If you are paying to get traffic and conversion for those terms, you really need to try to rank for those terms organically and get that traffic for "free."
You can get data for Google Ads PPC from your Google Analytics account, as long as your Google Analytics and Google Ads accounts are connected. Go to Google Analytics “Acquisition” > “Google Ads” > “Search Queries” and export the data for the time period you want to analyze.
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The time period you want to analyze will vary depending on the amount of traffic and conversions your site is getting (generally, the more traffic, the shorter the time period you can use), seasonality, keyword variety, etc.
Simply export the data to a spreadsheet: Excel (XLSX), CSV, or Google Sheets.
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Branded terms will need to be excluded – you are probably already “optimizing” for them. Look for terms that show positive metrics, such as a low bounce rate (relevant to users) and have good conversion, transaction, and/or revenue numbers (critical to site success). You may want to look at terms with low conversion rates to see if they are actually relevant to your business. If they are, there may be other business or site usability reasons why they are not converting – you still need to include these terms in your list.
For example, in the graph below, the branded terms are in orange (they obviously have good traffic, engagement, and conversion numbers). The term in red gets a lot of traffic and a higher average of pages per session than other terms, vietnam phone number sample but it isn't converting. It's one you want to look at more carefully to see if it's relevant. The term in green may be one to look for more variations on, as it gets a higher conversion rate than most.
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Some tips for Google Ads and Google Analytics
Once you have the list of keywords from your PPC data that are relevant to your SEO keyword plan, input it into one of the keyword tools like Google Ads or SEMrush to get the average monthly search volumes, keyword difficulties, and other metrics before including them in your main keyword list.
Make sure you're looking at the "Search Queries" report in Google Analytics, which are the actual terms that people searching on Google typed before clicking on an ad, rather than the Keywords report, which are the terms your site is bidding on in Google Ads.
If you're wondering how to "get search volume and forecasts" in Google Ads, keep in mind that this topic is covered in the Google Ads section below. Match types like "Phrase Match" and "Broad Match" in Google Ads result in an ad being shown for many more terms than are actually bid on. Remember that you're interested in the actual queries that users are searching for.
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Some of the terms that are in your PPC keyword lists may be too competitive to rank for organically in the short term. However, it is possible to bid on them only in a small geographic region where it doesn't make sense to try to rank for them nationally. For example, it may make sense to bid on a keyword "lawyer" in your town or city, but when you look at the search engine results, you'll find that the top 5 sites are all huge national or international news sites.
Therefore, it may not make sense to give such a broad term a high priority in your organic keyword list compared to something much more specific like “uber accident lawyer NYC.”