Search engine marketing is all about keywords. You have to rank for attainable keywords (on your budget), but still target a high enough search volume to see results.
Thus, trying to ranking for “light brown capri pants with side zippers” would not be very productive. And, on the other end of the spectrum, targeting a super-popular keyword is not smart either.
SEOmoz recently published a list of the 25 most difficult keywords to rank for.
If you had any of those keywords on your list, we suggest you cross them out. Try ranking for something a little more attainable, like SEO company.