The areas you’ll want to focus on include:
Search and Browse In-Grid Placements Criteria
Top factors considered include the advertised item’s contextual relevance, historical performance, and how well it aligns with the customer’s search intent.
This change can also improve click-spend efficiency given the organic listing is now able to display higher than the advertised item. This enables brands to more confidently invest in advertising without worrying they’re standing in their own way of earning organic clicks, as the consumer can now have an opportunity to convert on the organic listing prior to even seeing the paid placement (in some instances).
This change can also improve click-spend efficiency given the organic listing is now able to display higher than the advertised item. This enables brands to more confidently invest in advertising without worrying they’re standing in their own way of earning organic clicks, as the consumer can now have an opportunity to convert on the organic listing prior to even seeing the paid placement (in some instances).
Why This Matters
With this organic ranking requirement lifted, all relevant products have a chance to be seen. Whether you’re an established brand that wants to push a hot new product, or a younger brand trying to get more eyeballs on something you know consumers will love (if they just knew about it!), the option is now available.
The former criteria for search and browse in-grid placements required that the product you wanted to advertise was the same product type as at least one organically ranking (non-sponsored) product within the first results page for a given search. Walmart’s update now only requires that the advertised product is relevant to the search query, regardless of whether another product of that specific type is on the first page of search results.
The primary benefits of advertising are increased reach and visibility, but many brands were ‘boxed out’ of advertising through search and browse in-grid placements because they weren’t yet ranking high enough organically to boost their efforts through advertising.
- Product title
- Product description & key product features
- Product categorization
- Images
- Ratings & reviews
The Walmart Train is Not Slowing Down
This benefits shoppers by presenting them with options they might not have otherwise discovered that do indeed fit their needs, even if they don’t have an organically ranking counterpart by product type.
Now, consumers will have a chance to see that product again as they scroll further down the results page, and are closer to choosing which product or products they’ll click on to learn more, or add to their cart.
Why This Matters
Let’s take a closer look at the former criteria that had to be met to advertise through search and browse in-grid placements, the updated criteria, and why the increased flexibility matters…
