Walmart Display + Search: Full-Funnel Strategy (2026)

Module 5 · Lesson 4

Display + Search Together

📚 Module 5: Onsite Display⏱ 5 min read🎯 Strategy

What you’ll learn

  • The gap Display fills that search can’t
  • The measurable multiplier of running them together
  • The discovery-to-conversion funnel in practice
  • How to measure Display without judging it like search

Display shouldn’t run in isolation. Its real power shows when it works with your Sponsored Search campaigns — feeding shoppers into the funnel that search then converts.

The gap Display fills

Sponsored Search can only reach people already searching for something like your product. But most shoppers don’t know your brand exists yet. Display reaches them before they search — planting recognition so that when they do search, your name is familiar. It fills the top of the funnel that search structurally can’t.

The multiplier effect

Running Display alongside search isn’t just additive — the numbers compound:

3×more likely to purchase when exposed to search + display
+40%more spend on advertised brands
3×order increase for Food & Consumables running both

Familiarity built by Display makes your search ads convert better — the shopper has seen you before, so the sponsored listing feels like a known brand, not a stranger.

The funnel in practice

A proven sequence pushes a shopper from stranger to buyer:

  1. Display introduces your brand during discovery.
  2. Sponsored Video deepens consideration with a demo.
  3. Sponsored Products converts them when they search with intent.

Each format hands the shopper to the next. Display starts the relationship; search closes it.

Measure Display on the right yardstick

Don’t judge Display by last-click ROAS alone — that undersells a format whose job is earlier in the journey. Track impressions, reach, new-to-brand orders and its assisted impact on your search conversions. Define success before you launch, then measure against that goal, not against your Sponsored Products numbers.

When Display is worth it

  • Your Sponsored Products base is working and you’re ready to grow demand, not just harvest it.
  • You have creative capability and budget to feed an impression-based format.
  • You want to build a brand, win new-to-brand customers, or push a launch or season.

Module 5 complete

You can now run visual, audience-targeted Display and pair it with search for full-funnel impact. Next, Module 6: Offsite & Walmart DSP — taking Walmart’s first-party data beyond Walmart, onto the open web, CTV and apps.

Quick recap

  • Display reaches shoppers before they search, filling the top of the funnel search can’t.
  • Search + Display compounds: up to 3× more likely to buy and 40% more spend.
  • Run a Display → Video → Sponsored Products funnel so each format hands off to the next.
  • Measure Display on reach, new-to-brand and assisted impact — not last-click ROAS alone.
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