In Facebook advertising, what is the purpose of remarketing?

Remarketing serves a critical role in Facebook advertising by focusing on re-engaging users who have previously interacted with a brand. This strategy targets individuals who are already familiar with the business, which can lead to higher conversion rates compared to trying to attract new customers. By displaying tailored ads to these users based on their past behaviors—such as browsing products or adding items to a cart—remarketing keeps the brand top-of-mind and encourages previous visitors to return and complete a desired action, such as making a purchase.

The other options focus on different advertising strategies. Targeting new customers based on demographics does not leverage the historical engagement data that remarketing utilizes. Increasing organic reach pertains to building non-paid familiarity and does not necessarily involve direct advertising efforts. Improving ad placements on competitor sites isn't relevant to the remarketing process, which is specifically about engaging users who have already shown interest in the brand.