Bookies have regular promotions to get you to bet more. A lot of these are gimmicks but there are some nuggets in there. Generally stay away from first goal scorers, scorecasts and correct score bets. They generally offer bad value but for a sharp punter they can offer some value, especially with the extra sweeteners bookies offer. Paddy Power got stung for a million euros or so when they offered to refund all losing bets if Ronaldo scored in the 2008 Champions League Final.
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E&OE, while the accuracy of the offers were correct at the time of writing, things change regularly. Please check offers are still valid before relying on them.