Are Walmart PPC Ads the same as performance ads?


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If you’re interested in Walmart PPC advertising or selling on Walmart Marketplace, now is an exciting time to join. 

In January 2021, Walmart rebranded its Walmart Media Group, formerly in charge of advertising, under the new name Walmart Connects. This new ad group offers Walmart Marketplace sellers more than ever, including the holistic integration of Walmart.com, the Walmart App, Walmart+, and brick-and-mortar locations. 

Walmart is hoping this catapults it into the same advertising league as Amazon and Apple, although the program is still young. This article will outline the basics of pay-per-click (PPC) advertising and the Walmart PPC ads, a tool called Walmart Sponsored Products, as well as some of the best Walmart seller tools. 


First, let’s talk about the Walmart Marketplace itself and why every online seller should consider it.

What are some benefits of running ads on Walmart?

For years, Walmart has been gunning to unseat Amazon as the leader of e-commerce. The idea seemed laughable at first, but it becomes more and more realistic every day, especially considering Walmart’s 79% increase in e-commerce sales in 2020.

Part of the company’s strategy is to attract more and better sellers with enticing perks. For example, Walmart Marketplace sellers only pay a fee when they make a sale. On Amazon, sellers must pay monthly fees regardless of how much they sell. 

There’s also the reach: 120 million visitors monthly on Walmart.com and the Walmart app. If you want to sell on a channel that comes with a built-in customer base, Walmart.com has one of the biggest. 

First things first, you need to be approved. Read our article on how to get started as a Walmart Marketplace seller so you know what’s required for the application process.

How does Walmart PPC campaign work for Marketplace sellers?

Walmart Marketplace sellers have a few different advertising options, categorized as either Sponsored Products or Display ads.

1. Sponsored Products

Walmart Sponsored Products have highlighted product entries that appear in shopper search results or relevant product pages. These automatically take some of the best screen space for visibility and often blend in with organic search results.

Sponsored Products appear in four forms: 

  • Search in-grid. Your product automatically appears on the first page of search results for your keywords. 
  • Brand amplifier. Your brand logo and three of your best products appear at the top of search results for your main product categories. 
  • Product carousel. Your product appears in carousels on search, category, and item pages as part of alternative purchase options. 
  • Buy Box. Your product appears as the best alternative purchase option on competing product pages. 

A Sponsored Product campaign runs like a PPC auction, with sellers placing a bid from a fixed budget and the winner earning the slot. That is why most sellers call it Walmart PPC. Luckily, you only have to pay when you win and a shopper actually clicks your ad. 

You can choose to run your Sponsored Product campaigns automatically or manually, depending on how hands-on you want to be. Choosing to manually manage your bids requires learning about search engine optimization (SEO) on Walmart, but lets you target specific keywords and build more customized and focused ad campaigns.

2. Display ads

Walmart’s display ads follow more traditional advertising methods. Your digital ads can appear on all of Walmart’s properties: Walmart.com, the Walmart app, and in-store display screens.

Display ads are a great method for new brands trying to build awareness or raise publicity for new types of products that the public doesn’t know about yet.  You can also use Walmart display ads offsite, specifically on Facebook, Instagram, and Pinterest. This could be a valuable feature if your ad campaign relies heavily on social media and social selling. 

Who can advertise on Walmart.com?

For starters, you must be a registered Walmart Marketplace seller to take advantage of Walmart PPC tools. And if you’re hoping to bid on a Sponsored Products ad, there are still more hoops to jump through. 

Walmart maintains a high level of criteria for whom they sponsor with Sponsored Products. To be eligible, you must win the Buy Box for your product type. That alone is no easy feat.

In addition, your seller account must pass certain standards: 

  • High shipping standards
  • Competitive prices
  • The product must always be in stock
  • The product must have positive reviews

On top of that, Walmart Marketplace sellers have to commit to a monthly ad spend of $1,000 minimum, with a $100 daily cap.

The 6 steps for advertising on Walmart Marketplace

Ready to learn how to advertise on Walmart Marketplace? Just follow these six steps to start an ad campaign as Walmart PPC:

1. Become a Walmart Marketplace seller

If your company isn’t active on Walmart Marketplace, start by applying. You can complete your application in 10 to 15 minutes. As a part of your application, Walmart Marketplace requires several pieces of information, from your annual online sales revenue to your ecommerce experience.

Once your application receives approval, you can go ahead with the rest of the registration process:

  • Sign the Retailer Agreement with a Walmart representative
  • Complete your company’s seller profile
  • Link your payment account to your seller profile

After your team takes care of these preliminary steps, you can begin uploading your products.

2. Launch your product catalog

Now that your company’s a part of the Walmart Marketplace, you can create your product listing. Walmart Marketplace offers a few options for bringing your product catalog to the site. You can upload your products in two ways.

Setup by Match: If your company offers products already available on Walmart Marketplace, you can use Setup by Match. This streamlined option creates your product listing by pulling information from identical listings on Walmart Marketplace.

Full Item Spec: If your business wants to create a 100 percent original product listing, choose the Full Item Spec option. With this option, your team downloads a product template from an appropriate category, like clothing for men’s pants.

According to Walmart Marketplace, your company should add around 100 items to your inventory. Once you’ve set up your product catalog, you need to complete order testing. You can finish this preliminary step in your Seller Central account.

3. Request advertising access

Now that your company’s active on Walmart Marketplace, you can begin the process of advertising on the ecommerce platform. The Walmart Media Group, which is Walmart’s ad platform, reviews and approves each application.

Apply to the Walmart Media Group by emailing wpasales@walmart.com with the following information:

  • Company name
  • Contact information (your name, phone number, and email)
  • Number of SKUs (offered by your business on Walmart.com)
  • Product category (the primary category of products sold by your business)
  • Primary campaign objective
  • Target audience
  • Desired advertising plan (annual, seasonal, etc.)
  • Anticipated budget

Depending on your company’s performance on Walmart Marketplace, you may receive approval for advertising on the platform. Walmart Media Group does not reveal its performance requirements, but it does require a minimum monthly spend of $1000.

4. Attend Walmart advertising webinar

If Walmart Media Group approves your business for advertising on Walmart Marketplace, you can proceed with the next step in how to advertise on Walmart Marketplace. The Walmart Media Group will notify your company and invite you to attend a training webinar.

Your company must attend this webinar to begin advertising on Walmart Marketplace.

The Walmart Media Group hosts training webinars on a weekly basis, which offers your team some flexibility when it comes to attending. The webinars also cover some essential details, like how the platform works. A live Q&A session also happens at the end of each webinar.

5. Login to the Walmart ad platform

Following your ad approval and webinar attendance, the Walmart Media Group will provide your team with access to the advertising platform. Your business can access your advertising account with your Seller Account credentials.

Via the training webinar, your company should have the experience to start creating ads. If your team has questions and isn’t working with a Walmart PPC agency, you should contact your dedicated category specialist.

The Walmart Media Group provides your team with a dedicated category specialist upon approval.

6. Launch your ad campaign

Once you complete the onboarding process for advertising on Walmart Marketplace, you can launch your first ad campaign. Before you create one, however, your team should review a few essential details.

For example, you should decide on the following:

  • What products do you want to advertise
  • How much do you want to spend each month
  • What you want to spend per product
  • How long do you want to run a campaign

After your company developed your ad approach, you can create your campaign and ad. Following your ad’s launch, your team should monitor your strategy on a routine basis. With this approach, you can continue to optimize your ad and its results.

What is Walmart PPC cost?

With Walmart Marketplace, your business can customize your ad spend to a degree. In comparison to other ad platforms, however, Walmart Marketplace does set strict standards for Walmart PPC advertising on Walmart.com. These standards, however, ensure the best user experience.

For a quick reference, here is a summary of Walmart Marketplace advertising costs:

  • A self-serve campaign requires a $1000 monthly spend, with a daily cap of $100
  • A managed campaign requires a $25,000 commitment

If your company partners with a professional advertising agency, you can expect the following rates:

  • A one-time setup cost of $3750 to more than $15,000
  • A monthly ad spend of $5000 to more than $50,000
  • A monthly management cost of $1000 to more than $6000

While a professional ad agency comes with additional costs, they also bring expertise.


How to do PPC at Walmart?

Just follow these six steps to run Walmart PPC:

  1. Become a Walmart Marketplace seller. If your company isn’t active on Walmart Marketplace, start by applying. …
  2. Launch your product catalog. …
  3. Request advertising access. …
  4. Attend Walmart advertising webinar. …
  5. Login to the Walmart ad platform. …
  6. Launch your ad campaign.

Does Walmart have PPC?

Walmart’s sponsored ads are run by a third party named TRIAD RETAIL. These are also called “performance ads,” and they work on the PPC model where a seller doesn’t have to pay unless a buyer clicks the ad.

How do I run PPC at Walmart?

You can run Walmart PPC ads by following these steps: 

  • Create an account with Walmart Seller Advertising.
  • Choose the products you want to advertise. 
  • Select the keywords you want to target. 
  • Set your budget and targeting options. 
  • Create your ad and preview it. 
  • Submit your ad for approval. 
  • Track your results and make adjustments as needed.


Advertising is just one part of e-commerce. To be successful as a Walmart Marketplace seller, you’ll need to do more behind-the-scenes legwork. 

For starters, you need to effectively drive traffic to your Walmart listings. The tactics include mastering SEO on Walmart, Walmart PPC, or in Walmart terms performance ads, optimizing your product titles, correctly using product attributes, and above all, perfecting your product photos.

Picture of Zeeshan Riaz <br> <span class="designation">Chief Operating Officer</span>
Zeeshan Riaz
Chief Operating Officer

With education and experience in IT. Law and E-commerce industry, I have successfully helped more than 250 E-commerce businesses worldwide to reduce their operational cost with cutting edge eCommerce Marketing Services. I do manage a team of more than 250 people team which includes Amazon, eBay, Shopify, website development, SEO and SMM experts.

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