A business selects Engagement as its campaign objective. Which action would the business want its customers to take?

The Engagement objective in Meta Ads is specifically designed to encourage users to interact directly with your posts or Page. When an advertiser selects this objective, Meta's delivery system prioritizes showing the ad to people who are most likely to perform actions such as liking, commenting on, or sharing a post, responding to an event, or liking a Page. Liking a post is a primary form of post engagement, making it the direct desired action for this campaign objective.

B. Visit its website: This action is the primary goal of the "Traffic" objective, which optimizes for sending users to an external destination.

C. Remember an ad: This is the goal of the "Awareness" objective, which focuses on maximizing reach and ad recall among the target audience.

D. Make a purchase: This is a conversion-focused action, which is best aligned with the "Sales" objective, designed to find users likely to buy a product or service.

1. Meta Business Help Center. "About the engagement objective." Meta. Accessed 2023. This document explicitly states, "The engagement objective is a good choice if you want to get more post engagements (likes, comments and shares), Page likes, or event responses."

2. Meta Business Help Center. "Choose an ad objective in Ads Manager." Meta. Accessed 2023. In the section "Engagement," the guide details the specific outcomes: "Get more messages, video views, post engagement, Page likes or event responses." This directly supports that "Like a post" is a core goal.

3. Meta Blueprint. "351-1: Choose the Right Ad Objective." Meta. Accessed 2023. This official course module explains that the Engagement objective is used when the goal is to "get more people to see and engage with your post or Page," listing post engagement (likes, comments, shares) as a key example.