Walmart isn’t just about rollback prices. It’s also one of the biggest retail advertising platforms in the U.S. If you’re running ads through Walmart Connect, congrats! But how do you know your ads are working? Let’s break it down and keep it simple — like, Saturday-morning-cartoon simple.
First off, what is Walmart Connect?
Walmart Connect is Walmart’s advertising arm. It helps sellers put their products in front of shoppers both online and in-store. Think of it like a billboard… but smarter.
If your lemon-scented dish soap is placed right next to big brand soaps, Walmart Connect probably made that magic happen. But how do you know if your soap is actually selling?
You guessed it — metrics!
Key Walmart Advertising Metrics You Should Track
Let’s dive into the numbers that matter most when running campaigns on Walmart Connect.
- Impressions: This tells you how many times your ad was shown. It’s like how many eyeballs looked your way. More impressions mean more exposure.
- Clicks: How many people saw your ad and went, “Oooh, I need that!” Then they clicked. This shows how interesting your ad is.
- Click-Through Rate (CTR): This is clicks divided by impressions. It tells you how clickable your ad is. A higher CTR means your ad is doing its job.
- Conversions: This counts how many people actually bought your product after clicking. Ding ding ding! We have a winner!
- Conversion Rate: Conversions ÷ Clicks. If a lot of clicking turns into a lot of buying, your ad rocks.
- Return on Ad Spend (ROAS): This one’s BIG. It shows how much money you’re making for every dollar spent. Spoiler alert: The higher, the better.
- Cost Per Click (CPC): This is how much you pay when someone clicks. The goal? Pay less for quality clicks.
- Ad Spend: Simply how much money you’ve spent on ads. Keep an eye on this so you don’t go over budget.
How to Track These Metrics
Walmart Connect has a built-in dashboard. It shows key data, kind of like a fitness tracker for your ad campaign. The more you check it, the better your campaigns get.
But for even better insights, connect Walmart Connect to reporting tools like:
- Google Data Studio
- Skai
- Pacvue
- Helium 10 (for smaller sellers)
Tips for Boosting Performance
Okay, now you’re tracking. But what if the numbers are… meh? Here’s how to spice things up.
- Use better images: Clear, high-quality product pics grab attention. No one wants to click a blurry burrito.
- Target the right keywords: Choose words that shoppers actually search for. Walmart Connect helps with this inside the ad builder.
- Test different ad types: Use Sponsored Products, Display Ads, Sponsored Brands. Mix it up!
- Optimize listings: Make sure product titles, bullet points, and descriptions are sharp and informative.
- Adjust bids: Bidding too low? You might miss placements. Bidding too high? You’re burning cash. Find that sweet spot.
Oh! And don’t forget to run A/B tests. Try different versions of ads and see what works best. Then, double down on the winners.
Keep It Simple, Track It Often
You don’t need to be a data wizard to win at Walmart Connect. Just focus on the key numbers we mentioned. Check your dashboard weekly. Tweak, test, and improve.
And remember — even small changes can lead to big wins. Higher CTR? More sales. Better ROAS? More profits. Lower CPC? Yay, savings!
Final Words
Walmart Connect is a goldmine when used right. And the secret sauce? Knowing your numbers. With the right mix of watchful eye and creativity, you’ll be running high-performance campaigns like a digital ninja.
Now go forth — and increase that ROAS!