Sponsored Videos

📚 Module 4: Brands & Videos⏱ 5 min read🎯 Brand-registered

What you’ll learn

How Sponsored Videos appear and what they cost
The strict one-profile, one-ad-group campaign structure
How to build a video that earns the click
Which products actually justify a video ad

Sponsored Videos add motion, sight and sound to search results — a short video that stops the scroll and shows a product in action. They’re the third brand-registered format, and they shine at the consideration moment, when a shopper is weighing options.

How they work

Keyword-targeted and shown in search results as shoppers scroll.
CPC — you pay per click, and the click sends shoppers straight to your product detail page.
The video runs 5 to 45 seconds, appearing based on product relevance and your bid.

Where they fit the journey

Video lands hardest at the consideration point — the shopper is interested but not sold. A few seconds showing the product’s benefit in a real setting can tip the decision in a way a static listing can’t.

Campaign structure — keep it tight

Sponsored Videos have a deliberately simple, constrained structure:

One Sponsored Videos profile per campaign.
One ad group per campaign.
1–10 items per ad group — adding several relevant items is recommended.

Building a video that earns the click

You’re competing with a scrolling thumb. Make the first seconds count:

Hook fast — lead with the product and its main benefit in the first moments.
Show, don’t tell — the product in use, in a relatable lifestyle setting.
Design for sound-off — many shoppers scroll muted, so the visual must carry the message.
Match the promise — the landing product page should deliver exactly what the video showed.

Follow the current creative guidelines

Walmart publishes technical and creative requirements (length, format, quality) that your video must pass in review. Some placements and bid rules have run in beta with their own minimums — reported around $1.30 per keyword at times. Check the current guidelines and minimums in Ad Center before producing anything.

Which products justify a video

Video costs more to make and bid on, so point it at products that can repay the effort:

Top-converting or best-selling items — amplify what already works.
Products with a benefit that’s easier to show than describe — demos, before/after, texture, scale.
Seasonal or high-priority launches you’re pushing hard.

Quick recap

Sponsored Videos are keyword-targeted 5–45s clips in search, CPC, landing on the product page.
Structure is fixed: one profile, one ad group, 1–10 items.
Hook fast, show the product in use, and design for sound-off viewing.
Reserve video for best-sellers and products whose benefit is easier to show than tell.