Case Study
Google Search Ads to Walmart with Attribution
Reaching High-Intent Shoppers on Google and Converting Them on Walmart to Drive Incremental, New-to-Brand Growth
Results
9.43%
Click through rate
24%
Increase in traffic
12%
Conversion rate
Why Google?
Every day, hundreds of millions of consumers use Google to search for products they’re interested in purchasing. Google Search offers brands an effective channel to engage a large, high-intent audience and direct them to their preferred place to purchase, such as Walmart.com. Unlike other channels, like DSPs, which focus on delivering impressions, Google Search drives clicks and targeted, purchase-ready traffic directly to your product pages.
Why Walmart
As the world’s largest retailer, Walmart.com is an ideal destination for potential customers. While some brands operate transactional websites, their conversion rates and user experience often can’t compete with the scale and convenience of Walmart.com. For others that rely on “Where-to-Buy” solutions on their websites, the added clicks can create friction, increasing the risk of customers abandoning the purchase.
Until now, however, sending Google traffic to Walmart has been challenging as brands have lacked the ability to measure clicks on Google to conversions on Walmart.com. This is where Ampd steps in.
Enter Ampd
Ampd’s advanced Google-to-Retailer technology, combined with a unique partnership with Walmart, enables brands to leverage JBP dollars in Google Search campaigns. Ampd not only activates and manages these ad placements but also provides valuable attribution and insights into their performance on Walmart.
With Ampd, brands can confidently shift JBP budgets further down the funnel, into Google Search, to drive high-volume, high-intent traffic and, for the first time measure the impact of these campaigns on Walmart.com.
The Results
A major global cosmetics brand recently partnered with Ampd to drive traffic from Google to Walmart using Ampd’s advanced attribution technology. With over six-figures in monthly media spend, the brand achieved a 9.43% click-through rate, leading to a 24% increase in traffic to their Walmart product listings—a level of engagement that had previously been hard to achieve through upper-funnel, impression-based campaigns.
Ampd working closely with the Walmart Connect team to develop proprietary Attribution, was able to unlock conversion data which allowed the Ampd platform to refine and optimize the campaigns, driving higher-quality, high-intent customers throughout the campaign’s lifecycle.
While the Attribution provided valuable guidance, Ampd recognized it wasn’t capturing the full ROI. To gain a comprehensive view, Ampd ingested Luminate (Scintilla) data, which revealed a 12% conversion rate on Walmart (compared to a 3.3% conversion rate on the brand's own site) and a highly profitable $21.00 cost per acquisition.
Currently, Walmart Attribution doesn’t provide New-to-Brand (NTB) metrics. However, insights from over 200,000 Ampd campaigns run from Google to Amazon, where NTB data is available, indicate an average NTB rate using Ampd for retailers is 81%. These results support the conclusion that Google effectively drives a high NTB rate for brands.
In Conclusion
By leveraging Ampd’s advanced attribution technology, the cosmetics brand successfully engaged high-intent shoppers on Google and converted them on Walmart, driving significant increases in traffic and revenue. Through the integration of Ampd's Walmart Attribution and Luminate data, Ampd was able to optimize campaigns and demonstrate a 12% conversion rate on Walmart—substantially higher than the brand’s own site.
Ampd’s approach not only delivered immediate results but also set the table for this brand to double their budget and include Google to Walmart in their ongoing marketing mix.