Brands who are able to replicate their Amazon efforts on Walmart see about 20% of their Amazon volume in sales on Walmart. Our expert Marketplace speakers will unveil the secrets of listing your products, boosting sales, staying competitive, and how to ensure your operations and fulfillment options are in order in the Walmart Marketplace for Q4. Have your Walmart Goals and KPIs ready so you can implement these tactics to take our strategy to the next level.

1. How Walmart Could Expand Your Business Reach in Q4
Conquering Q4: A Holiday Planning Series for Marketers

2. Today’s Timeline | Amazon & Walmart
Conquering Q4: A Holiday Planning Series for Marketers
3 days. 11 sessions. 21 digital marketing experts.
TINUITI PRESENTS:
Amazon Operations Q4 Prep in
the Light of COVID-19 & Delayed
Prime Day
TINUITI & SKUBANA PRESENTS:
How Walmart Could Expand Your
Business Reach in Q4
TINUITI PRESENTS:
Key Trends and Insights to Help
Take Your Q4 Strategy to the
Next Level
TINUITI PRESENTS:
Convert Shoppers This Q4 With
a Holistic Amazon Search &
DSP Strategy
11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST10:45 – 11:00am PST

3. Today’s Logistics
Persephanie Arellano
Webinar Coordinator
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
● Submit questions for live Q&A

4. Today’s Speakers
Elizabeth Marsten
Sr. Director, Strategic
Marketplace Services
Brenda Ayanegui
Account Manager

5. 5
1. 5 Tips to Prepare Your Walmart Inventory for the Holidays
2. Accelerating Your Sales with Walmart Advertising
3. Setting up for Success & Scale
4. Live Q&A
Agenda

6. Poll Question
Which marketplace channel(s) are you currently selling on?
● Walmart
● Amazon
● Ebay
● Others not listed
● All the above

7. Getting Your Inventory Ready for Q4

8. I help multichannel brands
and retailers manage their
Walmart operations.
Hello!
It’s nice to
meet you
BRENDA AYANEGUI | ACCOUNT MANAGER

9. ABOUT
SKUBANA
Skubana is a distributed order management platform
powering order fulfillment, inventory operations, and
business intelligence for brands looking to achieve
multichannel profitability.
Our technology synchronizes data from sales channels
including marketplaces and big-box retailers to
warehouses, 3PLs, POS systems and more providing a
single view of all operational workflows from one
cloud-based software.
With Skubana, brands can stay focused on delivering
the best customer experience every time.

10. 🚫 Prevent Stockouts
🛍 Increase Profits
⏳ Reduce Lead Times
📦 Automate Fulfillment
📬 Provide Faster Delivery
What you need (mostly).
5 Tips to Prepare
Your Walmart
Inventory for the
Holidays

11. Plan in Advance.
The struggle is real between having too much inventory
and carrying too little.
Tip #1

12. Inventory that is just right.
Plan in
Advance
Holidays are full of surprises.
Overselling shouldn’t be one.
Ensure you have enough supply
to meet demand, but not too
much that you can’t sell.

13. Avoid Overstocking
Stay Balanced
Lowers profitability.
Ties-up cash in inventory.
Incurs long-term storage fees.

14. Avoid Understocking
Stay Balanced
Lost Customers.
Negative Reviews.
Penalties on your Walmart Scorecard.

15. Set Boundaries.
Give yourself room to maximize
holiday profit potential.
Tip #2

16. .Always Keep.
.Safety Stock.
.Tip #1.

17. .Use a Reorder.
.Point Formula.
.Tip #2.
The formula only
works if:
☑ Data is accurate and real-time
☑ Your reorder point is based on actual
corresponding sales cycles
☑ You get alerted when levels drop

18. ❗
.Set.
.Strategic.
.Inventory.
.Alerts.
.Tip #3.
Know which products are below minimum
inventory levels to avoid lost sales.
☑ Set alerts based on your reorder point
☑ Automatically issue POs to shorten lead time
☑ Overselling impacts your Walmart Scorecard

19. Automate If You Can.
Automation keeps you ahead of the curve,
and in front of your customers
Tip #3

20. .Automate.
.fulfillment.
.for shock-.
.resistant.
.operations.
.Tip #1.
Use order automation to handle order
orchestration ranging from:
☑ Rate-Shopping
☑ Bundle Breakdown
☑ Fulfillment Orchestration

21. .Automate.
.Purchasing.
.With .Real-.
.time .POs.
.Tip #2.
Purchase the right products at the right
time based on live inventory counts and
actual sales velocity.

22. Fulfill Strategically.
Shorten lead times, reduce friction and inefficiency,
and deliver on customer expectations.
Tip #4

23. .Bring.
.products.
.closer to.
.customers.
.Tip #1.
Identify areas with the highest customer
density and keep inventory nearby.
☑ Know where your customers are ordering from.
☑ Transfer inventory closer to those areas.
☑ Don’t rely on only one warehouse!

24. .Offer.
.2-Day.
.Delivery.
.Tip #2.
Two-day delivery is no longer a premium
offered by Amazon Prime.
☑ Increase Visibility
☑ Better Conversion Rates
☑ Happier Customers

25. .Unify Your Operations.
Stop using static spreadsheets.
Be everywhere at once, all from one place.
Tip #5

26. 3PL
ACCT
WMS
WFS
O R D E R M A N A G E M E N T S H I P P I N G P U R C H A S I N GI N V E N T O R Y
Sales
Channels
Back-office
systems

27. If you’re working off static
spreadsheets, your data is
already outdated.
Automate data entry to
boost accuracy and
adaptability.
Walmart-focused analytics
Forecast w/
Confidence

28. See how Walmart
performs against other
marketplaces and 1P sites
on Shopify, BigCommerce
& more.
Analytics
The Data
to Power
Growth

29. Walmart sellers get their first
month of Skubana free.
https://bit.ly/30M9Pbk
Bonus Offer:
1-Month
Free

30. Accelerating Your Sales with Walmart Advertising

31. Elizabeth Marsten
● 14 years in digital
● Seattle, WA
● eCommerce focused
● Working on Walmart Advertising since summer
2018
● Sometimes I write stuff
Senior Director, Strategic Marketplaces

32. ● 50,000+ 3P sellers now
● Self service advertising general launch
● Mobile app unification of grocery and .com
● Walmart Fulfillment Services & direct integration
with Deliverr
● Expansion with Shopify (already passed the
1,200 goal for 2020)
● ThreadUP partnership
● Walmart+
● Yahoo Mail tab for Walmart
● In store metrics coming in self-service
advertising accounts
Q4 Walmart Holiday Prep
What’s New with Walmart

33. ● It’s not Amazon
● A lot of initiatives and launches are new. Like really new.
● Brick and mortar (4,700+ stores) integration
● Very much US first (sorry, Canada)
What to Expect

34. ● Advertising account - you need one
○ Web self-service (meaning it’s managed through a web browser)
■ Apply for one here
○ Call me! (Tinuiti can help here)
● Budget
○ Recommended a minimum $2,000 ($1,000 for an auto campaign and $1,000 for a manual campaign)
● Established as a Seller
○ Recommend that you have been up and selling for at least two weeks to a month. Get the kinks out, operationally
speaking.
Getting Started

35. ● Search Brand Amplifiers
● Display Banners
● Sponsored Products
Ad Types
What We’ll Cover Today

36. 36
● Generic head terms/queries
● Keyword targeted, different match types
● Booked via WMG
Walmart Search Brand Amplifier

37. 37
● Banner ads
○ Contextual targeting (by category/sub categories)
○ Conquesting (targeting shoppers who have shopped for competitor
brands)
○ Custom audience segments (example: tech enthusiasts, parents,
HHI)
○ Propensity (machine learning targeting for shoppers who are likely to
buy brand/product type)
Enterprise Options
Home Page Lockouts
High impact display
Social display & video pre-roll
All are booked through Walmart Media Group
Walmart Display Types & Targeting

38. 38
● Sponsored Products are cost-per-click
(CPC) ads that drive traffic to Walmart
product detail pages
● Advertiser control how much they spend
by setting budgets and bids and only
pay when a user clicks on their ads
● Minimum campaign budget is $1,000
(start/end dates) with daily spend set at
$100 per day *
○ This isn’t necessarily what you will
spend, but what Walmart has set as the
minimum that must be entered into the
platform
Walmart Sponsored Products - In Grid Search Results

39. 39
● Sponsored products may appear in spots 1- 12
● Only two spots are filled at once
● In order to be eligible, products must appear
organically within the top three pages of search
results
● Product must also be winning the buy box and
instock
Walmart Sponsored Products

40. 40
● Located on search results, category and product pages
● Do not need to appear organically in the top 128 listings to appear on carousel
Walmart Sponsored Products - Sponsored Product Carousel

41. 41
● $1 min CPC bid in Automatic
Campaigns to qualify, average
CPC to is dependent on
category (recommend starting
higher than the $1)
● Does not show in reporting as
an ad type
● Not directly targetable
Walmart Buy Box Banner

42. 42
Walmart Sponsored Products Placements
Page type Ads can show
Search results page (Manual & Auto) In grid, bottom of page carousel
Product pages (Manual & Auto) Carousels - mid and bottom of page
Browse pages (Auto) In grid (middle), bottom of page carousel
Topic pages (Auto) Bottom of page carousel
Category pages (Auto) Middle of page carousel

43. ● Think in CATEGORIES first, then SKUs, then keywords
○ Remember, it’s a digital shelf and in some cases, a physical shelf too
○ Getting too granular too soon can lead to a drop or no impressions
● Product Groups - it is recommended to group 10-20 SKUs at a minimum
● Start with a singular auto campaign for at least two weeks
○ Depending on how many categories you cover, how close those are to one another and size of the catalog
● Only the hero SKU/Base ID can be advertised unless each variant has its own product page
○ If the hero SKU loses the Buy Box or goes out of stock, advertising is paused
○ Check in your catalog that the most popular variant (especially for colors and sizes) is your hero SKU
Setting up for Success & Scale
Campaign Structure

44. 44
● Walmart determines when to display
sponsored products based on keywords
identified from product title, descriptions and
other material in product listings, category
and related products
● Must be winning the buy box
● Bids set at the product level
● Eligible for all Walmart Product Ad
placements
● Start here - for about the first 30 days
Walmart Sponsored Products - Campaign Types
● Campaigns where you manually select the
keywords that you want to bid on. Depending
on the match type the product ad will display
for the bidded search term
● Broad, phrase and exact
● Must be winning the buy box
● Bids are set at the keyword match type level
● 220 keyword limit per campaign
Automatic Campaigns Manual Campaigns

45. 45
● A first-price auction is when all advertisers
compete by submitting bids for an ad
placement. The top bidder for the inventory
then pays the winning bid price - no matter
what the second place advertiser’s bid is.
● Bid based on the maximum you are willing to
pay for each click - which means careful
attention has to be paid to garner enough
traffic, but not overpay for it.
Walmart Sponsored Products - Bidding
● .20 is the minimum bid for automatic campaigns
● .30 is the minimum bid for manual campaigns
First Price Bid Auction .20 and .30 Minimums

46. ● Collecting enough data to make decisions - two weeks recommended for larger changes at minimum
● Bidding can be daily - especially at campaign launch. A first price auction means that you’ll need to be incremental in
your up/down to find that sweet spot, but also that the entry of competitors into the auction can impact
impressions/clicks more immediately than with a second price auction.
○ Remember, if you’re set up by categories, you’ll be able to be more consistent (price point and margin)
○ And in manual campaigns, you’ll have the option of removing a product from the advertising assortment
○ Bid multipliers
● Attribution Windows: 3 and 30 today
● Item Health Report - losing the Buy Box or being Out of Stock really makes advertising hard - review it regularly!
Setting up for Success & Scale
Optimization Schedule and Considerations

47. 3 Day Attribution Window
Setting up for Success & Scale
Reporting - Page Type - Summary (Impressions) vs. Revenue - Auto Campaigns
Action: Use a bid multiplier for the search ingrid placement to increase impressions
Impressions Revenue

48. 3 Day Attribution Window
Setting up for Success & Scale
Reporting - Platform - Impressions vs. Revenue - Using Bid Multiplier - Auto Campaigns
Action: Bid multiplier increase on Desktop (depending on category!)
Impressions Revenue

49. 3 Day Attribution Window
Setting up for Success & Scale
Reporting - Campaign - Impressions vs. Revenue - Budget Allocation by Product
Action: Bidding up on low % products or move dominant products to a new campaign
Impressions Revenue

50. Setting up for Success & Scale
Reporting - On Demand - Item Keyword Performance
● Find new keywords from automatic campaigns - use the “searched keyword” column
● Reports expire after 3 days (not saved in the UI)
● Up to 30 mins to generate (depends on size)
● 60 day limit on the reporting period, starting from May 10, 2020
● 3 or 30 day attribution windows
● Attributed Direct View Sales, Attributed Direct View Clicks, Attributed Brand View Sales, Attributed Brand Click Sales
● Find this in the Report section under “On-Demand” in the dropdown
https://advertisinghelp.walmart.com/s/guides?article=000009366

51. ● Price, commission rates by product (so you calculate advertising ROAS)
● Item details (category, title, description), download a full feed spec
● Seller scorecard
● Fast Tags
● Growth Opportunities - Assortment Growth
Using Seller Center

52. ● Low or no impressions - check OOS
○ Reminder -if the base SKU is OOS - variants don’t serve, unless on a separate product page
● Low or no impressions - bids are too low, not enough keywords (for manual campaigns) or not enough products in the
product groups
● High impressions - no clicks - likely irrelevant search terms or keywords
○ Check the keyword list
○ Check the categorization/product detail pages for incorrect information
● High clicks - no conversions
○ Check the product detail page for reviews, images, feature bullets for conversion optimization
○ Search on site to get an idea of competitors and check in Seller Center under Growth Opportunities in Pricing to
understand competitiveness
Troubleshooting
Common Advertising Issues

53. Walmart Advertising Knowledge Base
The Ultimate Walmart Marketplace Guide
Walmart Advertising & Seller Help (filing tickets)
Walmart Update Chat with Tinuiti, xSellco & Skubana
Tweet me. LinkedIn me.
Eyebrow Text
Resources

54. Key Takeaways
Don’t let a lack of inventory get in the way of your sales
goals.
Set realistic expectations for advertising results and your
WHY. Not everyone is going to be a good fit right now.
Review and action of your advertising and Seller Center
accounts together is key.
Automate wherever possible, from fulfillment to
replenishment.

55. Schedule Your 1:1
Strategy Evaluation

56. Live Q&A
Elizabeth Marsten
Sr. Director, Strategic
Marketplace Services
Brenda Ayanegui
Account Manager

57. THANK YOU!