Google has been working hard to convince customers to adopt bid-to-value (B2V) strategies for the past 2 years, because the evidence shows that increases the average conversion value by 14%. However, B2B brands are often required to deal with long sales cycles and offline conversions, both of which make it difficult to get the benefits of B2V.

This session will explain what Bid-to-Value is, why Google believes it will be important after the removal of 3rd party cookies in 2024, and how B2B brands can use some advanced analysis techniques to take full advantage of this powerful feature.

Actionable tactics you can apply after this session:
•    Apply the Heuristic B2V Model: Score the value of key events to easily enable bid-to-value.
•    Apply the High Value Action Model: Upgrade to a classification model that algorithmically scores the value of your key events.
•    Apply Propensity Model: Use this same classification model to score the quality of a user rather than a key event.