Client: Kanda Optical
Industry: Optical and Eyewear Retail
Target Market: Canada
Objective:
Boost online visibility, drive store visits, and increase online sales
Overview:
Kanda Optical, a prominent optical retailer in Canada, aimed to enhance its digital footprint and reach a broader audience, particularly in metropolitan and suburban areas. With a range of eyewear products, including prescription glasses, sunglasses, and contact lenses, Kanda Optical sought to maximize its visibility among Canadians actively searching for eyewear solutions. The company engaged us to develop and manage a targeted Google Ads and Meta Ads campaign focused on driving in-store visits and online sales.
Challenges:
- Intense Market Competition: With several established optical chains and online retailers in Canada, standing out in search results and social feeds was a challenge.
- Target Audience Segmentation: Identifying and segmenting audiences effectively based on age, vision needs, and purchasing preferences.
- Local Relevance: The need to localize ads to resonate with diverse Canadian demographics and encourage visits to physical locations.
Strategies Implemented:
1. Google Ads Strategy
- Search Campaigns: We launched targeted search ads focusing on keywords like “optical store near me,” “prescription glasses Canada,” and “buy contact lenses online Canada.” To refine our targeting, we used:
- Geotargeting: Concentrated on major cities like Toronto, Vancouver, and Montreal to reach urban consumers.
- Ad Extensions: Included call, location, and site link extensions to make it easy for potential customers to call, visit the website, or locate the nearest store.
- Local Inventory Ad: Highlighted specific products available at Kanda Optical’s physical stores, driving foot traffic to retail locations.
- Display Campaigns: Visual ads targeting Canadians browsing websites related to fashion, health, and lifestyle. These ads were strategically placed to:
- Build Brand Awareness among online users unfamiliar with Kanda Optical.
- Retarget previous visitors, offering incentives like limited-time discounts on select eyewear.
- Shopping Ads: Leveraged Google Shopping campaigns to showcase Kanda Optical’s product catalog. We utilized:
- Product Filters and Custom Labels:Segmented products into categories, such as “Trending Sunglasses” and “Budget-Friendly Frames,” to attract a variety of budget-conscious and style-focused customers.
- Dynamic Remarketing:Re-engaged visitors who browsed specific products on the site, encouraging them to complete purchases with personalized offers
2. Meta Ads Strategy:
- Audience Targeting: Used Meta’s advanced targeting tools to reach Canadian users interested in eyewear fashion, health, and wellness.
- Custom Audiences: Targeted people who had previously visited the Kanda Optical website or engaged with their social media profiles.
- Lookalike Audiences: Reached potential customers similar to Kanda Optical’s existing clientele by leveraging lookalike audiences based on past purchasers and store visitors.
Ad Formats:
- Carousel Ads: Showcased multiple products in a single ad to highlight the range of eyewear options.
- Video Ads: Created short, informative videos showcasing the latest trends in eyewear and Kanda Optical’s special features, like anti-glare and blue light lenses.
- Instant Experience Ads (Canvas): Engaged mobile users with an immersive full-screen experience highlighting the brand’s eyewear collections.
- Promotional Campaigns: Rolled out seasonal offers (e.g., back-to-school discounts, winter sale) and limited-time promotions to encourage immediate action. These campaigns used compelling ad copies and clear CTAs like “Shop Now” or “Visit Store” to drive clicks and conversions.
Results
- Increased Website Traffic: The Google Ads campaigns contributed to a 40% increase in website visits, with a substantial number of clicks from high-intent search keywords.
- Higher In-Store Visits: Geotargeted campaigns and local inventory ads led to a 25% increase in foot traffic to Kanda Optical’s physical locations.
- Improved Online Sales: The Google Shopping and Meta Ads campaigns generated a 35% uplift in online sales, with shopping ads performing especially well during promotional periods.
- Enhanced Brand Visibility on Social Media: Meta Ads significantly boosted Kanda Optical’s social media engagement, with a 60% increase in followers and more interactions on posts, which helped build a loyal online community.
Key Takeaways
Localization Matters: By focusing on localized keywords and geotargeting, Kanda Optical was able to connect with Canadian customers effectively and drive store visits.
Product Segmentation & Audience Targeting: Through careful audience segmentation and product categorization in ads, we could tailor messaging that resonated with different customer segments.
Engaging Ad Formats: Utilizing dynamic, interactive ad formats like carousel ads and instant experience ads on Meta helped capture attention and drove higher engagement.
Conclusion
Kanda Optical’s targeted Google Ads and Meta Ads campaign was a success, achieving its goals of increasing both online sales and foot traffic in Canada. By leveraging localized strategies, segmented audience targeting, and engaging ad formats, the campaign effectively positioned Kanda Optical as a go-to brand for quality eyewear solutions in Canada. This case study demonstrates the importance of a well-rounded digital advertising approach in driving business growth for retail brands in competitive markets.
