Your products are top-notch, your pricing is competitive, and your Walmart listings are optimized—but sales still aren’t where you want them to be. You’ve checked all the usual boxes, but something’s missing.
The truth is, relying solely on Walmart’s internal traffic may not be enough. While Walmart shoppers are actively looking for products, there’s an entire audience searching for similar items outside the platform—on Google. That’s where Search Engine Marketing (SEM) comes in.
Understanding SEM (Search Engine Marketing)
Definition and Relevance for Walmart Sellers
Search Engine Marketing (SEM) is a powerful tool that allows sellers to promote their products through Google Shopping Ads. This tool is directly integrated into the Walmart UI, making off-site Google Shopping Ads easy to set up.
By utilizing SEM, Walmart sellers can reach customers who are searching for products on Google Shopping. Leveraging this tool not only enhances visibility but also drives targeted traffic directly to Walmart listings, increasing the listing's overall ranking. By tapping into external search engines, sellers can expand their reach and attract more potential buyers to their offerings on Walmart.
As this is a Walmart program, the attribution is accurate, which truly helps understand the campaigns’ effectiveness.
👉🏼 Read here the Walmart Search Engine Marketing (SEM): Program overview
How to Set Up a Campaign
Setting up an SEM campaign in the Seller Center is straightforward. The SEM program was designed with a simple infrastructure, making it easy to use for the everyday seller. Unlike standard Walmart Connect ads (or ads on other platforms), SEM ads are limited to only a few choices: Item Selection, Date Range, and Budget. These make SEM a quick setup with simple optimizations.
Leveraging this program correctly is a great way to boost sales with limited time spent.
Steps to Create a Campaign:
1. Start Your Campaign
Go to the Advertising Dashboard, open the Search Engine Marketing tab, and click "Create New Campaign." If it's your first time, you’ll need to accept Walmart’s Terms of Service before proceeding.
2. Choose Your Products
Select top-performing products that meet these criteria:
✔ Strong sales history
✔ High offer listing quality
✔ Competitive pricing
✔ Walmart-recommended items
✔ Sufficient inventory
3. Bulk Upload for Efficiency
Manually add products or upload in bulk using Walmart’s template. Simply download, complete, and submit for a faster setup.
4. Set Your Budget
Click "Get Forecast" after selecting your items. Walmart will estimate potential performance, but adjustments may be needed as your campaign runs.
5. Finalize Campaign Details
Under "Campaign Details," set a name, budget, and date range. Start with a manageable budget but avoid setting it too low, as this can limit reach and performance.
Understanding the Algorithm: Learning and Optimization Phases
After launch, your campaign progresses through two key phases:
1. Learning Phase (7-10 Days)
The initial stage is where the algorithm tests and analyzes item performance and different bidding strategies. Expect fluctuations in impressions, clicks, and ROAS as it gathers performance data.
2. Optimization Phase
Once the learning phase concludes, the algorithm prioritizes high-performing products, increasing bids where needed while cutting spending on underperforming items. This leads to better efficiency and sales growth.
Best Practices for SEM Campaigns Success
✅ Monitor Performance – Track impressions, clicks, and ROAS to refine your approach.
✅ Leverage Seasonal Trends – Adjust budgets around peak shopping periods like Black Friday or holiday sales.
✅ Test Different Products – Experiment with various items to uncover new high-performing categories.
✅ Optimize Listings – Improve titles, images, and descriptions to boost engagement and conversions.
✅ Learn & Adapt – Analyze campaign results and shift budget toward winning products.
By following these steps, you can effectively leverage Walmart SEM to increase product visibility and drive more sales.
Final Thoughts: Drive External Traffic, Boost Sales
Walmart’s SEM is a simple, powerful way to drive targeted traffic, enhance product visibility, and increase sales. With quick setup, automated bidding, and precise attribution, you can drive more shoppers to your listings and increase conversions. SEM is a valuable tool for expanding your reach beyond the Walmart marketplace.
For a deeper dive into SEM strategies and other essential techniques for success on Walmart Marketplace, download our free eBook: "Navigating Walmart Success: Essential Techniques for Listing, Advertising, and SEM." Get expert insights and actionable tips to refine your approach and scale your business.
Test, optimize, and scale— Now you know how to start!
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