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AUS Software & Technology Cybersecurity - PPC Market Share Analysis April 2025

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

Market Exposure

Share of Clicks for top 10 AUS Software & Technology Cybersecurity brands

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

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Share of Clicks - Last month
Domain Share of clicks
nordvpn.com 10.52
eufy.com 9.18
expressvpn.com 7.13
lastpass.com 6.87
amazon.com.au 6.44
norton.com 6.01
swann.com 5.38
bitdefender.com 5.07
1password.com 4.76
mcafee.com 4.52
others 34.12

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In the competitive landscape of Google PPC, NordVPN leads with a 10.52% click share, followed by Eufy at 9.18%. Meanwhile, ‘others’ collectively dominate with a significant 34.12% share.

Market Exposure

Share of Spend for the top 10 AUS Software & Technology Cybersecurity 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. 

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Share of Spend - Last Month
Date nordvpn.com mcafee.com expressvpn.com bitdefender.com norton.com cybernews.com vpnpro.com vpn-mentors.com totalav.com okta.com
2025/04/01 15.46% 4.6% 10.74% 3.02% 5% 8.87% 5.88% 4.52% 1.53% 1.68%
2025/04/02 12.06% 6.84% 12.17% 3.64% 6.87% 6.02% 4.62% 3.57% 2.39% 1.77%
2025/04/03 14.56% 7.21% 11.25% 4.9% 6.25% 5.48% 4.91% 4.28% 2.73% 1.29%
2025/04/04 13.72% 6.87% 12.08% 4.76% 5.7% 5.72% 6.65% 2.23% 1.59% 2.2%
2025/04/05 12.09% 7.26% 11.02% 5.41% 6.46% 4.91% 4.01% 4.34% 2.68% 1.72%
2025/04/06 14.25% 6.88% 12% 5.75% 4.97% 6.69% 3.71% 4.39% 2.35% 2.04%
2025/04/07 8.35% 8.35% 9.28% 6.22% 7.08% 4.8% 1.7% 6.17% 3.07% 1.98%
2025/04/08 8.27% 7.33% 8.8% 5.89% 9.07% 5.09% 1.63% 5.11% 2.83% 1.97%
2025/04/09 8.83% 8.02% 9.07% 5.26% 6.36% 5.2% 1.17% 3.98% 2.23% 2.79%
2025/04/10 12.03% 7.1% 11.56% 5.79% 6.5% 6.86% 3.26% 4.24% 2.44% 2.22%
2025/04/11 13.12% 7.8% 11.25% 5.3% 6.35% 5.75% 4.68% 5.26% 3% 1.75%
2025/04/12 5.35% 7.9% 6.69% 7.66% 9.28% 5.22% 2.11% 2.42% 3.23% 3.09%
2025/04/13 9.2% 9.24% 6.49% 8.5% 7.69% 4.85% 2.3% 1.18% 3.48% 2.91%
2025/04/14 6.87% 9.4% 3.8% 9.47% 9.47% 4.23% 1.07% 0.45% 3.65% 2.09%
2025/04/15 7.57% 8.77% 3.13% 9.03% 11.65% 2.15% 0.4% 0.37% 3.01% 2.34%
2025/04/16 7.56% 10.23% 2.73% 10.42% 10.27% 4.59% 1.71% 0.5% 2.92% 2.64%
2025/04/17 16.81% 8.25% 5.06% 7.25% 7.24% 7.79% 5.71% 0.43% 2.94% 2.11%
2025/04/18 15.32% 6.12% 7.16% 5.49% 6.93% 7.19% 6.03% 0.4% 1.9% 1.79%
2025/04/19 6.66% 8.18% 3.38% 8.27% 7.94% 2.1% 0.69% 1.14% 2.68% 3.35%
2025/04/20 6.6% 9.46% 3.06% 10.08% 9.15% 4.51% 2.26% 1.98% 2.24% 4.15%
2025/04/21 15.31% 7.15% 6.91% 7.14% 6.08% 5.98% 6.74% 0.74% 2.21% 2.73%
2025/04/22 13.76% 8.38% 5.91% 6.61% 6.76% 7.42% 5.24% 0.91% 2.07% 1.36%
2025/04/23 10.79% 8% 4.9% 8.55% 7.84% 4.83% 4.48% 0.23% 1.6% 1.58%
2025/04/24 4.28% 10.12% 2.5% 8.78% 8.36% 2.59% 0.31% 1.8% 2.78% 2.38%
2025/04/25 4.26% 8.81% 2.46% 10.03% 8.18% 2.34% 0.14% 1.43% 2.72% 2.28%
2025/04/26 5.84% 11.15% 3.43% 10.52% 8.37% 2.73% 0.59% 0.72% 3.15% 3.16%
2025/04/27 6.4% 12.45% 3.73% 9.82% 8.4% 1.98% 0.58% 1.32% 3.09% 3.28%
2025/04/28 8.67% 9.1% 7.76% 7.86% 7.22% 5.86% 3.27% 0.95% 2.53% 1.62%
2025/04/29 16.47% 8.08% 9.67% 7.49% 6.84% 6.22% 5.65% 1.22% 2.42% 1.03%
2025/04/30 10.25% 8.64% 8.42% 7.91% 6.72% 6.68% 4.5% 2.93% 2.27% 1.47%

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April saw fluctuating PPC spend shares. NordVPN led with peaks on April 1st and 17th. McAfee and ExpressVPN maintained steady mid-month trends. Bitdefender and Norton showed consistent growth. By month’s end, NordVPN remained dominant.

Market Exposure

Competitor Count for AUS Software & Technology Cybersecurity

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. 

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Competitor Count - Last month
Date Competitor Count
2025/04/01 333
2025/04/02 329
2025/04/03 320
2025/04/04 314
2025/04/05 326
2025/04/06 322
2025/04/07 314
2025/04/08 328
2025/04/09 297
2025/04/10 306
2025/04/11 295
2025/04/12 291
2025/04/13 300
2025/04/14 290
2025/04/15 303
2025/04/16 298
2025/04/17 305
2025/04/18 305
2025/04/19 318
2025/04/20 312
2025/04/21 322
2025/04/22 323
2025/04/23 318
2025/04/24 316
2025/04/25 320
2025/04/26 311
2025/04/27 310
2025/04/28 304
2025/04/29 328
2025/04/30 314

Copyright © Adthena. All rights reserved.

April saw a dynamic shift in distinct advertisers, starting at 333 and fluctuating throughout. Mid-month, numbers dipped to 290, but rebounded to 328 before closing at 314.

Campaign Efficiency

Market Loss & Market Gains for AUS Software & Technology Cybersecurity

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

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Market Loss & Market Gains - Last month
Name Market Trend
swann.com 4.17%
eufy.com 2.04%
bitdefender.com 0.82%
malwarebytes.com 0.56%
lastpass.com 0.46%
protonvpn.com -0.88%
kaspersky.com.au -1.04%
expressvpn.com -1.25%
nordvpn.com -1.37%
amazon.com.au -3.47%

Copyright © Adthena. All rights reserved.

Swann.com surged with a 4.17% click share increase, while amazon.com.au dropped by 3.47%. Eufy.com rose by 2.04%, contrasting nordvpn.com’s 1.37% decline.

Campaign Efficiency

AUS Software & Technology Cybersecurity Share of Impressions

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

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Date eufy.com amazon.com.au nordvpn.com swann.com expressvpn.com bitdefender.com mcafee.com cybernews.com norton.com lastpass.com
2025/04/01 5.97% 10.98% 9.3% 2.51% 6.81% 2.73% 3.64% 5.34% 3.05% 1.74%
2025/04/02 5.51% 10.36% 7.51% 2.96% 7.36% 2.33% 3.57% 4.39% 4.56% 1.75%
2025/04/03 5.61% 10.11% 8.84% 2.58% 6.84% 3.14% 3.64% 3.99% 3.98% 1.77%
2025/04/04 6.29% 9.87% 9.27% 0.79% 8.63% 3.09% 4.14% 4.34% 3.77% 2.47%
2025/04/05 3.2% 15.14% 7.69% 3.81% 7.5% 3.73% 4.63% 3.61% 4.47% 2.06%
2025/04/06 1.5% 16.49% 8.51% 2.15% 8.02% 4.05% 4.46% 5.07% 3.39% 1.75%
2025/04/07 5.82% 14.8% 6.84% 1.72% 6.81% 3.63% 4.41% 3.44% 4.16% 1.81%
2025/04/08 6.12% 17.36% 6.33% 1.23% 6.71% 3.63% 3.81% 3.24% 5.35% 2.33%
2025/04/09 6.65% 15.62% 6.91% 1.41% 6.75% 3.01% 4.63% 3.53% 3.71% 2.74%
2025/04/10 5.05% 16.34% 7.12% 1.76% 6.96% 3.68% 3.87% 4.44% 3.68% 2.89%
2025/04/11 4.56% 13.39% 8.02% 2.15% 8.12% 3.58% 4.43% 4.39% 4.34% 3.05%
2025/04/12 3.47% 17.53% 3.52% 3.12% 5.18% 4.64% 5.26% 2.81% 5.52% 2.66%
2025/04/13 5.7% 19.68% 6.02% 2.88% 3.92% 4.85% 4.48% 2.27% 4.41% 2.6%
2025/04/14 1.75% 20.37% 5% 2.09% 3.29% 5.49% 5.45% 2.23% 5.55% 2.82%
2025/04/15 3.47% 24.64% 5.2% 2.5% 3.23% 4.89% 4.68% 1.18% 5.89% 3.75%
2025/04/16 2.41% 14.73% 5.85% 1.59% 3.04% 6.61% 5.59% 2.77% 6.11% 3.47%
2025/04/17 4.33% 8.2% 7.63% 1.49% 3.48% 5.37% 4.93% 5.85% 4.59% 3.51%
2025/04/18 4% 6.44% 7% 1.29% 4.71% 5.45% 4.41% 5.59% 4.34% 3.5%
2025/04/19 5.76% 13.35% 5.53% 5.32% 3.25% 4.88% 3.85% 1.52% 4.15% 2.8%
2025/04/20 8.02% 10.47% 5.71% 2.49% 3.41% 5.65% 4.93% 3.31% 5.17% 2.68%
2025/04/21 4.43% 9.82% 8.33% 0.76% 4.44% 4.79% 4.75% 4.45% 3.96% 3.1%
2025/04/22 4.38% 10.06% 6.92% 5.27% 4.05% 4.45% 5.23% 4.95% 4.42% 2.24%
2025/04/23 6.63% 9.4% 6% 3.44% 3.51% 5.55% 4.76% 3.61% 4.66% 2.85%
2025/04/24 7.65% 9.1% 2.9% 13.2% 2.41% 4.45% 4.37% 1.54% 4.19% 2.48%
2025/04/25 3.72% 7.22% 3.35% 10.46% 2.63% 5.77% 5.78% 1.49% 4.77% 2.95%
2025/04/26 4.43% 12% 3.72% 16.72% 2.87% 5.56% 5.03% 1.17% 4.54% 2.26%
2025/04/27 4.16% 12.44% 4.07% 13.03% 2.76% 4.94% 6.3% 0.97% 4.35% 2.65%
2025/04/28 5.02% 6.97% 4.81% 15.04% 4.23% 4.41% 4.64% 3.59% 3.82% 2.56%
2025/04/29 3.72% 10.14% 9.74% 5.66% 6.28% 5.05% 5.06% 4.91% 4.43% 3.03%
2025/04/30 11.24% 9.9% 6.97% 6.37% 5.21% 4.82% 4.55% 4.44% 4.29% 2.78%

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April’s PPC landscape saw Amazon.com.au leading with fluctuating dominance, peaking mid-month. Eufy.com experienced a dramatic rise on April 30, while Swann.com surged late month. NordVPN and ExpressVPN showed consistent presence, with Bitdefender and McAfee maintaining steady shares.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Cybersecurity

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

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  1. 1
    Top 8 Best VPNs in Australia - [Recommended] April 2025 https://au.cybernews.com

    Choose from the top 8 VPNs that prioritize your privacy & digital well-being. Secure your...

  2. 2
    Eufy Security Cameras On Sale https://www.eufy.com

    Smart Home Security by Eufy — Stay secure with Eufy’s smart cameras, voice assistant support, and mobile control. Monitor your home with Eufy’s 1080p HD video, smart alerts, and long battery life.

  3. 3
    ExpressVPN™ Australia's #1 VPN | Get the World's Leading VPN https://www.expressvpn.com

    See Why ExpressVPN Is the World's Top-Rated VPN. Try ExpressVPN Risk-Free. 24/7 Support. ExpressVPN: Your Data Is Your Business.

  4. 4
    Try NordVPN Risk-Free Today - Get a VPN & Threat Protection https://www.nordvpn.com

    Over 7,000 VPN Servers Worldwide. Unlimited Speed & Bandwidth. Secure 10 Devices at Once

  5. 5
    Norton™ 360 - Official Site https://www.norton.com

    Get the Protection You Need — Norton™ 360 Helps Keep You Protected. Get Protection From Malware & Ransomware Attacks.

Copyright © Adthena. All rights reserved.

In the competitive realm of cybersecurity, top-performing Google PPC ads reveal a focus on privacy and security. Cybernews.com and ExpressVPN emphasize VPNs for digital well-being, while Eufy and Norton highlight smart home security and malware protection. NordVPN offers extensive server coverage and device security.

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