As it approaches the holidays, Walmart has launched an initiative developed to boost marketplace sellers in everyday practice, Mike Greenberg, head of marketplace, Walmart Connect, pointed out in a blog post.
In October, Walmart will give marketplace sellers access to Search Brand Amplifier, which gives products the highest search-page viewability. Search Brand Amplifier boosts advertised products to the top of search results, and can particularly boost smaller brands, new brands and brands with new products that may not yet have high organic Walmart search rankings, Greenberg maintained. Limited to managed suppliers and a small number of managed sellers until now, Search Brand Amplifier will open to marketplace brand owners who are registered with Walmart’s Brand Portal.
Sellers will also be able to access Search Brand Amplifier through Walmart Platform Partners.
Walmart suppliers and eligible marketplace sellers also will be able to launch and manage their own Search Brand Amplifier campaigns through the company’s self-serve platform, the Walmart Ad Center. To make getting onboard easier, the Walmart Ad Center now offers a simple enrollment that makes launching Sponsored Products campaigns easier by reducing a three-day process to just seconds. All new marketplace sellers are now automatically onboarded to Walmart’s self-serve ad platform, and the company is rolling out automated onboarding to existing marketplace sellers. Walmart also is enhancing the Ad Center later this month, Greenberg noted, with a new look and step-by-step instructions established to reduce the guesswork for launching and optimizing search campaigns.
At the same time, Walmart is moving to help marketplace sellers to get discovered by the company’s customers by sharing new resources to help optimize sponsored search campaigns ahead of the holidays, Greenberg indicated, including updates to search advertising capabilities that improve relevancy and campaign performance.
