LinkedIn will discontinue lookalike audiences on February 29.
Why we care. Earlier than March, advertisers should modify their viewers focusing on technique, as they are going to now not have the ability to create new lookalike audiences or edit present ones.
What are lookalike audiences? A lookalike viewers permits your adverts to succeed in new people who’re seemingly occupied with what you are promoting as a result of they share comparable traits together with your present prospects.
Motion wanted. Beginning in March, the platform suggests exploring various choices to attach with comparable audiences and pinpoint potential patrons who’re most probably to take motion, similar to:
- Predictive audiences: For contact record, conversion, or Lead Gen Kind information sources.
- Viewers enlargement: For Matched Audiences and LinkedIn attribute focusing on, similar to by ability or curiosity.
Implications for present campaigns. For present advert campaigns utilizing lookalike audiences on LinkedIn, you will want to shift to predictive audiences or activate viewers enlargement to sustaining a dynamic focusing 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 essential to notice that LinkedIn’s API for creating lookalike audiences by way of third-party advertising platforms, similar to HubSpot, will now not be out there. Entrepreneurs counting on these integrations to construct audiences might want to discover various choices.
Get the day by day e-newsletter search entrepreneurs depend on.
Deep dive. Learn LinkedIn’s announcement in full for extra info.
New on Search Engine Land
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 web optimization 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 web optimization company Blue Array to co-author Amazon bestselling e book Mastering In-Home web optimization.