1.
2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah humbug! No inventory! — Getting Creative With
Email Marketing Content in the Age of Supply Chain
Snafus
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET

2.
Unwrap a New
Q4 Walmart
Strategy

3.
Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4.
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5.
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6.
Our Speakers
NITALIA ZUNIGA
Customer Success
Manager
STUART CLAY
Associate Director, Marketplace
Strategic Services

7.
30,000+ Clients
eCommerce Marketing Platform
$406M
Raised
50%
YOY Growth
1000+
Employees
5
Offices
Reviews Visual UGC Loyalty &
Referrals
Subscriptions SMSBump

8.
Agenda
● Holistic Walmart Advertising Q4 Planning & Prep
● Structuring Operations for Success
● Improving Review Syndication on Walmart
● Q&A
8

9.
Are you currently
advertising on Walmart?
● Yes!
● I am not
● I am planning to soon
POLL

10.
Walmart Advertising
Q4 Planning & Prep
10

11.
Building a solid foundation
11
INNOVATION
4
RETAIL MEDIA DISPLAY
3
RETAIL MEDIA SEARCH
2
OPERATIONAL
1
1. OPERATIONAL
Set up, assortment and fulfillment -
marketplace, online and in store. Share of
voice & shelf, PDP pages and assets.
2. RETAIL MEDIA SEARCH
○ Sponsored Products
○ Sponsored Banners
○ Keyword, category & audiences
3. RETAIL MEDIA DISPLAY
○ Onsite banners
○ Off Site banners (DSP or managed)
○ CTV/OTT
○ Social media, Shopping
4. INNOVATION
○ Retail Media is constantly evolving.
We’re always testing out new concepts.
Examples: influencer, livestream,
affiliate, pick up/delivery, video

12.
12
Walmart Connect Transitioning to Scale
IN STORE
ONSITE
DISPLAY
OFFSITE
DISPLAY SEARCH
BRAND
AMPLIFIERS
SPONSORED
PRODUCTS
eCommerce Evolution
● Transition to self-serve for scale
● Advancements in ad offerings
● Roadmap set to improve performance
and experience
MANAGED SELF-SERVE

13.
Walmart Self-Serve Ad Opportunities At A Glance
Sponsored Products
Mid to lower funnel, digital,
purchase ready ad units
13
Search Brand Amps
Mid to lower funnel, omnichannel
ads focused on consideration
and brand awareness
Walmart DSP
Mid to upper funnel, omnichannel
ads focused consideration &
awareness
Walmart DSS
Mid to upper funnel, omnichannel
ads focused consideration &
awareness
13
AWARENESS
CONSIDERATION
INTENT
13
AWARENESS
CONSIDERATION
INTENT
AWARENESS
CONSIDERATION
INTENT
AWARENESS
CONSIDERATION
INTENT

14.
Walmart Display Planning & Prep
Aligning your advertising intent with the channels of most priority
14
CONSIDERATION EXAMPLES
Inventory and Operations
Validate retail reach and inventory presence. Ensure operational
soundness including listing content, pricing, fulfillment
Audience Review & Planning
Who is your desired audience? What are seasonal and shopper
trends?
Goals & Success
What does success mean? What KPIs are of utmost priority?
What are your hard KPI goals?
Budgets & CPMs
Open, Capped, Can they scale with performance? CPMs are
much higher in peak holiday
Keyword tactics
What are shopper trends this year? Brand protection v
conquesting? Your keyword tactics will be tied to your goals
How should I plan for holiday if Walmart
Connect is managing my campaigns?
Ensure inventory is locked in (6-8 weeks prior)

15.
Sponsored Products campaign strategy fueling performance
The Process
● Leverage multi-SKU auto for learnings
● Identify key strategic products for breakout and
bid control
● Layer cascading bids to assign prioritization
(product and keyword type)
● Use placement inclusion and platform
multipliers in response to performance
● Proactively audit for keyword opportunities
● Using 3P, Seller and Walmart data, continually
analyze performance
Reporting & Analysis
Leverage a combination of internal, Walmart and seller
performance data to better understand holistic
performance and guide cross-campaign strategy
Auto (Broad)
Manual (Targeted)
Cascading bid prioritization
Placements, Platforms &
Multipliers
Proactive Keyword
Audits
Data &
Analysis
15

16.
Aligning Search Strategy with Performance Trends
In June, ROAS was 48% higher than in April due to the
positive effects of the transition to a second-price auction
In year-over-year terms, CPC fell 51% in June, compared to a
7% decline in May and 34% increase in April
16
Spend attributed to Search Brand Amplifier ads has grown
meaningfully over the last three quarters and now stands at 15%

17.
Q4 Advertising Preparation Checklist
Priority Context
Walk the shop Perform test queries on prioritized products to identify ad deficiencies
Competitive Analysis Leverage 3rd party solution providers to better understand keyword and product SOV
Structure & Strategy Audit Ensure appropriate campaign structure, coverage, Item inclusion and Placements, Platforms & Modifiers
Bid Levels & Prioritization Ensure Keyword, Product & Campaign cascading bid prioritization
Accelerators Search Brand Amplifiers, Display (digital & in-store) & future opportunities
Foundational Elements Seller Center elements - Scorecard, Buy Box %, Listing Quality, Badging, Inventory, etc...
17

18.
Ensuring Operational
Soundness
18

19.
19
On average, a seller should be doing roughly 20-30%
of total Amazon business volume on Walmart (with
selling parody). Business that are able to achieve that
20-30% often share these characteristics:
1. Established seller presence - reviews, organic
sales history, good product detail page content
2. AUR above $20 - OR - items that are commonly
bought with other items (free shipping is $35+)
3. 2 day shipping and/or pick up in store capability
4. Actively working on Walmart specific
content/search optimization efforts - to
increase discoverability
5. Seller metrics within recommended parameters
(i.e. order defect rate under 6%)
6. Sellers that can compete on pricing with
Amazon in real time, either by parity or repricing
Success Starts With a Solid Foundation

20.
Q4 Preparation Checklist - Operations
Priority Context
Inventory & Assortment Having adequate inventory for key assortment to meet customer demand is essential.
Best Pricing Make sure to provide competitive pricing to entice customers to convert.
Fast Shipping If possible, provide customers with free 2 Day shipping. Also consider Walmart Fulfillment Services (WFS).
Quality Content Utilize the Listing Quality dashboard to ensure your SKUs have a high score.
Customer Service Respond to customer inquiries within 24 hours to promote their satisfaction.
Seamless Returns Provide customers with the option for free online or in-store returns.
20

21.
Additional Opportunities for Growth
Optimize Mobile
Experience
21
Create Exclusive Bundles Submit Items for Promotion
Campaigns
Ensure Pro Seller Badge
Eligibility
Syndicate Reviews from Your
Online Storefront
Increase Reviews with 3rd party
partners
Utilize Advertising (WMG
and/or WPA)

22.
Improving Review
Syndication on Walmart
22

23.
In the past 5 years the
eCommerce landscape
has exploded

24.
Shoppers seek out past customer reviews
Percentage of shoppers that read
reviews before making a purchase 61%
2015
96%
2020
Percentage of shoppers that say
online reviews influence their
buying decision
55%
2015
98%
2020
Reviews are no longer a nice to have. Reviews are an
essential part of eCommerce success

25.
Consumers want to be more
confident in the choices
presented to them
BUT consumers don’t want more choice.

26.
Not all customer
reviews are created
equal
High quality reviews:
● Help brands stand out from the
competition
● Help customers make more
informed purchases
● Boost post-purchase
engagement
● Grow brand trust through social
proof
166% average uplift in on-site
conversions by displaying social proof

27.
Syndicate your reviews to every
platform you sell on
Help your brand stand out on your site and on marketplaces like
Walmart.
Make the Most of the Reviews You
Already Have
If you’re selling on multiple platforms, you need a reviews
solution that provides easy, comprehensive syndication
★★★★☆
Liked it
★★★☆☆
Just Ok
★★★★★
Nice
★☆☆☆☆
Too Small
★★★★★
Great
★★★★☆
Good
★☆☆☆☆
Too Small
★★★★★
The perfect slim fitting t-shirt. The fabric is really
high quality and soft. I bought a size medium
which is my normal size but if you want a looser
fit definitely order up a size!

28.
Syndicate Reviews to
Walmart and Boost Sales
To achieve success on Walmart, it’s important
to syndicate your conversion-boosting
product ratings and reviews directly to
Walmart.com.
● Rank higher on Walmart.com and
accelerate sales with social proof
● Reach new customers and build trust
● The fastest way to increase review
count and product coverage on
Walmart.com
● Set up and track content with ease
The most cost-effective syndication solution
on the market today

29.
Improving Your Quality
Score on Walmart
Walmart’s marketplace algorithms assign a
Quality Score to each listing, which
determines where your product shows up in a
given search. Reviews are a huge part of that
score. Here’s what Walmart is looking for:
● Product ratings: The higher the star,
the better the Quality Score
● Positive feedback in customer reviews
● Using a reviews provider that’s an
official partner of Walmart.
The most cost-effective syndication solution
on the market today

30.
iFLY Syndicates 1000+ Reviews in
40 Days With Yotpo & Walmart
Partnership
Travel
Industry
Shopify
Platform
SMSBump, Reviews
Yotpo Products
Yotpo has increased our daily review volume by 7X. The amount of User Generated
Content we are able to syndicate has been vital in achieving and maintaining our high
ranking status on Walmart.com.
David Rapps
President and Chief Strategy Office. iFLY
New Reviews
Syndicated in 40 days
1,000
Reviews Syndicated
to Walmart.com
3,000+
Increased Daily
Review Collection
7x

31.
Key Takeaways
1. Success on Walmart Marketplace starts with a
solid and robust operational foundation
2. Take the time to audit operational setup,
catalog health, and advertising efforts to
ensure a smooth peak selling season
3. Advertising effectiveness is interconnected
with the soundness of your operations.
4. Take advantage of new opportunities

32.
Special Offer for BFCM
Sign up for Yotpo review syndication and get 50% off
your first year!
Plus, import 1,000 reviews for free and help boost your
brand presence on Walmart.com.
Learn more: marketplace.walmart.com/yotpo

33.
Schedule Your
Consultation
with a Walmart
Expert

34.
Q&A
NITALIA ZUNIGA
Customer Success
Manager
STUART CLAY
Associate Director, Marketplace
Strategic Services

35.
35
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

36.
Thank you!

37.
2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah humbug! No inventory! — Getting Creative With
Email Marketing Content in the Age of Supply Chain
Snafus
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET