ARTICLE AD BOX
LinkedIn has announced it volition discontinue its lookalike audiences diagnostic starting February 29, 2024.
According to a connection from LinkedIn, aft February 2024, advertisers volition nary longer beryllium capable to make caller lookalike audiences oregon edit existing ones. Any existent lookalike audiences volition go “static” and halt refreshing with caller data.
LinkedIn stated that progressive advertisement campaigns utilizing lookalike audiences volition proceed to tally but volition beryllium delivered to the present static assemblage pool. After 30 days of inactivity, unused lookalike audiences volition beryllium automatically archived by LinkedIn.
Alternatives: Predictive Audiences & Audience Expansion
As an alternate to the soon-to-be-phased-out lookalike audiences, LinkedIn recommends advertisers usage its newer “Predictive Audiences” and “Audience Expansion” diagnostic instead.
Predictive audiences utilize LinkedIn’s AI to physique customized audiences apt to person based connected advertisers’ conversion data, pb gen forms, oregon interaction lists.
Audience expansion is suggested for marketers looking to broaden their people demographics. It expands people audiences utilizing LinkedIn’s nonrecreational demographic data.
Both features purpose to assistance advertisers place and scope high-intent individuals akin to their existing customers.
Predictive Audiences Details
You request astatine slightest 300 radical successful the selected information root to make a predictive audience. The strategy allows a maximum of 30 predictive audiences per advertisement account, and they can’t beryllium shared betwixt accounts.
Note that campaigns utilizing predictive audiences won’t beryllium capable to grow the audience.
Audience Expansion Details
Audience enlargement relies connected nonrecreational demographics and tin beryllium combined with Matched Audience segments.
LinkedIn has highlighted that show metrics see information from those you initially aimed your ads astatine and the wider group. However, you won’t beryllium capable to widen your assemblage for adaptive advertisement formats oregon audiences chosen based connected predicted behaviors.
Implications For Current Campaigns
Any existent advertisement campaigns utilizing lookalike audiences indispensable power to predictive audiences oregon crook connected assemblage enlargement to support a dynamic targeting approach. LinkedIn said determination volition beryllium a 30-day grace play wherever unused lookalike audiences tin inactive beryllium accessed earlier being archived.
In addition, LinkedIn’s API for creating lookalike audiences done third-party selling platforms similar HubSpot volition spell away. This means marketers who trust connected those integrations to physique audiences volition request different option.
Looking Ahead
LinkedIn stated that existing lookalike audiences volition relation usually until February 2024.
Advertisers are advised to statesman utilizing Predictive Audiences and Audience Expansion for aboriginal dynamic targeting needs. More details are disposable successful LinkedIn’s announcement and assistance documentation.
Featured Image: Thoha Firdaus/Shutterstock
.png)
English (US)