This holiday season, when online retail is estimated to grow at 18.5% and e-commerce purchases are projected to be 35%, sellers are set to gross over $ 180 billion over the next few months.
Walmart +, a direct competitor to Amazon Prime, has already won 11% of US buyers or 36 million subscribers. They have become an online marketplace worth considering for advertisers looking to reach buyers beyond the walls of Amazon.
Every platform as an advertising medium is different. This is how advertisers should tailor their approach to each market.
The most obvious difference between Amazon and Walmart is how they handle keyword bids. Amazon uses the rules for the second price. This means that the winner of a particular keyword only has to pay one cent above the bid for second place. This is a benefit for big budget advertisers. They can bid as high as they want knowing that the price they ultimately pay can be far less.
Walmart uses the first price rules: if you place the highest bid, you pay for what you bid.
Why the difference? Amazon already has a lot of traffic from advertisers. Generating money from sponsored products is no problem for them. Walmart, on the other hand, is continuing to expand its platform. She hopes for a higher bid density in the future.
As you adjust the bids on Walmart, start low and bid gradually. On Amazon, the second price rules do this for you. So you can start high with less risk and optimize over time.
Click on Mapping
Product mapping sponsored by Amazon is based on clicks. Walmart mapping takes into account both clicks and views. That said, Amazon only credits sales when someone clicks your ad. Walmart measures write-ups when someone just looks at your ad. This is a much looser interpretation that makes it difficult for advertisers to measure their investment.
Amazon also offers a longer click allocation time of 14 days. When shoppers click on a sponsored ad and purchase a product within 14 days, it will be attributed to your account. Walmart click mapping only takes three days.
There are generally three different types of ads on both platforms: Sponsored Placement (SP), Sponsored Brands (SBs), and Sponsored Ad (SD). Amazon allows all three. Walmart currently only allows sponsored placements and is limited to two sponsored placements per page.
Walmart's version of sponsored brands is called Brand Amplifier, but it is not available through the self-service, cost-per-click model. Advertisers must buy impressions from Walmart Media Group. Pricing is based on the cost per impression. Advertisers cannot bid for this placement.
This may allow Walmart to limit the "supply" of advertising and possibly increase prices. Walmart may be adding all of these options, but right now they are increasing competition to SPs and forcing advertisers to guess the winning bid. This requires patience and a step-by-step approach.
Restrictions on Sponsored Products
At Walmart, brands can only promote a product if it is available in the top 128 organic rankings for that keyword. Amazon does not impose such restrictions on advertisers. As a result, Walmart makes it difficult to move new SKUs through sponsored search placements when relevant keywords are not found to be relevant. It also means that Walmart's organic results don't allow for any placement from competitors.
When brands advertise a SKU on Amazon, it may appear twice in search results. Once as a sponsored placement and again as an organic search result, and there is a correlation between the two rankings. When brands advertise a product on Walmart, the ranking is simply raised at the top of the page and displayed once.