This is my first try... what I like about them so far is that they are really easy to set up and a lot less complicated over all then other forms of ppc marketing like adwords and YSM.
I ended up hitting a winner just a couple hours ago, but I need to work on improving my ctr. I'm just splitting up the ads and testing new things until I find the best one.
So far i've had pretty good luck with them, but I had trouble getting even > .01% ctr at the beginning.
It's all about targeting the right audience with the right product.
As far as having them as your first campaign it's tough to say. Like I said, they are easy to set up and quick to either succeed or fail. I haven't lost very much money at all, only like $5.00 before I started making a profit. Actually, after finding that good one today it put me positive for the day.
You don't really have to spend your time building a landing page so if you fail it doesn't hurt your morality too much.
I could be horribly wrong, but these seem to be my experiences so far.
Hope this makes some sense,
Nick