You can also bind the tokens to character sheets in the journal and create Abilities. Those will show on the token action bar as well, but are specific to that particular sheet, allowing you to give each one their own unique set of macros. Otherwise, depending on the layout of your game and NPC/Monsters, you may find yourself with a LOT more macros than is readily manageable. If you're just setting up a few generic macros that are suitable for any token, then it's not an issue.