SEA campaigns
SEA
SEA campaigns

Dubai Autodrome, a leading motorsport hub in the UAE, partnered with Eminence to enhance its digital presence and attract a broader audience through Google Ads campaigns. The Search Engine Advertising strategy significantly improved brand awareness and engagement among key audiences while optimizing acquisition costs.

SEA campaigns
+146%
Increase in the number of impressions
SEA campaigns
+124%
Increase in clicks
Objectives & challenges

Objectives

  • Strengthen Dubai Autodrome's brand recognition among local and international motorsport enthusiasts.

  • Drive qualified traffic to the website and increase bookings for offerings such as sports car racing, karting activities, and team-building events.

  • Achieve top positions in Google search results through high-performing Search campaigns.

  • Boost online activity while increasing qualified leads and sales.

  • Achieve a positive return on investment (ROI) and optimize cost per acquisition (CPA).



Challenges

  • Standing out in a highly competitive market dominated by local and international players.

  • Effectively targeting both local audiences and tourists seeking unique experiences in Dubai.

  • Maintaining precise segmentation to address the diverse needs of B2B and B2C segments while managing advertising budgets.

  • Adapting to specific sales cycles tied to seasonal events or activities.
Our approach
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1. Strategic analysis and audience segmentation

  • Conducted an in-depth study of local and international markets to identify motorsport enthusiasts’ preferences and purchasing behaviors among both tourists and residents.

  • Using advanced data analysis tools, we defined precise audience segments, including:
    • Local audiences: Young professionals and families passionate about motorsports.
    • International audiences: Tourists in Dubai seeking unique experiences.

  • Leveraged lookalike audiences to expand reach while targeting profiles similar to existing customers.

2. Creation and personalization of SEA Campaigns

  • Search campaigns:
    • Developed optimized text ads targeting the most relevant keywords, focusing on terms such as "driving experiences in Dubai" and "motorsports UAE."
    • Implemented a keyword strategy balancing high-search-volume terms with niche keywords to attract qualified audiences.

  • Display campaigns:
    • Designed visually impactful banners tailored to each audience's interests, with engaging call-to-actions like “Book Your Experience Now.”
    • Conducted A/B testing on visuals and messaging to identify the highest-performing creatives.

3. Creation and personalization of SEA Campaigns

  • Implemented a comprehensive tracking plan to monitor:
    • Conversions (bookings and leads generated).
    • User behavior on the website (bounce rates, average session duration).
    • Performance by audience segment and geographic location.

  • Used Google Analytics 4 (GA4) and third-party tracking tools to capture granular data for informed, real-time decision-making.

4. Continuous Campaign Optimization

  • Rapid Iteration: Conducted weekly performance analyses to adjust bids, target new segments, and reallocate budgets toward the highest-performing campaigns.

  • Multivariate Testing: Explored different combinations of keywords, ads, and landing pages to improve conversion rates (CRO).

  • CPA Reduction: Constant bid adjustments and data analysis helped reduce acquisition costs while maintaining high lead quality.

Results

More 146%
Increase in the number of impressions
More 124%
Increase in clicks
More 24%
Increase in conversions
Less 30%
Lower cost per conversion

These strategies led to:

  • A significant increase in qualified traffic to the website, with notable growth in visits
    driven by Google Ads campaigns.
  • Enhanced brand awareness, as evidenced by an increase in impressions and interactions
    with Display ads.
  • Improved engagement and conversions, with optimized CPA and a higher volume of
    qualified leads.
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