Walmart made it easy for sellers to create, monitor and manage campaigns through their easy-to-use platform called the Walmart Ad Center Performance Dashboards - here's how they can track their performance.
The Walmart marketplace hosts thousands of sellers today compared to the millions on Amazon - this means significantly less competition to deal with. Still, measuring data is critical to their success. Data empowers merchants to stay ahead of both their current and future competitors.
Tracking data and using metrics to encourage returning and new customers this early on will give brands a major competitive advantage over the majority once the Walmart marketplace becomes more popular.
The likelihood of customers buying your product depends on product ranking, Buy Box placement, product reviews, and seller ratings. All of these factors are heavily shaped by the seller account metrics. This guide will help you track and apply data on the marketplace for better growth.
Walmart Ad Center Performance Dashboards
Your performance dashboards can be found within the Walmart Ad Center platform. Each dashboard is separated based on which campaign the seller is tracking. KPI and metrics such as impressions, clicks, and conversion rates, will all be featured in each campaign dashboard.
Alerts and Recommendations
The alerts feature will appear with a recommended action to improve your campaign performance. This is activated once a campaign has been live for 2 weeks and is refreshed daily. If your campaign has alerts, a badge will appear in the top right corner of your dashboard near the icon.
Campaign Reports
Once the campaign has launched, you'll be able to view reports. Campaign reports make it easier for you to analyze the performance of your Sponsored Product campaigns and are generated approximately 24 hours after the campaign has gone live.
Report Type Views
Summary View This is the default view and it provides eight metrics:
Impressions – how many times your ads were shown
Clicks – how many times a customer clicked on your ads
Units Sold – how many of your items were sold based on direct, brand, and related clicks to your ads
CTR – the rate of total Clicks divided by the total number of Impressions
Conversion Rate – the rate of total Units Sold divided by the total number of Clicks
Total Attr. Sales Revenue – Total sales revenue made from Units Sold
Ad Spend – the amount of budget spent
RoAS (*Click only) – return on advertising spend, the rate of Total Attr. Sales Revenue divided by Ad Spend
Revenue View Available for all Walmart Supplier reports and individual Ad Group reports for Marketplace Sellers. They provide seven metrics:
Attr. Direct Click Sales Revenue – attributed sales revenue based on the direct click of the advertised item
Attr. Offline Click Sales Revenue – attributed offline sales revenue based on the direct click of the advertised item
Attr. Related Click Sales Revenue – attributed sales revenue based on the direct click of the same brand and category to the advertised item
Attr. Brand Click Sales Revenue – attributed sales based on the direct click of the same brand as the advertised item
Attr. Direct View Sales Revenue – attributed sales revenue based on the view of the advertised item
Attr. Offline View Sales Revenue – attributed offline sales revenue based on the view of the advertised item
Attr. Brand View Sales Revenue – attributed sales based on the view of the same brand as the advertised item (e.g. Viewed a shampoo and later purchased a t-shirt from the same brand)
Item Health Report
The Item Health Report will allow advertisers to monitor the health of their sponsored items and take actions to improve them when needed to reach their campaign goals.
On-demand reports
On-demand reports available:
1. Keyword Performance (for Manual campaigns only) Indicates which keywords your advertised items are being served against and helps you optimize keyword bids.
2. Placement Performance (for Manual campaigns only) This report provides key performance metrics for manual campaigns. This report can help you improve current and future ad campaigns.
3. Item Keyword Performance Indicates which keywords your ads are being served against, and how well the advertised items are performing. This can help you improve current and future campaigns.
For Automatic campaigns - use to identify keywords that delivered high performance and showed in Search In-grid placements. You can also add these keywords to Manual campaigns.
For Manual campaigns - use to optimize campaign performance so you can bid higher on more valuable keywords and/or remove underperforming items.
4. Item Performance This report provides key performance metrics for the items in all of your campaigns.
Here’s how you can request a report:
Click the Request Report button
In the pop-up window, select Report type
Select an attribution window: 3 days, 14 days, or 30 days
Select how you want the data to be grouped
Cumulative will summarize the data over the selected report period
Daily will provide data by date over the selected report period
5. Select the report period.
For the Keyword, Placement, and Item Keyword Performance reports, you will only be able to select a maximum report period of 60 days.
For the Item Performance report, there is no maximum period
6. Click the Request Report button
Since Walmart Marketplace is still growing, merchants deal with lesser competition. It's critical for sellers to take advantage of data to improve their customer engagement and acquisition efforts.
Sellers will have a strong, well-established business on the marketplace once the marketplace has grown and there is more competition. Merchants who continuously monitor data as the marketplace changes will continue to enjoy success.
Aside from this, it’s also smart for sellers to partner with a good PPC management system. SellCord’s PPC management team has years of experience in helping merchants structure and optimize their campaigns. Our team consists of industry professionals that have an extensive background in selling and marketing products on Walmart.
Sign up here!
Comments