In Keywee's latest webinar, we discussed why the holiday season presents great opportunities for publisher's to advertise with Facebook and monetize with Google. We discussed how leading publishers are taking advantage of cost-per-page-view campaigns in Q4, touching upon some of the best practices for optimizing slide shows.

1. Poll
How much are you typically able to spend per month on Cost-Per-Page-
View campaigns while remaining profitable?
1. Less than $5k
2. $5-10k
3. $10-50k
4. $50-100k
5. More than $100k

2. November 2016 WEBINAR

3. Zack Rosenberg
Head of Sales, Keywee
Zoe Stolper
Marketing, Keywee

4. Hello.
1. Why we’re here
2. Chat your questions, Q&A at the end
3. Live polls + games throughout
4. Winners!
5. We’ll share deck & recording

5. Keywee’s Clients
Hundreds of content creators work with Keywee

6. less stressed
Keywee
Audience-based content marketing software platform
● Keywee enables the creation, distribution and measurement of
content that drives business results
● Keywee helps publishers and brands:
○ Attract new customers, subscribers and signups
○ Expand readership
○ Increase brand awareness and engagement
○ Boost branded content initiatives

7. Agenda
● Where there is potential for profit in Q4
● Why publishers should drive traffic with Facebook
● How publishers can monetize with Google
● Introduction to Cost-Per-Page-View campaigns
● Slideshow best practices
● Q&A

8. Poll Results

9. Traffic Source → Publisher (website) → Ads → Advertiser
Funnel
MONEY
CONSUMERS

10. This holiday season, publishers should...
● Advertise on Facebook to drive traffic to their websites
● Use Google to monetize their websites
→ Publisher (website) → → Advertiser
MONEY
CONSUMERS

11. less stressed
Price increase from Q3 to Q4
22%
4.7%
Median CPC
*Source: Alphabet*Source: Keywee

12. less stressed
Why?
● Why do Google prices increase so much more than Facebook prices?
● E-commerce companies want to sell products over the holidays
(not drive awareness) → Spend more on Google ads than
Facebook ads
● Advertisers pay more money for ads during the holiday season →
Drives up Google prices
Awareness based Action based

13. → Publisher (website) → → Advertiser
Publishers can buy for less and get paid more
○ Publisher is paying Facebook to get people to their site
less stressed
Opportunity
$$$$
$
○ Google is paying the publisher more to host ads on their
site

14. Facebook
Facebook → Publisher (website) → Google→ Advertiser
Content distribution platform
CONSUMERS
MONEY
Publishers should advertise on Facebook to drive traffic to their websites

15. less stressed
Facebook
● Drives readers to publisher websites
● Readers from Facebook are more engaged than those
from other traffic sources
TRAFFIC SOURCE AVERAGE UNIQUE
ARTICLES PER VISIT
Facebook 5.8
Pinterest 2.1
Google 1.5
Yahoo! 1.4

16. less stressed
Facebook Audience Network (FAN)
● A collection of mobile apps where Facebook advertisers can serve
ads using the same targeting and measurement tools that they use
on Facebook
● Extends an advertiser’s reach out of Facebook and into mobile apps
● Used to monetize Facebook traffic
● Ads will pay more money when Facebook can identify the user
Not ideal for the holiday season because
Facebook ads = Awareness based

17. MONEY
Connecting Publishers with Advertisers
Google
Facebook → Publisher (website) → Google → Advertiser
CONSUMERS
Publishers should use Google to monetize their websites

18. less stressed
Google AdSense
● Allows publishers to display
advertisements on their websites
and earn money when consumers
view or click the ads
● Ads are targeted to site content
and audience
An ad network owned by Google
Features and Capabilities
● Easier to set up than AdX
● Purchases 100% of your inventory
● Basic filtering and blocking
● Basic reporting

19. A programmatic (RTB) ad exchange owned by Google
less stressed
Google AdX
● Includes brands, agencies, DSPs
and ad networks as buyers for
your inventory
● Google’s AdSense (network) and
Bid Manager (DSP) participate in
AdX
Features and Capabilities
● Ability to set pricing floors - can
maximize revenue
● Directly sold deals can be carved out
or compete with AdX
● Recently announced support of
Exchange Bidding to compete with
Header Bidding

20. less stressed
Google Ads

21. Traditional Waterfall
● Publishers offer impressions in one sales channel → If buyers don’t
bite, they push them down to other, less valuable channels until
someone makes a bid
● Daisy Chain: Ranking ad partners (Usually by
CPM rate, highest to lowest) - have the option
of serving an ad or defaulting to the next
partner in line
● Typically starts with direct sold ads → The
rest of the site’s ad space is made available
through an adserver (Google DFP)

22. Alternative: Header Bidding
● Code placed on your site that
allows multiple ad exchanges
(AdX, Rubicon, Index Exchange,
etc.) to compete for all of your
inventory
● Publishers offer inventory to
multiple ad exchanges
simultaneously before making
calls to their ad servers
Pros
● Allows more buyers to compete for
your inventory - publishers increase
yield and make more money
● Adding a single header bid source can
increase yield by 10%
Cons
● More technical setup
● Can cause latency of page load if
managed incorrectly

23. Best practices for monetizing with ads

24. Managing Advertising Yields
● CPM: An advertiser’s cost per thousand impressions
● RPM: Revenue earned per thousand page views
Using RPM will factor in bounce rates and pages consumed so you will
known if a higher paying CPM ad is turning away users
Tools like Google’s DoubleClick for Publishers (DFP) allow you to
maximize yield by letting you see across all of your advertising based
revenue (Direct sold, AdSense, ad exchanges, etc.)

25. Other Best Practices
● Adding additional ads to the page: Google recently removed their
requirement of limiting ads to three per page
● Leverage Programmatic Direct and/or Programmatic Guaranteed:
Seek out higher paying deals by negotiating directly with marketers
and DSPs
● Optimize floors: Remarketers spend a lot during the holidays as their
client base are primarily retailers. Set higher floors to maximize
revenue from these buyers

26. How to use Facebook to take advantage of
Google’s Q4 price surge

27. Cost-Per-Page-View Campaigns
● Keywee’s fastest growing use case
● Drive relevant, cost-effective traffic to your site
● Arbitrage off of the advertising
● Slideshows: The best way to run this type of campaign
○ More page-views generated → More revenue

29. Audience Question
What is an example of a slideshow that has performed particularly well
for you?
Please share your answers in the “chat” box!

30. Slideshow Best Practices

31. User Interfaces
● Click through
● Endless scroll

32. Click Through

33. Click Through
Average pageviews per session: <2
Average pageviews per session: 8

34. Infinite Scroll

35. Infinite Scroll

36. Length
● Assumption - shorter slideshows are able to be consumed
● Data shows that any length of slideshow can be effective
● Forbes realized:
○ 65-70% completion rate on slide shows under 15 slides
○ 45-50% completion rate on slideshows over 15 slides
○ Average pages per session - 10.8
● Benchmark: $.01 per page = $10 RPM
○ Need to get a click for <$0.10

38. Desktop vs. Mobile
● Much easier on desktop
● BUT...this can also work on mobile
○ Revenue is lower: Getting paid less because you can’t fit in as
many ads
○ Spending less: CPCs tend to be much less expensive on mobile
■ Cost per page view is up to 40% lower

39. Other Ways to Monetize Slideshows
● Taboola/Outbrain
● Affiliate Links
● Sponsored Content

40. Outbrain/Taboola

41. Affiliate Links

42. Sponsored Content

43. Scale
● Challenge: Publishers using other traffic sources (Outbrain, Taboola,
etc.) can’t spend more than several thousand dollars/month while
staying profitable
● Keywee: More content → More audience → More scale
● The more money our clients put in, the more money they make

44. Photo Contest
Places
People
Nature

45. Photo Contest
Places
Nature
Audience CPC
Motion 0.056
Scenery 0.038
Modern Art 0.036
Emotion 0.026
Society 0.024
Photojournalism 0.023
Environmental
Issues
0.018
People

46. Society: 0.026
Photojournalism: 0.023
Environmental Issues: 0.018

48. Q&A