Module 4 · Lesson 4

Fitting the Formats Together

📚 Module 4: Brands & Videos⏱ 5 min read🎯 Strategy

You now know all three Sponsored Search formats. The skill isn’t picking one — it’s combining them so they reinforce each other across the shopper’s journey.

Each format’s job

The multiplier effect

These formats aren’t just additive — they compound. Shoppers exposed to multiple ad surfaces are meaningfully more likely to buy: Walmart reports that shoppers who see both Sponsored Search and Onsite Display are up to 3× more likely to purchase and spend up to 40% more on advertised brands. Showing up more than once, in more than one form, builds familiarity that a single format can’t.

The right order to add them

Sequence matters. Layer these on rather than launching everything at once:

1. Start with Sponsored Products. Prove which products convert and gather keyword data (Module 3).
2. Add Sponsored Brands once you know your winners — put your best products in that top banner and point it at your Brand Shop.
3. Add Sponsored Videos for your proven best-sellers, where a demo can lift consideration.

Building on proven products means every new format inherits winners instead of gambling on unknowns.

Splitting budget across formats

There’s no universal ratio, but a sound default: keep Sponsored Products as the majority of spend (it does the converting), and fund Brands and Videos as a deliberate acquisition and consideration layer on top. Scale each format on its own performance — judge Brands and Videos partly on new-to-brand orders and assisted impact, not only last-click ROAS, since their job is earlier in the journey.