It's a nice looking site.
I agree with onlineleben that you are going to have to get more targeted with your adwords. At that price point, you are going to have to make sure you are using LOTS of negative keywords (like cheap, discount, inexpensive, how to, etc.,)
I know your product my be less expensive than your competitors, but it still costs a pretty penny.
If at all possible, you MIGHT see about whether you can loan a few out to some popular tweeters / bloggers and have them do a review of your items.
Hope this helps.