Intro to Walmart Ad Types: All Advertising Formats Explained

Walmart Marketplace has rapidly grown into a formidable competitor to Amazon, making it a critical advertising channel for US eCommerce brands. If you’ve only ever advertised on Amazon, Walmart’s ad system might feel unfamiliar, but it’s full of opportunity.

Effectively advertising on Walmart helps significantly boost visibility, drive sales, and position your products prominently before millions of shoppers each month.

This detailed guide explains each Walmart Connect advertising format, providing tactical insights, strategic guidance, and performance benchmarks to help you select and optimize the right ad types for your specific goals. Whether you’re just getting started or ready to scale, understanding Walmart ads is half the battle.

For seller looking for more hands-on support we also provide Walmart Marketplace Management Services and we also have more resources on Walmart marketing such as our Walmart SEO Strategy Guide and a tutorial on How to Advertise on Walmart.

Walmart Connect Ad Types Explained

Walmart Connect offers a robust array of advertising solutions tailored to diverse marketing goals:

• Search In-Grid Ads
• Carousel Ads
• Search Brand Amplifier Ads
• Brand Amplifier Ads
• Buy Box Ads
• Display Ads

Understanding each format’s unique strengths and best use cases is essential for achieving your desired outcomes.

When to Use Which Walmart Ads

Use this section like a quick cheat sheet—match your campaign goal to the right ad type, and you’re off to a strong start. Selecting ad formats depends heavily on your campaign objectives:

• Maximizing ROAS (Return on Ad Spend): Prioritize Search In-Grid Ads and Buy Box Ads, which directly drive conversions.
• Brand Building & Awareness: Leverage Brand Amplifier Ads, Carousel Ads, and Search Brand Amplifier Ads.
• Retargeting & Re-engagement: Employ Display Ads to reconnect with previous visitors or cart abandoners.

Search In-Grid Ads: Specs & Tactical Use Case

Search In-Grid Ads are among the most accessible and effective advertising formats available through Walmart Connect, particularly suited to smaller sellers or brands new to advertising on Walmart. 

Due to their cost-effectiveness and straightforward targeting approach, these ads offer an excellent starting point for brands aiming to generate immediate visibility and sales without needing significant upfront investment. It’s the ‘starter pack’ of Walmart ads—low risk, high potential.

Unlike premium formats like Brand Amplifier or Display Ads, Search In-Grid Ads generally have lower cost-per-click (CPC) rates, typically ranging between $0.30 and $0.70. This makes them especially appealing for sellers operating with tighter marketing budgets who seek tangible results quickly. 

Moreover, because these ads appear directly within Walmart’s search results, they reach customers who are actively searching for specific products, leading to higher conversion rates compared to broader, brand-awareness-focused ad placements.

To maximize the effectiveness of your Search In-Grid Ads, it’s crucial to adopt a meticulous approach to optimization. Begin by conducting comprehensive keyword research to identify both high-intent search terms and less competitive keywords that align closely with your product offerings. 

Using a blend of exact-match and phrase-match keywords can help ensure your ads reach highly relevant searches while maintaining budget control. Additionally, incorporating negative keywords—search terms unrelated to your products—will prevent wasted clicks and further enhance your return on investment (ROI).

• Tactical Use Case: Highly recommended for sellers with modest budgets looking for immediate sales traction, especially effective during product launches or short-term promotions.
• Performance Benchmarks:
  • CPC: $0.30–$0.70
  • CTR: 1.5%–3.5%
  • Conversion Rates: 7%–15%
• Optimization Tips:
  • Regularly review keyword performance and adjust bids accordingly.
  • Utilize both exact-match and phrase-match keywords to target highly relevant searches.
  • Incorporate negative keywords to prevent irrelevant clicks and reduce wasted spend.
  • Continuously test ad copy and product images to improve CTR and conversions.

Carousel Ads: Specs & Tactical Use Case

Got great product photos? This is your time to shine.

Carousel Ads represent an engaging, visually driven advertising format ideal for brands that have multiple complementary products or variations to showcase. This ad type appears prominently on Walmart’s search and category pages, enabling brands to highlight several products simultaneously within a single scrolling unit. They’re also great for telling a visual story especially for seasonal bundles or themed collections.

Due to their visual nature, Carousel Ads are particularly effective for brands with appealing product images, consistent branding, and a strong catalog. 

While Carousel Ads may require slightly higher budgets compared to Search In-Grid Ads—typically with CPC rates ranging between $0.40 and $0.80—they offer excellent potential for driving increased customer engagement and brand awareness. 

Small to mid-sized sellers can effectively utilize these ads if they strategically select products that have strong visual appeal, good customer reviews, and competitive pricing. For newer or smaller sellers, starting with a carefully curated selection of top-performing or flagship products can optimize budget efficiency and generate the best return on ad spend (ROAS).

To fully capitalize on the strengths of Carousel Ads, optimization is crucial. Begin by ensuring your product images are of exceptional quality, clearly showcasing product details and key selling points. Including attractive, competitively priced items within your carousel can boost click-through rates significantly. 

Regular testing and adjustments are vital; experiment with product order within the carousel to identify the sequence that maximizes engagement and conversions. Pay attention to performance metrics such as CTR and conversion rates, using these insights to refine your strategy continually.

Another tactical optimization tip is aligning Carousel Ads with specific seasons or promotional events, such as holidays or sales periods. Seasonal or promotional themes can capture shopper attention more effectively, leading to increased conversions and greater ROI.

In summary, Carousel Ads are ideal for brands ready to invest slightly more in advertising budgets and who want to leverage the visual strengths of their product offerings. With careful product selection, strong imagery, and diligent testing, these ads can significantly enhance customer engagement and drive consistent sales growth on Walmart Marketplace.

• Tactical Use Case: Highly effective for showcasing multiple products or seasonal collections. Excellent for cross-selling and upselling.
• Performance Benchmarks:
  • CPC: $0.40–$0.80
  • CTR: 2%–4%
  • Conversion Rates: 5%–12%
• Best Practices: Feature products with strong reviews and competitive pricing. Regularly test product orders within the carousel for optimal CTR.

Search Brand Amplifier Ads: Specs & Tactical Use Case

Search Brand Amplifier Ads represent a powerful, strategic advertising format, specifically tailored to brands aiming to significantly elevate their visibility within Walmart’s search results. 

Situated prominently at the top of relevant search pages, these ads showcase your brand logo, a customizable tagline, and a selection of multiple products, effectively combining branding power with direct product exposure. You’re essentially paying for VIP placement—front row, center stage.

Due to their premium positioning and comprehensive branding elements, Search Brand Amplifier Ads typically attract higher cost-per-click (CPC) rates, commonly ranging between $0.70 to $1.50. Because of this investment, they are often better suited for brands with moderate to large marketing budgets that can consistently fund and optimize such placements. 

Smaller sellers just beginning their advertising journey on Walmart may initially find these ads challenging to justify, given the higher upfront spend required. However, for small-to-medium-sized brands looking to rapidly grow their marketplace presence, the investment can deliver substantial returns through increased brand recognition and enhanced consumer trust.

Optimizing Search Brand Amplifier Ads involves a deliberate strategy focusing on both branding and conversion elements. Carefully select products to feature prominently—those with strong consumer ratings, attractive price points, and competitive advantages that resonate clearly with your target audience. Crafting an appealing and concise tagline is also crucial, as it helps reinforce your unique selling proposition and encourages shoppers to click through.

• Tactical Use Case: Perfect for increasing brand visibility and customer trust. Highly effective during launches or brand repositioning.
• Performance Benchmarks:
  • CPC: $0.70–$1.50
  • CTR: 3%–6%
  • Conversion Rates: 4%–10%
• Best Practices: Ensure consistent branding and messaging. Focus on products that clearly represent your brand’s unique value.

Brand Amplifier Ads: Specs & Tactical Use Case

Brand Amplifier Ads are premium, visually impactful placements designed primarily for established brands looking to significantly boost their visibility and strengthen brand recognition across Walmart Marketplace. 

Positioned prominently on category and search pages, Brand Amplifier Ads command immediate attention, making them highly effective for brand-building initiatives and sustained visibility. These ads don’t whisper your brand—they shout it.

Due to their prominent placement and extensive visual real estate, Brand Amplifier Ads typically require a more substantial advertising budget compared to formats such as Search In-Grid or Carousel Ads. Cost-per-click (CPC) rates often range from $1.00 to $2.50, reflecting their premium nature and potential to deliver significant branding and sales impacts. 

Consequently, these ads are most suitable for brands with larger marketing budgets that can sustain consistent spending over extended campaigns. Smaller sellers or those just starting out may find these ads less feasible due to the higher entry cost and the need for sustained investment to realize their full potential.

To effectively leverage Brand Amplifier Ads, optimization strategies should focus on creating and maintaining strong brand consistency. Your creative should clearly reflect your brand identity and value proposition, featuring high-quality visuals, compelling copy, and consistent messaging aligned across your product portfolio. It’s advisable to rotate and refresh your creative assets periodically to maintain shopper interest and avoid ad fatigue, ensuring sustained performance over time.

• Tactical Use Case: Ideal for established brands seeking significant market share and top-of-mind awareness.
• Performance Benchmarks:
  • CPC: $1.00–$2.50
  • CTR: 4%–8%
  • Conversion Rates: 3%–8%
• Best Practices: Utilize compelling, high-quality creative. Frequently rotate creative to prevent ad fatigue.

Buy Box Ads: Specs & Tactical Use Case

Buy Box Ads offer a unique and strategic opportunity for brands to capture customers at a critical decision-making moment. This is where the battle for shopper attention gets intense—right in the heart of the product page.

Displayed directly within or next to the highly influential “Buy Box” area on product detail pages, these ads enable sellers to position their products directly alongside competitors. This makes them exceptionally powerful for influencing shoppers actively evaluating purchase options.

Because Buy Box Ads rely heavily on competitive conquesting, they are particularly effective for brands that are confident in their pricing, product quality, and overall value proposition compared to their competitors. 

While larger budgets certainly offer more room to scale aggressively, even smaller sellers can effectively leverage Buy Box Ads if they strategically choose products that clearly outperform competitors in areas such as pricing, reviews, or promotional offerings. CPCs for these ads typically range from around $0.50 to $1.00, presenting a reasonably accessible entry point, provided campaigns are managed efficiently.

To optimize the performance of Buy Box Ads, begin by carefully analyzing competitor products where you intend to place your ads. Aim to showcase your products alongside competitor listings where you have distinct competitive advantages, such as lower price points, superior features, or more favorable customer reviews. Clearly communicate these advantages within your product title, imagery, and pricing strategy to enhance shopper interest and drive higher conversion rates.

• Tactical Use Case: Most effective for competitive conquesting. Ideal for products with superior pricing, quality, or timely offers.
• Performance Benchmarks:
  • CPC: $0.50–$1.00
  • CTR: 2.5%–5%
  • Conversion Rates: 10%–18%
• Best Practices: Aggressively optimize pricing and product positioning. Regularly evaluate competitor performance to identify conquesting opportunities.

Display Ads: Specs & Tactical Use Case

Display Ads offer a sophisticated, broad-reaching advertising format within Walmart’s ad ecosystem. Unlike search-focused ad types, these visually rich ads appear not just on Walmart’s own site but also across an expansive network of partner websites, allowing brands to extend their reach beyond traditional marketplace boundaries. 

Think of these as Walmart’s version of Google Display—broad, visual, and perfect for keeping your brand top of mind. This capability makes Display Ads particularly suitable for brands looking to build awareness, retarget previous visitors, or cultivate customer relationships over multiple touchpoints. Great for brands who want to “follow the shopper around”.

Given their extensive reach and advanced targeting options through Walmart’s Demand Side Platform (DSP), Display Ads generally require more significant investment compared to basic in-platform advertising formats like Search In-Grid Ads. The typical cost model is CPM (Cost Per Mille or Cost Per Thousand Impressions), which usually ranges between $4 to $12 per thousand impressions, depending heavily on targeting specificity, creative quality, and competition levels. 

Consequently, Display Ads are generally more suitable for medium-sized to larger brands or businesses that possess sufficient budget flexibility to invest in sustained brand-building and retargeting campaigns.

However, smaller brands with well-defined customer segments can still effectively leverage Display Ads by carefully narrowing their audience criteria to reduce costs and increase efficiency. By targeting specific demographics, interests, or past browsing behaviors, smaller brands can maximize their budget and improve overall campaign effectiveness.

• Tactical Use Case: Highly effective for retargeting shoppers who previously engaged with your products.
• Performance Benchmarks:
  • CPM: $4–$12
  • CTR: 0.3%–1.5%
  • Conversion Rates: 2%–7%
• Best Practices: Segment audiences carefully. Use personalized creatives and messaging tailored to specific shopper segments.

Conclusion: Selecting the Right Walmart Ad Format Depends on Your Campaign and Business Objectives

Navigating Walmart’s advertising landscape strategically enables significant growth opportunities for eCommerce brands. Understanding the tactical applications, expected performance, and optimization best practices of each ad format equips you to achieve your specific goals, whether maximizing ROAS, driving immediate sales, or building lasting brand equity.

No need to master every format at once—start where your budget and goals align, then test from there. By aligning your Walmart ad strategies with clearly defined objectives and continuously refining your campaigns based on performance data, you can unlock remarkable success and sustainable growth on

Walmart Marketplace.

FAQ: Walmart Advertising Formats Explained