It is more comfortable for the child, if the bottle of eye drops has been heated for a short moment in hot water or just between your hands. Eye drops should always go into the eye. The easiest way is to pull the skin below the bottom eyelid downwards with a finger – thereby opening the eye downward and the drop hits the middle of the eye.
Many parents fear the tip of the tube hits the eye, but if you make sure the tip of the tube is parallel to the eye (not perpendicular to) and is pointed towards the bottom eyelid there is no reason to worry.
If it is utterly impossible to administer the eye drops to the child, you can wait until the child has fallen asleep and then sneak a drop into the eye.