Use these APIs to create, manage, optimize, and monitor Search Engine Marketing (SEM) campaigns for products advertised through Google Shopping Ads.

Campaign management APIs support the complete SEM campaign lifecycle, including:

• Campaign creation and scheduling
• Budget management
• Campaign updates and item management
• Campaign state transitions
• Performance optimization recommendations
• Campaign monitoring and retrieval

These APIs support programmatic campaign management and integration with internal campaign monitoring workflows.

How campaign management APIs work together

The campaign management APIs are designed to support the complete lifecycle of an SEM campaign.

Step 1: Identify eligible or recommended items

Use the Catalog management APIs to identify products suitable for SEM campaigns.

• Use Get top recommended items to retrieve products likely to perform well in SEM campaigns.
• Use Check eligibility of items to validate whether products meet SEM campaign requirements.

Step 2: Create a campaign

Use the Create campaign API to:

• Define campaign metadata
• Configure budgets
• Set bidding strategies
• Add campaign items

New campaigns enter either:

• READY state for next-day launches
• or SCHEDULED state for future launches.

Step 3: Monitor and update campaigns

Use the Update campaign API to:

• Adjust budgets
• Modify bidding strategies
• Update campaign schedules
• Add or remove SKUs

Updates may take up to 20 seconds to propagate across Walmart Marketplace systems.

Step 4: Optimize campaign performance

Use the Search campaign recommendations API to retrieve machine-generated recommendations for:

• Budget adjustments
• Bidding strategy optimizations
• Performance improvement opportunities

Recommendations include projected impact metrics for clicks, impressions, and ad spend.

Step 5: Stop or delete campaigns

• Use Stop campaign to end active campaigns while preserving historical reporting data.
• Use Delete campaign to permanently remove campaigns that have not yet started.

Campaign lifecycle states

SEM campaigns transition through multiple operational states during their lifecycle.

Budget behavior

Campaigns support both:

• dailyBudgetDaily budgets must be between $5 and $2,500.
• totalBudgetTotal budgets must be greater than or equal to the daily budget. Campaigns stop serving ads when total budget limits are exhausted.
• Campaigns may temporarily enter LIMITED_BY_BUDGET state when spending approaches configured limits.

Best practices

• Use eligibility APIs before campaign creation to validate SKUs.
• Monitor campaigns regularly for budget exhaustion.
• Apply recommendation APIs periodically to optimize campaign performance.
• Use campaign-level reporting APIs to monitor ROAS and ad spend.
• Wait at least 20 seconds after campaign updates before retrieving updated campaign state.

Next steps

Learn more about each endpoint scenario, including a base API integration with example requests and responses.

• Create a new campaign
• Update an existing campaign
• Stop a running campaign
• Delete an existing campaign
• Get details of a campaign