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Ad Manager: How to Create Promotions

This comprehensive tutorial will walk you through the 6-step process of creating effective promotions in your Ad Manager tool.

Team Tallysight avatar
Written by Team Tallysight
Updated this week

Getting Started

To create a new promotion, click the "Add New Promo" button in your Ad Manager dashboard. This will open a multi-step wizard with 6 sections to complete.


Step 1: Details - Setting Up Your Promotion Foundation

Basic Information

Name of Promo: Enter a clear, descriptive name for internal reference

  • Example: "Bet 5 get 500"

  • Use naming conventions that help you identify the promotion later

Brand Selection: Choose your brand from the dropdown menu

  • Select "Bet365" or your relevant brand partner

  • This determines which brand's promotions will be displayed

Link Management

Use Link Group: The black button indicates this feature is activated

  • Link groups help organize and manage multiple promotional URLs

  • Select from existing link groups in the dropdown (e.g., "Evergreen")

Set Custom Tracking URL: Optional advanced feature

  • Allows for custom attribution and tracking parameters

  • Useful for detailed campaign performance analysis

Promotional Content

Promo Text: Enter the promotional offer text

  • Example: "Bet $5 Get $150"

  • Keep it concise and compelling

  • This text appears to end users

Button Call-to-Action: Define the action button text

  • Example: "Claim Now"

  • Use action-oriented language that encourages clicks

  • Common options: "Get Offer," "Join Now," "Start Playing"

Disclaimer Text: Add required legal disclaimers

  • Use the large text box for comprehensive terms provided by the Brand partners

  • Include age restrictions, geographic limitations, and terms & conditions

Disclaimer Link: Add a link to full terms and conditions page

  • Ensures compliance with advertising regulations


Step 2: Extras - Enhancing Your Promotion

Optional Enhancement Additions

Before Adding Extras you must select Edit to change any fields on this step. Once finished ensure you save your details before moving onto the next step

Add a Promo Code βœ“

  • Include promotional codes for tracking and redemption

  • Enter code in the provided field

  • Useful for attribution and customer incentives

Add Promo Details β—‹

  • Additional descriptive information about the promotion (Minimum deposits, Bonus Bet details, etc)

  • Expands on the basic promo text with more context

Add External Link β—‹

  • Connect to external resources or landing pages

  • URL Field: Enter the destination URL for reviews, articles, etc.

  • Link Label: Create descriptive text (e.g., "See Full Review")

Best Practices for Extras

  • Only select extras that add value to your promotion

  • Keep external links relevant and trustworthy

  • Ensure promo codes are unique and trackable


Step 3: Workspaces - Targeting Your Content

Workspace Selection Options

Select Workspaces (Targeted Approach)

  • Choose specific workspaces where your promotion will appear

  • Use the search function to find relevant workspaces

  • Example: "The Athletic" workspace selected

  • Allows for precise content targeting

Apply to All Workspaces (Broad Approach)

  • Displays promotion across all available workspaces in your network

  • Maximizes reach but may reduce relevance

  • Good for general brand awareness campaigns

Sports Filter

  • All Sports Dropdown: Further refine targeting by sport type

  • Helps align promotions with relevant content categories

  • Increases engagement by matching user interests


Step 4: Locations - Geographic Targeting

Location Selection Strategy

Select Locations (Targeted Approach)

  • Choose specific states or regions for compliance and relevance

  • Use search function to quickly find locations

Apply to All Locations (Broad Approach)

  • Displays promotion in all available geographic regions selected on the brand level

  • Consider legal and regulatory implications

Geographic Considerations

  • Legal Compliance: Ensure promotions comply with local gambling/betting laws

  • Brand Presence: Target locations where your brand is active

  • Market Strategy: Align with business expansion plans

State Selection Tips

  • Check multiple states by selecting checkboxes

  • Use search bar for quick navigation

  • Consider regional preferences and regulations


Step 5: Sports - Content Category Targeting

Sports Targeting Options

Select Sports (Sport Specific Targeting)

  • Choose particular sports categories for your promotion (I.e promos specifically for NHL Playoffs, College World Series, etc.)

  • Aligns offers with specific audience interests

Apply to All Sports (Universal Approach)

  • Displays promotion across all sports content on Tallysight

  • Maximizes exposure across diverse audiences

  • Current selection shown as active (black button)

Strategic Considerations

  • Seasonal Relevance: Align promotions with sports seasons

  • Audience Interest: Match offers to popular sports categories

  • Brand Focus: Emphasize sports where your brand is strongest


Step 6: Schedule - Timing Your Campaign

Activation Options

Activate Promotion Immediately

  • Toggle switch for instant activation

  • Promotion goes live as soon as published if a start date is not set

Date Management

Start Date: Set campaign beginning

  • Format: mm/dd/yyyy, --:--

  • Use calendar picker for accuracy

End Date: Define campaign conclusion

  • Format: mm/dd/yyyy, --:--

  • Ensures automatic campaign termination

Scheduling Best Practices

  • Lead Time: Set start dates with sufficient preparation time

  • Campaign Duration: Align with business objectives and budget

  • Event Coordination: Sync with major sporting events or seasons


Final Steps: Review and Launch

Before Publishing

  1. Review All Settings: Navigate back through each step to verify selections

  2. Check Compliance: Ensure all disclaimers and legal requirements are met

  3. Verify Targeting: Confirm geographic and demographic targeting aligns with strategy

  4. Test Links: Validate all URLs and tracking parameters

Publishing Your Promotion

  • Click "Publish" to activate your promotion

  • Use "Back" to make final adjustments

  • Monitor performance immediately after launch


Troubleshooting Common Issues

Setup Problems

  • Missing Required Fields: Ensure all mandatory fields are completed

  • Invalid URLs: Verify all links are properly formatted and functional

  • Date Conflicts: Check that end dates are after start dates

Targeting Issues

  • No Workspaces Selected: Choose at least one workspace or apply to all

  • Geographic Restrictions: Verify legal compliance in selected locations

  • Sports Category Misalignment: Ensure sports selection matches audience expectations

Performance Optimization

  • A/B Testing: Create multiple versions to test effectiveness

  • Regular Monitoring: Check performance metrics frequently

  • Adjustment Strategy: Be prepared to modify targeting or content based on results


Best Practices Summary

  1. Clear Naming: Use descriptive promotion names for easy management

  2. Compelling CTAs: Create action-oriented button text

  3. Legal Compliance: Always include proper disclaimers and terms

  4. Strategic Targeting: Align geographic and content targeting with business goals

  5. Proper Scheduling: Plan campaigns with adequate lead time and appropriate duration

  6. Regular Review: Monitor and adjust campaigns based on performance data


This tutorial covers the complete promotion creation process in Ad Manager. For additional support or advanced features, contact your customer success representative.

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