chewster, do you / can you fire a pm / link to your site, the biggest problem with G and these sites is many fail the grade in the get rich quick mantle and as such do not fire to well with G.

It may be better to use alternate ppc options and or other social media to start the business up.

edit - just looked at your Sig / site, it looks tame enough but you will need all of the support pages , about us, contact us etc etc and even then, it would be line ball if it ran on G.

I would recommend trying YSM!, Ad Center, or Adwords. All are a good learning experience and some have an easier learning curve than others.

1) Find relevant keywords and sort into groups as best you can and as specifically as you can
2) Write ads for each group.
3) Create more ads with word variations and test click thru rates of each ad
4) Set daily budget, use manual or auto bids (it is easy to switch later).
5) Use the Google custom URL tool for destination URL (this makes it easier to track by creating longer URL's that contain campaign info).
6) Create landing pages for ads

That should give you enough to get started. Once you are up you can take in quality scores and adjust as necessary. It is also important to set up conversion tracking to monitor keyword performances. You should also check out search query reports often too (under the reporting tab)

Not every Pay-Per-Click engine is really effective. Sometimes you can get a lot of traffic but very few buyers. The best PPC advertising is Google Adwords. Google Adwords is very cost effective. It only takes a $5 deposit to start off your campaign. Read the entire tutorial that Google provides very carefully before you begin.