Marketers Google Themselves For ROI

Marketers on the hunt for ROI are increasingly using the same tools everyone else uses to search for stuff—Google, Yahoo! and MSN.

The most formal and high-profile effort so far has been by Pontiac, which in January took the unusual step of tagging its ads with a plea to “Google Pontiac,” in part so it could measure the reach of the ads. Mark-Hans Richer, director of marketing for Pontiac, said since the ads ran, the auto brand’s search requests are up about 50 percent higher than anyone in the industry.