A brand launches a new website and wants to encourage people to visit it. What should the brand select first to create the campaign?

The first step in creating any Meta advertising campaign is to select the campaign objective. The objective is the foundation of the campaign, defining the business goal the advertiser wants to achieve. For a brand wanting to encourage people to visit a new website, the "Traffic" objective would be the appropriate choice. This initial selection determines the optimization and delivery options available in the subsequent ad set and ad levels, ensuring the entire campaign is structured to achieve the desired outcome of driving website visits. All other elements, such as audience, placements, and creative, are configured after the objective has been set.

B. Custom Audiences and Lookalike Audiences are selected at the ad set level, which comes after choosing the campaign objective.

C. Automatic Placements are also configured at the ad set level, following the selection of the campaign objective.

D. The creative (images, videos, text) is developed at the ad level, which is the final stage of the campaign setup.

E. The call to action is a component of the ad creative and is configured at the final ad level.

1. Meta Business Help Center, "About campaign objectives in Ads Manager." This official documentation states, "When you create a campaign, you'll start by choosing an objective for it... The objective you choose aligns with your overall business goals." It lists "Traffic" as the objective to "Send people to a destination, such as a website, app or Facebook event." (Accessed from Meta's official help documentation).

2. Meta Business Help Center, "A step-by-step guide to creating a Meta ad campaign in Ads Manager." This guide outlines the campaign creation process. Step 1 is explicitly titled "Choose your objective," confirming it is the initial action required. Subsequent steps involve setting up the ad set (audience, placements, budget) and the ad (creative). (Accessed from Meta's official help documentation).

3. Meta Blueprint, "Choose an Ad Objective." This course module emphasizes that selecting an objective is the first and most critical step in the campaign creation workflow. The course explains, "Your advertising objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create a campaign that uses the Traffic objective." (Course: Meta Certified Digital Marketing Associate).