In recent years, the increasingly strict compliance policies and branding operation trends of cross-border e-commerce platforms have made more and more sellers realize that eggs cannot be put in one basket. Multi-platform, multi-channel brand operation will become the general trend in the future.
As the marketing costs of a single platform have risen, smart sellers and brands have discovered the importance of multi-channel integration, and it is not enough to sell products on only one e-commerce platform or DTC website. Selling on multiple channels, sellers can not only increase the exposure of their brands and products, but also bring a more seamless shopping experience to existing customers and potential customers, thereby consolidating a loyal customer base.
There is no doubt that Walmart is one of the largest retail giants in the world. If you want to expand sales channels on e-commerce platforms other than Amazon, Walmart is the best choice for sellers.
According to eDesk data, as of this year, the total number of Amazon sellers has exceeded 9.7 million, and the number of active sellers has reached 1.9 million, and the total number of sellers continues to grow every year. Competition is very fierce, and advertising and marketing costs are also rising.
According to Marketplace Pulse data, Walmart currently has only about 150,000 sellers, and the platform traffic is bursting exponentially, with more than 110 million monthly visitors and the number is still rising. Therefore, the CPC cost for sellers to obtain golden advertising space is very low, which means that Walmart has a broad space for development, and sellers who take the lead in deploying Walmart will gain a first-mover advantage.
In the middle of last year, Walmart and Shopify announced a partnership that will allow Shopify merchants to link their stores to Walmart seller accounts, sync their product catalogs to the platform, and automatically create product listings on Walmart. This will allow independent sellers to seamlessly move to Walmart at zero cost and regain an additional sales channel. This cooperation further enhances Walmart's competitiveness.
How to drive business growth in Walmart stores?
At Walmart, a quarter of all purchases start with a search. Therefore, whether the Sponsored Product ads in Walmart ads can expose the products is very important for sellers. However, as with any e-commerce platform, you need to have a way to keep your business growing.
Sellers may be familiar with how Amazon operates, but adopting the same strategy and approach at Walmart is likely to fall short of expectations. Walmart advertising is different from other platforms, such as implementing first-priced auctions, setting relevancy hurdles for premium in-feed placements, and prohibiting competitor conquesting strategies. )and many more. So, to be successful at Walmart, you need to relearn ad management strategies.
For most brands and sellers, re-learning to use a new ad delivery system requires huge financial and labor costs, not to mention the multi-channel advertising integration makes the situation even more complicated. And using Perpetua's Walmart Smart Ads Optimization Tool can help you lower the learning curve, do all the heavy lifting, and get a first-mover advantage as quickly as possible to achieve your growth goals.
Smart Auto-Optimization of Walmart Ads on Perpetua
On Perpetua, advertisers can use Walmart ad features, including bid shading, share-of-voice reporting and keyword harvesting. The form and logic of advertising varies from platform to platform, so brands and sellers must have a proper plan for each e-commerce platform on which they advertise. Advertisers using Perpetua's Walmart software to implement ad programs can gain a strategic advantage in meeting and exceeding growth goals.
Real-time optimization for first price auctions
Most e-commerce companies use second-price auctions, while Walmart ads use first-price auctions. That said, ads mostly pay for their own bids, which can easily overspend on keywords. Perpetua's ad engine is designed for this type of auction, implementing strategies such as bid masking to ensure your bids are always the most efficient. This, combined with Perpetua's advertising strategy on other e-commerce platforms, allows advertisers to scale while remaining efficient without having to manually set any rules.
Keyword Research and Collection Tools
Advertisers can adjust themselves and choose to automatically collect keywords, collect after a certain number of conversions, or not automatically collect any new keywords at all. In the third case, the advertiser will get a list of keywords that can be added to the delivery target with one click. This in turn allows advertisers to determine the growth method in units of delivery goals.
Advanced Analytics: Impression Share and Organic Position Tracking
Monitoring organic rankings is important on any e-commerce platform, but even more so on Walmart. Advertisers must be in the top 128 organic positions to be allowed to bid on keywords on Walmart. Therefore, knowing whether your ranking is enough to bid for keywords has become an important prerequisite for determining your strategy. In addition to this, Perpetua also provides traffic source reports based on device and ad slot information.
For many brands and sellers, profitable sales growth across multiple e-commerce platforms such as Walmart is a priority, so ensuring the right marketing plan is in place is more important than ever.
Perpetua provides simple, smart solutions for advertisers to improve ad performance, increase online exposure and drive incremental business growth.
Previous：The product has entered a stable period, but the order has not met expectations
Next：Walmart vs Amazon, who is better?
