LinkedIn has introduced it can discontinue its lookalike audiences characteristic beginning February 29, 2024.
In line with a press release from LinkedIn, after February 2024, advertisers will not be capable of create new lookalike audiences or edit current ones. Any present lookalike audiences will develop into “static” and cease refreshing with new knowledge.
LinkedIn acknowledged 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 robotically archived by LinkedIn.
Alternate options: Predictive Audiences & Viewers Growth
As an alternative choice to the soon-to-be-phased-out lookalike audiences, LinkedIn recommends advertisers use its newer “Predictive Audiences” and “Viewers Growth” characteristic as a substitute.
Predictive audiences make the most of LinkedIn’s AI to construct customized audiences prone to convert based mostly on advertisers’ conversion knowledge, lead gen kinds, or contact lists.
Viewers enlargement is usually recommended for entrepreneurs trying to broaden their goal demographics. It expands goal audiences utilizing LinkedIn’s skilled demographic knowledge.
Each options intention to assist advertisers determine and attain high-intent people much like their current clients.
Predictive Audiences Particulars
You want at the least 300 individuals within the chosen knowledge 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.
Word that campaigns utilizing predictive audiences received’t be capable of increase the viewers.
Viewers Growth Particulars
Viewers enlargement depends on skilled demographics and will be mixed with Matched Viewers segments.
LinkedIn has highlighted that efficiency metrics embody knowledge from these you initially aimed your adverts at and the broader group. Nonetheless, you received’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 method. LinkedIn stated 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 another choice.
Wanting Forward
LinkedIn acknowledged that current lookalike audiences will operate usually till February 2024.
Advertisers are suggested to start utilizing Predictive Audiences and Viewers Growth for future dynamic focusing on wants. Extra particulars can be found in LinkedIn’s announcement and assist documentation.
Featured Picture: Thoha Firdaus/Shutterstock
