/Our work

Driving response through digital innovation.

For over 50 years, Cosmos, part of the Globus family of brands, has offered affordable escorted tours to the world’s most fascinating places and people - allowing travellers to bask in their glory, intrigue, and wonder. They strive to make touring stress-free, allowing customers to relax and fully immerse themselves in eclectic itineraries.

The challenge

To achieve pre-agreed PAX targets by delivering a high volume of quality leads via quote requests and calls, which the Cosmos sales team could convert into bookings. North America, Italy, and Ireland were the key destinations.

  • Setting a specific cost-per-action KPI. Targets would be hit if delivered within the budgets provided, and the sales team successfully converted.

  • A combination of generic and deal-related responsive ads to improve CTR and drive traffic to the site.

  • Plus, there was a cross-media strategy. Based on website traffic from social media, a bespoke audience was set up within Google Analytics to retarget users when they searched on Google.

The solution

Our strategy centred on running Google search activity in line with best practice. This included:

  • Introducing Performance Max (PMax) - an AI cross-inventory campaign type - to uncover incremental actions and revenue. This delivered fantastic results, with the conversion performance of this campaign surpassing that of the general paid search campaign. It was a primary contributor to achieving the target, utilising North American and European assets to cover the key focus destinations.

  • Utilising value-based bidding (VBB), a conversion-based AI bidding strategy where we supplied the value of various conversions. This helped to drive efficiency and meant the budget was being spent smartly.

The results

  • This was an outstanding achievement considering the rise in market competition, plus Google increased CPCs by up to 10% to meet targets.

  • Which is the most valuable conversion type for Cosmos.

  • By delivering an increase in higher-value conversions, we achieved a total conversion value of £5.3 million.

  • The PMax target was achieved two months ahead of schedule in October 2023.

  • The PMax campaign was a star performer generating the most conversions at the lowest cost per conversion.

“Accord has been integral to our business success in 2023. Working with us across digital marketing, they bring a wealth of experience, and I look forward to what we can achieve together in the future.”

Yasmin Salem
Digital Marketing Manager, Cosmos