Log into TweetGrid (see my last post for more about TweetGrid).

Type in your main core keywords. Lets say they’re “Knight Armor”, “Shining Armor”, “Paladin Armor”, and so on.

Find out what related conversations people are having right now (you get topical, recent and potentially “hot” negative keywords this way) that AREN’T associated with your core campaign keywords.

For example, you might be advertising display armor, but your search pulls up computer games which involve the “Paladin” class (hundreds of thousands of searches a month).

Add those words to your negative keyword list.

The same process of course can be used to find new keywords…