Next steps:

• Add or rewrite pages to use the keywords that you want to optimize for. Include those keywords in your page titles, headers, image tags, and of course page copy.
• Also review how you can get other highly ranked websites to link to your website with hyperlinks that contain these keywords for which you want to improve rankings
• Use an organic rank monitoring solution to observe whether your rankings are improving. Check whether you succeed in ranking highly enough so that you can turn off some of your PPC ads on these same keywords
• Return to your PPC cost analysis to identify the next set of keywords to prioritize for SEO