Walmart Connect Partner Network
The Walmart advertising + PPC gency for Sponsored Ads, Display, and DSP.
Sequence is a Walmart advertising agency that manages pay-per-click (PPC) and retail media across Sponsored Products, Sponsored Brands, Sponsored Videos, Onsite Display, Walmart DSP, and off-Walmart programmatic. Sequence is a Walmart Connect Partner Network member. The team has managed $500M+ in marketplace revenue across 100+ brands.
What is a Walmart advertising agency, and why does the full PPC stack matter?
Sponsored Products are only one part of the Walmart Connect stack. Sequence also manages Sponsored Brands, Sponsored Videos, Onsite Display, Walmart DSP, and off-Walmart programmatic.
A Walmart advertising agency is a managed-service team that operates Walmart Connect campaigns on behalf of brands: Sponsored Products, Sponsored Brands, Sponsored Videos, Onsite Display, Walmart DSP, and off-Walmart programmatic. “Walmart ads agency” is a common shorthand. A Walmart PPC agency is narrower and focuses on pay-per-click formats. Sequence Commerce is a Walmart Connect Partner Network member.
Walmart Connect is Walmart's retail media network. It supports advertising across Walmart.com, the Walmart app, in-store media, and off-Walmart inventory using Walmart's first-party shopper data.
This service is built for brands already selling on Walmart Marketplace, including first-party (1P) vendor relationships adding third-party (3P) marketplace sales. Sequence works across Walmart, Amazon, Target, and TikTok, allowing one team to coordinate the channel mix.
Walmart advertising vs. Amazon Ads vs. Target Roundel: how do they compare?
The table below compares Walmart Connect, Amazon Ads, and Target Roundel across media scale, CPCs, measurement, off-network reach, and marketplace competition.
| Dimension | Walmart Connect | Amazon Ads | Target Roundel |
|---|---|---|---|
| Annual ad revenue | $3.4B+, +25% YoY | $50B+, mature | $1B+, +30% YoY |
| Sequence client CPC benchmark | $0.30–$1.50 (50% lower than Amazon) | $0.80–$3.00 | $0.50–$2.00 |
| Shopper demographic | Value + necessity, broad reach | Prime + mass-market | Higher AOV, brand-loyal |
| DSP availability | Walmart DSP (display + CTV) | Amazon DSP (mature) | Roundel programmatic |
| Off-network reach (1P data) | The Trade Desk + Walmart 1P data | Amazon DSP only | Off-Target programmatic |
| Measurement stack | Walmart Connect Insights + Luminate | Amazon Marketing Cloud (AMC) | Roundel Test & Learn |
| In-store screen advertising | Yes | None | Limited (Target Circle screens) |
| Competition density | ~150K sellers | 2M+ sellers | ~1,200 sellers (invite-only) |
What Walmart advertising formats does Sequence manage?
Sequence manages six advertising categories across sponsored ads, video, display, DSP, and off-Walmart programmatic. Here is how each is used.
Sponsored Products
Sponsored Products are keyword-targeted and auto-targeted ads that appear in Walmart search and browse placements.
Sponsored Brands
Banner placement above search results featuring your logo, custom tagline, and up to 3 products. Brand-builder ad with click-through to a custom landing page or your brand shop.
Sponsored Videos
Sponsored Videos place short-form video creative in supported Walmart placements, including search and product detail pages.
Walmart DSP (Programmatic)
Sequence uses Walmart DSP for programmatic display and video across Walmart-owned and supported external inventory.
Onsite Display
Banner and rich media placements across Walmart.com category pages, the homepage, and search, using Walmart first-party audience targeting where available.
Off-Walmart Programmatic
Off-Walmart programmatic extends Walmart first-party audience targeting to supported external media inventory for connected TV (CTV), display, and social campaigns.
What Walmart advertising services does Sequence provide?
Sequence manages Walmart PPC, Sponsored Brands and Videos, DSP, off-Walmart programmatic, measurement, bid optimization, cross-channel reporting, and performance reporting.
Walmart PPC + Sponsored Products Management
Walmart PPC management includes keyword research, campaign architecture, bid optimization, budget pacing, negative keyword harvesting, and search term mining. We build campaigns from day one, optimize them weekly, and scale based on performance.
- Keyword harvesting from Walmart Connect search terms + competitor analysis
- Campaign structure: branded / non-branded / category / competitor conquest
- Bid + budget optimization via Pacvue / Skai automation + strategist layer
- Negative keyword harvesting weekly to protect Walmart PPC spend efficiency
- Listing-to-ad alignment to improve relevance between ad traffic and product detail pages
Sponsored Brands + Videos
We manage brand banner placements and video ads, including creative production, landing page builds, and Brand Shop optimization.
SB · SV · CreativeWalmart DSP
We manage programmatic display and video through the applicable Walmart DSP integration, including upper-funnel campaigns, retargeting, and lookalike prospecting.
DSP · TTDOff-Walmart Programmatic
We run off-Walmart CTV, display, and social campaigns using Walmart's first-party data across supported inventory.
CTV · ProgrammaticWalmart Connect Insights + Luminate
We use Walmart Connect Insights and Luminate for first-party measurement and category analysis.
Insights · LuminateBid + Budget Optimization
We combine Pacvue, Skai, or Walmart Connect native automation with strategist quality assurance (QA) and weekly performance reviews. We also monitor pacing and ROAS targets daily.
Pacvue · Skai · AutomationCross-Channel Attribution
We unify reporting across Walmart, Amazon, Target, and direct-to-consumer (DTC) channels. The measurement stack can include Walmart Connect Insights, Amazon Marketing Cloud (AMC), and Roundel tools, depending on the account.
Walmart + AMC + RoundelPerformance Reporting + Quarterly Business Reviews (QBRs)
Executive dashboards cover the Walmart advertising formats Sequence manages, with weekly metrics, monthly deep dives, and quarterly business reviews focused on sustained performance.
QBR · DashboardsWhich brands has Sequence worked with on Walmart?
Examples from sporting goods, beverages, and consumer hardlines.
Callaway Golf
Sequence managed Walmart Sponsored Products, Sponsored Videos, and DSP retargeting across the top 10 stock keeping units (SKUs). Sequence also used Walmart Connect Insights to inform keyword harvesting and listing optimization.
Liquid IV / Unilever
Sequence advised on Walmart third-party (3P) expansion for a business with an existing $100M first-party (1P) Walmart channel. The work covered margin analysis, Sponsored Products architecture, and a Walmart DSP plan designed to add 3P growth while protecting the 1P business.
Duracell Batteries
Sequence managed minimum advertised price (MAP) compliance across third-party sellers, activated Walmart Sponsored Products, and added a DSP layer. MAP compliance was 98% through Year 1.
How does a Walmart advertising engagement with Sequence work?
The engagement runs in four stages: audit, plan, activate, and compound.
Audit
We audit campaign structure, keyword coverage, listing-to-ad alignment, format mix, and attribution gaps. We show what is working, where spend is inefficient, and what is missing.
Plan
We build a 90-day roadmap covering campaign architecture, format expansion, DSP onboarding, off-Walmart programmatic testing, and attribution setup. The roadmap documents planned budget allocation before activation.
Activate
We restructure Sponsored Products, launch Sponsored Brands and Videos, onboard DSP, begin off-Walmart programmatic tests, and start weekly dashboard reporting by day 30.
Compound
We optimize bids and budgets weekly, refresh Sponsored Brands and Video creative every two weeks, run monthly Luminate measurement deep dives, and hold quarterly business reviews on multichannel ROAS.
What should brands know about Walmart advertising and PPC?
What is a Walmart advertising agency?
What is a Walmart PPC agency?
What is Walmart Connect?
Is Sequence a Walmart Connect Partner?
Which Walmart advertising formats does Sequence manage?
What is Walmart DSP?
How is Walmart Connect different from Amazon Ads?
What is the typical Walmart Connect CPC?
Can Sequence work alongside my existing Amazon agency?
How does cross-channel attribution work between Walmart and Amazon?
What does a Walmart advertising audit cover?
A Walmart ads audit identifies missing formats, campaign-structure gaps, DSP opportunities, and cross-channel measurement issues. We show what needs to change and why.
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