What campaign objective is recommended for an e-commerce company looking to increase purchases on their new website?

For an e-commerce company aiming to increase purchases on their new website, selecting the campaign objective focused on Sales is the most effective choice. This objective is specifically designed to drive conversions, meaning it's geared towards prompting consumers to make actual purchases.

When a company prioritizes Sales, the advertising strategies and tools utilized are optimized for performance indicators that relate to transactions. This includes features such as dynamic ads and retargeting strategies that remind potential customers of products they viewed or added to their cart, ultimately encouraging them to complete the purchase.

In contrast, objectives like Traffic or Awareness serve different purposes. Traffic is about increasing the number of visitors to a website, but it doesn't ensure that those visitors will make a purchase. Engagement focuses on interaction with the content rather than driving directly to conversions. While increased engagement can support brand loyalty and indirectly lead to sales in the long run, it does not specifically target purchases in the immediate sense as the Sales objective does.