LinkedIn will discontinue lookalike audiences on February 29.
Why we care. Earlier than March, advertisers should modify their viewers focusing on technique, as they’ll not be capable of create new lookalike audiences or edit present ones.
What are lookalike audiences? A lookalike viewers permits your advertisements to achieve new people who’re doubtless excited by your small business as a result of they share related traits along with your present prospects.
Motion wanted. Beginning in March, the platform suggests exploring various choices to attach with related audiences and pinpoint potential patrons who’re most definitely to take motion, comparable to:
- Predictive audiences: For contact checklist, conversion, or Lead Gen Type knowledge sources.
- Viewers growth: For Matched Audiences and LinkedIn attribute focusing on, comparable to by talent or curiosity.
Implications for present campaigns. For present advert campaigns utilizing lookalike audiences on LinkedIn, you have to to shift to predictive audiences or activate viewers growth 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 means of third-party advertising and marketing platforms, comparable to HubSpot, will not be obtainable. Entrepreneurs counting on these integrations to construct audiences might want to discover various choices.
Get the every day publication search entrepreneurs depend on.
Deep dive. Learn LinkedIn’s announcement in full for extra data.
New on Search Engine Land
In regards to 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.