How to use solvency criteria to find high net-worth individuals on Facebook

Traditionally, Facebook users are considered to be the most solvent audience among other social networks. They are older and have a higher income level, as well as the amount of an average purchase check carried out online.

But there are some cases when it is necessary to promote in Facebook the goods that have the price above the average or the premium services that not everyone can afford. And then the issue of finding the solvent audience is thrown into sharp relief.

In this article we will consider 10 methods of finding the solvent audience in the Facebook Ads Manager, as well as the criteria of solvency for each of the method. They are the following:

1. Latest iPhone owners
2. Regular abroad travelers
3. Small business owners
4. Office workers of class ?A? business centers
5. Residents of housing communities
6. Online — buyers
7. Engaged shoppers
8. Luxuries fans
9. Restaurants lovers

Notes:

1. All the mentioned below is equally applicable also to Instagram users as the setting of advertising companies for Instagram is carried out in the Facebook Ads Manager.

2.The reach totals for the each considered method are shown on the basis of the Facebook Ads Manager automatic placements. Figures can vary if you specify only Facebook or only Instagram, etc. as the placement.

Latest iPhone users

Facebook can identify from which device (computer or phone) and of which manufacturer (Apple, Samsung, Xiaomi, etc.) a user enters into a social network. In such a way, we have an opportunity to target owners of devices of a definite brand and we are mostly interested in the owners of Apple phones.

Targeting the iPhone owners, perhaps, is the most popular while searching for the solvent audience. Everything is simple here: if a person has an iPhone that means that he has funds.

And, it must be confessed, that such an attitude is working also in other countries (for example, by means of targeting iPhone owners after long unsuccessful efforts I was managed to get first sales while promoting cosmetics for women with the price above the average in Canada)

But the targeting iPhone users has the other side of the coin. Due to the fact that this setting on the solvent audience has such popularity the final price of a click at the advertisement is much higher than the average. In other words this kind of targeting is ?overheated?.

Also you should keep in mind that not all the iPhone users are clients that have money. An iPhone can be bought on credit as a status indicator or for strengthening of the own prestige. While targeting try to focus on the owners of recent and penultimate phone models. As a rule, it gives good results.

How to settle

Let’s evaluate available in Facebook solvent audience of New York residents of both sexes, owners of the recent iPhone models. In the targeting settings we choose ?Behavior — Mobile device user — All the mobile devices of this brand — Apple?, and then we should choose those iPhone models the users of which we are interested in. At the moment of writing of this text the recent and penultimate models of iPhones are:

• iPhone 7
• iPhone 7 Plus
• iPhone X

In the section of geo targeting we choose New York. Lower age rate we set on 25 years old, as people younger than this age have significantly lower purchasing power. Higher age rate we do not limit. We will indicate them as local residents.

As the result, we get the solvent audience of New York residents with the potential reach of 1 400 000 people.

Regular abroad travelers

Why we are interested in regular abroad travelers? That is right! This is a powerful criteria of solvency. If a person regularly travels abroad that means that he can afford it.

Facebook always tracks its users analyzing a huge amount of data.

For example, tracking GPS-location and IP-address from which a user comes online Facebook understands that if this data is the same within 2 weeks in the evenings this location is a house of this particular user.

Also the mechanism of regular abroad travellers detection is working. If a user has gone abroad several times for the recent half a year (in accordance with the data of GPS and IP-addresses from which he entered Facebook), in this case this user gets the status of ?a person who regularly travels abroad?.

How to settle

Let’s evaluate the number of all the Facebook users in Warsaw older than 25 years old who have been abroad for recent half a year.

In the targeting settings we choose ?Behavior — Travels — People who regularly travel abroad?. Specify a city and a lower age rate.

And we get the audience of Warsaw residents that regularly travel abroad with the potential reach of 190 000 people.

Small business owners

Successful businessmen these are, as a rule, people with steady income. There is an opportunity in Facebook to target, for example, the owners of small business. By means of this setting we can find those users that pointed that they were owners of small enterprises or had Facebook pages of small enterprises.

But this target has a few disadvantages because of which the audience that we get will be rather narrow.

1. Not all the owners of small business point in Facebook the fact of ownership.

2. Not all the owners of small business have pages of enterprises in Facebook.

However, this kind of targeting has its right to exist and it is obligatory shall be tested.

How to settle

Let’s find all the Berlin residents with the age of 25+ years old that specified in Facebook that they owned small enterprises.

In the targeting settings we choose ?Behavior — Online actions — Owners of small enterprises?.

And we get the audience of 58 000 people.

Office workers of class ?А? business centers

Business centers of class ?А? differ from business centers of other classes of high level of rental rate. Location, repair quality and infrastructure allows landlords of these business centers to hold maximum rental price and those companies that rent premises in such business centers can afford it.

We are interested in the workers of the companies that rent offices in expensive business centers. Most probably that the salary level in such companies is above the average, that is why work in the offices of class ?А? business centers we will consider as a criteria of solvency.

How to settle

In Google through the search phrase ?class ?А? business centers? in “your city” is possible to find web-sites of real estate agencies that offer offices for rent in such business centers. On the web-site of the agencies we find a list of business centers with addresses. We take these addresses and use them for geo targeting and on a map around the pin that shows the address we outline the radius of 1 km.

As an example, we will find all the office workers of Moscow-City business centers with the age of 25+ years old.

In the targeting settings on a map of Moscow we will mark with a pin a region with the coverage of 1 km in such a way as to include all the skyscrapers of the Moscow-City business centers into this radius.

And we get the audience of 88 000 people.

Residents of housing communities

Income rate of the housing communities residents is predominantly above the average. Families that live in housing communities own one or more automobiles. The fact of living in a housing community is almost an absolute criteria of solvency.

How to settle

Find address of housing communities and districts with private houses near your location.

If necessary, we can sort out housing communities in accordance with the class of residence to segment the targeted audience in accordance with the income level:

Elite-class — executives of huge companies, top-manages of enterprises, owners of business;

Business-class — business units supervisors, private entrepreneurs (owners of medium-size business).

Economy class — middle-rank managers, highly qualified specialists.

Now we take necessary addresses of housing communities and use them for geo targeting putting pins on a map and outlining the required radius depending on the area of the communities.

As an example, let’s find the residents of the housing communities near Moscow

In the targeting settings we will put pins on a map and choose the required radius of the territories. I have got such a result, but if required, you can expand the area of coverage.

Let’s set the minimum age of 25 years old. It is obligatory to point in targeting that we target local residents (or as Facebook calls them ?living in this place?). And we get the solvent audience of 27 000 people.

Online buyers

One more criteria of solvency connected with purchases — the interest of a user to online shopping. The fact of the user’s interest to online shopping is determined by Facebook through likes to advertisements or marks ?like? to internet-shops pages in Facebook.

How to settle

As an example, let’s evaluate available in Facebook solvent audience of Paris inhabitants (females) older than 25 years old who practice fitness and are interested in online shopping

In the targeting settings we choose ?Interests — Shopping and fashion — Shopping — Online shopping?.

Set lower age rate of 25 years old, narrow the audience with the help of the setting ?Interests — Fitness and wellness — Physical Fitness? and get the audience of 430 000 people.

Engaged shoppers

Targeting online buyers is wonderful and often works very well but all the same this is method of ?passive? buyers targeting who just show interest to online offers, but do not carry out desired actions. Can we target directly people that are ready to make or who are already making some purchases? That is right, Facebook has a behavioral response which is called involved buyers.

Involved buyers these are Facebook users who last week saw an advertisement of some of internet shops and pressed the call for action button ?Shop now?. The users that made a purchase, as well as those who went to the online-shop website to study an offer get here.

How to settle

Let’s evaluate available in Facebook solvent audience of involved male buyers from Germany with the age of 25–34 years old that last week in the advertisement clicked the button ?Shop now?.

In the targeting settings we choose ?Behaviors — Purchase Behavior — Engaged Shoppers?.

Then set male sex, age of 25–34 years old and get the solvent audience of 270 000 people.

Luxury fans

Luxury — this is a market segment of luxury items and lux-premium services. Consumers of luxury items, beyond all doubt, are buyers with money. There is an opportunity in Facebook to target the users showing interest to the luxury segment.

How to settle

Let’s evaluate available in Facebook audience of female buyers from Los Angeles with the age of 35–55 years old that show interest to luxury items.

In the targeting settings we choose ?Interests — Shopping and Fashion — Shopping — Luxury goods?. But remember that this criteria is not behavioral and this kind of targeting includes those users who are interested in the offers of pages that represent luxury-brands and those who are subscribed to the pages of such brands.

Then set female sex, age of 35–55 years old and get the solvent audience of 370 000 people.

Restaurants lovers

A few years ago one marketing research was published in accordance with which during the crisis consumers reorient on fast-food, but when the economy on the up grade restaurants are visited more often. We can target the users who show interest to restaurant offers, check in there or are subscribed to their pages.

How to settle

There are 2 targets ?Restaurants? in Facebook and it is important for us not to mix them. The first targeting can be find in such a way: ?Interests — Food and beverage — Restaurants?. It includes such subcategories as:

• Snack-bars
• Coffee houses
• Fast food restaurants
• Quick meal restaurants

From these subcategories we could be interested in coffee houses but it is worth focusing directly on restaurants. Not snack-bars, not fast food but exactly the restaurants.

To find the required setting we will write in the text field for targeting search a word ?Restaurants? and we will see exactly those that we are looking for: ?Interests — Additional interests — Restaurants?.

And now let’s evaluate available in Facebook audience of restaurant female visitors from Barcelona with the age of 25–40 years old who do not like fast food.

In the targeting settings we choose ?Interests — Additional interests — Restaurants?. We exclude from the targeting fast food lovers: ?Interests — Food and beverage — Fast food restaurants?.

Set age of 25–40 years old and get the solvent audience of 400 000 people.

Conclusion

We have considered 10 methods how to find the solvent audience in Facebook. These methods are built on different types of targeting:

1. Demographic targeting: sex, age, place of living, visiting of definite places in the city.
2. Behavioral targeting: users of mobile devices of a definite brand, regular abroad travelers, owners of small enterprises, involved buyers.
3. Targeting in accordance with interests: luxury items, restaurants lovers and other interests that are relevant for us.

Combine these types of targeting to get the solvent audiences in accordance with the required criteria. Make the audiences that you get more specialized in accordance with the key parameters or exclude unnecessary ones from them with the aim to get the final coverage more specific and more intended.

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