What to Know:
– LinkedIn will be discontinuing its lookalike audiences feature in February 2022.
– Lookalike audiences allow advertisers to target users who are similar to their existing customers or website visitors.
– LinkedIn is recommending two alternative targeting options: Predictive Audiences and Audience Expansion.
– Predictive Audiences uses machine learning to identify and target users who are most likely to engage with an ad.
– Audience Expansion helps advertisers reach a larger audience by expanding their targeting criteria.
The Full Story:
LinkedIn has announced that it will be retiring its lookalike audiences feature in February 2022. Lookalike audiences allow advertisers to target users who are similar to their existing customers or website visitors. This feature has been popular among advertisers as it helps them reach a wider audience that is likely to be interested in their products or services.
However, LinkedIn is recommending two alternative targeting options for advertisers: Predictive Audiences and Audience Expansion. Predictive Audiences uses machine learning to identify and target users who are most likely to engage with an ad. This feature takes into account various factors such as user behavior, interests, and demographics to determine the likelihood of engagement.
Audience Expansion, on the other hand, helps advertisers reach a larger audience by expanding their targeting criteria. This feature allows advertisers to include additional attributes such as job titles, skills, and groups to broaden their reach. By using Audience Expansion, advertisers can increase the visibility of their ads and potentially reach new customers.
LinkedIn’s decision to retire lookalike audiences may be driven by the need to provide more advanced targeting options to advertisers. Predictive Audiences and Audience Expansion offer more sophisticated targeting capabilities that can help advertisers optimize their campaigns and improve their return on investment.
According to LinkedIn, advertisers who have been using lookalike audiences should start transitioning to Predictive Audiences and Audience Expansion to ensure a seamless targeting experience. The platform has provided resources and guidance to help advertisers make this transition smoothly.
It is important for advertisers to understand the differences between lookalike audiences and the recommended alternatives. While lookalike audiences focus on finding users who are similar to existing customers, Predictive Audiences and Audience Expansion offer more advanced targeting capabilities based on user behavior and additional attributes.
Advertisers should also consider the potential impact of this change on their campaigns. Lookalike audiences have been a popular targeting option, and advertisers may need to adjust their strategies and expectations when transitioning to the new targeting options. It is advisable to closely monitor the performance of campaigns after the transition and make any necessary adjustments to optimize results.
In conclusion, LinkedIn’s decision to retire lookalike audiences and recommend Predictive Audiences and Audience Expansion as alternative targeting options reflects the platform’s commitment to providing advertisers with more advanced and effective targeting capabilities. Advertisers should start transitioning to these new options and closely monitor the performance of their campaigns to ensure optimal results.
Original article: https://www.searchenginejournal.com/linkedin-retires-lookalike-audiences-urges-shift-to-new-targeting/506197/