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Who's in the driver's seatThink men are the only car enthusiasts out there? Think again. According to the November 2006 NetView report by Nielsen/NetRatings, 41.3 percent of visitors to automotive websites in September 2006 were female. The online world is starting to reflect this demographic, with sites like AskPatty.com and CarTango.com popping up and catering specifically to the female auto consumer. But what does this mean for your online marketing strategy? If your AdWords ads focus on more male-centered stats like horsepower and torque, you may be leaving potential female customers in the dust. Generally speaking, women care more about safety ratings, reliability, and fuel efficiency. Try creating separate ad groups within your account, each focusing on a different demographic. While men tend to go it alone when it comes to buying and researching cars, many women enjoy communicating with others. If you run an auto forum, use your ads to portray your site as an open community in which consumers can share information and make decisions in a low-pressure environment. | ||||
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