LinkedIn has introduced Predictive Audiences, leveraging AI to enhance ad targeting by identifying high-intent audiences. With only 5% of potential audiences actively in the market, reaching the right individuals at the right time is crucial. This tool combines user data with LinkedIn's first-party data to optimize audience targeting.
Importance
B2B buying decisions often involve multiple stakeholders, complicating targeting due to privacy regulations. Predictive Audiences automates the identification of engaged audiences likely to take action, improving campaign efficiency and maximizing ROI. Early adopters have reported an average 21% reduction in cost-per-lead when using this tool for lead generation.
Functionality
Predictive Audiences analyzes on-platform engagement data, such as ad impressions and clicks, along with selected first-party or third-party data. By recognizing patterns and behaviors, it creates new audiences predicted to act similarly to the source data. Recent enhancements allow for the inclusion of company lists and retargeting sources, broadening the scope for audience connection.
Getting Started
To create a Predictive Audience, follow these steps in Campaign Manager:
- Navigate to “Plan” and select “Audiences.”
- Click “Create” and choose “Predictive Audience.”
- Name the audience and select the data source (Contact list, Company List, Conversion, Lead Gen Form, or Retargeting).
- Choose the audience, geographic locations, and desired size.
- Click “Create” to generate the audience, which will appear in the Matched Audience list for campaign use.
Customer Feedback
Clients have reported positive results from using Predictive Audiences. Suruchi Sharma from Zscaler noted higher CPL efficiencies and conversion rates, while Amy Orlando from Carnegie highlighted a 48% decrease in CPL, prompting further campaign requests.
Availability
Predictive Audiences are accessible to customers globally through Campaign Manager.
