LinkedIn will discontinue lookalike audiences on February 29.
Why we care. Earlier than March, advertisers should modify their viewers concentrating on technique, as they are going to not be capable to create new lookalike audiences or edit current ones.
What are lookalike audiences? A lookalike viewers permits your adverts to succeed in new people who’re doubtless fascinated about your corporation as a result of they share related traits along 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 probably to take motion, akin to:
- Predictive audiences: For contact listing, conversion, or Lead Gen Kind information sources.
- Viewers enlargement: For Matched Audiences and LinkedIn attribute concentrating on, akin to by ability 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 concentrating 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 vital to notice that LinkedIn’s API for creating lookalike audiences by means of third-party advertising and marketing platforms, akin to HubSpot, will not be obtainable. 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 info.
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Concerning the creator
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 search engine marketing 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 search engine marketing company Blue Array to co-author Amazon bestselling e-book Mastering In-Home search engine marketing.
