Walmart Launches Negative Keywords for Search Ads on July 29
Walmart has officially introduced the negative keywords feature for advertisers on its platform, allowing sellers to exclude irrelevant search terms in their search ads. This move aims to help sellers precisely control their ad spending and reduce budget waste from ineffective clicks, thereby improving overall return on ad spend (ROAS).
What are the key facts?
- 1Effective Date: July 29, 2026
- 2Scope: All Sponsored Products advertisers
- 3Feature: Negative keywords usage
What happened?
Starting July 29, 2026, Walmart has opened the negative keywords feature to all Sponsored Products advertisers. This feature allows sellers to actively shield irrelevant search terms, enabling more effective management of ad spend and optimization of search ad performance. By using negative keywords, sellers can decrease clicks that do not result in sales, ensuring the reasonable use of ad funds and enhancing ROAS, helping sellers maintain an edge in a competitive market.
What does this mean for cross-border sellers?
Sellers should immediately review the search term reports for their existing ad campaigns, adding high exposure but low conversion or irrelevant terms to the negative list to optimize ad budget allocation.