--- title: "Walmart: Expanded Targeting for Auto Targeting Campaigns" description: Use Brand Term Targeting and Complementary Targeting to boost performance, protect brand share, and capture new customers. --- [Skip to content](https://help.intentwise.com/walmart-expanded-targeting-auto-targeting-campaigns#main-content) ![footer-logo.png\]](https://help.intentwise.com/hs-fs/hubfs/footer-logo.png?width=210&height=40&name=footer-logo.png) Open main navigation Close main navigation Advice and answers from Intentwise - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://help.intentwise.com/?hsLang=en) 2. [Intentwise Ad Optimizer](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en) 3. [Walmart](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#walmart) # Walmart: Expanded Targeting for Auto Targeting Campaigns ## Use Brand Term Targeting and Complementary Targeting to boost performance, protect brand share, and capture new customers. The Expanded Targeting feature allows advertisers to leverage advanced targeting strategies in their Sponsored Products and Sponsored Brands campaigns, including: - **Brand Term Targeting (BTT):** Capture customers searching for competitor or own brand terms - **Complementary Targeting (CPT):** Surface-related products to boost cross-sell and upsell opportunities. Example: A user searches for "laptop" and complementary items like a wireless mouse or laptop bags are shown ### How It Works 1. **Campaign Creation Flow:** - Navigate to **Walmart** under **Optimize**. ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Oct-02-2026-07-08-00-4527-PM.png?width=670&height=382&name=image-png-Oct-02-2026-07-08-00-4527-PM.png) - Go to the **Campaigns tab** and select **+Add Campaign**. For detailed instructions, refer to the steps for creating campaigns on Walmart.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Oct-02-2026-07-09-23-1041-PM.png?width=3347&height=1907&name=image-png-Oct-02-2026-07-09-23-1041-PM.png) - For **Manual Campaigns**, add keywords as usual. BTT is supported here via exact match keywords.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Oct-02-2026-07-13-40-3424-PM.png?width=3195&height=1736&name=image-png-Oct-02-2026-07-13-40-3424-PM.png) - For **Auto Campaigns**, you’ll see a new **Expanded Targeting** section with two checkboxes:![](https://help.intentwise.com/hs-fs/hubfs/image-png-Oct-02-2026-07-17-37-5680-PM.png?width=3195&height=1734&name=image-png-Oct-02-2026-07-17-37-5680-PM.png) - **Brand Term Targeting (BTT)**: Target competitor or own brand terms - **Complementary Targeting (CPT)**: Surface related items based on user intent - Both BTT and CPT are enabled by default for new Auto campaigns, but can be toggled off. 2. **Campaign Edit Flow:** - Go to **Campaigns tab** and click the **pencil icon** to edit an existing Auto campaign.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Oct-02-2026-07-21-01-0590-PM.png?width=3345&height=1900&name=image-png-Oct-02-2026-07-21-01-0590-PM.png) - Select the expanded targeting options. Toggle BTT and CPT independently as needed.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Oct-02-2026-07-22-21-9322-PM.png?width=3312&height=1825&name=image-png-Oct-02-2026-07-22-21-9322-PM.png) - Save changes to apply the new settings to your campaign. > **Note:** Manual campaigns only support exact match keywords for BTT. CPT is exclusive to auto campaigns. --- ### Key Use Cases - **New Customer Acquisition:** Use BTT to capture competitor traffic and expand your market share. - **Brand Defense:** Use BTT to defend your share of voice against competitor encroachment. - **Cross-Sell and Upsell:** Use CPT to surface complementary products like accessories or add-ons to boost average order value. **Tip:** Test different combinations of BTT and CPT to find the best mix for awareness and conversions.    - [Getting started](https://help.intentwise.com/getting-started?hsLang=en) - [Intentwise AI Gateway](https://help.intentwise.com/intentwise-ai-gateway?hsLang=en) - [Intentwise Ad Optimizer](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#main-content) - [Account and Campaign Setup](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#account-and-campaign-setup) - [Optimization](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#optimization) - [Reporting](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#reporting) - [Dashboard Overview](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#dashboard-overview) - [Resources](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#resources) - [Amazon DSP](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#amazon-dsp) - [Additional Features](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#additional-features) - [Walmart](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#walmart) - [Criteo](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#criteo) - [Instacart](https://help.intentwise.com/intentwise-ad-optimizer?hsLang=en#instacart) - [Intentwise Explore (AMC)](https://help.intentwise.com/intentwise-explore-amc?hsLang=en#main-content) - [AMC](https://help.intentwise.com/intentwise-explore-amc?hsLang=en#amc) - [Instructional Queries](https://help.intentwise.com/intentwise-explore-amc?hsLang=en#instructional-queries) - [Intentwise Analytics Cloud](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#main-content) - [Kickstart Guide](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#kickstart-guide) - [Configuring Reporting Tools](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#configuring-reporting-tools) - [Configuring Data Pipeline](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#configuring-data-pipeline) - [Data Sources](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#data-sources) - [Looker (Google Data) Studio Tutorials](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#looker-google-data-studio-tutorials) - [Intentwise Templates](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#intentwise-templates) - [Intentwise Analytics Cloud features](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#intentwise-analytics-cloud-features) - [White Label](https://help.intentwise.com/intentwise-analytics-cloud?hsLang=en#white-label) - [Intentwise Marketplace Intelligence](https://help.intentwise.com/intentwise-marketplace-intelligence?hsLang=en#main-content) - [Content Analytics (CA)](https://help.intentwise.com/intentwise-marketplace-intelligence?hsLang=en#content-analytics-ca) - [Share Of Voice (SOV)](https://help.intentwise.com/intentwise-marketplace-intelligence?hsLang=en#share-of-voice-sov) - [Frequently Asked Questions (FAQs)](https://help.intentwise.com/frequently-asked-questions-faqs?hsLang=en#main-content) - [Access and Setup](https://help.intentwise.com/frequently-asked-questions-faqs?hsLang=en#access-and-setup) - [Billing](https://help.intentwise.com/frequently-asked-questions-faqs?hsLang=en#billing) - [Platform](https://help.intentwise.com/frequently-asked-questions-faqs?hsLang=en#platform) - [Reporting](https://help.intentwise.com/frequently-asked-questions-faqs?hsLang=en#reporting) intentwise.com Help Center Copyright © 2026, Intentwise Inc.