Keyword targeting
Explore keyword targeting, match types, and negative keywords to reach shoppers.
What it is
Keyword targeting reaches shoppers based on Walmart search intent using:
- exact match keywords
- broad match keywords
- negative keyword exclusions
This tactic focuses on what shoppers are actively searching for.
Best used for
High-intent conversion
Reach shoppers actively searching for relevant products or categories.
Branded search targeting
Capture branded search traffic and reinforce brand presence.
Competitive conquesting
Reach shoppers searching for competitor terms and adjacent categories.
How keyword targeting works
Keyword targeting combines:
| Component | Purpose |
|---|---|
keywordText | Search term or phrase |
matchType | Defines matching behavior |
not | Identifies negative keywords |
Match type behavior
Broad match
Expands targeting to related shopper searches and similar search intent.
Exact match
Targets the specific keyword or closely matching search phrase.
Object structure: Keyword targeting
Developers have two options when working with targeting data. Both schemas represent the same targeting intent but use two different structures.
Expression keyword targeting schema
"targeting": { "and": [ { "and": [ { "keywords": [ { "keywordText": "test-keyword-1", "matchType": "broad" }, { "keywordText": "test-keyword-2", "matchType": "broad" } ] }, { "not": [ { "keywords": [ { "keywordText": "test-keyword-3", "matchType": "exact" } ] } ] } ] }, { "geoTargets": [ { "id": 123 }, { "id": 234 }, { "id": 235 } ] } ] }Flat contextual targeting schema
"targeting": { "keywords": { "include": [ { "matchType": "BROAD", "keywordText": "running shoes" }, { "matchType": "PHRASE", "keywordText": "trail sneakers" } ], "exclude": [ { "matchType": "EXACT", "keywordText": "free shoes" }, { "matchType": "EXACT", "keywordText": "cheap shoes" } ] }, "geoTargets": { "include": [{ "id": 123 }, { "id": 234 } ] } } Related pages
Updated about 14 hours ago