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Inclusive Automotive Marketing: The Vehicle Shopping Journey of Women

December 2019

Insights & trends
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Duration: 56:52

Did you know women influence 80%+, of car-buying decisions and purchase 54%+, of vehicles, and that they shop differently than their male counterparts? To connect effectively with female auto buyers, advertisers must look past stereotypes, understand shopping nuances, and adapt their marketing strategies accordingly.

With proprietary data from Microsoft Advertising and third-party research, we evaluated the questions women are asking, the research they are doing, and the content they are engaging with the most to understand the intricacies of their vehicle-shopping journeys. In this webcast, Microsoft Advertising will provide valuable insights and recommendations, including:

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  • The evolving role and prominence of women in the automotive industry
  • What matters most to female car buyers
  • Women’s brand affinity and how past perceptions aren’t the new reality
  • Strategies to connect with female auto buyers based on demographic and linguistic signals
  • Ways to optimize ad copy and keyword bidding, including considerations for gender-based query differences
  • Tactics to reach more of your best customers, many of whom are not on Google Ads
    We’ll also have a Q&A, so come with questions. Don’t miss out any longer on this complex, vital audience.


Maxilia Arias

Analytical Lead, Automotive

Microsoft Advertising

Maxilia is a Microsoft Advertising Analytical Lead based in NYC. She brings 4 years of analytical expertise, and uses her computer engineering experience to dive into consumer behavior and compete analytics. Maxilia has an M.B.A. degree from The Wharton School, University of Pennsylvania and holds a B.B.A. degree from CUNY Baruch College, where she studied Finance and Real Estate.

Becca Smith

Analytical Lead, Automotive

Microsoft Advertising

Becca is an Analytical Lead at Microsoft with a focus on the Automotive industry. Prior to joining Microsoft, she worked at Walgreens as a Senior Financial Analyst responsible for forecasting daily prescription drug volume. Additionally, she spent five years working at PMA Financial Network as a Senior Financial Analyst and a Team Lead, responsible for analyzing the banking industry. Becca graduated from the University of Chicago Booth School of Business with a Masters in Business Administration and a concentration in Econometrics & Statistics. Becca earned her Bachelor of Arts degree in Finance from North Central College.

Amanda Pasciolla

Operations PM Manager

Operations PM Manager

Amanda has spent her career in the digital advertising space and currently utilizes the breadth of Microsoft’s product portfolio and the power of predictive analytics and machine learning to analyze trends and consumer behavior. Amanda empowers Microsoft’s top Automotive customers through focused brand narratives, driving performance and growth with unique and actionable insights.

Stein Broeder

Sr. Marketing Communications Manager

Microsoft Advertising

Stein Broeder manages content for the search engine professional audience at Microsoft Advertising. For the past three years, he has been responsible for bringing over a dozen new Microsoft Advertising features and updates to market, and prior to that he worked on Microsoft’s display advertising business. Stein is a digital industry veteran having worked at large and small agencies in the Seattle area for over a decade. Prior to Microsoft, Stein help found and run a marketing agency focused on the healthcare industry. In his spare time he helps raise Nolan and Mila with his wife Chelsea. Say hello @steinbroeder.