Walmart Ads Interview Questions: Freshers

Walmart Connect is Walmart’s retail media network — its in-house advertising platform that lets sellers and brands promote products across Walmart’s website, app, physical stores and partner sites. It was formerly called Walmart Media Group.

Retail media is advertising on a retailer’s own properties, shown to shoppers who are already in a buying mindset. It matters because these ads sit much closer to the purchase than a Google or Facebook ad, so intent and conversion are higher.

Both run a similar second-price keyword auction, so skills transfer — but Walmart has far fewer advertisers. That usually means lower CPCs, higher click-through and stronger ROAS, plus an early-mover advantage while competition is still thin.

Marketplace sellers and suppliers with an active account, in-stock items and competitive pricing. Sponsored Products needs only a seller account; Sponsored Brands and Videos require Brand Portal registration.

The Buy Box is the default ‘Add to Cart’ winner on a listing when multiple sellers offer the same item. It’s critical because if you don’t hold the Buy Box, your Sponsored ads won’t show at all — no matter how good your campaign is.

Sponsored Products, Sponsored Brands and Sponsored Videos (search formats), Onsite Display, Offsite / Walmart DSP, and in-store Store Ads.

Pay-per-click, keyword-triggered ads that look almost like organic listings with a ‘Sponsored’ tag. They’re the core format and where most sellers should start — you pay only when someone clicks.

A banner at the top of search featuring your logo, a custom headline and up to four products. It’s keyword-targeted, needs Brand Portal registration, and is strong for winning new-to-brand customers.

Keyword-targeted short video ads (5–45 seconds) that appear in search results and land on the product page. They also require brand registration and shine at the consideration stage.

Visual banner ads across Walmart’s homepage, search, browse and item pages for awareness and discovery. Unlike search ads, Display is priced on eCPM (per thousand impressions) and uses audience targeting.

A Demand-Side Platform that lets you reach Walmart shoppers offsite — on the open web, connected TV, audio and more — using Walmart’s first-party data. It’s powered by The Trade Desk.

Automatic: Walmart picks the keywords from your listing content and you set one item-level bid — great for discovery. Manual: you choose the keywords, their match types and per-keyword bids — more control.

Three: Exact, Phrase and Broad. Exact matches the term tightly, phrase allows extra words before/after your phrase, and broad matches related terms in any order.

The auction Walmart search ads use: if you win, you pay just above the next-highest bid, not your full maximum bid. Your max is a ceiling, not the price you always pay.

By relevancy + bid — not bid alone. A more relevant listing (strong title, content, category match) can win a placement at a lower bid, which is why listing quality matters so much.

Run an automatic campaign to discover which real search terms convert, then ‘graduate’ those winners into a manual campaign as exact-match keywords you can control. Auto discovers; manual scales.

Return on Ad Spend = Attributed Sales ÷ Ad Spend. Higher is better.

Advertising Cost of Sales = Ad Spend ÷ Sales × 100. It’s the inverse of ROAS, shown as a percentage — lower is better.

CTR = clicks ÷ impressions. CVR = orders ÷ clicks (conversion rate). CPC = average cost per click.

Orders from first-time buyers of your brand. It shows whether you’re genuinely acquiring new customers rather than just recycling existing demand.

There’s no universal number — a good target is below your gross margin. If ads cost more than your margin, you’re paying to lose money. It varies by product and category.

Seller Center is where you run your Marketplace business — listings, inventory, orders. Walmart Connect Ad Center is the dedicated platform where you build, manage and optimise campaigns.

It registers you as a brand owner and unlocks Sponsored Brands, Sponsored Videos and your free Brand Shop. Sponsored Products doesn’t require it.

For Sponsored Search, your Seller Account Balance is the payment method. Spend is invoiced at the end of each two-week billing cycle, and Walmart sets an Account Spend Limit based on your Marketplace performance.

With Sponsored Products — it needs only a seller account, reaches shoppers closest to buying, and is the foundation every other format builds on.