Driving 73% Sales Growth and 36% Lower Advertising Costs Through Walmart PPC and Listing Management for an Outdoor Gear Storage Brand

73%

Sales Revenue Growth

36%

Lower ACoS

58%

Lower Cost-Per-Click

Service

  • Walmart Advertising
  • Walmart Account Management
  • Walmart Listing Optimization

Platform

  • Walmart

The Client

A Leading Provider of Fishing & Hunting Gear Storage Solutions

Our client is a prominent North American manufacturer specializing in professional-grade camping equipment, hiking gear, firearms, water sports equipment, and tactical outdoor tools. With over 2000+ SKUs, the brand caters to adventure seekers who demand reliable, space-efficient storage solutions for their premium outdoor equipment through its Walmart store.

Project Requirements

Strengthening Brand Presence and Improving Conversions through Strategic Walmart Marketing

Despite having a strong portfolio, the client’s Walmart sales had stagnated. They sought our Walmart account management and advertising expertise to achieve key objectives:

  • Measurable Revenue Growth in First 6 Months
  • Improved Product Rankings and Visibility on Target Keywords
  • Improved Listing Quality Score
  • Reduced CPC (cost-per-click) and Higher RoAS (return on advertising spend)

The project scope included:

  • Walmart Listing Optimization: Audit, enhance, and optimize existing product pages (2000+ SKUs) to incorporate relevant search terms and ensure compliance with Walmart’s content guidelines
  • Walmart Rich Media Integration: Develop and incorporate lifestyle images, infographics, visually appealing comparison charts, and short videos showcasing storage solutions in real-world outdoor settings to enhance product detail pages.
  • Walmart Advertising: Create new ads and optimize existing Sponsored Products, Sponsored Brands, Onsite display, and DSP campaigns to reduce wasted ad spend and improve conversions.
  • Walmart Success Hub Implementation: Apply platform-recommended strategies and insights to improve campaign targeting, placement efficiency, and overall account health scores.
  • Competitive Market Analysis: Conduct ongoing competitor benchmarking to monitor pricing strategies, keyword targeting, and advertising placements within the outdoor storage category.
  • Account Health Management and Performance Tracking: Monitoring and improving account health metrics to secure the Walmart Pro Seller Badge. Additionally, track key metrics (CTR, CVR, ROAS, Quality Score) to improve campaign performance and ROI.

Project Challenges

Overcoming Low Product Rankings, Ad Inefficiencies, and Intense Category Competition

The project presented several technical and strategic complexities that required specialized expertise and careful execution:

Balancing Generic vs. Specific Keyword Targeting

Outdoor storage products compete for both broad terms (such as "storage rack") and niche phrases (such as "fishing rod organizer"). Determining optimal keyword distribution across automatic and manual campaigns while managing budget efficiency required continuous testing and refinement.

Transitioning from Underperforming Legacy Campaigns

The account had pre-existing, poorly structured campaigns with mixed product groupings and inefficient keyword targeting. We needed to gradually migrate budget and traffic without disrupting ongoing sales while rebuilding campaign architecture from scratch.

Managing Seasonal Demand Fluctuations

Outdoor equipment purchases spike during specific seasons (spring for camping preparation, fall for hunting). We needed a targeted Walmart advertising strategy to scale the budget efficiently during peak sales periods while maintaining cost efficiency year-round.

Competitor Price Undercutting Without Margin Erosion

Several competitors employed aggressive pricing strategies to erode market share. We needed to create value perception through superior content and strategic promotions rather than engaging in unsustainable price wars.

Limited Historical Performance Data for Optimization

There were no clear insights into the client’s best-performing keywords, campaigns, or ad groups, making strategic optimization difficult and reactive rather than proactive.

Poor Listing Quality Scores

The client's product listings had suboptimal Quality Scores due to poorly optimized content. These scores severely limited organic visibility and reduced the effectiveness of paid advertising campaigns. Major content enhancement and restructuring were required to improve Walmart's listing score across 2000+ SKUs.

Choosing the Right Ad Format Without Wasting Ad Budget

The client has a strict daily ad budget. This means we have to identify the appropriate ad type, continuously monitor campaign performance, and implement proven bid optimization strategies to avoid overspending and underspending risks.

Our Solution

Comprehensive Walmart Account Management with Advanced PPC and SEO Strategies

To achieve the client’s key objectives within a strict deadline of six months, we implemented a data-driven, proven Walmart account optimization strategy that involved:

Competitor Intelligence and Keyword-Research

  • Evaluated competitor listings and PPC campaigns to identify content gaps, pricing patterns, top-performing ad placements & keywords, and optimization opportunities
  • Identified high-performing keywords to target based on search volume, competition levels, and relevance scores
  • Identified underserved long-tail keyword opportunities with lower competition but high purchase intent, such as "RV fishing rod storage rack" and "boat-mounted gear organizer.
  • Analyzed competitor promotional strategies, including bundle and exclusive discount offers, to optimize pricing without affecting profit margins

Walmart Listing Optimization & Quality Score Enhancement

  • Rewrote product descriptions for over 1,000 SKUs, adhering to Walmart's character limits and SEO best practices
  • Updated backend search terms with comprehensive keyword lists, including synonyms, alternative spellings, and related search phrases
  • Refined item specifications and attributes to ensure products appeared in relevant filter searches (material type, mounting style, capacity, dimensions).
  • Mapped thousands of SKUs to their correct tax codes and product categories, ensuring accurate site navigation
  • Ensured all content maintained a consistent brand voice while adapting messaging for different product categories (fishing vs. hunting vs. camping storage).
  • Conducted weekly Quality Score audits, tracking listing health metrics, and implementing corrective actions for any flagged issues

Visual Asset Creation and Refinement

  • Enhanced Walmart Product Detail Pages (PDPs) with high-definition videos, comparison charts, and lifestyle images for improved engagement
  • Optimized all images to meet Walmart's technical requirements: minimum 1000x1000 pixels, pure white background (RGB: 255,255,255) for main images, and appropriate file compression for fast loading
  • Refined all the manufacturer-provided images through advanced product photo editing (including background removal, color correction, shadow & reflection addition/removal) to enhance the visual appeal
  • Created various ad creatives and visual assets for diverse ad formats, adhering to size requirements
  • Optimized image alt text for all existing listings to improve Quality score and search relevance

Walmart Ad Campaign Creation and Management

  • Created a structured Walmart Connect (WPA) framework, segregating products into high-performing, seasonal, and clearance categories for better budget control and refined audience segments for each ad group accordingly
  • Grouped similar SKUs into focused ad sets to maximize keyword relevancy
  • Launched Sponsored Products campaigns using both automatic targeting for keyword discovery and manual targeting for high-intent, proven keywords.
  • Leveraged different ad formats for specific objectives: Sponsored Products for search-driven conversions, Display Ads for retargeting, Sponsored Brands for top-of-funnel awareness, and Video Ads for higher engagement
  • Implemented Walmart Growth Hub recommendations, including suggested bid adjustments, keyword additions, and placement optimizations based on platform insights
  • Launched seasonal campaigns to aggressively promote products during peak seasons

Bid Management and Conversion Rate Optimization

  • Implemented dynamic bidding strategies that increased bids for high-converting placements (Buy Box, top of search) while reducing spend on underperforming positions
  • Monitored daily budget pacing to ensure campaigns ran consistently throughout the day without exhausting budgets prematurely during high-traffic hours
  • Set up custom campaign rules for automated bid adjustments based on time of day, day of week, and device type performance patterns
  • Conducted bid optimization based on keyword performance data—increasing bids on keywords with strong ROAS and decreasing spend on keywords with high CPC but low conversion rates
  • Enhanced product page elements for conversion rate optimization and conducted A/B testing for different ad copies, creatives, and placements
  • Implemented negative keyword strategies to exclude irrelevant searches and prevent budget waste on non-converting traffic

Performance Tracking and Reporting

  • Developed a centralized reporting dashboard tracking essential metrics such as ROAS, ACoS, CTR, CPC, CVR, and Organic vs. Paid search share.
  • Created SKU-level performance reports identifying top-selling products, underperforming inventory, and products with high traffic but low conversion, requiring content or pricing adjustments.
  • Monitored Quality Score trends across all listings, flagging any declining scores for immediate investigation and remediation
  • Conducted keyword performance analysis identifying which search terms drove the most revenue, which had high impressions but low clicks (indicating poor relevance), and which had high clicks but low conversions (suggesting misleading titles or poor product-market fit)
  • Optimized ad campaigns and budget based on performance data and insights to improve advertising ROI

Project Outcomes

Through data-driven Walmart PPC and listing optimization, we successfully delivered remarkable results to the client in their six-month target:

Performance Metrics Oct 2024-Mar 2025 Apr 2025 - Sep 2025 % Change
Units Ordered 312 822 163%
Total Sessions 438 1,001 128%
Page Views 8,450 16,320 93%
Sales Revenue $12,840.50 $22,215.30 73%
Advertising Cost of Sales (ACoS) 28.5% 18.2% -36%
Cost-Per-Click $11.73 $4.92 -58.06%
Listing Quality Score 41% 87% 112.2%

Speak to One of Our Advisers and Get Free Advice!

Struggling with Poor Advertising ROI and Conversion Rates?

Our eCommerce PPC specialists can audit, optimize, and restructure your underperforming ad campaigns to reduce ACoS and improve RoAS across Walmart, Amazon, eBay, and other sales channels.