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Search Engine Marketing (SEM): Program overview
Last updated on Jul 29, 2025
Reading time: 8 min
Overview

Search Engine Marketing (SEM) is a paid advertising tool that enables you to create Google Shopping ads for your Walmart products. These ads help increase the visibility of your products for shoppers searching on Google. In this guide, you’ll learn more about the SEM program and the guidelines and requirements to participate. 

Notes

If you're participating in this program, you’re responsible for being compliant with all policies, rules and guidelines that apply to all advertising placements. Failure to adhere may result in account suspension or termination from the Marketplace program. 


How does it work? 

Once you set up and launch your campaign, your Google Shopping ads will appear in the ads section of Google.com search results during a relevant search for products like yours. These ads leverage: 

  • Proprietary AI algorithms that automatically set and adjust bids for your ads based on data. 

  • Walmart's brand and scale to reach a broader customer set. 

  • Cost-per-click (CPC) model where you only pay when potential customers click on your ads. 



When customers click on your ads, they’re directed to your offer on Walmart.com where they can complete their purchase. Your offer is shown whether or not you’re winning the Buy Box. 

Notes

All third-party trademarks, logos and brand names shown on our website are the property of their respective owners. Walmart does not claim any ownership in, nor any affiliation with, these third-party trademarks. The use of these trademarks on our website is intended solely for informational and referential purposes, and these trademarks are exclusively owned by their respective owners.  

Pro tip

Shopping ads are powered by product data. Accurate Walmart product attributes such as title, price, image and description are crucial for ad eligibility and adherence to Google's requirements. 


Build a cohesive onsite and offsite marketing strategy by integrating SEM with your existing Walmart Connect strategy. Search Engine Marketing can be leveraged for your items including high-performing products, new product launches, seasonal promotions and low-traffic products.

Notes

If you don’t meet the minimum statement balance requirements you may be required to add a billing method before starting a campaign. 

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