LinkedIn will discontinue lookalike audiences on February 29.
Why we care. Earlier than March, advertisers should modify their viewers focusing on technique, as they’ll not have the ability to create new lookalike audiences or edit current ones.
What are lookalike audiences? A lookalike viewers permits your advertisements to succeed in new people who’re possible excited by your small business as a result of they share related traits together with your current prospects.
Motion wanted. Beginning in March, the platform suggests exploring various choices to attach with related audiences and pinpoint potential patrons who’re most definitely to take motion, similar to:
- Predictive audiences: For contact listing, conversion, or Lead Gen Type information sources.
- Viewers enlargement: For Matched Audiences and LinkedIn attribute focusing on, similar to by talent or curiosity.
Implications for current campaigns. For current advert campaigns utilizing lookalike audiences on LinkedIn, you have to to shift to predictive audiences or activate viewers enlargement to sustaining a dynamic focusing on technique. LinkedIn is offering a 30-day grace interval throughout which unused lookalike audiences can nonetheless be accessed earlier than being archived.
It’s additionally essential to notice that LinkedIn’s API for creating lookalike audiences by third-party advertising platforms, similar to HubSpot, will not be accessible. Entrepreneurs counting on these integrations to construct audiences might want to discover various choices.
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Deep dive. Learn LinkedIn’s announcement in full for extra data.
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Concerning the writer
Nicola Agius is Paid Media Editor of Search Engine Land after becoming a member of in 2023. She covers paid search, paid social, retail media and extra. Previous to this, she was web optimization Director at Jungle Creations (2020-2023), overseeing the corporate’s editorial technique for a number of web sites. She has over 15 years of expertise in journalism and has beforehand labored at OK! Journal (2010-2014), Mail On-line (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Solar (2018-2020). She additionally beforehand teamed up with web optimization company Blue Array to co-author Amazon bestselling guide Mastering In-Home web optimization.
