The purpose of the promotion process is to promote phrases in Google in order to expose the site in the relevant phrases that the surfers are looking for. But the truth is that the ultimate value of the promotion is to create the desired action on the site (inquiries from the site, purchases, or any similar action). In order to achieve these goals, it is necessary to examine the entire process, from the expressions they promote, the analysis of website traffic to the achievement of the final website goals.