Walmart: Expanded Targeting for Auto Targeting Campaigns

Use Brand Term Targeting (BTT) and Complementary Targeting (CPT) to improve campaign performance, defend brand share, and capture new customers through more precise ad placements.

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 the Walmart offering within Intentwise.

   • Go to Campaigns and select +Add Campaign. For detailed instructions, refer to the steps for creating campaigns on Walmart.

   • For Manual Campaigns, add keywords as usual. BTT is supported here via exact match keywords.

   • For Auto Campaigns, you’ll see a new Expanded Targeting section with two checkboxes:

     • 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 and click the pencil icon to edit an existing Auto campaign.

   • Select the expanded targeting options. Toggle BTT and CPT independently as needed.

   • 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.