Which advertising objective focuses on driving traffic to a website?

The objective that focuses specifically on driving traffic to a website is centered around the idea of directing potential customers towards your online platform for the purpose of increasing visits. This objective is designed to encourage users to click on a link that leads them to your website, making it ideal for advertisers looking to boost their website's engagement and increase the potential for conversions, sales, or other actions.

In contrast, brand awareness is aimed at increasing overall recognition and recall of a brand, but does not directly focus on website traffic. Lead generation is more about acquiring contact information from potential customers to nurture them through the sales funnel rather than directing them immediately to a website. Engagement seeks to create interactions with content, such as likes, shares, or comments, but not necessarily to drive users to a specific online destination. This differentiates the traffic objective as the most direct approach for achieving the goal of increasing website visitors.