How should negative keywords be strategically employed to refine the performance of Walmart Sponsored Ads campaigns?

Negative keywords should be strategically employed in Walmart Sponsored Ads campaigns to prevent ads from appearing for irrelevant search queries, thereby improving campaign efficiency and return on ad spend (ROAS). By adding negative keywords, you're essentially telling Walmart's advertising algorithm to not show your ads to customers who are searching for those specific terms. To identify negative keywords, regularly review search term reports within the Walmart Seller Center, which reveal the actual search queries that triggered your ads. Look for terms that are generating impressions and clicks but not resulting in conversions, indicating that these customers are not interested in your product. For example, if you're selling premium leather wallets, you might add 'cheap,' 'faux leather,' or 'DIY' as negative keywords to prevent your ads from showing to customers looking for lower-priced or non-leather alternatives. Negative keywords can be added at the campaign level or ad group level, allowing for granular control over your targeting. Consistent monitoring and refinement of negative keyword lists are crucial for maximizing the effectiveness of your Sponsored Ads campaigns by focusing your budget on the most relevant and profitable traffic.