can't run google play services based application

can't run google play services based application

I'm trying to create an application with Google Play Services. I've
referenced the Google Play Services library project, and targeted the API
to Google API-17 (I've also tried API 18). I did everything as explained
on Google website. However, when I run the application, it's trying to
update Google Play Services unsuccessfully, and displaying the following
output:
[2013-08-25 00:48:29 - google-play-services_lib] Uploading
google-play-services_lib.apk onto device 'emulator-5554' [2013-08-25
00:48:30 - google-play-services_lib] Installing
google-play-services_lib.apk... [2013-08-25 00:48:45 -
google-play-services_lib] Re-installation failed due to different
application signatures. [2013-08-25 00:48:45 - google-play-services_lib]
You must perform a full uninstall of the application. WARNING: This will
remove the application data! [2013-08-25 00:48:45 -
google-play-services_lib] Please execute 'adb uninstall
com.google.android.gms' in a shell. [2013-08-25 00:48:45 - Weeel] Launch
canceled!
Any help would be greatly appreciated. Thank you