Get a Helicopter-Level Perspective of All Your Online Ad Spend (vs. All Your Marketing Spend) From All Channels, Platforms and Accounts

The abundance of marketing channels and platforms can be a great benefit for businesses, equipping them with powerful tools to reach new customers and increase profits. However, using too many marketing tools can also cause problems for companies. They may lose control of their data and find it challenging to optimize their budget. When it is necessary to track ad spend across all channels, one solution to keeping the budget under control is to adopt a helicopter-level perspective. This approach involves gaining a broad view of the marketing landscape to better understand how to allocate resources for optimal success.

How Do You Manage Multichannel Ad Spend?

When a business allocates resources to digital advertising, it cannot be the last step of its campaign. Otherwise, the company should not expect high ROI and an increase in the number of potential customers. The challenge of multichannel ad spend monitoring is crucial for the company’s overall success, with constant monitoring for modifications and optimization.

Each marketing platform offers its unique characteristics and possibilities, but we cannot forget about the challenges involved too. Each platform has its variables to consider, starting with targeting options, through ad formats to bidding strategies. A holistic approach is required in the case of ad spend management on a multitude of platforms, to provide a helicopter-level perspective.

Understanding a Helicopter-Level Perspective

When travelling by helicopter, the landscape that can be seen from the high altitude is much wider than for a person who is walking. That is why the helicopter-level perspective is used in marketing campaign management to show that the key to a successful campaign requires businesses to analyze online ad spend across various channels, platforms, and accounts, the big picture where all positive and negative aspects can be seen from a broader perspective.

A helicopter-level perspective refers to the ability to see the big picture—to gain an overview of all your online ad spend across various channels, platforms, and accounts, from a vantage point high above the ground.

Thanks to the helicopter-level perspective, all marketing campaigns can be seen, with a broad image of the marketing landscape, ruling trends, and opportunities, all working together to make informed decisions.

Benefits of a Helicopter-Level Perspective

It has been stated clearly that a helicopter-level perspective may be the most valuable for businesses, and there are several benefits to positively influencing marketing campaigns.

The solution of aggregating data from all channels and platforms, it is much easier to assess all marketing efforts to track and identify the channels bringing the best result, and those which need quick adjustment.

When a marketing campaign is set up, one of the most crucial measures expected is high ROI – return on investment. No one is willing to invest money into a campaign which will show poor results. A clear understanding of the ad spend across channels allows the allocation of resources effectively, helping marketers and businesses invest in channels which bring results. In other words, the optimized budget allocation can maximize the impact of the money spent.

The helicopter-level perspective is a great way of monitoring ad spend across all channels in real-time, allowing marketers to react quickly to underperforming channels.

How to Achieve a Helicopter-Level Perspective?

To achieve a helicopter-level perspective, a few steps are necessary to be taken. First and foremost, it is recommended to invest in a robust analytics platform which will aggregate data from all your marketing channels and platforms into a single dashboard.

The performance metrics and trends identification across channels are not possible without the analysis and regular reporting of data. Advanced analytics techniques are advisable, including predictive modeling and attribution modeling, to deeply understand the marketing efforts. With all the data analysis, optimization and adjustment of budget are possible for the maximization of results.