Walmart is trying to help advertisers leverage best practices when targeting customers.
The discount giant is introducing the Walmart Connect Academy advertising certification program. Walmart Connect launched in 2021 as an improved version of Walmart Media Group. Advertisers can further increase the effectiveness of their overall media spend.
Through certification, Walmart aims to enable advertisers participating in Walmart Connect to earn post-certification badges while optimizing best practices for growth.
To earn badges, participants complete coursework and knowledge checks or proceed directly to a time-limited final assessment. Upon receiving a passing score of 80% and completing the Feedback Survey, participants will receive a LinkedIn-enabled digital credential valid for one year.
To understand the value of certification for different types of users, Walmart partnered with media investment firm GroupM to conduct a beta test with positive results. Over 500 of her GroupM commerce employees were able to quickly earn certifications.
Certification is available to current Walmart Connect advertisers, partners, and agencies, as well as future advertisers and students. This includes self-serve advertisers as well as advertisers whose access is managed by Walmart.
Current course
Connect Ad Certification will be launched in stages. Initial courses include:
1. Walmart Connect Retail Media (2 courses): Basic understanding of retail media and Walmart Connect services.
2. Sponsored products (11 courses): Campaign goals, ad placement, setting bids and budgets, reporting, and how to optimize campaign performance.
3. Sponsored brand (3-4 courses): Product qualification, effective targeting techniques, setting competitive bids and budgets, adding images, creating ad groups and reporting.
Four. sponsored video (2-3 courses): Qualify products, create and upload video assets, create campaigns, optimize performance, and leverage all available reporting options.
Display self-service courses are expected to be introduced in 2024, and Walmart plans to continue expanding the range of courses. General access begins Monday, October 16, 2023.
Other recent upgrades and new features that Walmart has rolled out for Walmart Connect in recent months include enabling video ads within its sponsored search products and expanding its range of creative partners.
“this Thorough and comprehensive training and education democratizes access to Walmart Connect best practices for any service type.,ā Kara Rousseau, head of marketing and lightbox creative at Walmart Connect, said in a company blog post. “Certification is one of many services we’ve introduced to help businesses of all sizes grow with Walmart.ā