November’s Digital Round-up

November has been full of exciting and potentially industry changing news across a number of digital platforms. From mega LinkedIn updates to new metrics in Google Ads, we’ve picked out some of our favourites.

Excess Social Media Use?

In August, Facebook and Instagram announced that they would be introducing activity trackers into the sites that track how much time is spent on the app by a user. It’s only taken Instagram three months to release this update, under the name ‘Your Activity’. The tool includes a time limit which you can set to ensure you don’t spend excessive time on the platform and an option to temporarily mute push notifications. Facebook is yet to release an activity tracker on their own platform, but we believe this will come soon.

Tech companies are looking into how to help users manage their time as more studies are released suggesting that online activity is associated with negative effects on wellbeing. We’re yet to see how committed social media sites are at deterring excessive use of their platforms, but this is a positive step forward.

A new LinkedIn

We could dedicate a whole blog to all of the recent LinkedIn updates, in fact we dedicated two. Take a look for more detail on the changes to LinkedIn Pages and Campaign Manager. In brief, in the space of a couple of months, LinkedIn have revamped a huge portion of their platform. They have transformed their paid advertising segment along with giving ‘Company Pages’ a facelift and renaming them LinkedIn Pages.

In addition, there are a couple of updates which to us, stand out as being out of place. One of these is the introduction of a QR code reader to easily follow other users, like Instagram and Snapchat. The other update is adding LinkedIn stories, which have been successfully implemented in Instagram and Snapchat. It’s understandable that a platform will try and get mileage out of proven successful functionalities, however when their primary function doesn’t quite line up with their own platform’s USP, it’s hard to understand the true value.

We’ve only scratched the surface of some of the new updates, and it will be interesting to see how this changes the platform, and we actually predict quite a big 2019 for LinkedIn.

Google Ads update their metrics

After some confusion around the meaning behind the metric ‘average position’, Google have reviewed their ad analytics and implemented four new metrics to the mix. The average position was often confused with meaning the position on the page, rather than position in relation to other adverts – so this has now been clarified with a separate metric ‘Impr. Absolute Top %’. This new metric shows you the percentage of your adverts which have been shown as the very first advert at the top of the SERP.

The other metrics include:

  • Impr (Absolute Top) % – the percent that your advert has been shown above the organic results
  • Search (Absolute Top) IS – the impressions you have received in the absolute top location divided by the estimated number of impressions you were eligible to receive in the top location
  • Search (Top) IS – the impressions you have received in the top location, compared to the average estimated number of impressions.

You can find more information about these metrics and what they mean in the Google blog.

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