The playbooks do not transfer. Search volume on secondary retail networks is thinner, so broad match burns budget faster and exact match starves.
On a sub-$15k monthly budget, run one network properly rather than three badly. Depth of keyword coverage beats channel diversification at that scale.
Judge incrementality against total retailer sales, not platform-attributed sales. Most networks over-credit themselves by 20–40% on branded terms.
Retail MediaAdvertisingWalmart Share
