What is Walmart Search Brand Amplifier? A Detailed Guide

Walmart Search Brand Amplifier is among the most advanced digital advertising solutions; it remains the only way through which brands can reach out and make their mark on Walmart’s immensely developed e-commerce platform. 

As an advertising tool that was created to increase brand exposure and attract the audience’s attention, it allows brands to place them at a higher level in comparison to general search results. 

Because of its high precision of targeting options, as well as performance tracking, brands can enhance not only the sales of goods in the short term but also continuously build brand equity among Walmart’s large online buying audience. 

In this guide, you can discover how Search Brand Amplifier of Walmart redefines the online marketing strategy with better brand awareness and customer interactions.

Quick Guide

• What is Walmart Search Brand Amplifier?
• What’s the Benefit of Walmart Search Brand Amplifier?
• How Does Walmart Search Brand Amplifier Work?
• Walmart Search Brand Amplifier Requirements
• Walmart ​Search Brand Amplifier targeting options
• How Can You Optimize Walmart Search Brand Amplifier?
• How Should You Elevate Walmart Search Brand Amplifier?
• Conclusion

What is Walmart Search Brand Amplifier?

Walmart Search Brand Amplifier (SBA) is a premium search advertisement format that helps brands to show their logo, a specific title, and up to four of the brand’s products in the line above the organic search results on Walmart.com. This is designed to drive brand awareness and allow a brand to demonstrate the offer to the consumer who is specifically searching on Walmart’s website or the Walmart app.

SBA helps to build the brands, raises awareness, and enhances conversion because it is located at key positions that attract a large share of consumers’ purchases. SBA campaigns may be made more successful if set out most effectively, keywords and bids frequently checked then fine-tuned, and the products requiring the use of the particular advertisement selected correctly.

Also read: Walmart Advertising: From Browsing to Buying – Guide for eCommerce Brands

What’s the Benefit of Walmart Search Brand Amplifier?

The Walmart SBA provides brands additional exposure and ensures they are placed at the top of the Walmart search, which in turn increases the probability of attracting the attention of shoppers and ultimately getting better click-through rates. 

With SBA, branding is enhanced through the use of a brand logo and a specific headline notice, in addition to an opportunity to display up to four products. These factors result in increased conversion as shoppers are likely the ‘above the fold’ items which draw their attention and lead to clicking on the products and eventually buying them.

Also, SBA campaigns are cheap to run, being on a cost-per-click basis; brands are only charged after people originating from the campaign actions the link. Through the use of more finer details offered by Walmart brands can better direct their campaigns for improved presence while at the same time improving immediate sales and building brand loyalty in the long run by strategically targeting keywords and making necessary bid changes.

How Does Walmart Search Brand Amplifier Work?

The Search Brand Amplifier works on a cost-per-click basis in which brands pay only when customers click on the ads. As with Walmart’s Sponsored Products ads, brands can input specific keywords to ensure SBA campaigns are directed at the right audience.

To get started, brands must submit all ad components, including the logo, headline, and SKUs, for review. These ads, along with most modifications, require approval from the Walmart team, which can take a few days before they are live.

Walmart Search Brand Amplifier Requirements

To use Walmart’s Search Brand Amplifier ads, several requirements must be met, similar to those for Sponsored Products ads:

• Products need to be in stock, listed online, and be the primary item.
• Items must be available for online purchase and not restricted to in-store sales.
• Products must be winning the Buy Box.
• Each campaign can include up to 10 products.
• The position of individual SKUs in the ad is determined by their popularity and cannot be manually adjusted.
• SBA is currently accessible only through API for 1P suppliers, excluding 3P advertisers.

Walmart ​Search Brand Amplifier Targeting Options

Walmart’s Search Brand Amplifier offers targeted advertising options to reach specific customers.

1. Keyword Targeting

This method allows ads to be shown to Walmart customers who search for the exact keywords you specify. 

For example, in an SBA campaign for soda with exact-match keyword targeting, the ads would be displayed to customers searching for “soda.” Additionally, keyword targeting will soon expand to include phrase-match and broad-match options.

2.Category Targeting

Introduced in June 2020, category targeting serves SBA ads to customers searching within relevant product categories suggested by Walmart’s algorithm, enhancing Walmart’s SEO effectiveness.

For example, in an SBA campaign for soda with category targeting, ads could appear for customers searching for any keyword related to the soft drink category, such as “energy drink,” “flavored water,” or “sweet tea.”

How Can You Optimize Walmart Search Brand Amplifier?

To optimize your Walmart Search Brand Amplifier campaigns and optimize your Walmart product listing, employ a strategic campaign structure, regularly refine keywords and bids, and carefully select the products to feature in the ads. 

Structure your campaigns to ensure a high level of control by breaking out individual products or product lines into separate campaigns.

Gather keywords from various sources, such as high-performing Sponsored Products campaigns, Walmart’s suggested keywords, and successful keywords from other channels. Use data-driven criteria to select these keywords, but continuously test and refine your choices by performance analysis together with a reasonable adjustment of campaigns. Leverage the Walmart Analytics Platform for comprehensive insights and advanced analytics to further enhance your strategy.”

Choose high-performing products for your SBA ads to showcase your brand effectively. Regularly swap out items based on their performance or inventory levels to ensure optimal results.

How Should You Elevate Walmart Search Brand Amplifier?

Evaluating the Search Brand Amplifier requires a different approach compared to assessing Walmart Sponsored Products, as SBA operates higher in the sales funnel and serves as a branding tool in addition to driving sales. 

While Sponsored Products are measured primarily by conversions and ROAS, SBA should be evaluated by also considering its impact on brand awareness.

Beyond conversions, key metrics to track for SBA include impressions, clicks, and click-through rates CTR to gauge how well these ads are increasing brand visibility, which can lead to future conversions.

Walmart provides several reports to help evaluate SBA performance:

Ad group performance

Brand performance

Daily performance

Item performance

Keywords performance

Page type performance

Platform performance

Item health performance

Consistent monitoring of these performance reports is essential, along with adjusting keywords and bids, to ensure you are maximizing the effectiveness of your SBA campaigns.

Conclusion

Walmart Search Brand Amplifier represents a powerful tool for brands aiming to elevate their visibility and drive sales on Walmart’s online platform. 

By using strategic ad placements, targeted keyword and category strategies, and continuous optimization efforts, brands can effectively enhance brand recognition and capture consumer interest. 

Monitoring performance through key metrics allows brands to refine their approach and maximize the impact of their advertising investments, ultimately fostering long-term growth and success on Walmart.com.

Additional read:

Surprising Walmart Facts and Statistics That Will Blow Your Mind

Walmart vs. Amazon: A Comprehensive Comparison Guide

Walmart Connect: Everything you need to know

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