Briefing

LinkedIn predictive audiences help expand your campaign’s reach by creating an audience of people with similar characteristics to your existing data source who are more likely to convert.

LinkedIn uses AI to create new audience segments based on first-party data, lead gen form completions, or data built from conversions that take place on your website (via manual data upload or implementation of an insight tag). This AI model extracts demographics, firmographics (information about organisations) and behavioural attributes to predict the users most likely to exhibit similar conversion behaviour.

Similar to lookalike audiences that use a fixed methodology to find a new audience, predictive audiences use a multitude of data points, learning and evolving as campaigns run.

How can predicitve audiences drive  better results?

With predictive audiences you can:

• Find and reach your high-intent audience at scale using LinkedIn’s predictive AI modelling while preserving member privacy
• Save time by taking away the guesswork of who your target audience is on LinkedIn
• Drive ROI by reaching the people most likely to take action based on similar characteristics and behaviours
  

What sets predictive audiences apart from lookalike audiences is the powerful combination of proprietary signals they use, such as active ad clicks and conversions, and predictive AI modelling, that can only be found on LinkedIn. This goes beyond identifying individuals with similar characteristics to existing customers by also identifying their propensity to convert.

Best practices for getting started

Follow these next steps when creating your predictive audience to enhance effectiveness:

• Leverage existing customer data: Identify your current customers, using a contact list of customer emails from your CRM for example, or data from visitors to your login page
  
• Start an audience that meets a specific set of qualifications:  Ensure a more refined and purposeful audience by using a specific source of data, such as lead gen form completions for a demo or application sign ups
  
• Use an audience reviewed and approved by your sales team: For example, a contact list of emails chosen by sales or contacts from business opportunities won previously

Ready to go?

Data sources chosen in campaign manager should align to the specific behaviour you’d like to replicate. Key requirements for predictive audiences are:

• You can only select one type of data source (lead gen form, contact list, or conversion)
• Data from contact lists, conversions and lead gen forms must have a minimum of 300 rows

With data requirements met, you’re all set to leverage predictive audiences.

Stay tuned to see our findings – and if you’re unsure or have any questions, please get in touch with our team.