LinkedIn macros allow you to generate personalized ad content for each recipient. When you use macros like %FIRSTNAME% or %LASTNAME% during ad creation, the member’s personalized information appears in the ad copy when the ad set is live. Macros are supported for:
When using macros, the text must be in all capital letters. For example, %firstname% won't work as a macro, use %FIRSTNAME% instead.
There are two instances where macros won’t function as expected:
In both instances, the macro will fail to load and will revert to using generic language. The following table illustrates the text that's used when ad personalization is disabled.
| Macro | Text used when ad personalization is disabled |
|---|---|
| %FIRSTNAME% | LinkedIn Member |
| %LASTNAME% | LinkedIn Member |
| %COMPANYNAME% | your company |
| %JOBTITLE% | professional |
| %INDUSTRY% | industry |
Start your message ad or conversation ad with a custom greeting for a personal introduction that’s more conversational and increases relevancy. You can also add a macro to your message by selecting the Insert custom fields dropdown and choosing from the available options.
To insert a custom greeting, type your salutation, like Hello or Hi, and add %FIRSTNAME%, for a first name greeting. Some examples include:
When creating a Dynamic ad, you can insert a macro such as %FIRSTNAME% as part of your custom message when completing the ad’s text fields. During ad creation, you will see a live preview of your ad with each valid macro added. The live preview ensures the macro you have selected is supported and interpreted correctly.
The table lists the macros supported for Dynamic ads.
| Follow company | Spotlight | Jobs | |
| Fields supporting macros | Ad headline Ad description | Ad headline Ad description | Ad headline Call to action |
| Macros supported | %FIRSTNAME% %FULLNAME% %COMPANYNAME% | %FIRSTNAME% %FULLNAME% | %FIRSTNAME% %FULLNAME% %COMPANYNAME% |
When the ad is served to LinkedIn members:
%FIRSTNAME% is replaced with the recipient’s first name according to their LinkedIn profile.
%FULLNAME% is replaced with the recipient’s full name according to their LinkedIn profile.
%COMPANYNAME% is replaced with the company name from the LinkedIn page associated with your ad account.
When creating an ad in a Classic ad set with the single image or video ad formats, you can automatically insert macros like first name, company, industry, or job title macros into the ad copy.
Learn more about using ad personalization to personalize your ads in Campaign Manager.
Related tasks
With message ads, you can serve native ads to your target audience through LinkedIn Messaging. The ads are displayed on desktop and mobile devices when members are active anywhere on LinkedIn.
The specifications for message ads are:
Name this ad - Use up to 255 characters, including spaces.
Sender - Select from available senders or add a sender.
Message Subject: Use up to 60 characters, including spaces and punctuation.
When Sponsored Messaging ads are created, advertisers can select the sender that appears to the members of their target audience. Members will be able to click on the sender's name to see information about the company who paid for the ad and partnered with the sender. The sender of a Sponsored Message ad can be changed by adding additional senders to the ad account. Different senders allow for increased personalization and message relevance.
Message ads are native ads displayed on targeted members’ LinkedIn Messaging. Message ads include a single call-to-action button. Since message ads can be accessed through both desktop and mobile, ensure that your content is optimized for viewing on both platforms. Learn how to preview and test a message ad.
As an advertiser, you can use conversation ads to start a conversation with professionals and business decision-makers through LinkedIn Messaging on both desktop and mobile devices. Conversation ads are a form of native advertising displayed to members through LinkedIn Messaging based on the target audience you create.
With conversation ads, you can set up multiple call-to-action (CTA) buttons that link to your landing pages, open a LinkedIn Lead Gen Form, and encourage engagement with more information in the next message. The prepopulated responses to their selections are determined through a message decision tree you create. To ensure members see relevant ads and to improve their member experience, a Not Interested CTA button is automatically added to the intro message of a new conversation ad and an edited or duplicated existing conversation ad.
With message ads, you can engage your prospects through native ads displayed through LinkedIn Messaging.
Message ads include a custom greeting, call-to-action (CTA) button, body text, and the ability to add a link in the message body. You can also add a custom footer to disclose legal terms, promotion rules, contact information, and more. If you selected lead generation as your ad set objective, you’ll also need to attach a Lead Gen Form.