With everyone being encouraged to recycle more, one expert has highlighted the benefits of reusing elements of marketing in improving the efficiency and effectiveness of online campaigns.

Kelly Gillease wrote on Search Engine Land that capitalising on synergies between paid and unpaid search can be a "key strategy for success", as pay per click keywords with strong conversion rates should naturally help search engine optimisation.

Another area where recycling can pay off is using templates for common search marketing tasks, such as producing weekly or monthly performance reports or optimisation assessments for bid management.

In addition, keeping a simple list of common keyword groups can "save tonnes of time" when it comes to replacing product names, destinations or other variables.

Elsewhere, marketers who already use Google AdWords can easily recycle key data to cut the time it takes to set up accounts with Yahoo! or Microsoft Advertising.

Indeed, Ms Gillease noted, search engines trying to chip away at Google’s dominance often want to make it as straightforward as possible to reuse this work in order to land more advertisers.

According to comScore, Google accounted for 65.1 per cent of US internet searches in March.

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