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Message Ads (Legacy)

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Warning

Deprecation Notice
We’re discontinuing Message Ads, starting May 2023. For more information, refer to this help article help article. Alternatively, you can replace an existing Message Ad campaign with a Conversation Ad campaign as detailed in this guide. If you have questions, submit a request on the LinkedIn Developer Support Portal.

Warning

Deprecation Notice
The Marketing Version 202310 (Marketing October 2023) and earlier versions (excluding 202306 and 202307) have been sunset. Additionally, the unversioned APIs will be sunset soon. We recommend that you migrate to the versioned APIs as well as migrate to the new Content and Community Management APIs to avoid disruptions. See the Migration page for more details. If you haven’t yet migrated and have questions, submit a request on the LinkedIn Developer Support Portal.

A Message Ad is a message delivered to a LinkedIn member's InMail inbox. Message Ads provide a way for marketers to increase their reach on LinkedIn by sending personalized messages to the audiences that matter most to their business. Unlike InMail communications between members, a Message Ad is a branded message with a call-to-action button that takes the user to an advertiser's landing page. Lead Generation forms can also be attached to Message Ads. A target audience will see Message Ads as part of their messenger experience when they are active anywhere on the LinkedIn site, on desktop or mobile.

Requirements

Your application must have an access token with the rw_ads scope to manage Ad Accounts.

To create a Message Ad, an authenticated member must have one of the following ad account roles:

  • ACCOUNT_BILLING_ADMIN
  • ACCOUNT_MANAGER
  • CAMPAIGN_MANAGER
  • CREATIVE_MANAGER

The Message Ads feature also requires setting up a list of Approved Senders. Currently, only members can be approved senders. Members can make a request to their 1st degree connections to become approved senders. Upon receiving such requests, Account Managers, Campaign Managers, and Creative Managers can add (approve) Message Ads senders.

Workflow

  • Obtain authorization from the user to manage LinkedIn Ad Account and Company Page data.
  • Ask user to select or create Ad Accounts they would like to manage.
  • Create an InMail Campaign.
  • Find Sender Permissions by Account (approve senders if required).
  • Upload Message Ads Asset.
  • Create Message Ads Content.
  • Create Message Ads Creative (Ad).

Prerequisite Values for Message Ads Campaigns

Attribute Possible Values
Campaign Type SPONSORED_INMAILS
Campaign Format SPONSORED_INMAILS
Creative Type SPONSORED_INMAILS
Objective Type
  • LEAD_GENERATION
  • WEBSITE_CONVERSION
  • WEBSITE_VISIT

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