Module 5 · Lesson 3

Building an Onsite Display Campaign

📚 Module 5: Onsite Display⏱ 6 min read🎯 Discovery

Onsite Display is fully self-serve, so you control the whole build — creative, targeting, bids and budget. Here’s how to put a campaign together without wasting impressions.

Step 1: Set up your Display account

Sign in with your Seller or Supplier Center account and create your Onsite Display account in Ad Center. From there you bid on available Display inventory and launch campaigns with full budget and pricing control.

Step 2: Build your creative

Display is visual, so the creative is the ad. Walmart gives you a Creative Builder inside its Creative Platform — automated templates that let you produce compliant banners without a full design team. Good display creative:

• Leads with a single clear message — one idea, not a cluttered catalogue.
• Uses strong brand visuals so you’re recognised at a glance.
• Has an obvious reason to click — a benefit, a launch, an offer.

Step 3: Choose targeting for your goal

Pick the tactic that matches what you’re trying to do:

• New-customer discovery → contextual or in-market/predictive audiences.
• Win back or cross-sell → behavioral targeting on past buyers.
• Own a category term visually → keyword targeting (with negatives).
• Maximum reach → Run of Site.

Start focused. A tight, relevant audience protects your eCPM budget far better than casting the widest net on day one.

Step 4: Set bids and budget

Configure a base bid and a maximum bid, then choose a daily or lifetime budget strategy. Remember from Lesson 2: this is a first-price eCPM auction, so bid what an impression is truly worth and let dynamic bidding pace you within your budget.