The reason this works is because when surfers do a search for a specific product, such as "SEO Site Analyzer� the title (first line) of your Google Ad says exactly that then the search engine is most likely to grab your advertisement over someone else�s and place it at the top of it�s hierarchy of ads. Furthermore, even though your ad is not first or second in the search engines, using the exact title is more likely to simply grab the attention of the surfer who then exclaims "That is just what I am looking for!" as he points and click on your site.
It is not just the title of your Google Ad that should be optimized.
It is even more effective to combine different keywords into all three lines of text that you are allowed.
If you can manage to do this while keeping the content of your ad exclusive and specific then you should see sales and conversions on your site rocket.
Also if you get a lot of clicks through a pay per click ad campaign then the increased amount of visitors to your site that results could end up in pushing your website URL to the top of the search engine page rankings!