Transitioning from LinkedIn Lookalike to Predictive Audiences: New LinkedIn Ads Targeting
This episode of LinkedIn Ads Radio discusses the shift from lookalike audiences to the new predictive audiences on LinkedIn.
As of February 29th, LinkedIn has stopped the ability to create new lookalike audiences, making way for predictive audiences which are AI-generated and dynamically updated, in contrast to the static lists of lookalikes. The episode also touches on LinkedIn's conversions API, CAPI, which allows for conversion data to be sent back to LinkedIn without relying on cookies, enhancing privacy and tracking accuracy.
Predictive audiences utilize AI technology and offer more control over audience targeting, updating dynamically based on user behavior changes like job moves or interest shifts.
The podcast outlines how to create predictive audiences using three types of seed lists. It also provides strategic advice on adjusting the audience size for optimal performance and testing outcomes.
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Timestamps:
00:00 Introduction
00:02 Farewell to Lookalike Audiences
00:32 LinkedIn's Latest Updates: CAPI and More
02:18 Predictive Audiences
05:01 Creating and Utilizing
08:56 When to Use Predictive Audiences
12:14 Case Studies
12:41 Recap
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