Twitter has updated their Promoted Tweets service for advertisers, adding the ability to target negative keywords and match trending stories.
Businesses can also import keyword lists from other advertising platforms, or copy and paste them from documents, using the “import multiple keywords” tool.
There are now three different keyword matching options to choose from: exact match, phrase match and basic keyword match. Negative keyword targeting allows businesses to “restrict [they’re] Promoted Tweets from showing up when users search for certain keywords”.
So, for example, Terry’s Chocolate Orange could type “John” as a negative keyword in order not to be associated with Chelsea footballer John Terry.
For more info: http://goo.gl/Vt1b3