How to score a retail-style bargain in search
This much we know: promotions are often more important for the ad itself rather than the keywords targeted. After all, deal and coupon-related keywords are generally competitive and expensive terms to bid on (feel free to enjoy that delicious irony for a few moments). Of course, that's not to say that such keywords shouldn't play some role in a balanced strategy—but you do need to pay very close attention to the relevancy and efficiency of certain match types when bidding on these terms.
Beyond target keywords and ad copy, there's a third aspect to consider utilising for your promotions: ad extensions. Think about "extending" your ads to boost real estate and engagement on search engine results pages (SERPs), creating complex-yet-precise creative as a result.