Earlier this year, we shared Facebook’s decision to remove net worth and income level targeting from targeting options in the Business Manager for Advertisers. This removal of audiences that utilized third-party data, along with many other changes, was part of Facebook’s response to privacy concerns raised over recent years. However, the social media platform has now provided a new way to utilize income level targeting once again.
The audience demographic information is now sourced from average household income per US ZIP code. There are four options to choose from:
- Household income: top 5% of US ZIP codes
- Household income: top 10% of US ZIP codes
- Household income: top 10%-25% of US ZIP codes
- Household income: top 25%-50% of US ZIP codes
The description of the targeting feature also makes it clear that the data is sourced from publicly available information (the IRS in this case), which is the biggest difference from earlier iterations of this targeting concept in terms of user privacy.
For any campaigns that once utilized household income or net worth targeting before it was retired on October 1st, 2018, household income targeting by zip codes is certainly worth a test. Our Interactive Advertising team can help with recommendations or any campaign questions you may have.