Walmart Performance Ads — Sponsored Products, Brands, Videos
Walmart Performance Ads (WPA) has three ad formats. Most sellers use only Sponsored Products. The other two have higher ROAS for some product categories but require different campaign structures.
Sponsored Products (the workhorse)
Keyword-targeted ads that appear inline in the SERP. Highest volume + highest ROAS for most categories. Average Walmart SP ROAS lands 4-8× — materially higher than Amazon SP averages because the auction is less competitive.
Sponsored Brands (header banner)
Banner ad at the top of the SERP, featuring 3 SKUs from one brand. Higher CPC than Sponsored Products but higher brand visibility. Works best for established brands with 3+ complementary SKUs.
Sponsored Videos
30-second video ads in the SERP. Works for high-consideration products (kitchen appliances, electronics) where buyers need to see the product in use. ROAS lower than Sponsored Products but conversion-rate higher among viewers.
Frequently asked questions
Which format should I start with?
Sponsored Products almost always. Master it (achieve ROAS > 4x) before adding Sponsored Brands or Videos.
What's a realistic monthly ad budget for a starter account?
$200-500/mo. Below $200, statistical significance on keyword performance takes too long. Above $500 without bid-management experience risks running negative ROAS.