engaging presence for your products on Amazon? An Amazon storefront […]
When selling products on Amazon, it is crucial to follow their packaging requirements, rules, and guidelines. Proper packaging ensures that […]
A/B testing on Amazon can significantly enhance your product listings and boost sales. This method, also known as split testing, […]
Have you ever browsed Amazon and stumbled upon a product with a little blue badge that reads “Amazon’s Choice”? It […]
Introduction Selling on Amazon can be a great way to get your products out there. But once someone buys your […]
Ever feel like you’re missing something in your Amazon PPC Search Terms report? You might be! Sure, they show what […]
Amazon can be a fantastic platform to reach new customers, but keeping your virtual shelves stocked can get tricky. That’s […]
Navigating Amazon as a new seller can be tough, but there are tools and programs available to help. Amazon’s Launchpad […]
Have you ever scrolled through an Amazon search result page and noticed product recommendations nestled alongside the standard listings? These […]
Finding time for yourself while selling on a competitive marketplace like Amazon can be challenging. As a seller, your main […]
Starting an E-commerce business has become quite easy with Amazon, but it also brings heavy competition. Millions of Amazon sellers […]
As an Amazon seller, you know the importance of getting your products seen. But with millions of listings, how do […]
Ever scrutinized an Amazon product page and noticed the cryptic “Sales Rank”? Wondering what it means and how it impacts […]
Millions of products compete for customer attention on Amazon’s search results page, making it tough for your brand to stand […]
Are you selling products on Amazon and looking to increase your sales? This blog is for you. We’ll share tips […]
Are you an Amazon seller looking to boost your brand visibility and profitability? Are you feeling stuck in the cycle […]
Ever wonder what drives your online shopping habits? Perhaps a captivating product description, or an eye-catching professional photo? As it […]
For any seller on Amazon, understanding the A9 algorithm is crucial for success. This complex algorithm dictates which products appear […]
Are you an Amazon seller looking to turn those single purchases into recurring revenue? Look no further than the Subscribe […]
Amazon has become a go-to platform for all e-commerce business owners to launch and scale their e-commerce brands online. But […]
Mother’s Day, a time to celebrate the incredible women who raised us, is a prime opportunity for Amazon sellers to […]
In the ever-competitive landscape of Amazon, ranking high in organic search results is crucial for driving sales. While you might […]
If you’ve ever found yourself scratching your head over Sessions and Pageviews on your Amazon business reports, you’re not alone. At […]
Amazon is a massive marketplace, attracting millions of customers with diverse needs, preferences, budgets, and mindsets for shopping. To effectively […]
With Amazon boasting over $575 billion in retail sales for 2023, it’s no wonder so many sellers flock to its […]
Advertising on Amazon through pay-per-click campaigns can significantly enhance product visibility and sales for sellers. However, mastering Amazon PPC, with […]
Have you heard of the terms copyright infringement and plagiarism? If so, then Amazon Brand gating won’t be unfamiliar to […]
If you are running ads on Amazon, you’ll come across a sea of data in your advertising console. But does […]
Have you heard of the terms copyright infringement and plagiarism? If so, then Amazon Brand gating won’t be unfamiliar to […]
In the fast-paced world of e-commerce, where shoppers are bombarded with choices, standing out on platforms like Amazon is paramount […]
Are you planning to start an Amazon FBA store? If so, you’ll encounter a unique term – FNSKU. This seemingly […]
Introduction As an Amazon seller, you understand the power of reviews. They’re the lifeblood of trust and conversion on the […]
Are you struggling to get Amazon reviews on your product? Well, you are not alone! Reviews are the backbone of […]
Are you tired of bland Amazon product listings failing to grab attention? In today’s competitive online marketplace, standing out is […]
As an Amazon seller, understanding how your brand performs throughout the customer journey is vital for success. However, until recently, […]
As an Amazon seller, optimizing your business and maximizing profits relies heavily on data analysis. One invaluable tool for gaining […]
Are you struggling to get noticed on Amazon’s massive platform? Do your products get lost in a sea of similar […]
For any Amazon seller getting into the world of sponsored advertising, understanding the Advertising Cost of Sale (ACoS) is crucial. […]
A well-executed product launch on Amazon can be the key to unlocking success and gaining a competitive edge. As the […]
In the ever-evolving landscape of e-commerce, distinguishing between keywords and search terms is vital for optimizing product visibility and driving […]
Ever felt like you are throwing darts in the dark when it comes to your marketing efforts outside Amazon for […]
Amazon, the e-commerce giant, has successfully concluded a robust business year with outstanding performance in quarter 4. The most recent […]
Picture this: you have a great product on Amazon, but it’s not selling well despite having attractive images and a […]
The advertising landscape is evolving, and viewers are rapidly migrating from traditional cable TV to streaming platforms. This presents a […]
Feeling lost in the Amazon discount jungle? Struggling to reach the right customers and entice them to make the purchase? […]
Are you losing your product in the deep ocean of Amazon product listings? Want your product to stand out, rank […]
For years, Amazon sellers were in the dark. They couldn’t see what keywords customers were using to find their products, […]
Selling on Amazon can be tough with so many others doing the same in your category. That’s why it’s super […]
For Amazon sellers, understanding their customers has often felt like navigating a maze without a map. The missing link? A […]
Have you ever felt like your Amazon advertising campaigns are lost in a tangled jungle of keywords? You’re not alone. […]
When did you last give your Amazon PPC account a checkup? Regular Amazon PPC audits are crucial to ensure the […]
Embarking on the path of online selling? If so, you’re likely aware that Amazon is your ultimate destination. With a […]
Ever felt like your product is lost in the vast Amazon jungle? You’re not alone. With millions of shoppers actively […]
Amazon Sellers selling on the Amazon marketplace usually utilize Amazon advertising without keeping a close eye on the TACoS metric. […]
The rush of Black Friday and Cyber Monday might be over, but the opportunity for continued sales growth extends beyond […]
In the fierce Amazon advertising domain, where competition rises and costs increase, understanding and keeping track of the right metrics […]
Have you ever felt the frustration of campaigns going out of budget, leading to missing out on potential sales, or, […]
Amazon PPC campaigns can be a powerful tool for driving traffic and sales to your products. However, without proper structure, they […]
The Amazon Cyber Monday and Black Friday sales week is just around the corner. It’s no secret that this marks […]
Whether you are creating a new advertising campaign or optimizing existing ones, doing it manually from the Amazon ad console […]
Want to know what search terms people use to visit or purchase your product on Amazon? If yes, you’re in […]
When you are spending dollars or even more to get a click on your Amazon ads, you want to ensure […]
Are you an Amazon seller looking to maximize your profits and minimize your advertising costs? If so, you’re not alone. Many […]
Are you exclusively relying on traditional metrics such as CTR, CPC, CVR, or ROAS to make your campaign optimization decisions? […]
Navigating the ever-evolving landscape of Amazon’s online marketplace is essential for any seller looking to thrive on the platform. Among […]
As the holiday season approaches, businesses are gearing up for the highly anticipated Q4 rush. To ensure a successful Q4, […]
Do you regularly review your Amazon advertising reports? If not, you may be missing out on numerous opportunities. Amazon […]
Whether you’ve just launched a new product or have been selling on Amazon for a while, advertising on the platform […]
Amazon PPC bidding strategies that you choose play a significant role in the success of your Amazon Ads campaigns. As […]
Have you ever heard of a “catch-all campaign”? This single campaign can generate extra sales for you at a very […]
Amazon Prime Day is one of the largest global e-commerce sales events, attracting millions of customers worldwide. But how do […]
Are you looking to boost your brand’s visibility and drive more sales on Amazon? Look no further than Amazon Sponsored […]
Succeeding on Amazon in 2023 isn’t easy. Just listing your products and hoping for the best won’t work anymore. You […]
Are you bidding the same amount for all your ad placements on Amazon? If yes, then you’re missing out on […]
Whether you are looking to boost product discovery or target audiences further down the sales funnel who have already engaged […]
We, at Adbrew catalyze millions of dollars of ad spend monthly through our platform, with Sponsored Product Ads being the […]
Do you want to know how many clicks you should give a search term before adding it as negative in […]
Think of your product listing as a guiding light on the Amazon marketplace. It’s your chance to grab attention, tell […]
It is no longer a secret that shopping behavior on Amazon varies over the day. This is the reason why […]
Are you struggling to get the most out of your advertising budget on Amazon? Do you find that your campaigns […]
Ever run an Amazon Ad campaign and wondered why some sales weren’t directly linked to the products you advertised? That’s […]
If you’re managing Amazon PPC ads, it’s essential to have an effective and organized approach for target harvesting and movement. […]