US Education & Training Universities - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Universities category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Universities – US

Google AI Overview visibility for Education & Training Universities US

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 44.8011927249
55.1988072751
44%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 42
58
42%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 18%
Transactional 1%
Navigational 2%
Seasonal 0%
Local 2%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 US Education & Training Universities brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
asu.edu 7.8
phoenix.edu 7.64
wgu.edu 6.85
collegeboard.org 6.37
snhu.edu 5.7
capella.edu 3.78
gcu.edu 3.45
devry.edu 2.69
chamberlain.edu 2.4
strayer.edu 1.8
others 51.52
  • asu.edu - 7.8%
  • phoenix.edu - 7.64%
  • wgu.edu - 6.85%
  • collegeboard.org - 6.37%
  • snhu.edu - 5.7%
  • capella.edu - 3.78%
  • gcu.edu - 3.45%
  • devry.edu - 2.69%
  • chamberlain.edu - 2.4%
  • strayer.edu - 1.8%
  • others - 51.52%

Copyright © Adthena. All rights reserved.

In the education sector’s PPC landscape, ASU leads with 7.80% click share, closely followed by Phoenix.edu at 7.64%. Others dominate with 51.52%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 US Education & Training Universities brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date snhu.edu phoenix.edu wgu.edu gcu.edu capella.edu asu.edu devry.edu strayer.edu waldenu.edu chamberlain.edu
2025/12/01 5.68% 4.64% 3.68% 2.77% 5.16% 9.27% 3.72% 1.4% 2.07% 3.59%
2025/12/02 5.78% 4.5% 4.36% 4.69% 5.2% 8.61% 3.79% 1.17% 2.43% 2.23%
2025/12/03 6.85% 4.97% 4.02% 4.51% 5.58% 7.99% 3.88% 1.92% 2.62% 1.96%
2025/12/04 6.2% 5.77% 3.29% 4.36% 5.13% 7.51% 3.35% 2.01% 2.74% 2.18%
2025/12/05 6.45% 4.14% 3.62% 3.92% 4.67% 8.57% 3.01% 1.82% 2.55% 2.04%
2025/12/06 6.26% 4.17% 4.75% 3.13% 4.37% 7.41% 3.15% 1.68% 2.07% 1.93%
2025/12/07 5.89% 4.68% 3.8% 3.16% 4.29% 9.12% 2.98% 1.65% 0.67% 2.06%
2025/12/08 6.2% 5.12% 4.12% 3.55% 5.12% 8.82% 4.08% 2.32% 2.11% 4.04%
2025/12/09 6.52% 5.36% 3.1% 3.29% 5.86% 8.66% 4.66% 3.18% 3.71% 4.19%
2025/12/10 6.64% 6.21% 3.21% 4.08% 5.87% 8.35% 4.55% 2.2% 4.28% 3.51%
2025/12/11 6.31% 5.08% 4.75% 3.85% 5.24% 8.18% 4.02% 2.24% 3.79% 3.27%
2025/12/12 5.65% 4.01% 5.57% 3.29% 4.14% 8.8% 4.47% 1.39% 2.52% 3.05%
2025/12/13 7.29% 3% 4.73% 3.07% 3.11% 9.05% 4.07% 1.58% 1.83% 2.05%
2025/12/14 6.62% 2.84% 6.31% 3.18% 2.18% 9.07% 1.51% 1.04% 1.76% 2.97%
2025/12/15 6.23% 3.57% 4.6% 3.38% 5.05% 9.21% 3.64% 1.96% 2.17% 3.91%
2025/12/16 6.41% 4.14% 3.68% 3.24% 5.44% 9.71% 4.82% 1.94% 3.36% 3.01%
2025/12/17 6.47% 5.39% 3.67% 2.72% 5.63% 9.75% 5.01% 1.9% 3.14% 3.11%
2025/12/18 7.85% 5% 3.7% 4.27% 5.34% 9.08% 3.04% 1.88% 2.81% 3.24%
2025/12/19 6.8% 5.13% 3.28% 3.57% 8.64% 8.51% 3.14% 1.92% 1.9% 2.7%
2025/12/20 6.99% 4.77% 4.81% 3.77% 4.62% 8.38% 2.78% 2.54% 2.62% 2.64%
2025/12/21 6.26% 3.6% 5.05% 3.66% 4.4% 8.29% 2.49% 1.72% 3.57% 1.77%
2025/12/22 6.68% 3.92% 3.48% 3.56% 5.87% 8.89% 2.67% 2.11% 2.22% 2.81%
2025/12/23 6.96% 4.42% 4.08% 3.96% 6.87% 8.75% 2.87% 1.43% 1.5% 2.82%
2025/12/24 7.25% 4.84% 3.08% 2.91% 6.98% 8.89% 3.11% 1.94% 0.94% 3.03%
2025/12/25 6.36% 3.48% 3.55% 2.68% 5.31% 9.09% 1.63% 1.59% 1.12% 2.92%
2025/12/26 5.74% 3.12% 6.41% 2.89% 4.11% 9.93% 2.06% 1.71% 1.17% 2.16%
2025/12/27 4.8% 3.61% 4.4% 3.1% 4.13% 10.14% 3.88% 2.14% 1.37% 1.42%
2025/12/28 6.22% 3.92% 3.83% 4% 5.14% 6.96% 3.49% 1.49% 1.75% 1.58%
2025/12/29 6.61% 6.04% 3.41% 5.5% 5.41% 4.81% 3.77% 1.24% 0.98% 1.17%
2025/12/30 7.63% 7.24% 3.79% 4.67% 4.62% 3.85% 3.18% 1.83% 0.43% 0.74%
2025/12/31 8.43% 7.69% 5.39% 4.31% 4.08% 3.28% 2.37% 2.04% 0.66% 0.34%
  • snhu.edu
  • phoenix.edu
  • wgu.edu
  • gcu.edu
  • capella.edu
  • asu.edu
  • devry.edu
  • strayer.edu
  • waldenu.edu
  • chamberlain.edu

Copyright © Adthena. All rights reserved.

In December 2025, ASU.edu led with a strong start, peaking mid-month. SNHU.edu showed consistent growth, ending with a notable rise. Phoenix.edu and Capella.edu experienced fluctuations, while WGU.edu and GCU.edu maintained moderate stability.

Market Exposure

Competitor Count for US Education & Training Universities

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/12/01 1061
2025/12/02 1023
2025/12/03 1058
2025/12/04 1043
2025/12/05 1074
2025/12/06 1053
2025/12/07 1076
2025/12/08 1062
2025/12/09 1046
2025/12/10 1045
2025/12/11 1065
2025/12/12 1051
2025/12/13 1037
2025/12/14 1063
2025/12/15 1082
2025/12/16 1084
2025/12/17 1046
2025/12/18 1081
2025/12/19 1071
2025/12/20 1074
2025/12/21 1089
2025/12/22 1093
2025/12/23 1083
2025/12/24 1079
2025/12/25 1093
2025/12/26 1108
2025/12/27 1086
2025/12/28 1115
2025/12/29 1101
2025/12/30 1077
2025/12/31 1074

Copyright © Adthena. All rights reserved.

December saw a dynamic shift in distinct advertisers, starting at 1,061 and peaking at 1,115. The month concluded with a slight dip to 1,074.

Campaign Efficiency

Market Loss & Market Gains for US Education & Training Universities

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
wgu.edu 1.11%
snhu.edu 0.94%
capella.edu 0.76%
gcu.edu 0.73%
lsu.edu 0.72%
regent.edu -0.22%
chamberlain.edu -0.29%
devry.edu -0.49%
waldenu.edu -0.69%
collegeboard.org -10.9%

Copyright © Adthena. All rights reserved.

Wgu.edu leads with a 1.11% click share rise, while collegeboard.org drops by 10.9%.

Campaign Efficiency

US Education & Training Universities Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date phoenix.edu snhu.edu wgu.edu gcu.edu nu.edu capella.edu devry.edu strayer.edu asu.edu waldenu.edu
2025/12/01 4.65% 4.74% 4.09% 2.79% 2.34% 4.19% 3.91% 1.68% 7.23% 2.51%
2025/12/02 4.65% 5.01% 4.77% 4.73% 2.14% 4.31% 3.98% 1.21% 6.18% 2.39%
2025/12/03 4.98% 5.97% 4.17% 4.16% 2.35% 4.24% 4.36% 2.36% 5.61% 2.58%
2025/12/04 5.94% 5.04% 3.22% 4.33% 2.46% 3.79% 3.56% 2.31% 5.54% 3.05%
2025/12/05 4.68% 5.41% 3.99% 3.87% 2.85% 3.81% 3.05% 2.09% 6.38% 2.31%
2025/12/06 4.9% 5.07% 5.24% 3.12% 2.57% 3.01% 3.21% 1.99% 5.48% 2.48%
2025/12/07 5.16% 4.95% 4.37% 2.94% 1.84% 3.99% 3.12% 1.83% 6.87% 0.97%
2025/12/08 5.62% 4.87% 4.42% 3.68% 1.75% 3.93% 4.29% 2.53% 6.58% 1.95%
2025/12/09 5.98% 5.49% 3.78% 3.02% 1.26% 5.15% 4.66% 4.14% 6.72% 3.57%
2025/12/10 7.05% 5.4% 3.64% 3.96% 1.41% 4.52% 5.14% 2.56% 6.33% 4.25%
2025/12/11 5.65% 5.09% 4.89% 3.68% 1.87% 4.39% 4.26% 2.66% 5.94% 4.1%
2025/12/12 4.6% 4.51% 6.16% 2.97% 1.51% 2.9% 4.61% 1.71% 6.54% 2.77%
2025/12/13 3.42% 6.16% 5% 3.06% 2.27% 2.44% 4.32% 1.87% 6.76% 2.17%
2025/12/14 3.35% 5.58% 6.65% 3.36% 1.75% 1.97% 1.42% 1.08% 6.78% 2.24%
2025/12/15 4.05% 4.92% 5.05% 3.2% 1.69% 3.8% 3.68% 2.26% 6.69% 2.28%
2025/12/16 4.83% 5.41% 4.11% 2.82% 1.34% 4.24% 4.8% 2.4% 7.31% 3.24%
2025/12/17 5.98% 5.78% 3.82% 2.3% 1.65% 4.57% 4.96% 2.21% 7.19% 3.75%
2025/12/18 5.53% 6.89% 4.08% 4.42% 1.79% 4.45% 3.03% 2.39% 7.05% 2.63%
2025/12/19 5.79% 5.55% 3.72% 3.77% 1.85% 8.02% 3.27% 2.47% 6.34% 2.22%
2025/12/20 5.43% 6% 4.96% 4.3% 2.25% 4.1% 2.92% 3.16% 6.52% 2.91%
2025/12/21 3.84% 5.05% 5.57% 3.85% 1.41% 3.47% 2.49% 2.35% 6.32% 3.73%
2025/12/22 4.55% 5.72% 3.95% 3.65% 1.88% 5.19% 2.83% 2.54% 6.67% 2.17%
2025/12/23 5.04% 5.82% 4.46% 4.5% 2.08% 6.09% 2.89% 1.43% 6.49% 1.6%
2025/12/24 5.44% 5.93% 3.58% 3.14% 1.99% 6.16% 3.17% 2.41% 6.51% 1.19%
2025/12/25 3.67% 5.4% 4.3% 2.8% 1.81% 4.14% 1.78% 1.66% 6.69% 1.33%
2025/12/26 3.79% 4.65% 6.85% 3.18% 2.33% 3.23% 2.01% 1.86% 7.16% 1.08%
2025/12/27 4.39% 4.11% 5.08% 3.46% 3.03% 3.39% 3.66% 2.61% 7.39% 1.28%
2025/12/28 4.29% 5.22% 4.2% 4.16% 2.83% 3.69% 3.24% 1.59% 5.23% 1.81%
2025/12/29 6.48% 5.33% 3.86% 5.71% 2.89% 4.05% 3.65% 1.25% 3.62% 0.81%
2025/12/30 7.84% 5.91% 4.18% 4.47% 3.09% 3.32% 3.27% 2.22% 3% 0.53%
2025/12/31 9.09% 6.77% 5.72% 5.36% 2.96% 2.94% 2.36% 2.33% 2.32% 0.63%
  • phoenix.edu
  • snhu.edu
  • wgu.edu
  • gcu.edu
  • nu.edu
  • capella.edu
  • devry.edu
  • strayer.edu
  • asu.edu
  • waldenu.edu

Copyright © Adthena. All rights reserved.

In December 2025, phoenix.edu’s impression share surged from 4.65% to 9.09%, while asu.edu’s share plummeted from 7.23% to 2.32%. The month concluded with phoenix.edu leading, showcasing a dynamic shift in PPC visibility.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Education & Training Universities

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for US Education & Training Universities - Last month
  1. 1
    ASU Online https://asuonline.asu.edu › asu-online › degrees

    Advance Your Education Online — Explore Top-Ranked Programs Offered Online, Taught by Notable Faculty. Learn Online from the Same Faculty Who Teach on Campus. Same Degree as Campus. Nationally Respected.

  2. 2
    Grand Canyon University Online https://explore.gcu.edu › gcu › online

    Affordable Private Education — Get an education on your schedule with flexible online and evening coursework. Find scholarship...

  3. 3
    University of Phoenix https://www.phoenix.edu

    Online College — University of Phoenix Offers Online Degrees & Courses Aligned To 300+ Occupations. Explore...

  4. 4
    SNHU® - 8 Week Classes - B.S. Business Administration https://degrees.snhu.edu › business

    One of the Lowest Online Tuition Rates in the Nation. Start Your Journey at SNHU®.

  5. 5
    Western Governors University https://www.wgu.edu

    WGU.edu — Over 60 accredited bachelor's and master's degrees in business, nursing, teaching, and IT. Competency-based education lets you graduate faster while paying less. Learn more!

Copyright © Adthena. All rights reserved.

In the competitive landscape of online education, ASU Online emphasizes top-ranked programs and respected faculty, while Grand Canyon University highlights affordability and flexibility. University of Phoenix aligns courses with over 300 occupations, SNHU offers low tuition rates, and WGU promotes competency-based education for faster graduation.

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