Key Principles

23/10/2025

🤔 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝘃𝘀 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 – 𝗪𝗵𝗶𝗰𝗵 𝗶𝘀 𝗕𝗲𝘀𝘁 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀? 🤔

Debating on the best PPC platform for your business?

👍 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗔𝗱𝘀 𝗣𝗿𝗼𝘀:

Excellent audience targeting

Over 2.8 billion monthly users

Variety of ad formats

Easy result measurement

Includes Instagram

More suited for B2C marketing

👎 𝗖𝗼𝗻𝘀:

Highly competitive

Privacy concerns

👍 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗔𝗱𝘀 𝗣𝗿𝗼𝘀:

Easy-to-use interface

Unique targeting options

Ideal for B2B marketing

👎 𝗖𝗼𝗻𝘀:

More expensive

Historically lower conversions

🤔 𝗦𝗶𝘁𝘂𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻𝘀

Target Audience: Facebook for B2C, LinkedIn for B2B

Budget: Facebook is cheaper with higher conversion rates

Analytics: LinkedIn is simpler, Meta has more features

Ad Formats: Meta offers a greater variety

👉 𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻:

Choose Facebook Ads for B2C, LinkedIn for B2B

Consider the target audience, budget, ad formats, and analytics

Find out more in the full blog here: https://www.keyprinciples.co.uk/facebook-ads-vs-linkedin-ads/

22/10/2025

🔍🔥 You Asked, We Answered! 🔥🔍

Ever wondered about the ins and outs of working with us at Key Principles?

Visit: https://www.keyprinciples.co.uk/about/you-asked-we-answered/ to find out 🌟

21/10/2025

𝗪𝗵𝗮𝘁 𝗶𝘀 𝗹𝗹𝗺𝘀.𝘁𝘅𝘁 𝗮𝗻𝗱 𝗪𝗵𝘆 𝗗𝗼𝗲𝘀 𝗜𝘁 𝗠𝗮𝘁𝘁𝗲𝗿 𝗳𝗼𝗿 𝗦𝗘𝗢? 🤔

Find out here: https://www.keyprinciples.co.uk/llms-txt-seo/

Explore how llms.txt can optimise AI-generated search results by guiding large language models to your site’s key content.

16/10/2025

🔒 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.

⚠️ 𝗞𝗲𝘆 𝗰𝗵𝗮𝗻𝗴𝗲𝘀:
• Ads influencing political outcomes are prohibited.
• Only official, informational ads from EU authorities are exempt.
• Self-declaration of political content is now mandatory.
• Violations risk suspension, reputational damage, and scrutiny.

✅ 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼:
• Audit your campaigns now.
• Separate EU and non-EU targeting.
• Apply early for exemptions.

For more information, 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.

15/10/2025

🤔𝗗𝗼𝗲𝘀 𝗬𝗼𝘂𝗿 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗦𝗰𝗼𝗿𝗲 𝗠𝗮𝘁𝘁𝗲𝗿 𝗶𝗻 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀?🤔

Find out in our blog here: https://www.keyprinciples.co.uk/google-ads-qs/

Improve your Google Ads Quality Score with our expert tips to boost ad performance, lower costs, and maximise ROI.

14/10/2025

𝗪𝗵𝗮𝘁 𝗶𝘀 𝗹𝗹𝗺𝘀.𝘁𝘅𝘁 𝗮𝗻𝗱 𝗪𝗵𝘆 𝗗𝗼𝗲𝘀 𝗜𝘁 𝗠𝗮𝘁𝘁𝗲𝗿 𝗳𝗼𝗿 𝗦𝗘𝗢? 🤔

📄 𝗣𝘂𝗿𝗽𝗼𝘀𝗲 𝗼𝗳 𝗹𝗹𝗺𝘀.𝘁𝘅𝘁: Llms.txt is a plain-text file designed to guide large language models (LLMs) like ChatGPT, Gemini, and Claude to the most important and representative parts of your website, ensuring accurate AI-generated content.

🔗 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 𝗳𝗿𝗼𝗺 𝗿𝗼𝗯𝗼𝘁𝘀.𝘁𝘅𝘁: Unlike robots.txt, llms.txt does not block or restrict content, but rather recommends which content LLMs should prioritise. It should be used in conjunction with robots.txt for comprehensive digital content management.

📈 𝗦𝗘𝗢 𝗜𝗺𝗽𝗮𝗰𝘁: Llms.txt indirectly influences SEO by enhancing how AI systems understand and represent your brand, complementing core SEO principles such as E-E-A-T (Experience, Expertise, Authoritativeness, Trust).

🌐 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲𝘀 𝗳𝗼𝗿 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 𝗢𝘄𝗻𝗲𝗿𝘀: It can improve content visibility in AI-powered search, reduce misrepresentation, and prevent missed opportunities by guiding AI tools to the most relevant resources.

🛠️ 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Create a llms.txt file and include markdown or plain-text links to crucial content. Regularly update the file to reflect new or updated content and test your setup by monitoring LLM user-agents.

📚 𝗨𝘀𝗲 𝗖𝗮𝘀𝗲𝘀: Llms.txt is beneficial for various sites, like SaaS platforms, e-commerce retailers, news sites, and universities, to highlight key resources and streamline AI content parsing.

🔮 𝗙𝘂𝘁𝘂𝗿𝗲 𝗣𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹: Although not yet an industry standard, llms.txt is gaining traction. It reflects a shift towards more ethical and transparent AI content usage. Implementing it now can prepare brands for future AI and search developments.

🤔 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗔𝗱𝗼𝗽𝘁𝗶𝗼𝗻: Using llms.txt is optional but advisable if content accuracy and representation are crucial to your business strategy. It functions akin to an AI's cheat sheet, selectively highlighting valued content.

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

08/10/2025

🚀 𝗘𝘅𝗰𝗶𝘁𝗶𝗻𝗴 𝗧𝗶𝗺𝗲𝘀 𝗔𝗵𝗲𝗮𝗱 𝗳𝗼𝗿 𝗞𝗲𝘆 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀! 🚀

We’re thrilled to share some personal insights from our team as we embark on this exciting transition. Here’s what Jackie, Terri, and Malik have to say about the journey ahead:

𝗝𝗮𝗰𝗸𝗶𝗲:

"As I move to a supportive role over the next two years, I couldn't be prouder to see Terri and Malik step up as Joint Managing Directors. I’ve worked closely with them, seen just how much they have both grown and developed, and I'm confident they're ready to take Key Principles and our wonderful clients to new heights."

𝗧𝗲𝗿𝗿𝗶:

"I’m beyond excited about this opportunity to co-lead our amazing team at Key Principles. Over my years here, I’ve seen the incredible potential of our strategies and, more importantly, our people. I’m looking forward to continuing to deliver outstanding results for our clients."

𝗠𝗮𝗹𝗶𝗸:

"Taking on the role of Joint Managing Director is truly an honour. My journey at Key Principles has been nothing short of inspiring, and I’m eager to bring fresh ideas to the table as we continue to drive success for our clients."

With their combined expertise, passion, and dedication, Terri and Malik are set to lead us all toward a bright future.

📢 Stay tuned for more updates and insights from our leadership team by following our page and checking out our latest blog! https://www.keyprinciples.co.uk/leadership-change/

07/10/2025

📰Unlock the secrets of digital marketing with our collection of free PDF Downloads!

Gain access to valuable resources, including: Google Ads Audit Guides, Ultimate SEO Guides, and Online Marketing Secrets.

Don't miss out: https://www.keyprinciples.co.uk/free-pdfs/

06/10/2025

🌟 𝗠𝗲𝗲𝘁 𝗢𝘂𝗿 𝗡𝗲𝘄 𝗟𝗲𝗮𝗱𝗲𝗿𝘀: 𝗧𝗲𝗿𝗿𝗶 𝗮𝗻𝗱 𝗠𝗮𝗹𝗶𝗸! 🌟

As we continue our journey under the capable leadership of Terri Foster and Malik Woodford, let’s take a moment to celebrate their impressive backgrounds and achievements that make them the perfect fit for Joint Managing Directors at Key Principles.

𝗧𝗲𝗿𝗿𝗶 𝗙𝗼𝘀𝘁𝗲𝗿 - Paid Media Manager and now Joint Managing Director

Terri brings a wealth of experience from the IT and logistics industries. Since joining Key Principles in 2015, she’s become our paid media manager, with a knack for delivering high-quality, ROI-driven campaigns for eCommerce and service-based clients. Terri’s commitment to excellence is reflected in her Google certifications and the CIM Level 7 Marketing Leadership Programme, enabling her to craft integrated marketing strategies that turn challenges into opportunities. When she’s not delivering top-notch results, Terri finds joy in morning coffee, netball, and true crime podcasts!

𝗠𝗮𝗹𝗶𝗸 𝗪𝗼𝗼𝗱𝗳𝗼𝗿𝗱 - SEO & Web Development Manager and now Joint Managing Director

Malik, our go-to for SEO and web development, joined us straight from university in 2017, armed with Google Ads certifications. His passion for digital marketing shines through in his work, especially in technical and on-page SEO, where he ensures your website ranks well and converts effectively. Malik is dedicated to sustainable business growth and is always on the lookout for strategies that propel our clients to new heights. He’s committed to continuously improving his skills and driving both Key Principles and our clients forward.

With their combined expertise and passion, Terri and Malik are ready to lead Key Principles into an exciting future. 🌟

For more information, you can read our full blog here: https://www.keyprinciples.co.uk/leadership-change/

03/10/2025

🎉 𝗕𝗶𝗴 𝗡𝗲𝘄𝘀 𝗮𝘁 𝗞𝗲𝘆 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀! 🎉

We’re excited to share that our very own Terri Foster and Malik Woodford have stepped up as Joint Managing Directors. Terri and Malik have been with us for 10 and 9 years, doing amazing work and forming a fantastic team. We couldn’t be happier to see them take on these roles!

Jackie will still be around to lend a hand over the next 2 years, providing help and support as needed.

Check out our blog for more on their plans and what’s next for Key Principles! https://www.keyprinciples.co.uk/leadership-change/

02/10/2025

😀This morning, we had the pleasure of travelling to J-Flex Rubber Products for another great meeting with Sam, Tina and Mark.

We discussed all things digital marketing, reviewed our marketing activities and planned for the future!

01/10/2025

📱Which TikTok Ads Bidding Strategies Are Best for Your Business?🤔

Find out in our latest blog: https://www.keyprinciples.co.uk/tiktok-ads-bidding/