Many people believe consumers with high incomes need to hear fancy language to buy. That’s not true.
They talk just about the same as anyone else. However, the difference is what they talk about.
With that in mind, we want to tell you about an income targeting feature available in Adwords. In fact, you can target incomes like this:
- Top 10% (household income: $146,001 +)
- 11-20% ($131,001 – $146,000)
- 21-30% ($111,001 – $131,000)
- 31-40% ($96,001 – $111,000)
- 41-50% ($64,001 – $96,000)
- Lower 50% ($0 -$64,000)
…But there is a little bit of a catch. You always have to be careful with Adwords. Remember, it’s Google’s number one source of profit – by far. No other revenue stream of theirs even comes close. It’s to their advantage to look good to their investors. When you make mistakes or don’t understand how Adwords works, Google makes money.
In this case, if you target people by city or zip code in addition to income, that targeting trumps the income. This time, that makes sense. But, we’re just giving you a word of caution so you don’t use Adwords blind and suddenly find yourself in trouble.
In Adwords, you simply go to “Settings > All Settings > Advanced Search > Location Groups > Demographics > Select Household Income Tier.”
Of course, if you know the income range of your customers, then you’d only want to target that range, right? Otherwise, you’ll get clicks with zero-to-little chance of making a sale, which means you’ve wasted your time and money targeting that demographic.
How This Comes Into Play in DFW
We have a wide range of incomes here in the Metroplex, and certainly our fair share of high-income earners. But, imagine you know the income of the customer you want to attract.
For example, you sell fancy audio-video home theater systems, and you know people who make $100,000 or more would have an interest in them. Well, now you can target suburbs of DFW where that makes sense. And then you can target the right household income range.
Then, to make it work, you sell the experience of having an amazing home theatre with comfortable seating. Avoid the temptation to use fancy, flowery language. That’s the stuff you see on TV. People who buy home theatres want the intense experience – one that’s way better than watching a regular TV.
And that’s how you use Adwords’ income targeting to your advantage.