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Connie Ross
Senior Director, Search

With over 15 years of experience in search engine marketing, Connie has developed process standards and testing methodologies resulting in consistent growth for clients such as Brook’s, Famous Footwear, Bush’s Beans, and O-Cedar.

Her success comes from a three-tier approach. First, she identifies synergy with organic search efforts using analytics data for quick success. Second, she identifies search’s role in the customer journey and the impact of attribution to deliver on defined business goals, whether it be through traditional paid search, Amazon or Pinterest search. Finally, she educates her clients to ensure insights are shared and actionable to build upon future success.

Before coming to Empower, she managed paid search campaigns for Luxottica Retail, F+W Media and Roto-Rooter.

Interview.
Connie Ross
How do you keep up with Google... or better yet, how does Google keep up with you?
I consider myself Google’s chief guinea pig allowing them easy access to my online profile and habits. While they get to view my often hectic on-the-go life, I get to observe how they ingest the information and feed it back to me in the serving of ads, content or even helpful suggestions as I go about my daily routines. Experiencing the vastness of Googles influence is never ending and all-consuming, but it’s also extremely intriguing and fun! It also helps that I work with some of the brightest young minds at Empower that are equally as intrigued and entertained in the quest to keep up with all things Google. We spend a great deal of time following the blogs of Google’s complex set of properties as well as partnering with our own Google Reps to seek out major changes to offerings & policies can and will impact our work.
Why is search marketing so critical to the media plan?
I consider search the core of all media plans. Search is the one tactic where people are seeking our clients or their products vs. us finding opportunities to intercept when customers may be in the mindset to hear about our clients or their products. We are more than a set of keywords or placements but a real-time research tool that can fuel insights in support of all online and offline strategies. Search can reveal seasonality trends and even inform creative and messaging.
We spend a great deal of time following the blogs of Google’s complex set of properties as well as partnering with our own Google Reps to seek out major changes to offerings & policies can and will impact our work.
When you are not traveling with your sons’ basketball, soccer, and football teams what are you up to outside of work?
There’s never an end to sport activities in my household, I am always on the go. Honestly, I couldn’t imagine my life without a game or practice each night!