If you’re in B2B, you already know the value and impact that Personalized LinkedIn Ads can have on your business.

But most markters including seasoned ones in B2B Demand Generartion often forget that you can personalize ad copy in sponsored content (ads on feeds) in addition to the InMail and Dynamic ads using LinkedIn Macros. Below is an example;

When you use macros such as %FIRSTNAME% or %LASTNAME% during ad creation, the member’s actual first name or last name appears in the ad copy in place of the macros when the ad set is live.

If you’re new, here’s what you need to know about LinkedIn macros to personalize ad copy for sponsored content ads.

1. First of all, note that for sponsored content ads, macros are currently only supported for classic ad sets using single-image or video ad formats.
2. When using macros, ensure the text is in all capital letters. Eg: %firstname% won’t work as a macro, use %FIRSTNAME% instead.
3. The only two instances where macros would typically fail to deliver as expected would be;
   • If ad personalization is turned off in privacy settings by the users
   • The user does not have an active job position in the profile
4. If macros fail to load, they will revert to the following generic terms.

Hope this helps. If you need further instructions or support, learn more about using macros on LinkedIn here.