Key Principles

08/10/2026

🎄𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗣𝗮𝘂𝘀𝗲 𝗬𝗼𝘂𝗿 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗢𝘃𝗲𝗿 𝗖𝗵𝗿𝗶𝘀𝘁𝗺𝗮𝘀?🎄

Find out 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.

06/10/2026

Performance Max has always been hard to read. A campaign converts, but you can't tell why YouTube gets plenty of delivery while Display barely shows.

Google has now added Channel Diagnostics to the Channel Performance report, and it helps.

Find it here: Performance Max campaign > Insights and reports > Channel performance.

It flags things that may be limiting a channel, such as:

▶️Missing images, videos, headlines or descriptions
▶️Missing location assets (affects Maps)
▶️Product feed problems
▶️Policy restrictions
▶️Landing page limitations

A few things to keep in mind:

▶️Status is a diagnostic, not a performance grade. "Eligible" doesn't mean a channel should get equal spend.
▶️Low delivery on an eligible channel isn't always a problem. Google may simply be finding better opportunities elsewhere.
▶️Fix the issues that stop a channel from serving first, then the ones that limit formats.
▶️Change assets, budgets and bidding in stages so you can see what made the difference.

Google is also testing channel prioritisation controls, but only on an invite-only basis and not yet in UK accounts. If they roll out, early 2027 is a reasonable guess.

Our full guide covers how to use the report, what it can't tell you, and how to review your assets: https://www.keyprinciples.co.uk/channel-diagnostics-pmax/

Channel Diagnostics in Google Ads PMax flags missing assets and restrictions. Learn how to read the report and fix warnings.

01/10/2026

Google Ads has a new Spend Benchmarks report that compares your weekly spend and clicks with similar businesses. But spending less than your peers doesn't mean you should spend more, and more clicks doesn't mean better results.

𝗪𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗶𝘀 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝘁𝗵𝗼𝘀𝗲 𝗰𝗹𝗶𝗰𝗸𝘀 𝘁𝘂𝗿𝗻 𝗶𝗻𝘁𝗼 𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗹𝗲𝗮𝗱𝘀 𝗼𝗿 𝘀𝗮𝗹𝗲𝘀 𝗮𝘁 𝗮 𝗰𝗼𝘀𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗮𝗳𝗳𝗼𝗿𝗱.

In our latest blog, we cover:

✔ What the report shows and what it doesn't
✔ How to read spend and clicks together
✔ What to check in your own account first
✔ When increasing your budget makes sense

Read it here: https://www.keyprinciples.co.uk/google-spend-compare/

29/09/2026

UX and SEO aren't separate disciplines anymore; they work together.

Google now looks at page speed, responsiveness and visual stability (Core Web Vitals) alongside traditional ranking factors.

Key takeaways from our latest blog:
✅ Core Web Vitals (LCP, INP, CLS) directly influence rankings
✅ Fast, mobile-friendly sites keep visitors engaged for longer
✅ Simple navigation and clear content structure help both users and search engines
✅ Accessibility improvements boost usability and SEO alike

Read the full guide:

How UX design impacts SEO, why Google's Core Web Vitals matter, and practical steps to improve site experience and search rankings together.

25/09/2026

𝗞𝗲𝘆 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀-𝘀𝗽𝗼𝗻𝘀𝗼𝗿𝗲𝗱 𝗠𝗮𝗻𝗻𝗶𝗻𝗴 𝗟𝗮𝗱𝗶𝗲𝘀 𝗦𝘁𝗮𝗿𝘁 𝘁𝗵𝗲 𝗦𝗲𝗮𝘀𝗼𝗻 𝘄𝗶𝘁𝗵 𝗮 𝗥𝗲𝘀𝗼𝘂𝗻𝗱𝗶𝗻𝗴 𝗩𝗶𝗰𝘁𝗼𝗿𝘆 🏑

Saturday 19th September saw the start of the new 2026/2027 hockey season. Manning Ladies, sponsored by Key Principles, got off to a fantastic start with a 6-1 win against Southwell Brincliffe.

This was the highest-scoring opening game Manning has ever had. With four different scorers and a fantastic performance all over the pitch, the team couldn’t have got off to a better start and are looking forward to the next game with confidence levels high.

22/09/2026

🎄It's never too early to start planning!🎄

𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗣𝗮𝘂𝘀𝗲 𝗬𝗼𝘂𝗿 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗢𝘃𝗲𝗿 𝗖𝗵𝗿𝗶𝘀𝘁𝗺𝗮𝘀?

Find out 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.

18/09/2026

🎉Happy 3rd Work Anniversary to Our Paid Media Executive, Will! 🥳

Thank you for all your hard work, and have a great day!

16/09/2026

We are delighted to announce our ongoing sponsorship of West Bridgford-based Manning Ladies Hockey Club for the 2026/2027 hockey season.

Following a successful first year supporting the Club, we have funded a new, much-needed away shirt, with our logo proudly on the front!

The squad wore the new shirts for the first time in a friendly last weekend, narrowly losing 2-1 with a few key players absent. All eyes are now on their first match of the season this Saturday!

08/09/2026

Seasonal demand is one of the biggest opportunities in paid social, and one of the easiest to get wrong.

More competition, higher costs, and a much shorter window to fix a campaign that isn't performing. Success comes down to preparation, not budget.

In our latest article, we break down:
→ Setting one clear campaign objective and building a genuinely worthwhile offer
→ Working backwards from your seasonal peak to build a realistic timeline
→ Structuring audiences around customer intent, not just demographics
→ Keeping creative on-brand while still feeling timely
→ Setting up tracking properly before a single ad goes live

If you're planning a Black Friday, Christmas or other seasonal campaign, this is worth a read before you start building.

https://www.keyprinciples.co.uk/how-to-effectively-launch-seasonal-facebook-ads/

04/09/2026

Another great quarterly meeting at Key Principles yesterday! 🥳

This time it was Will's turn to host, bringing the team together to review progress and look ahead.

We've got some exciting plans in the works, so watch this space