Personalization options for your LinkedIn ads

Last updated: 23 hours ago

Ad personalization helps you create more relevant advertising experiences for LinkedIn members. By tailoring ad content to information from a member's LinkedIn profile, you can make your messaging more relevant to the audience you are trying to reach.

LinkedIn supports ad personalization through macros. During ad creation, you can insert macros that automatically populate with information from a member's profile, such as their first name, company name, job title, or industry. When the ad is served, the macro is replaced with the corresponding profile information for that member. Each member sees only their own personalized information. Profile information used for ad personalization isn't displayed to other members.

Personalization is available for the following ad formats:

  • Sponsored Messaging - Conversation and message ads
  • Dynamic Ads - Spotlight, follower, and job ads
  • Sponsored Content - Single image and video ads

Important to know

Members can choose whether their profile information is used for ad personalization. They can opt out or manage their ad preferences at any time.

Macro functionality

When using macros, it's important to keep in mind:

  • Macros must be in all capital letters. For example, %firstname% won't work as a macro, use %FIRSTNAME% instead. 
  • Members can choose whether their profile information is used for personalization.
  • If personalization isn't available for a member, LinkedIn displays the non-personalized version of your ad text.

Considerations

When using ad personalization, keep in mind the following considerations.

ConsiderationNotes
Permissions

Ensure you have the correct permissions to create ads. Learn more about permissions needed to create or sponsor ads.

Ad formatsOnly available with conversation, message, spotlight, follower, job, single image and video ad formats.
LanguageMacros aren't translated and will be based on the information and language used in a member's LinkedIn profile.
HyperlinksPersonalized introductory text currently doesn't support hyperlinks. If you have a URL in your introductory text, it will appear as normal text.
Job title and industry

If a member selects their job title or industry from typeahead then the standardized title or industry of that typahead is used.

If a member manually types a string as a job title, then rules and inference models are used to infer the job title.

Ad personalization best practices

Here are some best practices for using ad personalization in your ads:

  • Ensure your introductory text has the same general message as your personalized text, but without the macros.
  • Personalize your copy in a way that feels natural yet engaging. Rather than only adding personalization as the first or last word in your copy, try creating messaging that incorporates personalization without feeling forced.
    • For example, if you personalize your ad with someone's first name, try adding another detail, like company or job title, to make the message feel even more tailored.
  • Consider what macros resonate with your target audience.
    • For example, people in senior roles often feel a stronger connection to their company and may be more engaged when they see their company name in an ad, compared to those just starting out in their careers.
  • Use ad personalization sparingly and strategically. Leverage A/B testing to understand what type and level of personalization works best for your audience.

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