Attention, marketers! Buckle up, because we’re about to journey through a significant shift in the LinkedIn advertising landscape. As of February 29, 2024, our faithful friend, Lookalike Audiences, will sunset. But fear not… this isn’t a dead end, but rather, it’s an exciting detour leading us to even more powerful targeting opportunities.

So Long, Lookalikes. Hello, Hypertargeting Heroes…

While Lookalike Audiences served us well by expanding our audiences, their departure paves the way for two new targeting tools:

  1. Predictive Audiences: Imagine being able to utilize the power of Lead Gen Forms, conversions, and contact lists to identify high-intent prospects with similar characteristics. Well, that’s ultimately what you’ll find in the magic of Predictive Audiences… think laser-focused targeting for leads that are more likely to convert.
  1. Audience Expansion: Grow your audience with AI-powered expansion based on professional demographics such as job title, skills, groups, etc. as well as your Matched Audiences. With Audience Expansion, you can find new, quality targets beyond your current reach.

Plan Your Path Forward:

  • Starting now until February 29th: Start creating and adding Predictive Audiences or enabling Audience Expansion for your active campaigns.
  • 30 Days Later: Unused Lookalike Audiences will be archived – becoming static, meaning they won’t refresh and will remain a fixed dataset.
  • Archiving and Beyond: Archived Lookalike Audiences can still be added to campaigns, but they’ll remain static. Expired audiences will be deleted and will not be accessible. Expired audiences will… well, expire.
  • Data Sources: Utilize Lead Gen Forms, contact lists with 300+ members, and conversions (300+).

This sunset isn’t a finale, instead, it’s a new era in targeting. Embrace the power of Predictive Audiences and Audience Expansion, and watch your campaigns achieve new heights.

Let’s Keep the Conversation Going:

  • What questions do you have about this transition?
  • How are you planning to adjust your targeting strategies?
  • Share your insights and experiences in the comments below!

We can take this journey together and conquer the ever-evolving marketing landscape. Advance Education is always here to help… send us a message if you’re looking for a marketing compass.

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