LinkedIn has announced it’s going to discontinue its lookalike audiences characteristic beginning February 29, 2024.
In accordance with an announcement from LinkedIn, after February 2024, advertisers will not be capable to create new lookalike audiences or edit present ones. Any present lookalike audiences will grow to be “static” and cease refreshing with new information.
LinkedIn said that lively advert campaigns utilizing lookalike audiences will proceed to run however will probably be delivered to the now static viewers pool. After 30 days of inactivity, unused lookalike audiences will probably be routinely archived by LinkedIn.
Options: Predictive Audiences & Viewers Enlargement
As an alternative choice to the soon-to-be-phased-out lookalike audiences, LinkedIn recommends advertisers use its newer “Predictive Audiences” and “Viewers Enlargement” characteristic as a substitute.
Predictive audiences make the most of LinkedIn’s AI to construct customized audiences more likely to convert primarily based on advertisers’ conversion information, lead gen kinds, or contact lists.
Viewers enlargement is recommended for entrepreneurs trying to broaden their goal demographics. It expands goal audiences utilizing LinkedIn’s skilled demographic information.
Each options intention to assist advertisers establish and attain high-intent people much like their present prospects.
Predictive Audiences Particulars
You want at the least 300 folks within the chosen information supply to create a predictive viewers. The system permits a most of 30 predictive audiences per advert account, they usually can’t be shared between accounts.
Observe that campaigns utilizing predictive audiences gained’t be capable to increase the viewers.
Viewers Enlargement Particulars
Viewers enlargement depends on skilled demographics and might be mixed with Matched Viewers segments.
LinkedIn has highlighted that efficiency metrics embrace information from these you initially aimed your adverts at and the broader group. Nonetheless, you gained’t be capable to widen your viewers for adaptive advert codecs or audiences chosen primarily based on predicted behaviors.
Implications For Present Campaigns
Any present advert campaigns utilizing lookalike audiences should change to predictive audiences or activate viewers enlargement to maintain a dynamic focusing on strategy. LinkedIn mentioned there will probably be a 30-day grace interval the place unused lookalike audiences can nonetheless be accessed earlier than being archived.
As well as, LinkedIn’s API for creating lookalike audiences by way of third-party advertising platforms like HubSpot will go away. This implies entrepreneurs who depend on these integrations to construct audiences will want an alternative choice.
Wanting Forward
LinkedIn said that present lookalike audiences will operate usually till February 2024.
Advertisers are suggested to start utilizing Predictive Audiences and Viewers Enlargement for future dynamic focusing on wants. Extra particulars can be found in LinkedIn’s announcement and assist documentation.
Featured Picture: Thoha Firdaus/Shutterstock
