Reserved Ads allow you to reserve the first ad slot in the LinkedIn feed to increase visibility for your high-priority campaigns.
With Reserved Ads, you can:
- Achieve greater predictability and control when targeting high-value audiences - Reserving a projected target number of impressions at a fixed price helps you avoid the variability of the auction system.
- Maximize visibility and impact - Reserved Ads serve in the first ad slot, which can provide increased attention, dwell time, and awareness for your high-priority campaigns.
- Maximize delivery and brand outcomes - Positioning your ad near the top of the LinkedIn feed can help show your ad to more people, which allows for increased brand recognition.
Requirements
Review the following requirements for Reserved Ads.
| Ad set area | Requirement |
|---|---|
| Ad account | At this time, Reserved Ads are only available for managed accounts with a LinkedIn representative. Your representative will work with you to create a reservation. |
| Budget and frequency | When creating your reservation, you’ll set a budget and frequency cap. The frequency cap can be set at a minimum of three impressions per week or a maximum of seven impressions per week. Note: Frequency cap is the maximum number of times your ad can be seen by member accounts in your target audience, not a target or guarantee. When reviewing your reservation details, you’ll see estimated impressions. This is a prediction based on your budget and frequency cap selections, and not a target or guarantee. |
| Pricing | There is no bidding for Reserved Ads. Instead, you'll set a budget for your reservation, and your LinkedIn representative will work with you to provide a quote. |
| Audience | You can build an audience using LinkedIn audience attributes and Matched Audience segments. Please note, Reserved Ads require an audience size of at least 1,000,000 member accounts. Currently, Auto-Targeting, buyer groups, and audience expansion aren’t available for Reserved Ads. |
| Ad formats | Reserved Ads support the following Sponsored Content ad formats: Single image, carousel, video, event, document, and thought leader ads. |
| Duration | Reserved Ads can run for a minimum of seven days and a maximum of 30 days. |
| Reservation booking | You can book a reservation up to 60 days in advance. |
| Delivery and billing | Your LinkedIn representative will provide a projected impression estimate based on your reservation details. This projection helps you plan with more predictability, but it’s not a guarantee. You’ll only pay for impressions that are actually delivered. |
Best practices
To help get the most impact when using Reserved Ads, we recommend the following best practices.
| Best practice | Explanation |
|---|---|
| Plan ahead | Contact your LinkedIn representative at least two to three weeks in advance to ensure there’s plenty of time to plan and set up your Reserved Ads. |
| Ensure high ad quality | Prioritize your highest quality, most memorable ads for a Reserved Ad placement. This will help maximize brand recall with your audience. |
| Target broad audience segments | Broader audience targeting can help drive brand awareness. |
| Promote key moments for your business | Use Reserved Ads for the moments when you need to maximize reach and scale, such as brand campaigns, product launches, events, and seasonal promotions. |
Differences between Reserved Ads and auction ads
Traditionally when you advertise on LinkedIn, an auction system determines when your ad is served and how much you’ll pay for the ad. However, when you choose Reserved Ads, there are some differences. Please review the following differences between Reserved Ads and auction ads.
| Topic | Reserved Ads | Auction ads |
|---|---|---|
| Pricing | Fixed CPM, so the CPM you pay won't change. | Dynamic prices are based on the auction system. Prices can change as you compete in the auction with your bid. |
| Predictability | You'll get a projected impressions estimate before purchasing a Reserved Ad. Delivery on estimates isn’t guaranteed. | Forecasting is provided. Note: Forecasts are estimates based on currently available information and might not reflect actual outcomes. Results aren’t guaranteed. |
| Ad placement | Serves in the first ad slot in the LinkedIn feed. | Serves throughout the LinkedIn feed. Placements are dynamic and are based on bid and budget. |
| Edit your campaign and ad set | Audience targeting, schedule, budget, and frequency cap can’t be adjusted once the reservation is complete. | Audience targeting, schedule, budget, and frequency cap can be adjusted after launching your ad set. |
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