Hi Deanna,
I've been a paid member of Elance for the past two months, and I've gotten two long-term retainer clients (who are paying my full rates well above $4/hour

) and a short-term project (also at full rate) that will likely result in more work down the road.
I've found that the secret lies in being very selective about your bids. I subscribe to the Writing and Translation category, not Administration, so I suppose the results could be different, but I'll share what's worked for me anyways.
First, I've found that people who list very specific project details (ie. describing their industry, specific experience they're looking for) are generally willing to pay more for quality work. So make sure you're customizing each bid. Tell the buyer exactly why you're perfect for the project. If you have experience in their industry, even if it's personal experience, tell them! For example, I recently won a book editing project that had 35 other bidders. The book offered parenting advice, so in my bid, I mentioned that because I'm a parent, I can review the book from her target market's perspective and offer suggestions to improve the readability. The moral here: don't be afraid to get personal. People hire people that they like or that they feel will relate well and be excited about their work. Show your enthusiasm!
Also, you can usually tell from their wording if they're looking for cheap labor -some of them even come right out and say they want a cheap worker (which I find highly insulting!) I don't even waste my time bidding on these projects.
You should definitely differentiate your marketing efforts and not spend all your time on Elance, but you can still check in and browse through projects every few days or so. (That's what I do, anyway.) You'll have more time to write customized, compelling bids if you're only bidding on the projects you're most interested in and most qualified for.
Good luck!