We started by overhauling Panasonic Direct’s paid search structure to remove inefficiencies and ensure campaigns were aligned with clear objectives. Broad, generic activity was phased out and replaced with a well-defined split between brand and non-brand campaigns, allowing us to manage budgets more effectively and capture demand across all relevant search queries.

At the same time, we worked within the Google Merchant Centre to clean and refine the product feed. Every item was accurately labelled and categorised, improving both discoverability and campaign segmentation. This gave us the flexibility to optimise bidding at a much more granular level and ensured that campaigns were targeting the right customers with the right products.

Building on this foundation, applying custom labels tied to profit margins, we were able to prioritise spend on the most profitable products, while still maintaining visibility for the wider range. This approach not only improved the immediate efficiency of spend but also created a scalable framework to support the ongoing growth of Panasonic’s direct-to-consumer offering.