LinkedIn has announced will cease its function of similar hearings from February 29, 2024.
According to a statement from LinkedIn, after February 2024, advertisers will no longer be able to create new lookalike audiences or edit existing ones. Any current lookalike audiences will become “static” and stop updating with new data.
LinkedIn stated that active ad campaigns using lookalike audiences will continue to run, but will be delivered to the now static audience pool. After 30 days of inactivity, LinkedIn will automatically archive unused lookalike audiences.
Alternatives: Predictive Audiences and Audience Expansion
As an alternative to the soon-to-be-phased-out lookalike audiences, LinkedIn encourages advertisers to use its new “Predictive Audiences” and “Audience Expansion” features.
Predictive audiences Use LinkedIn AI to build custom audiences that are likely to convert based on advertiser conversion data, lead generation forms, or contact lists.
Audience expansion recommended for marketers looking to expand their target demographic. Expand your target audiences using LinkedIn’s professional demographics.
Both features aim to help advertisers identify and reach high-intent individuals similar to their existing customers.
Details of predictive hearings
You need at least 300 people in your selected data source to create a predictive audience. The system allows a maximum of 30 predictive audiences per ad account and cannot be shared between accounts.
Note that campaigns using predictive audiences will not be able to expand audiences.
Details of the expansion of the public
Audience expansion is based on professional demographics and can be combined with matching audience segments.
LinkedIn has emphasized that performance metrics include data from those you initially targeted your ads to and the broader group. However, you won’t be able to expand your audience with adaptive ad formats or audiences chosen based on predicted behaviors.
Implications for current campaigns
Any current ad campaigns using lookalike audiences must switch to predictive audiences or enable audience expansion to maintain a dynamic targeting approach. LinkedIn said there will be a 30-day grace period where unused lookalike audiences can still be accessed before being archived.
Additionally, LinkedIn’s API for creating lookalike audiences through third-party marketing platforms like HubSpot will be gone. This means that marketers who rely on these integrations to build audiences will need another option.
looking ahead
LinkedIn stated that existing lookalike audiences will work normally until February 2024.
Advertisers are encouraged to start using Predictive Audiences and Audience Expansion for future dynamic targeting needs. More details are available in the LinkedIn announcement and help documentation.
Featured image: Thoha Firdaus/Shutterstock
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