Varun's response identifies several relevant metrics for measuring the success of SEO and PPC campaigns, such as PPC, CTR, CPA, traffic, and bounce rate. However, the answer lacks clarity and structure, making it difficult to follow. He could improve by explicitly defining each metric and explaining how they relate to campaign effectiveness. In contrast, the benchmark response is well-organized and provides a comprehensive overview of the key metrics and KPIs used to evaluate the campaigns, along with explanations of their significance. Varun should aim to present his answers in a more structured manner, ensuring that he articulates the importance of each metric in relation to driving e-commerce traffic and sales.