Linkby Review: Performance-Based Advertising Marketplace

Linkby is a performance-based PR platform that connects e-commerce brands with premium digital publishers. Brands submit content briefs, and publishers select stories to feature on their platforms. The key innovation: advertisers only pay for performance—specifically, for clicks (CPC) or impressions (CPM)—making it a low-risk, high-visibility alternative to traditional PR and influencer marketing.

2. How It Works & Campaign Setup​

1. Advertisers submit a content brief (max ~1,000 words, with images).
2. Choose your cost-per-click (CPC)—typically $1.50 to $2.00, though it can range from $1.00 to $2.50+.
3. Set a total budget, with each publisher requiring a minimum allocation (usually between $2,500–$10,000).
4. Select from a large network of premium publishers (including names like BuzzFeed, Marie Claire, Refinery29, etc.).
5. Publishers review and opt-in to the brief; the first to accept will publish the story.
6. Articles typically go live within 48–72 hours, though some may take up to two weeks.
7. Billing is triggered when $500 in clicks is reached or at the end of a weekly cycle.

Once published, articles often remain live indefinitely, although this is at the publisher’s discretion.

3. Costs & Pricing Model​

• CPC Range:
  • Minimum: $1.00
  • Common: $1.50–$2.00, sometimes higher for premium placements
• Budget Per Publisher: $2,500–$10,000
• Billing Threshold: $500 or weekly, charged to a credit card
• No upfront platform or subscription fees

This performance-based pricing provides a clear, risk-mitigated model for DTC brands.

4. Benefits & Strengths​

• Pay for real engagement: No clicks, no cost.
• Speed: Go live with national media exposure in days.
• Credibility: Appear on premium media outlets with 301-redirect links.
• SEO upside: Strong backlink profiles from authoritative sites.
• Scalability: Operates in North America, UK, Europe, Asia-Pacific, and beyond.
• Brand storytelling: Combines editorial trust with performance tracking.

5. Reported Results & Case Studies​

• A beauty brand saw a 396% uplift in web sales after coverage on top UK publishers.
• A jewelry retailer achieved 300%+ ROAS during Black Friday campaigns.
• Another DTC brand reported 150% traffic growth from editorial placements.
• Some brands saw conversion rates of 6–18% and ROAS up to 30×.
• A skincare company averaged 135% ROAS over multiple campaigns.

These results highlight the potential for strong performance when targeting the right audiences with compelling content.

6. Weaknesses & Criticisms​

• Conversion tracking limitations: Relies on UTM tags; no native conversion analytics.
• Limited editorial control: Advertisers cannot review or edit content before publication.
• Mixed outcomes: Some users reported poor ROI and questioned the quality of traffic.
• No refunds: Click spend is non-refundable, even if conversions are low.

Brands must set realistic expectations and monitor campaign results closely.

Summary​

Linkby offers a compelling value proposition for performance-driven marketers:

• Transparent CPC model
• Fast media placement with high editorial credibility
• Global reach and measurable brand lift

It’s ideal for DTC brands seeking cost-efficient PR at scale—especially when paired with strong creative content and conversion tracking strategies. However, results may vary depending on niche, targeting, and offer quality. Proceed with clear goals and informed budgeting.