Good news for those with a Google Ads Bureau, Google Ads certainly has a future even in 2024. Some marketing expressions will remain, some will be used less or differently and there are, of course, the newcomers. Read here about a key marketing trend in 2024: structered data and AI.
Structured data and AI
AI sets several things in motion in terms of trends in 2024, is also clearly visible in Joris Toonders' trend overview at Frankwatching. What Stramark pointed out back in summer 2023 is that structered data is important and AI can be an important tool for setting up structured data. Stramark is a well-known marketing agency. Several companies outsource Google ads to Stramark, among others.
Structured data is the backbone of modern search engine optimisation (SEO). It is the structured way in which data is displayed on a web page, allowing search engines to better understand exactly what the content means. This leads to better search results on search engines such as Google and Bing.
The two most common forms of structured data are Schema.org Markup and JSON-LD. These provide a framework for organising data in a way that search engines can easily interpret. Tutorials for adding structured data in the most widely used website environment (WordPress) are wildly popular for good reason. Especially with a Woocommerce webshop, it is important to keep up with this trend. Otherwise, this could cause seo problems in the near future.
At its core, AI is all about processing data. By integrating structured data, AI can process this information more efficiently, improving overall functionality. This results in a win-win situation for both websites and search engines.
Practical example
Imagine you are shopping online for new running shoes. In a traditional scenario, you would view different products, but it is difficult for the website to understand exactly what you are looking for.
Structured data, using Schema.org Markup for example, allows the website to understand specific details such as the brand, size, type of running shoes, and even the colour you want. This uses structured data to display product information in a clear and organised manner.
As you continue to explore the website, artificial intelligence comes into play. The AI analyses your search behaviour, looks at the specifics of the running shoes you are looking at and understands your preferences based on structured data.
Now the power of symbiosis becomes clear. The website uses the insights of AI, combined with structured data, to give you a personalised shopping experience. It can make recommendations based on your preferences, such as similar running shoes, relevant accessories or even offers that match your interests. As you continue browsing, the AI constantly learns from your interactions and adapts the recommendations. It understands trends in your preferences and adapts the products presented, all made possible by structured data that provides the basis for accurate interpretation of product information.
This example illustrates how structured data lays the foundation for AI to understand specific details, and how AI in turn uses structured data to provide a tailored user experience. The result is an efficient, personalised online shopping experience that improves the interaction between user and platform.
Critical note
Of course, there are drawbacks too. Sometimes, as an internet surfer, it is actually nice when you come across something completely different from what you thought you were looking for. Personalisation with AI and structured data can create an unwanted quiver. So it is important that -when selling products online, for instance- you don't rely solely on AI but also maintain human forms of contact for feeling with the customer.