You can use Google Ads to target people based on household income. Household income ad targeting allows you to further breakdown demographics of your potential customers using Google Ads. Google often suggests to leave income targeting open but in certain cases, it can be beneficial to use income targeting in Google Ads.
Google’s household income targeting feature uses a combination of location data and behavioral signals to predict a likely US HHI range. We determine if a user is likely to be in a HHI range using location data and aggregated behavioral signals. The prediction uses the same kinds of behavioral signals (e.g. website visits) as Google affinity and in-market segment data.
This means that Google uses a variety of factors to help determine what income demo you might fit into. Many people will allow Google to see that info or they will simply tell Google they are in a certain bracket. If not, Google can also determine based on logged in user behavior and website data to help determine user parameters. Google has even said they use publicly available data from the IRS to determine household income. It is likely using census and zip code data which is not as reliable. It is said that Google may have an agreement with Mastercard as well to help determine this.
What is Google Ads Household Income in demographics?
Top 10%, above $146,001.
11-20%, $131,001 to $146,000.
21-30%, $111,001 to $131,000.
31-40%, $96,001 to $111,000.
41-50%, $64,001 to $96,000.
Lower 50%, $0 to $64,000.
– Household income targeting is based on census, panels, and survey data. – Google rep
How to target household income in Google Ads
From any campaign within Google Ads, go to demographics, then household income and simply select the level of targeting that you wish. It does not list the incomes but instead percentages so you will have to think about how that translates to your business using the numbers above as a guide.
Certain businesses are restricted
There are some businesses that are restricted from income level targeting and will not be able to use it. These include housing, credit lending, and employment. These are restricted due to a lawsuit with the ACLU involving Facebook and the housing industry due to the equal housing opportunity act.
Does household income in Google Ads demos only factor in USA?
– Google’s household income targeting feature uses a combination of location data and behavioral signals to predict a likely US HHI range. We determine if a user is likely to be in a HHI range using location data and aggregated behavioral signals. The prediction uses the same kinds of behavioral signals (e.g. website visits) as Google affinity and in-market segment data. – Google
It is fascinating that many countries allow you to use income targeting other than the USA. Although, it seems that the US data is most reliable overall. Google uses similar techniques to estimate household income in other countries as well. See below.
International Household income targeting:
This option under demographics is available for multiple countries and they are subject to the campaign type. Below is the information specific to campaigns and counties.
Display campaigns
Household income (available in Australia, Brazil, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, South Korea, Singapore, Thailand, and the United States): “Top 10%,” “11-20%,” “21-30%,” “31-40%,” “41-50%,” “Lower 50%,” and “Unknown”
Gmail campaigns
Household income (available in Australia, Brazil, Canada, Colombia, Hong Kong, India, Indonesia, Israel, Japan, Malaysia, Mexico, New Zealand, Philippines, Russia, South Korea, Singapore, Taiwan, Thailand, Vietnam, United Arab Emirates, and the United States): “Top 10%,” “11-20%,” “21-30%,” “31-40%,” “41-50%,” “Lower 50%,” and “Unknown”
Search campaigns
Household income (available in Australia, Brazil, Canada, Colombia, Hong Kong, India, Indonesia, Israel, Japan, Malaysia, Mexico, New Zealand, Philippines, Russia, South Korea, Singapore, Taiwan, Thailand, Vietnam, United Arab Emirates, and the United States): “Top 10%,” “11-20%,” “21-30%,” “31-40%,” “41-50%,” “Lower 50%,” and “Unknown”
Video campaigns
Household income (available in Australia, Brazil, Canada, Colombia, Hong Kong, India, Indonesia, Israel, Japan, Malaysia, Mexico, New Zealand, Philippines, Russia, South Korea, Singapore, Taiwan, Thailand, Vietnam, United Arab Emirates, and the United States): “Top 10%,” “11-20%,” “21-30%,” “31-40%,” “41-50%,” “Lower 50%,” and “Unknown”
If you have any questions about household income targeting or demographics and your Google Ads campaigns for your business, then reach out to us. we work with all kinds of businesses and marketing managers and are official Google Ads partners.