The affiliate is Popcap games, like you said, and they're most likely running it through CJ.com. Also, that individual bit.ly link says it has 4 total clicks to it. He/she is most likely using many bit.ly links, though. Sorry I can't be of help for the FB questions.
Short and sweet:
I am currently getting a good amount of opt-ins from one of my sites. This JV will involve my email lists with your methods of promotion. More info will be given upon request. Drop PM's my way - let's get going!
It's pretty easy to code ads into any template. Find a template that is user friendly and looks good, then search through the plugins at the WP homepage and set one of the ad manager plugins up. Then, find the code you need to insert to place the ad. It is usually something like:
I've owned (and sold most) a lot of GPT/other incentive sites. You have to know what you are doing, or at least work with someone who does. Marketing is key- and like the user above said, you need to show the users what makes your site so much better.