Question

How do matched audiences differ from lookalike audiences in LinkedIn Campaign Manager?

Accepted Answer

Matched Audiences in LinkedIn Campaign Manager are created by uploading a list of known contacts (typically email addresses or phone numbers) to LinkedIn, which then attempts to match those contacts to LinkedIn member profiles. This allows you to directly target individuals you already have information on. Lookalike Audiences, on the other hand, are created by LinkedIn identifying users who share similar characteristics and behaviors with an existing audience, such as a Matched Audience or website visitors tracked via the Insight Tag. Lookalike Audiences expand your reach to new potential customers who resemble your existing customer base. Matched Audiences target known individuals, while Lookalike Audiences target individuals who are similar to your known individuals. For example, you might use a Matched Audience to retarget existing customers with a special offer, and a Lookalike Audience to acquire new customers who are likely to be interested in your products or services.

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How do matched audiences differ from lookalike audiences in LinkedIn Campaign Manager?