Use AI to reach audiences most likely to take action with Predictive Audiences

With only 5% of your prospective audience actively in the market at any given time, identifying and reaching the right audience at the right time is both challenging and critical. It’s one of the reasons we continue to enhance our Predictive Audiences capabilities. Predictive Audiences uses AI modeling to help you build an audience profile based on a combination of your own data and LinkedIn’s first-party data to reach high-intent audiences at scale. 

Why It Matters: Several stakeholders are often involved in B2B buying decisions (according to Gartner, oftentimes six to ten) and ongoing privacy and data regulations can make targeting more complex. Predictive Audiences automates this process by identifying and targeting engaged audiences that are most likely to take action, optimizing campaign efficiency and maximizing ROI. Early adopters using Predictive Audiences for lead gen objectives saw, on average, a 21% reduction in cost-per-lead.*

How It Works: Predictive Audiences uses LinkedIn's AI to analyze on-platform engagement data, like ad impressions and clicks, alongside your selected first-party or third-party data (conversions API data, lead gen forms, etc.) By identifying patterns, behaviors, and similar characteristics, this tool then creates a new audience that is predicted to take actions similar to your source data. We've recently expanded capabilities for Predictive Audiences to include company list and retargeting sources, giving you additional ways to leverage your data and connect with more relevant audiences to drive results. 

How to Get Started: In a few simple steps, you can build and apply your Predictive Audience to a campaign. 

1. In Campaign Manager, navigate to “Plan” and select “Audiences,” then click “Create” and choose “Predictive Audience.”

2. Name your Predictive Audience and select your data source (Contact list, Company List, Conversion, Lead Gen Form or Retargeting). Then select the audience from the source drop down, geos, and desired size.

3. Click “Create” to generate your Predictive Audience, which will appear in your Matched Audience list for use in campaigns.

What Customers Are Saying:  

“We piloted the Predictive Audiences and results have been very encouraging to say the least — we drove higher CPL efficiencies and conversion rates. The use of AI to expand reach by targeting the right audiences at the right time is highly effective.” - Suruchi Sharma, Sr. Director Digital Marketing @ Zscaler

“Our client was so pleased with the Predictive Audience campaign results and the 48% decrease in CPL that they requested we launch additional Predictive Audience campaigns for their other graduate business degree programs.” - Amy Orlando, Director, Social Media Marketing & Digital Strategy @ Carnegie

Availability: Customers globally can access Predictive Audiences via Campaign Manager.  

Learn More: Check out this Help Center article for more information on Predictive Audiences. Understand the engineering behind Predictive Audiences here. 

*Insights from an internal analysis of beta users from 02/2023 - 05/2023