LinkedIn will stop having similar audiences on February 29.
Why we care Before March, advertisers must modify their audience targeting strategy as they will no longer be able to create new lookalike audiences or edit existing ones.
What are lookalike audiences? A lookalike audience allows your ads to reach new people who are likely to be interested in your business because they share similar characteristics with your existing customers.
Action required. Starting in March, the platform suggests exploring alternative options to connect with lookalike audiences and identify potential buyers who are more likely to take action, such as:
Predictive Audiences: For contact list, conversion, or lead generation form data sources. Audience Expansion: For matching audiences and targeting by LinkedIn attributes, such as by skill or interest.
Implications for existing campaigns. For existing ad campaigns using LinkedIn-like audiences, you’ll need to switch to predictive audiences or enable audience expansion to maintain a dynamic targeting strategy. LinkedIn offers a 30-day grace period during which unused lookalike audiences can still be accessed before being archived.
It’s also important to note that LinkedIn’s API for creating lookalike audiences through third-party marketing platforms, such as HubSpot, will no longer be available. Marketers who rely on these integrations to build audiences will need to explore alternative options.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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