LinkedIn has introduced it’s going to discontinue its lookalike audiences function beginning February 29, 2024.
In keeping with a press release from LinkedIn, after February 2024, advertisers will now not be capable of create new lookalike audiences or edit current ones. Any present lookalike audiences will turn into “static” and cease refreshing with new information.
LinkedIn acknowledged that energetic advert campaigns utilizing lookalike audiences will proceed to run however will likely be delivered to the now static viewers pool. After 30 days of inactivity, unused lookalike audiences will likely be routinely archived by LinkedIn.
Alternate 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” function as an alternative.
Predictive audiences make the most of LinkedIn’s AI to construct customized audiences prone to convert based mostly on advertisers’ conversion information, lead gen varieties, or contact lists.
Viewers enlargement is recommended for entrepreneurs seeking to broaden their goal demographics. It expands goal audiences utilizing LinkedIn’s skilled demographic information.
Each options purpose to assist advertisers determine and attain high-intent people just like their current clients.
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.
Notice that campaigns utilizing predictive audiences gained’t be capable of develop the viewers.
Viewers Enlargement Particulars
Viewers enlargement depends on skilled demographics and could 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 of widen your viewers for adaptive advert codecs or audiences chosen based mostly on predicted behaviors.
Implications For Present Campaigns
Any present advert campaigns utilizing lookalike audiences should swap to predictive audiences or activate viewers enlargement to maintain a dynamic focusing on strategy. LinkedIn mentioned there will likely 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 and marketing platforms like HubSpot will go away. This implies entrepreneurs who depend on these integrations to construct audiences will want another choice.
Trying Forward
LinkedIn acknowledged that current 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
