KingChiiDirect is a Walmart Marketplace seller that designs and manufactures sophisticated outdoor cooking products. This year, experts at KingChiiDirect prepared their seasonal strategy using Walmart’s Search Engine Marketing (SEM) tool to promote select products in Google shopping ads. Using this approach not only helped them reach a broader audience, but it was also the catalyst for a more strategic approach to Walmart Marketplace. Find out how SEM helped drive significant seasonal success and more!
GOALS
Increase brand awareness
Expand external audience and traffic
Boost product visibility and conversion
Grow competitiveness
The Strategical Breakdown
To help reach these goals, KingChiiDirect leveraged a variety of Walmart Marketplace tools and solutions. Plus, they took advantage of seasonal opportunities. This combination was crucial to making the most of their SEM investment.
Product optimization
Using the Listing Quality dashboard, KingChiiDirect optimized their listings to ensure they were conversion-worthy to incoming traffic. Specifically, dialing in product descriptions and using high-quality imagery helped attract customers and improve the chance of a sale. Once their listings were ready, it was time to enroll them in SEM campaigns.
Data analysis
When campaigns were up and running, regular data analysis was key to successful outcomes. Through the reports available in Seller Center, KingChiiDirect closely monitored metrics such as click-through rate, conversion rate, cost-per-click and return on ad spend. Doing so allowed the team to optimize and protect the budget.
Budget allocation
In addition to the metrics above, KingChiiDirect considered factors like seasonality and market demand for the products enrolled in SEM campaigns. This level of attention helped them prioritize spend for top-performing products and pause campaigns for products that weren’t seeing the same results.
Seasonal promotion
During different times of there year there are several opportunities KingChiiDirect used SEM to capitalize on. For example, summer and fall sales, Black Friday and Cyber Monday, and more. When these events took place, the team would increase their budget and launch specific promotions. This also involved analyzing keyword trends and applying learnings to these strategies to ensure campaigns were relevant and engaging.
BIG WINS
During a key summer sales event, KingChiiDirect reported their SEM campaigns drove outstanding performance, exceeding expectations.
9:1
Return on Ad Spend
+1M
Impressions
+17K
Clicks
$45K
GMV*
*Data provided by KingChiiDirect.
“Leveraging SEM has significantly expanded our reach beyond just Walmart.com. By driving traffic from external sources, we’ve enhanced our product visibility and exposure, allowing us to connect with more outdoor cooking enthusiasts. This not only boosts our sales but also strengthens our brand presence in a competitive market, ultimately delivering a better experience for our customers.”
– Chenyu Zhu, CEO
KingChiiDirect’s success is a testament to their strategic use of Walmart’s powerful SEM tool. If you’re looking to take your business to the next level, SEM can help you create a winning strategy to reach your goals.
