If you’re thinking about running ads on Walmart, you’re not alone. The platform’s e-commerce games has grown fast and competitive, so if you’re selling online in the U.S., it’s a marketplace worth your attention (and budget)
Just a heads-up: figuring out Walmart PPC ads can feel a little intimidating at first; getting set up is definitely not a walk in the park. Do you know what kind of ads you should run? Or how much should you spend? Is it even worth the setup?
In this guide, we’ll walk you through how to get started with Walmart PPC ads, from setting things up to making sure your campaign actually performs. Whether you’re testing the waters or just tired of guessing what works, this might be the straightforward walkthrough you’ve been looking for.
For more hands-on support, we also provide Walmart Marketplace Management Services and have a detailed Walmart SEO Strategy Guide and an Intro to Walmart Ad Types.
How to Get Started with Walmart Advertising
Before you can run any ads, you must go through Walmart Connect, which is their official ad platform. Think of this as your pass to getting your products in front of people already shopping on Walmart.com.
Step one: Make sure you have access to Walmart Seller Center and Walmart Ad Center. Without those, you won’t be able to move forward.
Then, figure out how you want to run things. There are two options:
- Self-serve: You’re in charge. You set up, manage, and tweak your campaigns whenever you want.
- Managed services: Walmart’s team handles your ads for you, usually only if you’re spending big bucks.
Most sellers go with the self-serve—it’s faster, cheaper, and gives you full control. Once that’s squared away, it’s time to get into the actual setup.
What Are the Benefits of Advertising on Walmart?
Walmart Connect might not be the first name that comes to mind when sellers think about running ads, but it’s quietly becoming a serious player. Over 120 million people shop on Walmart.com every month, and if you’re selling something they’re looking for, ads help make sure you actually show up.
One of the main perks of putting up an ad on Walmart Marketplace is that the costs aren’t ridiculous. Most sellers see clicks landing somewhere between $0.30 and $0.70, which is a nice change of pace if you’ve been burning cash elsewhere just to get seen.
Also, advertising on Walmart can improve your product’s visibility in search results to rank better organically through higher sales velocity and consumer monitoring and a wide audience demographic with millions of high-intent buyers.
Walmart Marketplace Advertising Eligibility and Spend Requirements
Before you dive into setting up ads, you’ll want to make sure you’re eligible since not every seller on Walmart Marketplace gets access to Walmart Connect right away.
First, your listings need to be live and buyable. If your products are still stuck in “processing” or missing key info like images or inventory, the ad center’s going to be locked until that’s fixed. Also, your account has to be in good standing, meaning no major policy violations or performance issues.
As for budget, Walmart doesn’t force a huge spend, which is great if you’re just testing the waters. That said, they do recommend starting with at least $50 per day if you want to see real results. Anything lower, and your ads might not get enough clicks to even know if they’re working. If you’re planning to go with the managed option, just know that it is usually meant for bigger sellers. We’re talking about a few thousand dollars a month in ad spend. The upside is that you get someone from Walmart’s team running your campaigns for you.
But if you’re doing self-serve, all you really need is a live listing, a decent account standing, and a workable daily budget. Even $50 a day is enough to start testing. Just make sure your listings are retail-ready: good images, solid descriptions, and stock in place, or you’ll end up stuck before the ads even get going.
How to Become a Walmart Marketplace Seller
If you want to start running ads on Walmart, you’ll need to get approved as a seller first. It’s not instant, and Walmart is a bit strict about the paperwork, but once you’re in, you’re in. Here’s how to do it without getting stuck in the application limbo:
- Go to the Walmart Seller Center: Start your application at seller.walmart.com. It’s all done online, and no printing or mailing is required.
- Fill out the application form: You’ll need your business name, tax ID (EID), and basic company info. If you’re using a DBA, make sure it matches your paperwork.
- Upload your documents: This includes tax forms, a voided check or bank letter for payments, and your W-9. Double-check everything; missing or mismatched info is the #1 delay trigger.
- Wait for approval: Walmart will review your application. It usually takes a few days to a couple of weeks, depending on how clean your documents are.
- Prep your listings: Once approved, you can start uploading your products.
Launching Your Product Catalog on Walmart
Once your seller account is good to go, it’s time to get your products live. You’ve got a few ways to upload your catalog: manually (if you only have a handful), via spreadsheet (if you’re dealing with lots of SKUs), or through an API if you’re fancy and integrated.
But uploading is just the start. If you want your products to show up and convert, you have to make those listings work:
- Start with your titles: Add the important keywords, but don’t make it a mess. Keep it readable.
- Bullet points matter: Use them to highlight key features or why your product’s worth the click.
- Descriptions should sell: This is where you tell the story, not just the specs.
- Use great photos: Clear, high-res images (with different angles if possible) go a long way.
Walmart gives you tools to check your listing quality; use them. A strong score helps your products show up more, which is kind of the point, especially once you start running PPC ads. So take the extra time to polish everything before pushing publish. It’ll pay off.
Applying to the Walmart Ad Management Platform
Once your listings are live and looking good, it’s time to get access to Walmart’s ad tools. To do that, head over to Walmart Connect and fill out the application. It’s just a quick form, not some long-winded approval process. Most sellers hear back in a few days.
When your account is approved, you’ll get access to Walmart’s Ad Center. That’s where all the campaign setup and tracking happen. It’s very straightforward if you’re not running a ton of SKUs. But if you’re juggling a bigger catalog or just want to save time, there are third-party tools like Pacvue, Teikametrics, or Kenshoo that can help take a big chunk off your plate.
Intro to Types of Walmart Marketplace Ads
Walmart’s ad setup gives you a few different ways to get in front of shoppers, and choosing the right format depends on what you’re selling, your budget, and how aggressive you want to be. Here’s the rundown:
1. Search In-Grid Ads
- These ads show up in search results alongside regular listings. If someone’s already searching for something like your product, there’s a good chance they’ll see yours and click. This is ideal when you want to drive volume or launch a new product fast.
2. Carousel Ads
- If you have multiple SKUs in the same category (like five versions of the same water bottle), Carousel Ads let you display them all in one scrollable spot. These usually pop up mid-page and are perfect for showing off product variety or bundling similar items.
3. Search Brand Amplifier Ads
- If you’re brand-registered, this one’s for you. These shows: brand names, logos, and a few top products right at the top of the search results. They’re great for brand recognition or to stand out in a specific category.
4. Buy Box Banner Ads
- These ads are a bit sneakier; you show up on another seller’s product page, suggesting your products as an alternative. This can work well if your price or reviews are better.
5. Display Ads
- This is your retargeting option, and it’s done through Walmart’s DSP (Demand Side Platform). These ads can follow shoppers across Walmart.com and even beyond the site. Good for catching people who viewed your listing but didn’t check out or for re-engaging customers during peak sale seasons.
How to Launch Walmart On-Platform Ads
Ready to run your first ad? Here’s how to get it rolling:
- Set your goal: Do you want visibility, clicks, or sales?
- Pick an ad format: Search Ingrid? Carousel? Buy Box? Etc.
- Choose targeting: Go manual (pick your keywords) or let Walmart auto-target.
- Set your budget: Decide on daily and total spend.
- Add your creative: Product images, maybe a logo if needed.
- Review and hit launch: And you’re live.
Tip: Optimize your ads regularly. Keep an eye on your campaign from time to time using the Walmart Ad Reports dashboard, and target important metrics like ROAS, CTR, CPC, and overall conversion rates. Experiment with your creative through A/B testing and optimizing keyword strategies to improve ad performance.
Wrapping It Up: Walmart Ads are Key to Scaling eCom Sales
And that’s pretty much it. Getting started with Walmart ads might feel like a lot at first, but once you’ve launched your first one, it’s really just about keeping things moving. You’ll probably mess with your bids, check what’s working, and change things along the way—it’s normal. Don’t overthink it. Just start, adjust as you go, and give it a bit of time to pick up. If you found this interesting also check out our related articles on Amazon Marketing Strategy Guide and Amazon PPC Ads Guidelines.
FAQ: Setting Up and Optimizing Walmart PPC Ads
What is Walmart PPC advertising?
Walmart PPC lets sellers promote products on Walmart.com and only pay when shoppers click their ads.
How do I start Walmart PPC ads?
Log into Seller Center, go to Walmart Ad Center, choose Sponsored Products, set your budget, and launch your campaign.
What ad types does Walmart offer?
Sponsored Products, Sponsored Brands, and Display Ads.
How much should I budget?
Start with $50–$100/day. Adjust based on performance and goals.
Should I use automatic or manual targeting?
You can use automatic to start, but be very careful with budget waste. Manual targeting tends to deliver better results, but requires more experience.
How does Walmart bidding work?
It’s a first-price auction—you pay what you bid if you win.
How is Walmart PPC different from Amazon?
Walmart has fewer ad types, uses first-price bidding, and shows ads within search results.
How can I optimize Walmart ads?
Use keyword data, adjust bids, pause poor performers, and add negative keywords.
Can I track ROI on Walmart ads?
Yes, via the Ad Center dashboard showing ROAS, sales, and clicks.
Do I need third-party tools?
Not required, but tools like SellerMetrics help automate and scale ads.
