--- title: "How a Fractional Paid Media Manager Uses Optmyzr as a Toolbox for Different Client Challenges" serpTitle: "How a Fractional Paid Media Manager Uses Optmyzr" description: "Rob Bettis runs paid media solo for DTC and Shopify brands. See how he uses Blueprints, Campaign Automator, and Rule Engine to fit each client." url: "https://www.optmyzr.com/case-studies/rob-bettis/" tags: - "Freelancer" - "E-commerce" thumbnail: "/forestry/rob-bettis.jpg" --- # How a Fractional Paid Media Manager Uses Optmyzr as a Toolbox for Different Client Challenges > Rob Bettis runs paid media solo for DTC and Shopify brands. See how he uses Blueprints, Campaign Automator, and Rule Engine to fit each client. **Tags:** Freelancer, E-commerce ## Highlights - **One toolbox, different client needs** — Rob uses different parts of Optmyzr depending on the account - **Hours of work in minutes** — Reviewing search queries & surfacing keywords done in minutes - **More leverage without giving up control** — Optmyzr helps Rob keep the important decisions in his hands ## About the customer Rob Bettis is a fractional paid media manager based in Tennessee with more than 15 years of experience managing paid media.

For the past 10 years, he has worked independently, primarily with DTC and Shopify brands.

Rob intentionally operates as a one-person business. That means every tool he uses has to help him create more impact without taking him further away from the accounts themselves.

“For me, Optmyzr is one of those tools where I can maximize my impact while still remaining hands-on.” **Company:** The Bettis Group | **Headquarters:** Tennessee, United States | **Website:** https://robbettis.com/ ## The challenge: different clients need different ways of working Rob sees his role as sitting somewhere between an agency and an in-house paid media hire. His clients want senior-level expertise, but they also want someone who stays close to the details of the account. That makes rigid processes difficult.

Rob is not trying to run every account through the same checklist or SOP. He is measured by the impact he creates, which means the right workflow can look completely different from one client to the next.

Over nearly 10 years of using Optmyzr, Rob has gone back and re-evaluated other tools. What has kept him with Optmyzr is the flexibility.

"It's not a tool. It's a collection of tools."

For Rob, the value is having a large toolbox and being able to choose the parts that make the biggest difference for each client. ## The solution

1. Blueprints create a reliable rhythm across accounts

Rob describes Optmyzr as foundational to his workflow. Urgent problems naturally get attention. The harder part is staying on top of the smaller account issues that do not demand an immediate response but can still hurt performance over time.

Blueprints help create that rhythm. They give Rob a reason to regularly go back into the account and review the smaller details that might otherwise be pushed aside. Sometimes that leads to a quick adjustment. Other times it exposes a reason to go deeper into Search, Shopping, or another part of the account.

For Rob, that consistency matters because it helps make sure important work does not quietly fall to the bottom of the list.

2. Routine PPC tasks go from hours to minutes

Rob remembers when tasks such as reviewing search queries, surfacing keyword opportunities, and cleaning up accounts could take hours every week. Today, many of those same tasks can be completed in minutes.

"Having the ability to do that in minutes instead of hours is just such a huge leverage point."

But he does not want that efficiency to come at the cost of account understanding. He still wants to see what is happening and make the final call himself.

"I still get to make those human decisions."

Optmyzr helps surface the work that needs attention without removing Rob from the decision-making process.

3. Different accounts call for different tools

Rob does not use the same combination of tools for every client. Some capabilities, like keyword tools and bid adjustments, are regular parts of his workflow. Other tools become useful when a specific client challenge comes up.

For one travel client, Campaign Automator became the right fit for a unique campaign need. For another seasonal client, Rob has been testing weather-based Rule Engine strategies ahead of the next season.

That flexibility is central to how he uses Optmyzr. He can start with the problem in front of him and choose the tool that fits, rather than changing the account workflow to match the software.

4. Hour of Week Bidder adds another layer of account context

Rob also uses Hour of Week Bidder regularly. It helps him understand how an account normally behaves throughout the day. If performance tends to surge later in the day, weaker numbers at lunchtime may not be a reason to react.

That context helps with both budget pacing and performance expectations. Rob sums up his approach to client budgets simply.

"I try to spend their money as though it's my own."

Hour of Week Bidder gives him another way to understand whether performance is actually off track or simply following the account's usual rhythm. ## The results For Rob, the biggest benefit is not one isolated feature. It is leverage.

Tasks that once took hours can now take minutes. Smaller optimization work is less likely to get deprioritized. And he can adapt his workflow depending on the account instead of relying on one standard playbook.

The impact shows up in several ways.

More work gets done consistently: Blueprints help keep important account tasks from slipping through the cracks.

Routine analysis takes less time: Search-query and keyword work that once took hours can now be handled much faster.

Human judgment stays in the loop: Rob still reviews what is surfaced and decides what should change.

Different clients can use different workflows: Campaign Automator, Rule Engine, Hour of Week Bidder, keyword tools, and other capabilities can be used where they make sense.

One person can create more impact: Greater efficiency helps Rob deepen the work he does for clients without moving toward a high-volume agency model.

When asked what he sees as the biggest benefit of Optmyzr, Rob came back to the same thing he uses to measure his own work: impact.

"Anything that I can find that allows me to scale impact or deepen impact, either one, because both are important, I think are the big benefits."

Parting words

Rob has been using Optmyzr for nearly a decade, through major changes in paid media and the arrival of entirely new campaign types and workflows. What he appreciates is that the platform has continued to evolve while remaining useful for the way he works.

Asked to summarize his experience, he came back to consistency.

"It's been a consistently foundational tool in my toolbox."

For a fractional marketer whose clients bring very different challenges, that foundation gives him the flexibility to choose the right tool for the job while staying close to the work himself. --- *Source: [How a Fractional Paid Media Manager Uses Optmyzr as a Toolbox for Different Client Challenges](https://www.optmyzr.com/case-studies/rob-bettis/)* *© Optmyzr. All rights reserved.*