patio11 - The reason a lot of people start with AdWords is exactly because the learning curve is low and there are some reports of success using it. However, as people have learned to work AdWords, I'm afraid such reports are getting far and between, and you can very quickly loose yourself in it.

Our goal was not to work AdWords to pull bunnies out of it, but rather to drive a little targeted traffic so we could test. We got much more utility out of usability testing and talking to real customers. I also think there is a lot more low lying fruit to be picked before resorting to working AdWords.