Walmart Connect Advertising
Walmart Connect Ads Is the Least Competitive Ad Platform in E-Commerce. We Run It.
SellTru manages Walmart Connect Ads for brands doing $1M to $20M. Sponsored Products, Sponsored Brands, and Display, built from scratch or rebuilt from what isn't working. While most agencies are ignoring Walmart, we've been running it.
The Real Problem
Most Brands Are Running Walmart Connect Wrong
Or not running it at all. Either way, they're leaving cheap clicks on the table.
The "set it and forget it" setup. Most brands who have Walmart Connect running at all set up one auto campaign, set a $20 daily budget, and check it once a quarter. That's not advertising, it's a donation. Without weekly bid management, search term negation, and campaign structure tuned to Walmart's algorithm, you're paying for irrelevant clicks while your competitors own the high-intent search terms.
Amazon agencies that don't know Walmart. Walmart Connect and Amazon Ads share surface-level similarities but operate differently. Walmart's algorithm weights in-store sales, item ratings, and fulfillment method (WFS vs. seller-fulfilled) in ways Amazon doesn't. Bid strategies that work on Amazon often underperform on Walmart. Most agencies bring their Amazon playbook to Walmart without adjusting, and then wonder why ROAS is low.
No dedicated Walmart strategy. Amazon gets the roadmap, the budget, and the attention. Walmart is an afterthought. For most $1M to $20M brands, this is backwards, Walmart Connect CPCs are significantly lower on most categories, advertiser competition is a fraction of Amazon's, and the brands who build early Walmart ad momentum tend to own their categories there long-term.
What We Manage
Every Walmart Connect Ad Type, Fully Managed
We run all three Walmart Connect ad formats, built to work together, not in isolation.
Sponsored Products
The core Walmart Connect format. Search-based ads that appear in Walmart.com search results and on product pages. We build campaign structure with separate ad groups by keyword intent, manage bids weekly, and mine search terms to find new high-converting keywords before competitors bid them up.
Sponsored Brands
Brand-level banner placements at the top of Walmart search results. Drives category awareness and brand recall alongside purchase intent. We handle creative strategy, headline testing, and product selection to maximize click-through rate on these high-visibility placements.
Walmart Display
On-site and off-site display placements powered by Walmart's first-party shopper data. Effective for retargeting high-intent shoppers and reaching new audiences at the category level. We manage audience targeting, creative rotation, and bid optimization tied to measurable Walmart.com conversion data.
How We Run It
The 90-Day Walmart Connect Process
Every engagement starts with a full account audit. Every month after that is systematic optimization, not just bid tweaks.
Days 1–14: Full Account Audit
We pull your Walmart Connect data and review campaign structure, keyword coverage, search term reports, bid history, and wasted spend. For new Walmart accounts, we audit your listing quality, item content scores, and fulfillment setup, because Walmart's algorithm weights these in ad placement decisions. You get a written findings doc before we touch anything.
Days 14–30: Build or Rebuild Campaign Structure
We build the campaign architecture from scratch (or restructure what exists). Separate campaigns for Sponsored Products by keyword match type, ad groups segmented by product category and intent level, Sponsored Brands campaigns for brand search defense and category conquest, and negative keyword lists built from day one. Structure is the foundation, everything else is optimization on top of it.
Days 30–60: Baseline Data and Initial Optimization
With clean structure running, we let campaigns gather data before making major bid moves. Weekly: pull search term reports, add negatives, adjust bids on keywords with enough data to act on. Month-end: review placement performance, budget pacing, and ROAS by campaign type. First optimization report delivered at day 45.
Days 60–90 and Ongoing: Scale What Works
By day 60 you have real data. We identify the high-performing keywords worth scaling budget on, the ad types generating the best ROAS, and the products with strong conversion rates that deserve more aggressive bids. We also flag the listing and content gaps that are capping ad performance, because a great campaign structure can't compensate for a 2-star item or a weak main image.
Why SellTru
We're Not an Amazon Agency That Also Does Walmart
Most agencies treat Walmart as an Amazon extension. We built our Walmart practice separately, because the platforms are different in ways that matter.
Walmart-native expertise
We've been managing Walmart Connect since before most agencies acknowledged the platform existed. We understand Walmart's algorithm signals, item ratings, in-store velocity, WFS vs. seller-fulfilled weighting, content score, and build ad strategies around them, not against them.
Flat retainer, not % of spend
We charge a flat monthly fee. Not a percentage of ad spend. That means our incentive is to get you the best ROAS, not to run your budget up. When spend percentages are the pricing model, agencies have a structural reason to spend more. We don't have that problem.
Weekly management, monthly reporting
We review every active account every week. Search term negation, bid adjustments, budget pacing. Not monthly. Not quarterly. The brands that improve the fastest are the ones whose accounts get looked at most often, that's the whole model.
One account manager, not a handoff chain
You work with one person who knows your account. Not a sales rep who closed you, then a junior analyst who runs the account, then a customer success rep for calls. The person doing your weekly optimization is the person on your calls. That's a structural advantage for quality and accountability.
Amazon + Walmart under one roof
Most of our clients sell on both platforms. Managing both with one team means coordinated launch timing, shared keyword intelligence, aligned creative assets, and a single source of truth for performance data. No coordination gaps between two agencies with different metrics and different priorities.
Honest audits before any commitment
We audit your Walmart Connect account, current campaign structure, wasted spend, keyword gaps, listing quality, before you decide whether to work with us. You see exactly what's broken and what the fix looks like. No obligation. The audit quality tells you more about our expertise than anything we'd say in a pitch.
Common Questions
Walmart Connect Ads: What Brands Ask Us
Free Audit
See What's Wrong With Your Walmart Connect Account
We'll pull up your current campaigns, search term reports, and listing quality, and tell you exactly where you're leaving money on the table. No pitch deck. No obligation. Just a real look at what's happening.
For qualifying brands doing $500K+ on Walmart.com
Related Resources
Walmart Connect Ads Guide →
How the platform works, campaign types, and bidding strategy
How to Advertise on Walmart →
Step-by-step setup guide for Walmart Connect Ads
Expanding Amazon Brands to Walmart →
What to do first, second, and third when you launch on Walmart
Full Walmart Agency Services →
Listings, WFS, Buy Box, and full account management