In the increasingly competitive landscape of online marketplaces, businesses need to differentiate themselves. That’s why sellers turn to Walmart Marketplace where they can unlock an ecosystem of solutions designed to help them succeed. Dobest, a Marketplace seller specializing in outdoor lawn and garden equipment, recognized this and wanted to attract a larger audience to support their business on Walmart.com. Their solution? Leveraging Walmart Marketplace Search Engine Marketing (SEM) to tap into Google’s vast user base, help drive traffic to their Walmart listings, and boost sales.
Join us as we delve into this case study, uncovering how Dobest was able to effectively accomplish their goals with SEM, leading to significant business growth.
In the increasingly competitive landscape of online marketplaces, businesses need to differentiate themselves. That’s why sellers turn to Walmart Marketplace where they can unlock an ecosystem of solutions designed to help them succeed. Dobest, a Marketplace seller specializing in outdoor lawn and garden equipment, recognized this and wanted to attract a larger audience to support their business on Walmart.com. Their solution? Leveraging Walmart Marketplace Search Engine Marketing (SEM) to tap into Google’s vast user base, help drive traffic to their Walmart listings, and boost sales.
Join us as we delve into this case study, uncovering how Dobest was able to effectively accomplish their goals with SEM, leading to significant business growth.
GOALS
Grow sales for key products
Increase traffic and conversion
Strategy
Understanding the importance of an optimized catalog to attract, convert, and retain customers, Dobest fine-tuned specific aspects of their business before driving off-site traffic to their listings. To maximize the effectiveness of their SEM campaigns, they:
- Shipped products to Walmart Fulfillment Services (WFS) to ensure fast and reliable delivery
- Maintained a Listing Quality score above 95% to attract and retain customers
- Ensured adequate stock levels to meet increased demand
- Allocated an appropriate budget for SEM to drive traffic and visibility
Impact
After launching their Walmart SEM campaigns, Dobest successfully grew sales for established products while fueling traffic and conversion rates for new ones.
These impressive numbers speak for themselves:
- GMV growth of $1.11M
- SEM Return on Ad Spend (ROAS) of $8.55
- Impressions increased by 17.4M, significantly boosting brand visibility
- Clicks increased by 291K, helping drive targeted traffic to their product listings
- Achieved a 100% Buy Box win rate increase, maximizing sales opportunities
Source: Walmart first-party data, Dec. 2023 – July 2024.
“Some consumers like to search for products on Google and buy them. We want to get some off-site traffic through SEM and enhance our brand influence. When the product performs well through SEM, the performance of Walmart Marketplace ads may also improve accordingly.”
Alice Zhou
Advertising Lead
Dobest’s experience demonstrates the power of Walmart Marketplace’s SEM tool in driving growth and achieving business goals. If you’re looking to manage your advertising strategies effectively, SEM has a worthy spot in your strategy. Start by allocating a budget and testing key products to see where you can maximize performance to help drive your business forward.
