When launching a new website campaign, what should a brand select first?

Selecting the appropriate ad objective is crucial when launching a new website campaign because it directly influences the direction and effectiveness of all subsequent decisions. The ad objective provides a clear goal for the campaign, which can range from brand awareness to conversions, lead generation, or driving traffic. By establishing the objective first, the brand can tailor its audience targeting, creative content, and budget allocation towards achieving that specific goal.

For instance, if the objective is to maximize website conversions, the targeting will focus on users who are likely to take action, the creative will need to be compelling enough to drive those actions, and the budget can be allocated accordingly to ensure optimal reach within the specified audience. Without a well-defined objective, the campaign can quickly become unfocused, leading to inefficient resource usage and potentially disappointing results.

Thus, beginning with a clear ad objective serves as a foundational element that shapes the entire campaign strategy, making it the logical first step in the planning process.