Audience Expansion is a LinkedIn tool enabling advertisers to reach a wider audience by targeting individuals who share similar interests and characteristics as their existing target audience.
This feature is particularly useful for reaching new prospects who may not be actively searching for your products or services but share similar traits with your current customers.
Audience Expansion utilizes algorithms to identify individuals who share similar interests, demographics, and behaviors as your existing target audience. This allows advertisers to expand their campaigns beyond their initial reach and potentially connect with new customers who have a higher likelihood of being interested in their offerings.
Enabling Audience Expansion
To enable Audience Expansion for your campaign:
- Sign in to Campaign Manager and select the campaign you want to edit.
- In the "People" section, locate the "Audiences" tab.
- Check the box next to "Enable Audience Expansion."
- Review the audience expansion settings to ensure they align with your targeting preferences.
- Click "Save Changes" to implement Audience Expansion.
Audience Expansion Settings
You can customize your audience expansion settings to target specific attributes, such as demographics, interests, and online behaviors. You can also exclude certain attributes to further refine your targeting.
Benefits of Audience Expansion
- Increased reach: Audience Expansion can help you reach a wider audience of potential customers, which can lead to increased brand awareness and exposure.
- Improved targeting: Audience Expansion can help you target a more specific audience of potential customers, which can lead to a better return on investment (ROI) for your campaigns.
- Simplified prospect discovery: Audience Expansion can automate the process of identifying and targeting new prospects, which can save you time and effort.
Audience Expansion vs. Remarketing
Audience Expansion and remarketing are both ways to target a wider audience, but they differ in their approach. Audience Expansion targets individuals who share similar interests and characteristics as your existing customers, while remarketing targets individuals who have already visited your website or interacted with your brand in the past.
Which is Right for You?
The best way to decide whether to use Audience Expansion or remarketing depends on your specific goals and objectives. If you are looking to reach a wider audience of potential customers, Audience Expansion is a good option. If you are looking to re-engage with customers who have already shown interest in your brand, remarketing is a better choice.