Evenflo’s goal for their Search and Sponsored Products Strategy was to improve exposure and ad returns for their campaigns on Walmart.com. Our team’s first priority was to identify areas of improvement in Evenflo’s ad strategy.
Since partnering in February 2020, Tinuiti has increased Evenflo’s return on ad spend (ROAS) by 231% and significantly improved their CTR for Sponsored Products on Walmart.com. Campaign cost-per-click (CPC) has decreased 22% as well.
Date range: February 2020 – May 2020
How We Did It
Rebuilding Categories and Pricing
Tinuiti immediately noted that Evenflo’s campaign performance could be optimized to improve campaign and budget efficiency. As a result, we rebuilt the ad strategy from the ground up to better suit Walmart.com’s unique algorithms and advertising policies:
- Product-specific categories. Walmart.com required a different segmentation strategy than Amazon.com. In Walmart.com, increasing the number of products grouped in a campaign led to significant increases in performance.
- Auction prices. Walmart.com works on a different bidding model than other marketplaces. Walmart’s “first-price” auction rules meant that Evenflo frequently overbid and overpaid. We proactively tested lower bids, resulting in much lower ad spend and higher returns.
With all marketplaces were being managed by one team, Tinuiti was also able to detect trends in other marketplaces and quickly adjust the Walmart.com campaign accordingly. All of these changes and strategies resulted in significant and immediate improvements in ad performance.
Our Thought Leadership on the Walmart Marketplace
If you’re selling on Walmart, then you've likely seen the 2-day delivery badge on high-performing listings. This isn’t a coincidence. Walmart’s fast shipping program is helping marketplace sellers boost their listing visibility, increase sales, and drive repeat...
If you are selling on Amazon, chances are you've considered another marketplace to expand your business beyond the Everything Store: the Walmart marketplace. With the recent launch of its self-service advertising platform and rising consumer demand for Amazon...
After years of quietly growing its Marketplace, Walmart publicly launched its self-service advertising platform in January 2020. As the second-largest online retailer in the U.S., with a sizable Marketplace and strong assortment across independent sellers and...