Critique Wall.com

I recently spent some time on the phone with our Marketing Director at work discussing our Analytics and AdWords numbers for several campaigns. She told me that in one campaign that she was running, she had seen a huge increase in click-thru's by making a small tweak to the wording of the ad copy. Curious, I loaded up Google Analytics to see for myself.

Here is a graph of the campaign in question. When the two words were added, there was no question where the jump was. So what were the two words? "and RSS."