1. Function Overview

Xnurta AI Copilot now supports optimization for Walmart ads in three core areas. Utilizing AI algorithms and based on your optimization objectives and historical ad performance data, Xnurta intelligently optimizes the bidding, targeting, and budget of the campaigns under its management.

Bid Optimization: Includes basic bid adjustments and premium adjustments for ad placements and platforms.

Keyword Harvesting: Discover top-performing keywords and product targets to enhance ad effectiveness.

Budget Optimization: Redistribution of budgets between ad campaigns based on campaign efficiency and spending capability.

1.1 Get Started

Step 1: Choose a campaign objective

Objectives	Result	Applicable Scenarios
Increase Sales	Drive Growth	New products or products in the growth stage, where sales volume has room for further growth.
Control Costs	Reduce ACOS and maintain Stable Orders	Mature or profitable products with sales nearing peak levels, aiming to gradually improve ROAS while maintaining stable orders and increasing profit.

Step 2: Set target ROAS

When the business goal is to increase sales: The target ROAS should be relatively relaxed, focusing on increasing sales first before switching to cost control.

When the business goal is to control costs: The target ROAS should be stable or improved based on historical data.

Xnurta will automatically generate a suggested target ROAS and recommended range. Please set the target ROAS reasonably using the reference data. If the target ROAS differs too much from historical data, it may lead to significant adjustments and data fluctuations.

When the performance of the campaign at its current stage differs significantly from your ultimate goal, it is still important to follow the above guidance when setting targets. Adjust the target every 2-3 weeks to achieve large-scale optimization results (instead of setting it directly to the final goal).

Note:
When creating/editing a managed group, click on "Get suggested value" to get the suggested ROAS value. Missing historical data may prevent the system from providing recommendations. (The image below is for illustration only and does not represent any specific advice.)

1.2 Guidelines for Setting Objective in Different Campaign Stages

Campaign Status	Characters	Setting Guidelines
Newly Launched	No data accumulation, AI cannot directly reference the product's historical data	It is recommended to target increasing sales. Set ROAS based on platform-provided store data, and keep it relatively relaxed to allow AI ample learning space and early data accumulation. Minimum data observation period: 21-28 days.
Short Launch Time, Limited Orders	There are ad clicks data, but data volume is small	It is recommended to target increasing sales. Set ROAS based on historical data for this product and store data, keeping it relatively relaxed to allow AI ample learning space and early data accumulation. Minimum data observation period: 21-28 days.
Launched for Some Time, Certain Amount of Orders	Large amount of data accumulated over a period of time	Set ROAS based on historical data for this product and adjust the target ROAS based on business goals. Minimum data observation period: 14-21 days.

1.3 More Configurations

In addition to configuring the campaign objectives, Xnurta also provides more personalized configurations:

Title	Description
AI Personality	Sellers can control the aggressiveness of AI through the AI Personality setting, which is reflected in multiple aspects such as the magnitude of AI adjustments and reference values. There are 5 levels from conservative to aggressive. The more aggressive the AI, the higher the adjustment rate, and the more likely you are to reach your goals faster. At the same time, you also need to bear more potential risks, such as higher spend and some degree of order decline. The AI Personality can be freely combined with the two main AI optimization objective directions of increasing sales and controlling costs. For example: A more aggressive AI Personality paired with the goal of driving growth can achieve the effect of rapid scaling; a more aggressive AI Personality paired with the goal of maintaining stability may reach the target faster when the target ROAS is set reasonably.
AI Action Spaces (Only available for premium plan)	Sellers can freely choose which AI optimization actions to enable. Currently, the AI optimization actions that can be freely turned on or off include bid optimization, budget reallocation, harvesting It’s recommended to enable all AI action spaces. Do not set a bid range or avoid setting a bid range that is too narrow or lower than the CPC from the past 14 days.

1.4 AI Action Spaces

Type	Strategy	Description
Budget Optimization	Budget Redistribution	When there are significant performance differences between ads within a managed group, AI will consider ad efficiency and spending capability to redistribute the budget between ad campaigns. Note: In Walmart platform, there are "Daily Budget" and "Total Budget". AI will only redistribute budgets between campaigns with the "Daily Budget", but not for "Total Budget".
Keyword Harvesting	Harvesting	If AI identifies potential keywords that have not yet been added to the campaign for the same promoted product, and are found in the search term report, consider adding them if budget allows.
Bid Optimization	Basic Bid Adjustment	AI adjusts bids by analyzing different ad metrics and levels of data over various look-back periods, combining model predictions and a risk control system.
Bid Optimization	Percentage Adjustment for Placement and Platforms	Based on AI personality coefficients, if there are significant performance differences among different ad positions and platforms, adjust the bid percentages for each ad position and platform according to performance.

2. Use Cases

The following scenarios suggest you should enable Xnurta AI Copilot to optimize your Walmart ads:

Ad campaigns and promoted products are in the growth stage and need to increase sales.

Ad campaigns and promoted products are in the peak sales stage and wish to control ad spend while increasing profit.

There is insufficient operational capacity for detailed ad management.

3. Usage Conditions

Authorization of Walmart stores is required to use Walmart AI Copilot.

Sponsored Product, Sponsored Brand, and Sponsored Display ads all support the optimization strategies mentioned in section 1.4.

4. Compatibility of AI and Automation Rules

Xnurta has partially achieved compatibility with AI and automation rules. Currently, only bid dayparting and budget dayparting rules are compatible with AI Copilot. We also recommend enabling both for complementary effects. Bid adjustment rules have not yet been supported.

5. AI Copilot

Walmart AI Copilot now supports cross-store management.

5.1 Create a new AI managed campaign

Step 1: Click on” Managed group” and select campaigns to create AI managed group.

Step 2: Select campaign type

Step 3: Select the campaigns to be included in the managed group.

If the selected campaign is already associated with the "Performance-Based Bid adjustment" automation rule, submitting the creation will automatically disassociate it from "Performance-Based Bidding" and add it to the managed group. (If you do not wish to disassociate it, do not select this campaign.)

Step 4: Set campaign objectives and Target ROAS

Xnurta AI Copilot will automatically fill in the target ROAS and a recommended range based on the historical data of the selected campaigns and similar campaigns in your store. You can also manually modify it. The interface will display historical data. (Note: If historical data is missing, a recommended ROAS cannot be provided.)

Step 5: AI action space

It is recommended to use the default settings. You can also modify them as needed.
* Not all customers will see these settings; it depends on your plan.

5.2 Edit AI managed campaign

Add or delete campaigns by clicking on plus icon

Modify business goal and Target ROAS by clicking the pen icon

Quick view on which AI action settings are currently enabled

Bulk operation supports AI status, AI objectives and AI action space.

*Note that AI settings changes only take effect for active managed groups. Deletions can only be performed on inactive managed groups.

5.3 Manage campaign group

Click on the managed group name to enter the details page and manage the campaigns within the group.

Managed Group Details Page

The managed group details page displays the AI status, settings information, data charts, and campaigns within the group. It also supports selecting campaigns for quick data viewing on the current page.

If there are many campaigns within the group, you can filter campaigns by campaign status, AI status, or search by name to find specific campaigns.

Bulk operation supports moving campaigns out of the group, moving them to other managed groups, or removing them and creating a new group.

AI and automation rules only can be enabled when the campaign is live.

If you pause campaign ads, then AI and automation will be terminated accordingly.

5.4 Manage campaign products

In the managed group detail page, you can bulk enable or disable items or add items.

Enable/ disable items

Modifying item status will result in all ad groups of the selected campaign.

If you have multiple items, you can use bulk operation to modify status.

Bulk add items

Add additional items to the selected campaigns.

Note: If selected “automatic” target type, item bid is required. Option of suggested bid or custom bid.

5.5 Operations Log

The history section keeps a detailed record of all setting changes made to the management group. You can filter by operation type, operator, and operation time.

5.6 Analyze AI managed campaign performance

Support data comparison within selected time range.

You can also customized columns within AI managed campaign performance metric table.

Supports filtering managed groups by promotional product, AI status of the managed group, AI on/off time, and more.

Core metrics:

ROAS Proportion = Management Group ROAS during the selected time period / Target ROAS

Target completed campaign shows the number of campaigns in the current group and the number of campaigns that met the target during the selected time period.
Completion = ROAS ≥ Target ROAS.

6. FAQ

6.1 How often does AI adjust the ads?

Xnurta can perform optimization adjustments on a daily basis. The specific frequency of optimization adjustments also depends on the performance of the ads and other factors.

6.2 How long does it take if I modify the budget of an active AI managed campaign?

If the budget is adjusted in Xnurta, it will take effect immediately.

If the budget is modified in the Walmart platform, there may be down time up to 3 hours due to the time delay in data synchronization between Xnurta and Walmart.

6.3 How long does it take to see results of the AI managed campaign?

Depending on the ad spend and data situation, you can generally observe specific optimization effects within two to three weeks. However, if the data volume is very low, it may take more than four weeks to make an assessment

Walmart and Criteo Advertising