When Freshworks needed to promote a webinar jointly hosted with research and advisory firm Forrester, it deployed a clever mix of Video Ads to drive awareness, Conversation Ads to nurture audiences in the consideration stage, and Lead Gen Forms to seamlessly capture registrations.

What Freshworks did right with Conversation Ads

1. Selected an appropriate sender. Sending Conversation Ads from a person, rather than a company, can improve open rates by 10%.

2. Used the first name macro to personalise the message. Other macros are also available. Including the job title can boost open rates by 48% and using a company name can improve CTR by 21%, for example.

3. Started by introducing the sender. This helps give the recipient some context. Also, because Conversation Ads do not have a subject line, the first line of the message can influence open rates.

4. Kept the message short and to the point, with two CTA options. While Conversation Ads support up to five CTAs, using two or three is optimal.

5. Featured a banner image. This is only visible on desktop but it is prime real estate and can help improve brand recall. If a banner is not provided, other ads can appear in its stead.