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Create LinkedIn ads with macros | Marketing Solutions Help
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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa424137&trk=help_me_menu" data-test-id="me-menu-sign-in"> Sign in </a> </div> </div> <a class="site-navigation__sign-in artdeco-button artdeco-button--2 artdeco-button--secondary artdeco-button--inverse mobile-excluded" href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa424137" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Create LinkedIn ads with macros </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 2 months ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(424137,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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 campaign is live. Macros are supported for Sponsored Messaging (message and conversation ads), dynamic ads, and conversation assets used in click-to-message ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h3>Macro functionality</h3> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When using macros, the text must be in all capital letters. For example, %firstname% won't work as a macro, use %FIRSTNAME% instead. <br> </p><p>There are two instances where macros won’t function as expected: </p><ul><li>If a member turns off ad personalization in their privacy settings.</li><li>If a member doesn’t have an active job position listed in their profile.</li></ul><p>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.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Macro</th> <th class="artdeco-table-header">Text used when ad personalization is disabled</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%FIRSTNAME%</td> <td class="artdeco-table-cell">LinkedIn Member</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%LASTNAME%</td> <td class="artdeco-table-cell">LinkedIn Member</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%COMPANYNAME%</td> <td class="artdeco-table-cell">your company</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%JOBTITLE%</td> <td class="artdeco-table-cell">professional</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%INDUSTRY%</td> <td class="artdeco-table-cell">industry</td> </tr> </tbody> </table> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-mer74" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Sponsored Messaging</span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-mer74" class="collapsible__body article-content__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>To insert a custom greeting, type your salutation, like Hello or Hi, and add %FIRSTNAME%, for a first name greeting. Some examples include:</p><ul><li>Hi, %FIRSTNAME%, will appear as Hi, Jane, for the member seeing the message or conversation ad. </li><li>Hi, %FIRSTNAME% %LASTNAME% will appear for the member as Hi, Jane Smith.</li><li>Add %COMPANYNAME% after your salutation to dynamically insert the company’s name of the viewer.</li><li>Add %JOBTITLE% after your salutation to dynamically insert the viewer’s job title.</li><li>Add %INDUSTRY% after your salutation for the viewer’s industry to appear.</li></ul> </div> <img src="https://media.licdn.com/dms/image/v2/D4D08AQESvTbq0tCbsQ/croft-frontend-shrinkToFit1920/croft-frontend-shrinkToFit1920/0/1665656620092?e=1733302800&v=beta&t=45Yp3RU2AgcCmU_hXaukc2eZWrkuxlb9bPdG3yYdIAM" alt="Sponsored Messaging ad on LinkedIn" class="article-content__image" data-test-selector="imageBodyElement-img"> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>Macros can’t be used in the subject line of a Sponsored Message.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </div> </div> <!----> </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-eyppg" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Dynamic Ads</span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-eyppg" class="collapsible__body article-content__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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.</p> </div> <img src="https://media.licdn.com/dms/image/v2/D4D08AQF56YNxDeFD5g/croft-frontend-shrinkToFit1920/croft-frontend-shrinkToFit1920/0/1665656897719?e=1733302800&v=beta&t=grdEJ34PJwx9o0K9qNyWeuwasgPTkr5el6Z3Yc-yYGw" alt="Dynamic ad on LinkedIn" class="article-content__image" data-test-selector="imageBodyElement-img"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The table lists the macros supported for Dynamic ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell"> </td> <td class="artdeco-table-cell">Follow company</td> <td class="artdeco-table-cell">Spotlight</td> <td class="artdeco-table-cell">Jobs</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Fields supporting macros</td> <td class="artdeco-table-cell">Ad headline <br> Ad description</td> <td class="artdeco-table-cell">Ad headline <br> Ad description</td> <td class="artdeco-table-cell">Ad headline <br> Call to action</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Macros supported</td> <td class="artdeco-table-cell">%FIRSTNAME% <br> %FULLNAME% <br> %COMPANYNAME%</td> <td class="artdeco-table-cell">%FIRSTNAME% <br> %FULLNAME%</td> <td class="artdeco-table-cell">%FIRSTNAME% <br> %FULLNAME% <br> %COMPANYNAME%</td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When the ad is served to LinkedIn members:</p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>%FIRSTNAME% is replaced with the recipient’s first name according to their LinkedIn profile.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>%FULLNAME% is replaced with the recipient’s full name according to their LinkedIn profile.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>%COMPANYNAME% is replaced with the company name from the LinkedIn page associated with your ad account.</p> </div> </div> </li> </ul> </div> <!----> </div> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related tasks</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a422183" target="_blank">Create message ads in Campaign Manager</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a425089" target="_blank">Create conversation ads in Campaign Manager</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a420273" target="_self">Create follower ads in Campaign Manager</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a1696141" target="_self">Create click-to-message ads in Campaign Manager</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a1700045" target="_self">Create a conversation asset for a click-to-message ad campaign</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/62931/" target="_self">Manage your advertising preferences</a></p> </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a1446024" target="_self">Changes to Sponsored Messaging</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="/help/lms/answer/96484" target="_blank">Dynamic ads</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://business.linkedin.com/marketing-solutions/success/best-practices/dynamic-ad-tips" target="_blank">Best practices for customizing your dynamic ads</a></p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p><a rel="" href="https://www.linkedin.com/help/lms/answer/a1384061" target="_self">Click-to-message ads</a></p> </div> </div> </li> </ul> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-2ys59" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Message ads advertising specifications </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-2ys59" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The specifications for message ads are:</p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Name this ad - Use up to 255 characters, including spaces.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Sender - Select from available senders or add a sender.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Message Subject: Use up to 60 characters, including spaces and punctuation.</p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a425533?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Message ads advertising specifications”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-ykhzm" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Sender permission requests for Sponsored Messaging </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-ykhzm" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When you create Sponsored Messaging ads, you can select the sender that appears to the members of your target audience. Members will see the sender on their LinkedIn Messaging. You can change the sender of your Sponsored Message ads by adding additional senders to your ad account. Different senders allow for increased personalization and message relevance.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>To set up a sender for a Sponsored Messaging campaign, you need to send a permission request to the invited member. The invited member needs to accept the sender permission request to be added as a sender on the account.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a426517?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Sender permission requests for Sponsored Messaging”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-h98kl" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create Successful Message Ads – Best Practices </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-h98kl" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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 <a rel="" href="/help/lms/answer/73877" target="_self">preview and test a message ad</a>.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Below are some tips for crafting a successful message ad. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Best days to launch</strong>: Tuesday and Wednesday are optimal days to launch message ads. </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a425156?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create Successful Message Ads – Best Practices”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-s0ww0" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create conversation ads in Campaign Manager </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-s0ww0" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a425089?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create conversation ads in Campaign Manager”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-h16fn" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create message ads in Campaign Manager </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-h16fn" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>With message ads, you can engage your prospects through native ads displayed through LinkedIn Messaging.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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 campaign objective, you’ll also need to attach a Lead Gen Form.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422183?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create message ads in Campaign Manager”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section> <!----> <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a134093" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a134093" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a134093"> Message Ads </span> </a> </li> <li class="pill-list__item" id="topic-link-a3064" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a3064" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a3064"> Create Ads </span> </a> </li> <li class="pill-list__item" id="topic-link-a139050" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a139050" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a139050"> Follower Ads </span> </a> </li> <li class="pill-list__item" id="topic-link-a138053" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a138053" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a138053"> Job Ads </span> </a> </li> <li class="pill-list__item" id="topic-link-a139091" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a139091" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a139091"> Spotlight Ads </span> </a> </li> </ul> </div> <div class="related-articles"> <h3 id="related-articles" class="related-articles__header t-bold t-16" data-test-selector="relatedArticles-header"> Related articles </h3> <ul class="related-articles__list" data-test-selector="relatedArticles-container"> <li class="related-articles__list-item t-14" id="article-link-a425533" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a425533" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a425533"> Message ads advertising specifications </span> </a> </li> <li class="related-articles__list-item t-14" id="article-link-a422183" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a422183" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a422183"> Create message ads in Campaign Manager </span> </a> </li> <li class="related-articles__list-item t-14" id="article-link-a421723" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a421723" 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