Key Principles

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 🥳

07/11/2025

𝗪𝗲’𝗿𝗲 𝘁𝗵𝗿𝗶𝗹𝗹𝗲𝗱 𝘁𝗼 𝗮𝗻𝗻𝗼𝘂𝗻𝗰𝗲 𝘁𝗵𝗮𝘁 𝗪𝗶𝗹𝗹𝗶𝗮𝗺 𝗕𝗮𝘆𝗹𝗶𝘀𝘀 𝗵𝗮𝘀 𝗯𝗲𝗲𝗻 𝗽𝗿𝗼𝗺𝗼𝘁𝗲𝗱 𝘁𝗼 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗵𝗲𝗿𝗲 𝗮𝘁 𝗞𝗲𝘆 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀!

Will joined us just over two years ago as a Digital Marketing Assistant, and in that time, he’s consistently impressed us with his creativity, data-driven mindset, and commitment to delivering real results for our clients.

💬 𝗔 𝗪𝗼𝗿𝗱 𝗙𝗿𝗼𝗺 𝗪𝗶𝗹𝗹:

“I’m so excited to start this new role. The support from Jackie, Terri, and Malik has been invaluable — I’ve learned so much from them.
What I love most about working at Key Principles is making a real difference for our clients and seeing our work drive their growth. Here’s to many more years ahead!”

💬 𝗔 𝗪𝗼𝗿𝗱 𝗙𝗿𝗼𝗺 𝘁𝗵𝗲 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗧𝗲𝗮𝗺:

“Working with Will and witnessing his growth has been truly fantastic. He has shown natural talent for data-driven paid advertising strategy and optimisation, which made his move to Paid Media Executive an easy decision.

We’re excited for Will to take on the increased responsibility of managing client accounts and relationships directly in this new specialist role.” - 𝗠𝗮𝗹𝗶𝗸 𝗪𝗼𝗼𝗱𝗳𝗼𝗿𝗱

"In the last two years, Will has proven himself as a key member of the team, consistently demonstrating growth in both his learning and his impact on our clients' success.

Will’s promotion recognises his ability to take full ownership of key campaigns and his success in driving measurable revenue growth strategies for our diverse client base. I am confident he will thrive in this role and continue to develop his skills.

Congratulations, Will." - 𝗧𝗲𝗿𝗿𝗶 𝗙𝗼𝘀𝘁𝗲𝗿

Find out more here: https://www.keyprinciples.co.uk/william-bayliss-promoted/

Celebrating success at Key Principles as William Bayliss is promoted to Paid Media Executive, recognising his talent, dedication, and growth.

06/11/2025

Black Friday and Cyber Monday are right around the corner!

𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗵𝗼𝘄 𝗕𝟮𝗕 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀 𝗰𝗮𝗻 𝗺𝗮𝘅𝗶𝗺𝗶𝘀𝗲 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 & 𝗖𝘆𝗯𝗲𝗿 𝗠𝗼𝗻𝗱𝗮𝘆 𝗳𝗼𝗿 𝘀𝘂𝗰𝗰𝗲𝘀𝘀: https://www.keyprinciples.co.uk/b2b-black-friday/

05/11/2025

Happy Bonfire Night From Everyone at Key Principles!

04/11/2025

🎄It's never too early to start planning for Christmas, so... 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗣𝗮𝘂𝘀𝗲 𝗬𝗼𝘂𝗿 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗢𝘃𝗲𝗿 𝗖𝗵𝗿𝗶𝘀𝘁𝗺𝗮𝘀?🎄

Let's break it down:

📈 𝗘𝗰𝗼𝗻𝗼𝗺𝗶𝗰 𝗜𝗺𝗽𝗮𝗰𝘁: Online holiday sales have been growing, reaching £1.2 trillion globally, driven by changes in consumer search behaviour during this period. Every click becomes valuable as consumers seek gifts, services, and seasonal offers.

👷‍♂️ 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝘀𝘁𝗿𝗮𝗶𝗻𝘁𝘀: Although running ads can drive traffic and sales, businesses might face operational issues like staffing gaps, customer support limitations, and inventory shortages.

🧩 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗠𝗮𝗸𝗶𝗻𝗴: Whether to pause or adjust ad campaigns isn't a one-size-fits-all decision. It's influenced by factors like business type, budget, goals, and sector-specific trends (e.g., B2C vs. B2B, high-ticket vs. low-ticket items).

💰 𝗣𝗿𝗼𝘀 𝗼𝗳 𝗣𝗮𝘂𝘀𝗶𝗻𝗴 𝗔𝗱𝘀: Cost savings, operational relief, and avoiding disruption to automated bidding systems are significant benefits. Businesses with limited staff might see better ROI by pausing low-performing campaigns.

🚫 𝗖𝗼𝗻𝘀 𝗼𝗳 𝗣𝗮𝘂𝘀𝗶𝗻𝗴 𝗔𝗱𝘀: Risks include missed sales opportunities, reduced brand visibility, and giving competitors an advantage. Pausing can also disrupt the learning phase of Google's machine learning algorithms.

📊 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀: Using historical data, conversion rates, and research can guide businesses in tailoring their strategies to optimise ad spend and achieve the best outcomes.

🔄 𝗥𝗲𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝘀 𝗮𝗻 𝗔𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲: Remarketing allows targeting users already familiar with the brand, maintaining visibility during the festive period while being cost-efficient.

🎯 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀: Instead of a blanket pause, businesses can adjust budgets, schedule ads for peak days, automate bidding, and tailor ad copy to seasonal intent to balance visibility and resource management.

🧑‍💼 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲𝗱 𝗚𝘂𝗶𝗱𝗮𝗻𝗰𝗲: For businesses uncertain about the best approach, strategy sessions with experts can provide tailored advice to optimise Google Ads campaigns during the festive season.

Find out more here: https://www.keyprinciples.co.uk/google-ads-pause-christmas/

Discover if pausing Google Ads during Christmas boosts efficiency or if strategic planning can sustain your holiday traffic.

31/10/2025

🎃Happy Halloween from all of us at Key Principles!👻

30/10/2025

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