'How Publishers Can Use CPC To Win Brands From Facebook & Google' at Mumbrella Publish 2022

1. How publishers can use cost-per-click (CPC)
to win brands from Facebook & Google
Publish Conference 2022

2. Why CPC?
Over 80% of global advertising is bought on a cost-per-click
basis and yet publishers do little in this space.
Compete with Google & Facebook
Performance focused but still within the
publisher's control
Create arbitrage opportunities (buy traffic
cheaper than you can monetise it)
Access 'always-on' unlimited budgets
Create a higher yield per pageview that
scales as you gain more traffic
Work with a longtail of SMEs that can
generate revenue quicker than traditional
fixed fee models
Why CPC for publishers?

3. My story!
I worked in digital publishing for 15 years as a co-founder of
Pedestrian which we sold to Nine
Grew from 2 to 100+ staff
Largest youth focused publisher in Australia
Highest valuation achieved for an independent digital
publishing company at exit
Growing audience through consistent packaging of
'spicy' content (headline, social hook & tone of voice)
Growing revenue by selling ideas that connected large
brands to culture.
Pedestrian by the numbers:
Pedestrian grew by doing two things at an elite level:

4. My story!
These were some of my biggest frustrations from running a
digtial publishing business.
We didn't have an advertising
solution for my friend's D2C
and e-commerce businesses.
We didn't have the tech to
compete with Google &
Facebook/Meta
We couldn't directly drive
revenue by growing our site
traffic

5. The content monetisation gap
For content-led monetisation there's not much in the space
between fixed-fee ad deals & CPA based affiliate solutions.
Great for publisher monetisation
But have fixed/non-scalable budgets
Competitive & long sales cycles
Typically only bought by the largest
brands and advertisers.
Fixed fee sponsored editorial, advertorial and
native editorial content
Publisher has all the control & risk
Publishers only paid on a successful sale
Needs large audiences to scale
Open to all brands from SMEs to larger
players
Affiliate & cost-per-acquisition (CPA) based
content

6. The content monetisation gap
"Why wasn't there a global CPC solution for publishers to run
links out of their content"
A middle-ground between fixed fee and CPA that
is performance focused but still remunerates the
publisher for every action even if it doesn't result
in a sale.
Google and Meta largely work on a CPC basis
Unlock thousands of brands that have never
worked with publishers before.
Create arbitrage opportunities by increasing the
yield and value of every page

7. So we built it!
Linkby helps D2C
brands & publishers
drive performance
based cost-per-click
revenue by inserting
links in content

8. Digital publishers create billions of moments of
trust every day but are monetising them in cents
not dollars. D2C brands looking to drive sales and
find new scalable performance channels can
close the 'monetisation' gap for publishers.
Linkby is the infrastructure that brings them
together.
Our core belief.

9. What we've built
We're connecting the world's biggest D2C brands with
publishers & generating ongoing & growing revenue for both
600+ Global D2C clients 150+ Global Publishing Brands

10. How publishers are using CPC
Our largest publishers are generating millions by opening up
their promoted content spots to CPC powered content.
Deliver a stream of commercial
opportunities Our top publishers are on
track to receive $1m worth of opportunities
per month
Constantly monetise on-page drivers
Publishers with large site traffic can use us to
fill remnant promoted placements
Deliver meaningful revenue with minimal
investment We can start with editorial
teams of just 1 to 2 people publishing a few
stories a week
CPC can work for high traffic publishers

11. How publishers are using CPC
Generating $50,000 from the one story using content arbitrage
Utilise high CPC campaigns This article saw a
leading US based coffee subscription brand pay
a $3.50USD CPC
Find traffic cheaper than it costs to drive
clicks Publishers have trusted brands and can
drive audience cheaper than advertising brands
Drive ROI for advertisers and your site If you
can deliver ROI for the brands then most will
want to keep spending so you're able to un-lock
an almost 'never-ending' budget stream that can
deliver more than the typical native fee for one
article
How to think past 'fixed-fee' to 'never-ending':

12. How publishers are using CPC
Use CPC to generate a higher yield from every page - that
scales with your traffic
Any publisher can increase their page yield with our CPC
placements. We've automated the process of placing CPC links
on your pages with our Pubfeed product.
Give publishers control over their 'second page.' Publishers
can't often control what story a user lands on but with Pubfeed
we can control what story they visit next - delivering the most
optimised option possible.
Compete against the duopoly. Linkby is building tools that will
help to 'holistically' monetise a publisher site in a way it's never
been done before by finding the pages that are the most
valuable and giving brands a way to out-bid to have them widely
distributed.
Our Pubfeed unit is using CPC to drive effective CPM/RPM yields as
high as $30

13. It was nice to meet you.
Thank you for listening!
Interested to find out
how we can help you
generate more
revenue? Get in touch!
Chris Wirasinha
Co-founder
Chris@linkby.com
+61401004411