What is PPC and SEO?
PPC and SEO are two tools that you can use to drive more traffic to your site. For PPC, Google Ads has the option for creating multiple campaigns. After creating these campaigns, and waiting for enough time for many people to click on the ads, you can see what keywords are generating most of your traffic. Same for SEO, Google Analytics allows you to see what Organic searches are driving your traffic. Google Analytics’ side bar also has a section for looking at Google Ads keywords and campaigns, under acquisition.
How Does Using Data From Google Ads(PPC) and Organic Search Help Drive Traffic?
While they are two very different, distinct tools, paid ads, also known as pay-per-click, and organic search can be integrated to work together. Data from Google ads can help you learn valuable information for SEO. For example, looking at your reports in Google Analytics is important for figuring what keywords are generating traffic to your site, both paid ads data and organic search data. Also, using branded keywords will drive traffic to your site, but be careful using them. Sometimes your users will try to search and find you organically. It is important to not use branded keywords when you think this may be the case.
https://www.semrush.com/blog/3-ways-to-integrate-ppc-seo-for-multichannel-success/