How Targeted Advertising & Listing Optimization Boosted Sales for a Walmart Seller: Case Study

Introduction

This case study explores how targeted advertising and strategic listing optimization led to significant sales growth for a Walmart seller. The focus was on creating effective listings, launching impactful advertising campaigns, and addressing various challenges to improve overall performance on the Walmart marketplace.

Challenges

1. Listing Creation: Developing product listings from scratch on Walmart.
2. Campaign Initiation: Effectively launching and managing advertising campaigns.
3. Low Ratings: Overcoming issues related to low product ratings.
4. Listing Quality Issues: Addressing problems identified in the Listing Quality Dashboard.
5. Content & Discoverability: Enhancing product visibility and content relevance.
6. Late Shipment Rates: Reducing the incidence of late shipments.
7. Seller Response Rate: Improving response times to customer inquiries.
8. Walmart Bazaar: Navigating the complexities of Walmart’s Bazaar.

Implemented Solutions

1. Listing Optimization:

• Created and optimized product listings.
• Added videos to enhance engagement.
• Registered the brand with Walmart Brand Registry.
• Developed a dedicated storefront.
• Implemented the Review Accelerator Program.
• Offered promotional pricing to drive initial sales.

2. Advertising Strategy:

February 2024: Launched targeted advertising campaigns.

• Auto and Manual Campaigns: Focused on Sponsored Product Campaigns.
• Sponsored Brand Campaign: Utilized video content and targeted high-search volume keywords.
• Sponsored Video Campaign: Employed additional video content for high-search volume keywords.

Implemented aggressive bidding initially and optimized listing content with high-search volume keywords.

Enabled weekend delivery to address late shipment issues.

PPC Campaign Execution

• January 2024: No PPC campaigns were active.

• February 2024: Introduced Auto and Manual Campaigns, including Sponsored Product, Sponsored Brand, and Sponsored Video Campaigns. This led to increased impressions and clicks, resulting in the first sale through PPC after two weeks.

Results

• Sales Increase: Achieved a sales increase from $0 to $3,853.50 within 90 days, with a TACOS of 4.9%.

• Improved Visibility: Targeted ads drove more traffic to the client’s product listings.

Key Strategies:

• Keyword Optimization: Utilized high-search volume keywords for improved visibility.
• Competitive Analysis: Refined ad strategies based on market trends and competitor insights.

Ongoing Monitoring & Adjustments

• Continuously monitored and adjusted campaigns to optimize performance.
• Ensured sufficient inventory to meet increased demand.
• Created a Walmart Shop to further maximize conversions.

Post-Campaign Performance

• May 2024: Achieved sales of $12,098.75 with a TACOS of 6.23%.

• June 2024: Reached sales of $29,615.60 with an ad spend of $4,335.53 and an ACOS of 14%

• Overall sales for June were $44,716.79, with a ROAS of 10%.

Conclusion

The implementation of targeted advertising at Walmart significantly increased sales and enhanced brand visibility. By combining optimized listings, strategic PPC campaigns, and ongoing performance monitoring, the Walmart seller achieved substantial business growth. This case study underscores the effectiveness of a well-rounded advertising approach on Walmart’s platform for driving sales and improving overall performance.