Some advertisers are buying the names of bloggers on Google, hoping to cash in on their audience and growing readership. PR blogger Steve Rubel discovered that BlogPulse bought his name. In true self-aware blog fashion, a BlogPulse marketing executive later commented on Rubel's site, appending his reasoning to the blog item about the BlogPulse campaign: "Steve Rubel was one of dozens of such keywords. The logic was that anyone who sought information related to Steve Rubel (a popular blogger) might also be interested in BlogPulse.com. Turns out I only pulled about a 1.5% click-through rate, against modest volume (sorry, Steve) but I will note that the so-so conversion stemmed in part from the fact that the ad wasn't terribly customized."