I am using a 25W bottom heating core for my 36" tank filled with ADA Amazonia Soil. I didn't use any temperature control (they are expensive) also 25W cannot do much temp. changes to my tank. The main purpose of the bottom heating coil is not to raise the water temp, but improve the circulation inside the substrate as Macbrush mentioned. I turn it on from 11:00pm to 11:00am for 12 hrs. I don't have any water cooler.
But honestly speaking, I didn't see much different after I use the heating coil. It may because my other water parameter is not optimal. I feel that it won't help much if your tank is not running very well, but if you tank is running at 95% optimal, it can help the rest 4 to 5%.
I think if your tank have other areas to improve, e.g. water cooler (keep temperature at about 25), HQI lighting, good filtration system, enough fertilizer they will be more effective to optimze your tank. If you already have them in place, substrate heater seems to your choices
For more detail information about the rationale of it you can see
http://www.dupla.com/e005.htm
http://faq.thekrib.com/plant-cables.html