Just got back from our first visit to Roquetas and decided it will be our last! We booked apartment and flight ourselves so did not realise we were going to be stuck up the end of Playa Romanilla which had virtually no facilities - one beach bar and a 20 min walk to the port, supermarket, 'town', bus stop and everything else. If you do find yourself there it's best to get the bus to Playa Serena where there are resturants and shops, it's about 15 mins (depending on the driver) and costs about a euro.
So if you are going for the first time just make sure you're NOT on Playa Romanilla as children especially will be bored silly and won't appreciate the long walks to get anywhere!