All Resources
Case Studies

CPO Outlets

Testing co-op programs for paid search

The Results

The partnership between Rakuten Advertising and CPO Outlets proved the incremental value of establishing a co-op program to highlight an individual brand for companies that sell many brands within their portfolio. We ran a co-op test with Husqvarna, proving the value of not only Google’s Performance Max tool but also brand-to-brand partnership, which allowed us to achieve these extraordinary results:

+419%

spend growth YoY

+35%

ROI growth YoY

+600%

sales revenue growth YoY

+687%

order volume growth YoY

About the Brand

CPO Outlets is America’s leading online tool retailer and is the number one destination for certified refurbished power tools and a preferred partner of top tool brands. They offer a wide range of tools and equipment for both professional tradespeople and DIY enthusiasts, including power tools, outdoor equipment, and automotive tools from leading brands.

The Story

Heading into peak outdoor season, CPO Outlets wanted to ensure their top products and vendors were getting the right visibility across their paid search instances. They sought to leverage a co-op program that would highlight individual product lines to see which performed best, and why. Together, we chose to highlight the Husqvarna product line as they are a top, tenured vendor with the perfect product assortment for testing.

The co-op was introduced to help:

  • Drive incremental sales
  • Measure KPIs more effectively for each individual brand
  • Expand our existing Google Performance Max campaigns

The Rakuten Advertising Solution

With the expertise of the Rakuten Advertising Paid Search team, CPO Outlets were successful in launching a co-op program centered around Husqvarna. Within this co-op program, Rakuten Advertising launched a Performance Max campaign with only Husqvarna products. We focused on 2 asset groups: new and refurbished products. This allowed us to tailor our messaging and audiences, see the outcome the co-op program had on both product types, and measure individual brand sales.

Read our latest whitepapers, reports, case studies & guides.