Bilibili Search Funnel Guide: Awareness to Conversion

Bilibili Search Funnel Guide: Awareness to Conversion

How to build a complete search advertising funnel on Bilibili — from brand awareness through consideration to conversion — tailored for Gen-Z audiences and Bilibili's unique content ecosystem.

Most advertisers on Bilibili think in single touchpoints: a search ad that leads to a landing page that generates a conversion. But the reality of Gen-Z consumer behavior on Bilibili is far more complex. Users discover brands through video content, research them through search, validate through community discussion, and only then convert through a carefully timed ad.

This article provides a complete framework for building a full-funnel search advertising strategy on Bilibili, covering awareness, consideration, and conversion stages with specific tactics for each.

The Bilibili Search Funnel: A Unique Journey

The Bilibili search funnel differs from traditional search funnels in several important ways. First, discovery often happens before search. Users typically discover new brands and products through video content, creator recommendations, or community discussions before they ever type a search query. This means your awareness campaigns need to capture interest that was generated elsewhere on the platform.

Second, community validation is a critical middle step. Between initial awareness and final conversion, Bilibili users seek community validation through comments, bullet screen comments (弹幕), forum discussions, and creator reviews. Brands that build community presence before pushing conversion ads see significantly better results.

Third, the timeline is longer. Gen-Z consumers on Bilibili take longer to convert than users on traditional search engines. The typical Bilibili conversion journey spans 7-14 days and involves 5-8 touchpoints. Advertisers who expect immediate conversions will underperform.

Stage 1: Awareness — Capturing Initial Interest

The awareness stage focuses on introducing your brand to Bilibili users who are exploring relevant topics but are not yet searching for specific products:

Video content ads. Use Bilibili's in-feed video ads to reach users who are watching content related to your product category. These ads should be educational or entertaining, not promotional. A gaming peripheral brand might sponsor a keyboard review video or place ads alongside gaming content.

Search expansion keywords. Bid on broad, top-of-funnel keywords that capture users in the exploration phase. For a skincare brand, this includes keywords like "护肤知识" (skincare knowledge), "皮肤类型测试" (skin type test), and "成分分析" (ingredient analysis). These keywords reach users before they are ready to buy.

Creator collaboration. Partner with Bilibili creators (UP主) who have authority in your product category. Creator-sponsored content appears organically in search results and carries significantly more weight than brand-authored content. Budget 20-30% of your awareness spend for creator collaborations.

Brand zone setup. Establish a Bilibili brand zone (品牌空间) that serves as your brand's home on the platform. A well-optimized brand zone improves organic search visibility and provides a destination for users who want to learn more about your brand.

Stage 2: Consideration — Building Preference

The consideration stage targets users who are actively evaluating options and comparing alternatives:

Comparison keywords. Bid on comparison and review keywords that capture users in the evaluation phase. Keywords like "[your brand] 评测" (review), "[your brand] vs [competitor]", "最好的 [category] 推荐" (best [category] recommendation) target users who are actively comparing options.

Retargeting audiences. Create retargeting audiences from users who engaged with your awareness-stage content. Show these users more specific, product-focused ads that highlight features, pricing, and unique advantages. Retargeting audiences convert at 2-3x the rate of cold audiences.

Community seeding. Actively participate in Bilibili's community discussions related to your product category. Answer questions in comments, provide helpful information in forum posts, and engage with creators who review products in your category. Community presence builds trust that amplifies your paid advertising.

Content depth. Create comprehensive, detailed content that addresses common questions and concerns in your product category. FAQ pages, comparison guides, and detailed product specifications give users the information they need to move toward conversion.

Stage 3: Conversion — Driving Action

The conversion stage targets users who are ready to make a purchase decision:

Brand + product keywords. Bid on specific product keywords and branded search terms that indicate high purchase intent. Keywords like "[your brand] 购买" (buy), "[product name] 价格" (price), "[product name] 官方旗舰店" (official store) target users who are ready to convert.

Promotional messaging. Use conversion-focused ad copy with clear offers: limited-time discounts, free shipping, bundle deals, or exclusive Bilibili promotions. Create urgency without being pushy.

Landing page optimization. Ensure your landing pages are optimized for Bilibili traffic: fast loading on mobile, clear product information, social proof elements, and frictionless checkout. Bilibili users expect a seamless experience from ad click to purchase completion.

Remarketing sequences. Implement multi-step remarketing sequences for users who visited product pages but did not convert. Show follow-up ads with additional incentives: reminder ads after 24 hours, social proof ads after 3 days, and promotional ads after 7 days.

Measuring Full-Funnel Performance

Track these metrics across each funnel stage:

• Awareness metrics: Video view rate, brand search volume increase, brand zone visits, and creator content engagement.
• Consideration metrics: Comparison keyword CTR, retargeting audience growth, community mention sentiment, and content page dwell time.
• Conversion metrics: Cost per acquisition, conversion rate by keyword type, remarketing conversion lift, and return on ad spend.
• Cross-stage metrics: Funnel velocity (time from first touch to conversion), stage conversion rates (percentage moving from one stage to the next), and attribution analysis showing which touchpoints drive the most conversions.

How TMG Can Help

TMG specializes in building full-funnel search advertising strategies on Bilibili. From awareness campaigns that introduce your brand to conversion campaigns that drive sales, we design comprehensive funnel programs tailored to Bilibili's unique audience and content ecosystem. Contact TMG to discuss your Bilibili funnel strategy.