Leveraging Performance Max to Drive Eye Exam Bookings
Eyewear Retailer
This leading optical store is committed to providing affordable, high-quality eye care solutions. With a wide selection of stylish frames and advanced lenses, their knowledgeable staff helps customers find the perfect eyewear for their needs. Frequent promotions make eye care accessible to everyone, making it a go-to destination for reliable vision solutions.
The Challenge
Rise collaborated with a leading optical retailer aiming for ambitious growth objectives. Their primary goal was to increase the number of free eye exams booked through their website.
The Strategy
To craft a successful strategy, Rise partnered with Microsoft Advertising to pinpoint the most effective automated solutions for boosting online appointments for eye exams. Through in-depth analysis and collaboration, we identified Performance Max as the standout choice, thanks to its ability to leverage AI-driven insights and optimize across multiple channels simultaneously.
This powerful tool allowed us to reach potential patients at various touchpoints in their decision-making journey, enhancing visibility and engagement. By tailoring our approach with Performance Max, we ensured the client could effectively meet its aggressive growth targets, ultimately driving a significant increase in online appointments and improving overall patient acquisition.
The Insight
Through our collaboration with Microsoft, we uncovered the potential of Performance Max as a robust solution that integrates cutting-edge AI capabilities with a comprehensive omnichannel approach. This innovative tool allowed us to focus on maximizing campaign effectiveness in driving eye exam bookings.
By establishing clear campaign objectives and supplying compelling visuals, ad copy, and targeted audience segments, we set the stage for success. Crucially, we recognized the importance of giving the Performance Max campaign ample time to let the AI algorithm optimize dynamically generated ads and placements, ensuring maximum impact and reach.
The Solution
In under three months, Rise’s Performance Max campaign for the eyewear client delivered a 36% lower cost per acquisition (CPA) than the initial target, with cost per clicks (CPCs) that were 40% lower on average compared to corresponding search-only campaigns.
These impressive results were a product of the team’s dedication to best practices, including inputs that effectively harnessed the AI's capabilities for optimal performance.