Walmart finally lets advertisers exclude certain search terms

Walmart’s advertising platform is giving brands more control on where they show up in searches, marking a significant change in how their ad budgets are spent.

In late July, Walmart Connect said it would give advertisers the ability to exclude specific search terms for sponsored-products campaigns through “negative keywords.” This way, brands’ ads won’t show on a customer’s search query if it matches an excluded term that they enter, like “dog food” or “running shoes.” This feature is now available in the Walmart Connect Ad Center and through partner technology providers such as Pacvue, Skai, Quartile, Teikametrics and DataCaciques, according to Walmart.

“This offers a higher level of control, allowing the blocking of low-performing or misaligned terms without unintentionally filtering out related high-value traffic,” Walmart Connect said in a blog post. “This added control can help improve budget efficiency, reduce less relevant traffic and support campaign optimization across Sponsored Products campaigns.”

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