For those of us immersed in the world of eCommerce, it’s easy to forget that Walmart remains the largest overall US retailer. While Amazon remains the frontrunner in retail media, Walmart Connect, Walmart’s advertising arm, is continually improving the user experience and optimizing results for advertisers. With the rollout of Walmart’s Display Advertising API, advertisers can now effortlessly create and manage Onsite Display campaigns directly in the Pacvue platform.
What is Walmart Onsite Display?
It’s important to note that the Walmart Onsite Display ad type has been around for a while – it’s the new Display Advertising API integration with Pacvue aspect that makes this an exciting option for brands and agencies to expand Walmart advertising strategies. Until recently, Walmart offered Onsite Display ads exclusively through a managed service.
As Onsite Display ads are highly influential and distinct from Sponsored Search, this integration represents an opportunity for brands to take firm control over their Walmart advertising strategy with higher margins and flexibility. Most importantly, now that you can manage Onsite Display campaign ads directly in Pacvue, you can streamline workflows, unlock advanced audience targeting tools, and take action with advanced reporting insights all in one platform.
Key Features and Capabilities Exclusively Available in Pacvue
As one of the first beta partners to launch Walmart Connect’s Onsite Display Campaign management, Pacvue’s offering introduces improvements to the core functionality, enhanced capabilities, and additional options to how users approach their workflows.
With comprehensive campaign management now in Pacvue, you can now seamlessly create, adjust and manage Onsite Display campaigns alongside Search campaigns, including attributes, item sets, creatives and targeting. Batch updates allow for quick modifications across multiple campaigns, saving time and reducing manual errors for advertisers.
Pacvue also unlocks advanced optimization tools to help advertisers maximize campaign efficiency on Walmart Onsite Display campaigns. For example, Budget Manager gives effortless budget control across campaigns, allowing advertisers to manage campaigns at profile, tag, and sub-tag levels. Adjustments are calculated with similar flexibility, such as by value or percentage.
Dayparting is another key optimization feature now available to Onsite Display advertisers in Pacvue, allowing time-controlled budget allocations. Dayparting can be assigned to adjust automatically based on performance data, along with additional levers of customization and control, like the ability to create reusable plans to keep throughout all campaigns.
Lastly, advertisers can gain insights into Onsite Display campaign performance with detailed reports integrated into My Report. Pacvue’s reports offer additional data to help you understand how your audiences are engaging with your display ads, the effectiveness of your campaigns, and the sales impact they’re having on your bottom line.
Why Advertisers Should Launch Walmart Onsite Display Ads
As with any new functionality, it’s important to evaluate it holistically. While driving a smaller percentage of overall eCommerce activity than Amazon, Walmart Connect has consistently delivered strong results. For example, in Q4 of 2024, Walmart outperformed Amazon on the basis of cost per click ($.72 vs $1.94) and ROAS ($7.71 vs $3.67.) A metric most relevant to display is eCPM, where Walmart ($5.95 vs $9.29) effectively represents a 36% lower cost for impressions.
While the results of Walmart Connect Sponsored Brands and Sponsored Products won’t transfer one-to-one to that of Display campaigns, this provides valuable insight since the ad types operate together in a cohesive strategy. Walmart Onsite Display is part of a full-funnel marketing approach that complements Walmart’s Sponsored Search advertising and helps advertisers reach new audiences.
Leveraging Walmart Onsite Display campaigns allows advertisers to target high-value customers earlier on in their buyer journey, expand reach to new segments, and improve retention. Walmart might not reach the same online sales volume as Amazon, but there is certainly much value to be unlocked in its advertising platform
Best Practices Getting Started with Walmart Onsite Display Campaign Management in Pacvue
When starting with Onsite Display ads, it’s important to have the proper testing strategy lined up to prevent wasted spend, eliminate back-tracking, and make reporting as clean as possible. While there will always be room for improvement, it’s important to understand your brand’s specific best practices within targeting, budgeting, and ad creative, three aspects that often synergize when building campaigns.
An important callout is that unlike Walmart’s Onsite Display Managed Service, which requires a $300K annual minimum spend, Walmart Onsite Display via an API partner has no minimum spend requirement. This provides greater flexibility for advertisers to test and scale their investments based on performance.
Explore your options within each of these elements, then use your intuition to mix and match different strategies and analyze how these experiments play out.
Launching a Walmart Display Campaign
Let’s look at an example: using behavioral targeting to reach high-intent shoppers. This type of targeting is a great way to make an initial campaign impactful since it’s likely that the display ads will see more engagement. The difficulty comes from managing the budget, making sure these high-intent shoppers aren’t using up all your ad spend. This can be accomplished by starting with a limited daily spend cap, launching other campaigns concurrently for an initial “testing period”, as well as with bid automation software that follows a set of automated rules.
This strategy can be expanded upon with additional parameters, like customer attribute targeting, that can be leveraged to personalize the ad creative within subsequent campaigns. This sort of segmentation is particularly appealing to CPG brands with several product lines, where plenty of testing can be done to match different brands to different audiences.
Wrapping up
The launch of Walmart Onsite Display campaign management via Pacvue will open the door for more brands to start experimenting with onsite display alongside search campaigns. For marketers who take the time prepare campaigns using best practices, and who leverage additional capabilities provided by Pacvue, the opportunities presented by Walmart Display Self-Serve are fully up for grabs.
Looking to get started on the right foot? Book in time with a Walmart Display expert to learn more.
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