What to Use Instead of Lookalike Audiences

The current trend among advertising platforms is clear — we are moving toward reducing dependence on user data. This shift is evident in the move away from cookies and other regulatory decisions, including the phasing out of lookalike audiences. However, the need to target relevant audiences hasn’t gone away. So, the question arises: What can you use instead? How do you find the most relevant audience for your business? Let’s explore some options.

Google Ads

Audiences by sites

Google Ads allows you to create audiences based on the characteristics of users who visit specific websites. You can leverage this data to find new users with similar behavior.

Use case. If you run an online store selling kids’ clothing, you can create an audience targeting users visiting similar websites, like those of your competitors. Then, you can configure your ad campaigns to focus on users with similar behavior.

This strategy is best for businesses that don’t have substantial traffic on their site or can’t find the proper interest segments in Google’s audience settings.

Audiences by search queries

Here, you define keywords that users search for on Google and target ads to audiences with similar interests. This method helps you connect with users who are actively looking for topics related to your product.

Use case. If you are offering corporate Google Workspace solutions, target search terms like “cloud software for teamwork” or “Microsoft 365 alternatives”.

This method is best for scenarios where keyword-based traffic is limited and you need to discover additional relevant audiences.

LinkedIn Ads: Predictive Audiences

LinkedIn offers a robust alternative to lookalike audiences. This tool leverages LinkedIn’s proprietary algorithms to create predictive audiences based on similarities to your existing clients or chosen parameters, such as industry, job title, or interests.

Use case. If your company sells HR software, Predictive Audiences can help you identify recruiters or HR managers interested in hiring automation.

Predictive Audiences analyze vast amounts of data automatically, reducing the effort required to hypothesize about your target audience. You simply define a sample of your ideal audience, and the system broadens it automatically to include similar prospects.

Meta Ads: lookalike audiences

Meta Ads still offer the luxury of using lookalike audiences, making them an excellent choice for targeted ad campaigns. These audiences are generated based on your existing customers or users who have engaged with your content. Meta’s algorithms find new users with similar interests and behaviors.

Use case. If you have a customer database of people who purchased online courses, you can create a lookalike audience to attract individuals with similar profiles. To maximize effectiveness, base your audience on the most valuable segment, such as high-spending customers.

Meta Ads allow you to create audiences based on specific actions on your website, such as filling out forms, making purchases, or subscribing. This flexibility ensures you are targeting the most relevant users.

While some platforms phase out tools like lookalike audiences, they often introduce alternatives to fill the gap. Both Google and LinkedIn are actively rolling out new solutions to replicate or even enhance the benefits of lookalike audiences.

The PPC experts at Livepage are ready to help with tailored recommendations and strategies. Don’t hesitate to contact us for optimal advertising solutions that fit your business goals!