With the transition to Walmart's new omnichannel platform on 9/15/21, many big changes were made to the Walmart.com shopping experience for shoppers and sellers.
But one thing hasn't changed: Sponsored Product positions and pay-per-click advertisements (also called Paid Search) are still a great way to get your item in front of shoppers that wouldn't have seen it otherwise.
How Paid Search has Changed on the New Walmart.com
Probably the most noticeable change that came with the new Walmart.com is that all items are now found and filtered through the same search engine.
Before, Walmart had two online platforms to choose from before shopping: Walmart.com and Online Pickup & Delivery. With the launch of the new Walmart.com on September 15th, these two services are combined into a unified Walmart.com.
This means that the previously separate online-only and in-store only items now share the same search grid when shoppers use Walmart.com's to find the products they want. For some categories, this created a big shake-up in search results and what items show up on top.
Alongside this change, Walmart has increased the number of Sponsored Product positions in the search grid. This allows the same total number of items to be advertised to shoppers in the newly combined search results.
While more Sponsored Product positions in the search grid means more opportunities to get your item in front of shoppers, it also means there is a greater number of less desirable positions available for bidding on the second and third page of search results.
Ultimately, with the launch of the new Walmart.com, there is a lot more opportunity to win with paid search, but also more opportunities to waste your spend on lower positions.
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