Unleashing the power of Conversation Ads

Key takeaways

Conversation Ads are interactive messages sent directly to the LinkedIn inboxes of your chosen target audience
These ads have a higher click-through rate than static messages for a comparable – if not lower – cost
A conversational tone, snappy messages, and positive sentiment are key factors in driving engagement with these ads

At AMP27, we've been able to drive a lot of value for clients through Conversation Ads. Read on to delve into what they are, and how you can leverage them in your projects. I'll even give you some top tips to make your Conversation Ads stand out.

What's a Conversation Ad?

Conversation Ads are messages sent directly to the LinkedIn inboxes of your target audience. What sets them apart from other communication forms is that they're dynamic and can be split into multiple, bite-size messages, meaning the conversation can be steered in a way that suits both the sender and the recipient.

Imagine having a chat with an HCP, guiding them through the information you want them to receive, at a pace they set themselves – that's the essence of Conversation Ads.

Conversation Ads are a game-changer from the traditional static ads that flooded HCPs' screens with a big block of text. In fact, some of our recent data at AMP27 shows that they've already excelled ahead of static messages when it comes to driving engagement. We've found they have a higher click-through rate than static messages for a comparable – if not lower – cost.

Each message in a Conversation Ad comes with ‘call-to-action’ (CTA) buttons that give users the power to navigate through the material in the best way for them. Think of it like a chatbot – the recipient can dictate both the order and amount of information they receive by clicking whichever CTA suits their needs.

With a limit of 8,000 characters per message, you have the space to get your point across in detail, and you can also tailor your CTAs to boost engagement and make your content flow smoothly.

Example stage 2 of a LinkedIn Conversation Ad

How can I use Conversation Ads to my advantage?

Now that you understand the basics of Conversation Ads, you might be wondering how you can use them to make a difference to your projects. Let's explore a few strategic ways to incorporate them into your pharma marketing efforts.

Webinar promotion: Got an expert-led webinar coming up that's tailored towards HCPs? Instead of using a traditional email that may get buried in their inbox, use Conversation Ads to send a personalised invite directly to them on LinkedIn. Instead of being overwhelmed with all the details at once, this allows you to break down the message into bite-sized portions, starting off with the subject matter, followed by the date, time, location, and so on
Disease awareness: Are you planning to showcase your company at a congress? Inform your audience upfront about your research area through Conversation Ads. Let them decide if it aligns with their interests and give them the option to explore more at your booth
Website traffic-driving: Conversation Ads are a perfect fit for boosting in-person and remote event sign-ups, but don't underestimate their power in directing traffic to your website. Drive engagement and pique curiosity with snippets of the content and tools you have available, giving users an incentive to explore what your online platform has to offer on their own with a CTA that goes straight to the homepage
Don't forget! Conversation Ads work the same way as standard LinkedIn ads, meaning you can't use promotional wording in your messages if you want to be compliant with the ABPI Code of Practice

Top tips to make your Conversation Ads shine

At AMP27, we've created more than our fair share of Conversation Ads since their introduction in 2023. Here's some of our top tips to help you get the most out of this new and exciting format:

Be conversational: Remember, the key is in the name! Tone down the formalities and engage your audience with leading questions and casual phrases. Keep them hooked with a friendly tone that feels natural and inviting. For example, instead of ‘do you know about the most recent updates in our therapy area?’, try something like ‘have you heard the latest updates in our field?’
Stay positive: With the above point in mind, it's tempting to use leading questions for your first message all the time. However, you need to choose your words carefully – something like ‘are you interested in learning more about…’ could easily be met with ‘no’, which means the user may click away before seeing what else you have to offer. If in doubt, phrase the question to yourself and see if you can put a positive spin on it to maximise the chances of reaching your desired outcome
Make it flow: Ensure a seamless transition from your message to the CTA buttons. If your message ends with ‘Would you like to learn more about…’, then your CTAs need to flow on from this. Keep the momentum going by linking your message directly to the next step you want your audience to take
Keep it snappy: You might want to use all 8,000 characters in your messages, but try and keep your content succinct and engaging. Grab attention with short, punchy phrases to spark the user's curiosity. Keep your CTAs brief and impactful too – they're limited to 25 characters each

Conversation Ads are a powerful asset to add to your digital marketing toolkit. Embrace their interactive charm, tailor your messages and CTAs, and watch as your audience engages like never before.

Are you ready to revolutionise your projects? Get in touch with the AMP27 team and find out how our services can help you make the most of Conversation Ads today!

About the author: Danielle Elliott

Danielle Elliott is a Medical Writer at AMP27. She's skilled at applying her deep medical and scientific knowledge to the digital space, to produce copy that really resonates with an HCP audience.