LinkedIn has recently enhanced its Predictive Audiences feature, which utilizes AI modeling to optimize ad performance by creating audience profiles based on both your data and LinkedIn's insights.
As LinkedIn explains, Predictive Audiences analyzes engagement data, such as ad impressions and clicks, along with your selected first-party or third-party data. By identifying patterns and behaviors, it creates a new audience that is predicted to take actions similar to your source data. This functionality is akin to Meta’s Advantage+ targeting, allowing marketers to expand their reach based on systematic analyses.
Originally launched in 2023, Predictive Audiences replaced the retired Lookalike Audiences option, and it has now been upgraded to include company lists and retargeting sources, enhancing its effectiveness for B2B marketers. This means marketers can leverage exclusions and expand business profiling based on performance insights.
These updates allow for greater integration of automated targeting tools, maximizing ad performance. AI-driven targeting often yields better results than manual selections, significantly improving audience response understanding. Early adopters of this feature have reported a 21% reduction in cost-per-lead for lead generation objectives.
For more detailed insights about LinkedIn’s Predictive Audiences, you can explore further on their platform.
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