Key Principles

03/12/2025

🎄 Christmas is right around the corner…❄️

Here are some important dates for our holiday notice!

The KP Team will be taking a well-earned break from 𝗗𝗲𝗰𝗲𝗺𝗯𝗲𝗿 𝟮𝟮𝗻𝗱 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗝𝗮𝗻𝘂𝗮𝗿𝘆 𝟮𝗻𝗱 for Christmas and the New Year.

Wishing you all a very Merry Christmas and a Happy New Year! ✨

02/12/2025

🤔𝗖𝗹𝗶𝗰𝗸-𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗿𝗮𝘁𝗲 (𝗖𝗧𝗥) 𝗵𝗮𝘀 𝗹𝗼𝗻𝗴 𝗯𝗲𝗲𝗻 𝘀𝗲𝗲𝗻 𝗮𝘀 𝘁𝗵𝗲 𝗴𝗼𝗹𝗱 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱 𝗶𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 - 𝗯𝘂𝘁 𝘁𝗵𝗶𝗻𝗴𝘀 𝗵𝗮𝘃𝗲 𝗰𝗵𝗮𝗻𝗴𝗲𝗱.🤔

Here’s what you need to know:

1️⃣ CTR isn’t the ultimate success metric
A high CTR doesn’t always mean strong performance, and a low CTR isn’t automatically bad.
2️⃣ Context is everything
Evaluate CTR alongside conversions, cost per acquisition (CPA), return on ad spend (ROAS), audience quality, and campaign objectives.
3️⃣ High CTR can be misleading
More clicks can mean wasted budget if the traffic is low-quality or unqualified.
4️⃣ Quality over quantity wins
Lower CTR with high intent clicks often leads to better results, greater efficiency, and improved profitability.
5️⃣ CTR is a supporting metric
Focus on relevance, traffic quality, and cost efficiency - CTR is just one piece of the puzzle.

You can read the full blog here: https://www.keyprinciples.co.uk/ctr-and-google-ads/

Discover why CTR isn’t the ultimate Google Ads metric, how to interpret it correctly, and how to improve PPC performance.

01/12/2025

🎄 Team Christmas Lunch! 🎄

Today we got together for our annual festive lunch, and it was absolutely fantastic. Great food, great company and we were especially delighted that Jackie could join us too!

A lovely way to round off the year with the team. ✨

27/11/2025

💷Save £1,000s by Adding Negative Keywords into your Google Ads Campaigns with our Guide!📚

In the world of PPC (pay-per-click) advertising, ensuring that your ads are seen by the right audience at the right time is essential. One powerful tool in achieving this is through the strategic use of negative keywords. This will save you £1,000s!

📈To download your FREE guide, simply visit: https://www.keyprinciples.co.uk/negatives-guide/

26/11/2025

🚗 𝗚𝗼𝗼𝗴𝗹𝗲 𝗩𝗲𝗵𝗶𝗰𝗹𝗲 𝗟𝗶𝘀𝘁𝗶𝗻𝗴 𝗔𝗱𝘀 𝗮𝗿𝗲 𝗵𝗲𝗿𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗞 🚗

Here’s what you need to know:

🆕Show real, in-stock vehicles directly in Google Search results.

🚘 Attract qualified, lower-funnel leads with key details like make, model, price and dealer name.

🤖 Run campaigns via Performance Max with Vehicle Feeds for automated targeting and AI-driven optimisation.

✅ Meet Google’s eligibility and compliance criteria to be listed and verified.

📊 Track both online and offline conversions – from enquiries to test drives.

🔑 A real alternative to Auto Trader, giving you more control over costs and visibility.

𝗥𝗲𝗮𝗱𝘆 𝘁𝗼 𝗴𝗲𝘁 𝘀𝘁𝗮𝗿𝘁𝗲𝗱?

👉 Read the full setup guide here: https://www.keyprinciples.co.uk/google-vehicle-listing-ads/

25/11/2025

Have you ever wondered how to calculate Marketing ROI? 🤔

Look no further! Swipe to unveil a step-by-step guide on calculating the metric! 📈💰

Mastering Marketing ROI is key to understanding the effectiveness of your campaigns and maximising your returns. Discover the secrets behind this calculation and unlock the power of data-driven decision-making! 💡✨

20/11/2025

🔒 𝗚𝗼𝗼𝗴𝗹𝗲’𝘀 𝗘𝗨 𝗣𝗼𝗹𝗶𝘁𝗶𝗰𝗮𝗹 𝗔𝗱𝘀 𝗕𝗮𝗻 𝗜𝘀 𝗛𝗲𝗿𝗲 — 𝗔𝗿𝗲 𝗬𝗼𝘂𝗿 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗖𝗼𝗺𝗽𝗹𝗶𝗮𝗻𝘁?

From October 2025 (this month), Google has fully banned political ads across the EU.
Under EU Regulation 2024/900, “political” now includes parties, candidates, NGOs, and advocacy campaigns that aim to influence laws or elections.

For more information and to find out how to be compliant, you can read our full blog here: https://www.keyprinciples.co.uk/political-ads-policy/

Learn how to stay compliant with Google’s new EU political ads ban under Regulation 2024/900. Avoid suspensions and penalties.

19/11/2025

✍️𝗙𝗶𝗻𝗱 𝗢𝘂𝘁 𝗛𝗼𝘄 𝗧𝗼 𝗪𝗿𝗶𝘁𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗪𝗶𝘁𝗵 𝗟𝗟𝗠𝘀 𝗜𝗻 𝗠𝗶𝗻𝗱🤖

For more information, you can read the full blog here: https://www.keyprinciples.co.uk/content-with-llms/

Learn how to write clear, structured, conversational content that engages readers and performs better with LLMs and AI tools.

18/11/2025

🎉 Happy Workiversary to our very own Terri Foster! 🥳

On this day in 2015, Terri joined Key Principles — and for the past 10 amazing years, she’s been our go-to expert for all things Google Ads. Today, she’s also one of our Joint Managing Directors.

Here’s to many more incredible years ahead!

From everyone at Key Principles - Thank you, Terri, for your dedication, expertise and hard work.

13/11/2025

✍️𝗛𝗼𝘄 𝗧𝗼 𝗪𝗿𝗶𝘁𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗪𝗶𝘁𝗵 𝗟𝗟𝗠𝘀 𝗜𝗻 𝗠𝗶𝗻𝗱🤖

AI tools like ChatGPT and Gemini are changing how people discover and consume content. Here’s how to make sure yours stands out:

𝗪𝗿𝗶𝘁𝗲 𝗳𝗼𝗿 𝗵𝘂𝗺𝗮𝗻𝘀 𝗳𝗶𝗿𝘀𝘁: Clear, structured content that helps readers will naturally perform better with AI.

𝗕𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹: A natural tone makes your content easier for both people and LLMs to interpret.

𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲: Use headings, bullet points, and FAQs—AI loves well-organised information.

𝗕𝘂𝗶𝗹𝗱 𝗮𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆: Cite credible sources and use internal links to show expertise and context.

𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗲 𝗺𝗲𝘁𝗮𝗱𝗮𝘁𝗮: Titles, schema, and clear formatting help your content get found and cited by AI.

𝗦𝗸𝗶𝗽 𝘁𝗵𝗲 𝗳𝗹𝘂𝗳𝗳: Get to the point fast—value and clarity win every time.

For more information, you can read the full blog here: https://www.keyprinciples.co.uk/content-with-llms/

Learn how to write clear, structured, conversational content that engages readers and performs better with LLMs and AI tools.

12/11/2025

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗳𝗿𝗼𝗺 𝗼𝘂𝗿 𝗹𝗮𝘁𝗲𝘀𝘁 𝗯𝗹𝗼𝗴: 𝗛𝗼𝘄 𝘁𝗼 𝗖𝗿𝗲𝗮𝘁𝗲 𝗩𝗶𝗱𝗲𝗼 𝗔𝘀𝘀𝗲𝘁𝘀 𝗶𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗣𝗠𝗔𝗫 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀:

✅ 𝗕𝗲 𝗦𝗲𝗲𝗻 𝗘𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲 –undefined Reach audiences across YouTube, Shorts, Display, Gmail, and Discover — all from one campaign.

🎞️ 𝗖𝗿𝗲𝗮𝘁𝗲 𝗦𝗺𝗮𝗿𝘁 –undefined Use Google’s Asset Library templates to build on-brand videos quickly.

📱 𝗧𝗵𝗶𝗻𝗸 𝗩𝗲𝗿𝘁𝗶𝗰𝗮𝗹 –undefined Include at least one 10–60 second vertical video for YouTube Shorts eligibility.

💡 𝗞𝗲𝗲𝗽 𝗜𝘁 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 –undefined Use 1080p visuals, clear branding, and consistent colours to strengthen ad performance.

🤖 𝗟𝗲𝘁 𝗔𝗜 𝗛𝗲𝗹𝗽 –undefined Google automatically resizes and trims your videos to fit every format.

📊 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗪𝗵𝗮𝘁 𝗠𝗮𝘁𝘁𝗲𝗿𝘀 – Track engagement, CTR, and conversions through the Asset Report to optimise results.

⚠️ 𝗔𝘃𝗼𝗶𝗱 𝗣𝗶𝘁𝗳𝗮𝗹𝗹𝘀 –undefined Don’t upload low-res assets, mismatched branding, or forget compliance checks.

Find out more here: https://www.keyprinciples.co.uk/create-video-assets-in-pmax/

Learn how to create, optimise, and use video assets in Google PMAX campaigns to boost visibility, engagement, and conversions effectively.

11/11/2025

🤩Testimonial Tuesday 🥳