Those who work with E-commerce know the difficulty of keeping ads updated without using a tool that automates the process of updating prices, promotions, and payment options, always aiming to keep Sponsored Links delivering the same content in their ads as the page offers.
Large E-commerce companies with million-dollar Sponsored Links budgets suffer from this problem and could be avoiding conversion losses or even generating a negative sentiment from users regarding the campaign if they used this format.
DSA (Dynamic Search Ads) use Google's search relevance and organic web tracking technologies to maintain an updated index of what you are selling on your website and trigger the ad when a relevant search occurs. This means that Google tracks the site's content according to the organic search relevance criteria to offer more interesting content in the ad to the user.
About Optimizing Dynamic Ads
Very similar to the concept used in on-page site optimization, we should apply quality principles on the page such as meta-keywords, title, and description aligned with the content offered by the page, thus increasing the chances of higher quality scores and greater conversion rates.
We conclude that with this tool, Google brings its concern for quality and relevance of organic search closer to the Paid Search Marketing strategy, combining good results for your e-commerce and relevant content for all users both in organic search and in your Sponsored Links.