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Walmart Adds Negative Keywords
Walmart Connect now allows advertisers to exclude specific search terms for sponsored-products campaigns through 'negative keywords'. This update can help local businesses improve ad relevance and reduce wasted spend. By excluding irrelevant search terms, businesses can increase the effectiveness of their ad campaigns.
Background paragraph: Walmart Connect is a self-serve ad platform that allows businesses to run sponsored product ads on Walmart's website and mobile app. Local businesses use this platform to reach customers who are searching for products online.
What changed: Walmart Connect has introduced 'negative keywords', which enable advertisers to exclude specific search terms from their sponsored-products campaigns. This means that businesses can now prevent their ads from being shown to users who are searching for irrelevant terms.
Why it matters: The introduction of negative keywords can help local businesses improve the relevance of their ads and reduce wasted spend. By excluding irrelevant search terms, businesses can increase the effectiveness of their ad campaigns and drive more conversions.
Niche breakdown: For example, a coffee shop running sponsored product ads on Walmart Connect could exclude search terms like 'tea' or 'juice' to ensure their ads are only shown to users searching for coffee-related products. A hair salon could exclude search terms like 'nail care' or 'makeup' to focus on hair-related products.
What to watch: Businesses should monitor their ad campaigns closely to see how the introduction of negative keywords affects their ad performance. They should also keep an eye on Walmart Connect's documentation and support resources to learn more about how to use negative keywords effectively.
To take advantage of this update, local businesses should review their current ad campaigns on Walmart Connect and identify irrelevant search terms to exclude using negative keywords. They should also test different negative keyword combinations to find the optimal setup for their campaigns. Additionally, businesses should monitor their ad spend and conversion rates closely to ensure that the introduction of negative keywords is having a positive impact on their ad performance.
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Source: Digiday · 2026-08-12
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