Author: "Clicks Customers Cashflow: the AdWords Bible for eCommerce - how to sell more and earn more with unlimited budgets"
10 Years in AdWords
I have spoken at international marketing conferences in Chicago, London, New York, and Maui Hawaii, hosted by industry experts and Amazon Authors including Perry Marshall, Howie Jacobson, and Ken McCarthy's System Seminar.
I am referenced in "AdWords for Dummies" (2012, Jacobson and McDonald) and "Ultimate Guide to Google AdWords" (2014, Marshall, Rhodes, Todd).
Why would you employ such a strategy? What's the payoff (the economic value) of your keywords? What do they sell, what's that worth in terms of revenue and profit?
Have someone audit one such account with you to see what's required to manage it according to its goals.
1. Get something cheap or free to start with like Wordpress and an ecommerce plugin
2. Prove you can sell your stuff and break even or make profit on Google AdWords and Google Shopping (pointless selling stuff if you can't make a profit from it)
3. Once maxed out there test out Bing ads and product ads (USA only at present), and Amazon Sponsored products
4. Reinvest your profits into improving your cart where you can see any deficiencies on what you have, based on what you can afford
Although I don't (yet) discuss carts in it, my Amazon book "The AdWords Bible for eCommerce" may help.
1. Keep and renew the domain name; it's too cheap to even be concerned about
2. What negative response? Are you selling stuff and making a profit? That's all that counts
3. If not, why not? Sometimes a provocative name like that is an asset (it's how "Big Ass Fans" got started)
4. Look at your referral traffic in the server logs, see if you can spot any common keywords that you could build into a different domain name to try out (although I don't think you could go wrong with "undies" and I assume they are men's without going to your site)
5. If not running AdWords campaigns, go ahead and buy some traffic for highly targeted keywords in [exact match] only; make sure you've got conversion tracking for sales revenues in place or you won't know what you earned from what you spent; make sure you break even on sales at least, otherwise you have a serious problem
6. If already doing AdWords without success, get your campaigns audited to see where you're going wrong (everyone does)
My book on Amazon could help you ("The AdWords Bible for eCommerce") with 5 & 6
All the best!
I got laid off from my European IT Manager job on my 42nd birthday in 2001 - although it was tough for a while I've never looked back and now wouldn't have things any other way.
So I agree with the others who say - it's never too late to start!
As a non-profit, you *may* qualify for Google grants which gets you $10,000.00 per month in free online advertising in the Google AdWords program. Not to be sniffed at. You may not even be able to spend it all.
If you do qualify, then find someone who can spend that money wisely for you who is interested in your cause and will likely work pro bono, and show you the return it gets you in a defined metric, like donations received or whatever.
If you're really smart about this you'll also get that party to commit to mentor your marketing person as part of the program, so you can take that knowledge in-house as well.
You need to know that what you spend comes back several times over (this is what I do for AdWords clients).
I'd be willing to help get you started and see how it goes if you do qualify for the grant.