LinkedIn has introduced it can discontinue its lookalike audiences function beginning February 29, 2024.
In response to an announcement 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 change into “static” and cease refreshing with new knowledge.
LinkedIn acknowledged that lively advert campaigns utilizing lookalike audiences will proceed to run however shall be delivered to the now static viewers pool. After 30 days of inactivity, unused lookalike audiences shall be robotically archived by LinkedIn.
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” function 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 knowledge, lead gen types, or contact lists.
Viewers growth is recommended for entrepreneurs seeking to broaden their goal demographics. It expands goal audiences utilizing LinkedIn’s skilled demographic knowledge.
Each options goal to assist advertisers establish and attain high-intent people just like their current prospects.
Predictive Audiences Particulars
You want a minimum of 300 individuals within the chosen knowledge supply to create a predictive viewers. The system permits a most of 30 predictive audiences per advert account, and so they can’t be shared between accounts.
Be aware that campaigns utilizing predictive audiences received’t be capable of broaden the viewers.
Viewers Growth Particulars
Viewers growth depends on skilled demographics and may 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. Nevertheless, you received’t be capable of 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 growth to maintain a dynamic focusing on method. LinkedIn mentioned there shall 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 Growth for future dynamic focusing on wants. Extra particulars can be found in LinkedIn’s announcement and assist documentation.
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