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 third-party cookies in 2024, and how B2B brands can use some advanced analysis techniques to take full advantage of this powerful feature.

You'll learn why:

• Bid-to-Value strategies will be an important feature of search and programmatic advertising in a world without third-party cookies;

• Most B2B brands do not share sufficient data with ad platforms to enable bid-to-value (such as Google Ads); and

• This problem can be solved by scoring the future value of each lead, and there are several techniques that can be used to accomplish this.