Yes, 34* - 35*C. is perfectly normal.
I also have an MSI MB and I have found the MSI - Intel Extreme Tuning Utility to be very helpful in OC'ing. It should have come on the utilities and drivers CD with the MB, or you can just D/L from MSI's website. The IXTU will not do automatic OC, like "OC Genie" (not recommended, BTW) but rather allows you to manually change relevant settings, just like in the BIOS, without rebooting. Highly recommended!
I found Intel God's thread on OC'ing Haswell to be very helpful:
http://www.tomshardware.com/forum/id-1722630/intel-god-quick-dirty-guide-4ghz-haswell.html
Using the info in that thread, and a little experimenting, I now operate at a very stable 4.6 GHz.
Read through that thread and see how it goes. If you have any questions or problems, just post them here and I or someone else will try to help you. (No PMs, please. Post here so that all can benefit from the exchange of ideas and information.)
Good luck!
Yogi