{"id":4005,"date":"2024-01-26T13:34:03","date_gmt":"2024-01-26T18:34:03","guid":{"rendered":"https:\/\/digilopolis.com\/blog\/?p=4005"},"modified":"2024-01-26T13:34:03","modified_gmt":"2024-01-26T18:34:03","slug":"linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas","status":"publish","type":"post","link":"https:\/\/digilopolis.com\/blog\/2024\/01\/26\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\/","title":{"rendered":"LinkedIn descontinuar\u00e1 las Lookalike Audiences en 2024: impacto y alternativas"},"content":{"rendered":"

El 29 de febrero de 2024 las\u00a0lookalike audiences\u00a0dejar\u00e1n de estar disponibles en LinkedIn<\/strong>. Esta funci\u00f3n permit\u00eda a los usuarios crear audiencias personalizadas para sus anuncios subiendo una base de datos de contactos o bien propiciando un listado de usuarios, de modo que la plataforma identificaba perfiles que compartieran caracter\u00edsticas con estos y que, por tanto, resultara de inter\u00e9s llegar a ellos.<\/p>\n

La reci\u00e9n\u00a0anunciada<\/a>\u00a0decisi\u00f3n de LinkedIn significa que\u00a0ya no se podr\u00e1n crear nuevas audiencias personalizadas ni editar las que ya existan<\/strong>. Las campa\u00f1as activas que utilicen las lookalike audiences ya existentes seguir\u00e1n funcionando, pero solo con el p\u00fablico que ya tienen identificado, y si caducan, se eliminar\u00e1n permanentemente. As\u00ed mismo, las lookalike audiences no usadas en 30 d\u00edas ser\u00e1n archivadas.<\/p>\n

LinkedIn tambi\u00e9n ha anunciado que\u00a0la API de lookalike audiences tambi\u00e9n ser\u00e1 retirada<\/strong>.<\/p>\n

Alternativas a las lookalike audiences<\/h2>\n

Ante esta situaci\u00f3n, LinkedIn sugiere dos alternativas: los p\u00fablicos predictivos o la expansi\u00f3n de p\u00fablico.<\/p>\n

1.P\u00fablicos predictivos<\/h3>\n

Usando listas de contactos, conversiones o formularios de generaci\u00f3n de contactos como fuentes de datos, los p\u00fablicos predictivos aprovechan la IA de LinkedIn para\u00a0identificar audiencias con caracter\u00edsticas similares y con altas probabilidades de conversi\u00f3n<\/strong>.<\/p>\n

Tal y como explica la propia red social \u201cPara crear un p\u00fablico predictivo, combinamos tu fuente de datos con la IA de LinkedIn. De ese modo, generamos autom\u00e1ticamente un nuevo p\u00fablico personalizado que puedes usar en tus campa\u00f1as\u201d.\u00a0<\/em><\/p>\n

Para\u00a0optimizar el uso de p\u00fablicos predictivos<\/strong>, considera:<\/p>\n

    \n
  • Elegir solo un tipo de fuente de datos (formularios, listas de contactos o conversiones).<\/li>\n
  • Asegurarte de que la fuente de datos tenga al menos 300 miembros. Si eliges una lista de contactos, debe tener un m\u00ednimo de 300 filas y un m\u00e1ximo de 300.000.<\/li>\n
  • Recordar que no puedes compartir p\u00fablicos predictivos entre cuentas publicitarias.<\/li>\n<\/ul>\n

    2.Expansi\u00f3n de p\u00fablico<\/h3>\n

    Esta herramienta permite segmentar\u00a0utilizando informaci\u00f3n\u00a0demogr\u00e1fica de los profesionales, que se puede combinar con segmentos de matched audience\u00a0<\/b>(segmentos de p\u00fablico personalizados que puedes usar como selecciones de segmentaci\u00f3n en tus campa\u00f1as publicitarias),<\/strong>\u00a0y datos de LinkedIn, como habilidades o intereses, para descubrir nuevos contactos de calidad. Ten en cuenta que:<\/p>\n

      \n
    • La exclusi\u00f3n de atributos espec\u00edficos de tu p\u00fablico objetivo tambi\u00e9n se aplicar\u00e1 en la expansi\u00f3n.<\/li>\n
    • Los indicadores de rendimiento incluir\u00e1n tanto el p\u00fablico objetivo como el de expansi\u00f3n.<\/li>\n<\/ul>\n

      Puntos a destacar<\/h2>\n

      Razones para la Descontinuaci\u00f3n<\/strong>: Aunque no est\u00e1 del todo claro por qu\u00e9 LinkedIn ha decidido eliminar esta funci\u00f3n, la plataforma est\u00e1 recomendando alternativas como los p\u00fablicos predictivos y la expansi\u00f3n de audiencias. Este cambio sugiere un enfoque renovado en soluciones de audiencia m\u00e1s avanzadas y basadas en datos.<\/p>\n

      Impacto en las Campa\u00f1as Actuales<\/strong>: Las campa\u00f1as publicitarias existentes que utilizan lookalike audiences en LinkedIn necesitar\u00e1n adaptarse a las audiencias predictivas o activar la expansi\u00f3n de audiencias para mantener una estrategia de segmentaci\u00f3n din\u00e1mica. Es importante que los anunciantes realicen estos ajustes antes de marzo para evitar interrupciones en sus campa\u00f1as publicitarias.<\/p>\n

      API de Lookalike Audiences<\/strong>: La API de LinkedIn para crear lookalike audiences a trav\u00e9s de plataformas de marketing de terceros tambi\u00e9n se retirar\u00e1. Esto afectar\u00e1 a los especialistas en marketing que dependen de integraciones con plataformas como HubSpot para construir sus audiencias.<\/p>\n

      Archivado de Lookalike Audiences Inactivas<\/strong>: LinkedIn proporcionar\u00e1 un per\u00edodo de gracia de 30 d\u00edas durante el cual las lookalike audiences inactivas a\u00fan podr\u00e1n ser accesibles antes de ser archivadas.<\/p>\n

      Oportunidades para Estrategias de Marketing Refinadas<\/strong>: La retirada de los p\u00fablicos similares en LinkedIn ofrece una oportunidad para explorar y adaptar estrategias de marketing digital m\u00e1s centradas en datos y avanzadas. La adaptaci\u00f3n a estos cambios ser\u00e1 crucial para el \u00e9xito de las campa\u00f1as en la plataforma.<\/p>\n

      En definitiva, la retirada de los p\u00fablicos similares en LinkedIn abre nuevas oportunidades para\u00a0explorar y adaptar estrategias de marketing digital m\u00e1s refinadas y centradas en datos<\/strong>. La adaptaci\u00f3n a estos cambios ser\u00e1 clave para el \u00e9xito de las campa\u00f1as en la plataforma.<\/p>\n

      Este es un art\u00edculo publicado originalmente por Alberto Gonz\u00e1lez\u00a0 | ene, 2024 | Puedes consultarlo en el sitio oficial de Marketing4commerce | Modificado por Digil\u00f3polis | ene, 2024.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      El 29 de febrero de 2024 las\u00a0lookalike audiences\u00a0dejar\u00e1n de estar disponibles en LinkedIn. Esta funci\u00f3n permit\u00eda a los usuarios crear audiencias personalizadas para sus anuncios subiendo una base de datos de contactos o bien propiciando un listado de usuarios, de modo que la plataforma identificaba perfiles que compartieran caracter\u00edsticas con estos y que, por tanto, […]<\/p>\n","protected":false},"author":1,"featured_media":4009,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[107],"tags":[808,806,805,803,809,804,807],"class_list":["post-4005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-audience-expansion","tag-audience-targeting","tag-digital-marketing-strategy","tag-linkedin-advertising","tag-linkedin-api","tag-lookalike-audiences","tag-predictive-audiences"],"yoast_head":"\nLinkedIn descontinuar\u00e1 las Lookalike Audiences en 2024: impacto y alternativas - Digil\u00f3polis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digilopolis.com\/blog\/2024\/01\/26\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LinkedIn descontinuar\u00e1 las Lookalike Audiences en 2024: impacto y alternativas - Digil\u00f3polis\" \/>\n<meta property=\"og:description\" content=\"El 29 de febrero de 2024 las\u00a0lookalike audiences\u00a0dejar\u00e1n de estar disponibles en LinkedIn. Esta funci\u00f3n permit\u00eda a los usuarios crear audiencias personalizadas para sus anuncios subiendo una base de datos de contactos o bien propiciando un listado de usuarios, de modo que la plataforma identificaba perfiles que compartieran caracter\u00edsticas con estos y que, por tanto, […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digilopolis.com\/blog\/2024\/01\/26\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\/\" \/>\n<meta property=\"og:site_name\" content=\"Digil\u00f3polis\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Digilopolisweb\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-26T18:34:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digilopolis.com\/blog\/wp-content\/uploads\/2024\/01\/LinkedIn-descontinuara-las-Lookalike-Audiences-en-2024-impacto-y-alternativas.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"972\" \/>\n\t<meta property=\"og:image:height\" content=\"546\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mar\u00eda Trejo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mar\u00eda Trejo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/2024\\\/01\\\/26\\\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/2024\\\/01\\\/26\\\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\\\/\"},\"author\":{\"name\":\"Mar\u00eda Trejo\",\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/#\\\/schema\\\/person\\\/92c62d261abcf6b43cb021b1a35fceaf\"},\"headline\":\"LinkedIn descontinuar\u00e1 las Lookalike Audiences en 2024: impacto y alternativas\",\"datePublished\":\"2024-01-26T18:34:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/2024\\\/01\\\/26\\\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\\\/\"},\"wordCount\":743,\"publisher\":{\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/2024\\\/01\\\/26\\\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/LinkedIn-descontinuara-las-Lookalike-Audiences-en-2024-impacto-y-alternativas.jpg\",\"keywords\":[\"Audience Expansion\",\"Audience Targeting\",\"Digital Marketing Strategy\",\"LinkedIn Advertising\",\"LinkedIn API\",\"Lookalike Audiences\",\"Predictive Audiences\"],\"articleSection\":[\"Noticias\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/2024\\\/01\\\/26\\\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\\\/\",\"url\":\"https:\\\/\\\/digilopolis.com\\\/blog\\\/2024\\\/01\\\/26\\\/linkedin-descontinuara-las-lookalike-audiences-en-2024-impacto-y-alternativas\\\/\",\"name\":\"LinkedIn descontinuar\u00e1 las Lookalike Audiences en 2024: impacto y alternativas - 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