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AUS Education & Training Language Learning - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 AUS Education & Training Language Learning 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
preply.com 27.86
superprof.com.au 8.17
babbel.com 5.37
lingoda.com 5.32
open.edu.au 5.07
wordnik.com 4.91
pearsonpte.com 4.04
jumpspeak.com 2.94
theteflacademy.com 2.39
afsydney.com.au 2.28
others 31.65

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Preply dominates with 27.86% click share, closely followed by ‘others’ at 31.65%. Superprof.com.au holds 8.17%, while Babbel.com and Lingoda.com trail with 5.37% and 5.32%, respectively.

Market Exposure

Share of Spend for the top 10 AUS Education & Training Language Learning 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 preply.com superprof.com.au babbel.com jumpspeak.com open.edu.au lingoda.com afsydney.com.au theteflacademy.com clueylearning.com.au wordnik.com
2025/05/01 35.46% 9.8% 5.58% 2% 0.82% 7.29% 4.41% 1.92% 1.73% 0%
2025/05/02 33.25% 10.13% 5.01% 0.99% 2.31% 5.49% 1.71% 1.49% 2.29% 7.28%
2025/05/03 32.02% 9.44% 4.28% 1.23% 2.49% 6.86% 2% 1.85% 2.25% 0%
2025/05/04 32.6% 9.55% 5.5% 1.49% 3.21% 6.78% 0.86% 2.03% 1.82% 0%
2025/05/05 36.59% 10.52% 6.51% 1.24% 3.57% 7.36% 2.73% 2.71% 1.36% 0%
2025/05/06 29.08% 8.29% 4.29% 0.8% 3.88% 4.97% 2.33% 1.7% 0% 23.29%
2025/05/07 35.38% 10.82% 6.06% 2.11% 2.98% 5.43% 2.16% 1.25% 1.09% 0%
2025/05/08 35.73% 10.82% 7.82% 1.84% 3.33% 4.75% 4.11% 1.84% 1.71% 0%
2025/05/09 30.46% 11.44% 6.68% 3.5% 4.17% 6.33% 3.52% 2.15% 1.6% 0%
2025/05/10 33.66% 9.9% 9.19% 2.48% 5.26% 5.25% 0.94% 2.24% 1.68% 0%
2025/05/11 31.1% 12.18% 8.29% 3.03% 5.68% 6.53% 3.14% 2.85% 3.06% 0%
2025/05/12 31.95% 11.68% 7.51% 3.03% 5.28% 6.68% 1.71% 1.2% 2.15% 0%
2025/05/13 31.72% 10.34% 8.13% 2.96% 5.12% 5.11% 2.42% 1.58% 2.82% 0%
2025/05/14 35.36% 10.45% 6.54% 3.12% 5.28% 5.68% 0.94% 2% 1.47% 0%
2025/05/15 30.18% 10.73% 7.21% 3.69% 5.27% 6.43% 2.05% 1.81% 3.97% 0%
2025/05/16 31.16% 11.19% 7.79% 4.54% 5.07% 6.78% 1.17% 1.72% 3.04% 0%
2025/05/17 30.84% 9.49% 7.54% 5.59% 5.65% 6.81% 0.31% 1.81% 1.9% 0%
2025/05/18 27.41% 6.55% 5.25% 4.11% 3.99% 5.75% 0.23% 2.33% 1.23% 17.47%
2025/05/19 32.18% 10.1% 7.37% 5.05% 4.54% 7.79% 2.18% 2.17% 1.74% 0%
2025/05/20 27.29% 6.63% 6.2% 3.61% 3.07% 6.32% 1.1% 1.99% 0.76% 19.06%
2025/05/21 34.23% 6.3% 6.75% 3.6% 3.59% 9.04% 0.73% 2.43% 3.53% 0%
2025/05/22 32.83% 6.36% 6.59% 4.46% 4.33% 8.37% 1.97% 1.92% 3.55% 0%
2025/05/23 33.82% 11.34% 6.83% 3.57% 3.86% 7.28% 0.12% 1.94% 1.74% 0%
2025/05/24 33.65% 9.45% 5.55% 4.53% 4.18% 8.6% 1.96% 1.96% 2.11% 0%
2025/05/25 33.23% 9.55% 5.98% 3.26% 3.37% 6.65% 1.45% 2.61% 2.89% 0%
2025/05/26 35.35% 9.38% 6.27% 5.22% 3.3% 7.43% 0.24% 2.99% 1.45% 0%
2025/05/27 33.91% 7.46% 7.08% 4.65% 3.89% 7.01% 2.99% 2.26% 0.9% 0%
2025/05/28 31.59% 8.33% 7.56% 5.4% 3.28% 6.41% 1.8% 2.29% 3.37% 0%
2025/05/29 34.8% 7.06% 6.37% 4.43% 3.47% 9.46% 3.44% 1.95% 2.06% 0%
2025/05/30 35.83% 9.41% 8.61% 5.67% 3.26% 5.05% 1.51% 2.1% 3.65% 0%
2025/05/31 34.47% 10.29% 7.28% 5.16% 4.66% 3.64% 2.98% 1.92% 0.91% 0%

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Preply.com led May with fluctuating spend, peaking at 36.59% on May 5. Superprof.com.au and Babbel.com showed consistent mid-range activity. Jumpspeak.com and Open.edu.au saw gradual increases, while Lingoda.com peaked mid-month. The month concluded with Preply.com maintaining dominance.

Market Exposure

Competitor Count for AUS Education & Training Language Learning

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
2025/05/01 115
2025/05/02 112
2025/05/03 114
2025/05/04 116
2025/05/05 111
2025/05/06 116
2025/05/07 121
2025/05/08 118
2025/05/09 120
2025/05/10 117
2025/05/11 122
2025/05/12 119
2025/05/13 123
2025/05/14 123
2025/05/15 132
2025/05/16 123
2025/05/17 126
2025/05/18 122
2025/05/19 122
2025/05/20 115
2025/05/21 116
2025/05/22 115
2025/05/23 117
2025/05/24 114
2025/05/25 112
2025/05/26 111
2025/05/27 110
2025/05/28 110
2025/05/29 112
2025/05/30 104
2025/05/31 107

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In May 2025, advertiser numbers fluctuated, peaking at 132 mid-month, then declining to 107 by month’s end.

Campaign Efficiency

Market Loss & Market Gains for AUS Education & Training Language Learning

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
wordnik.com 3.21%
jumpspeak.com 1.46%
preply.com 1.21%
lingoda.com 1.15%
makesyoufluent.com 1.04%
afsydney.com.au -0.47%
open.edu.au -0.64%
elpatiospanish.com.au -0.79%
superprof.com.au -1.54%
pearsonpte.com -4.72%

Copyright © Adthena. All rights reserved.

Wordnik.com surged with a 3.21% click share increase, while Pearsonpte.com faced a 4.72% decline.

Campaign Efficiency

AUS Education & Training Language Learning 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 preply.com superprof.com.au babbel.com open.edu.au jumpspeak.com lingopie.com lingoda.com theteflacademy.com clueylearning.com.au wordnik.com
2025/05/01 33.4% 8.62% 5.48% 1.03% 1.98% 2.05% 7.29% 2.2% 1.72% 0%
2025/05/02 28.25% 8.01% 4.41% 2.43% 0.88% 1.34% 5.29% 1.63% 1.97% 18.35%
2025/05/03 29.37% 7.75% 3.65% 3.15% 1.04% 1.25% 6.01% 2.33% 1.98% 0%
2025/05/04 29.13% 7.54% 4.86% 3.7% 1.26% 0.92% 5.81% 2.66% 1.35% 0%
2025/05/05 34.94% 8.33% 5.51% 4.14% 1.17% 1.57% 6.58% 3.47% 1.69% 0%
2025/05/06 24.87% 6.41% 3.48% 3.92% 0.6% 1.18% 3.89% 2.16% 0% 32.06%
2025/05/07 34.88% 9.7% 5.67% 3.25% 1.71% 1.27% 4.9% 1.78% 1.44% 0%
2025/05/08 35.15% 9.13% 7.22% 4.04% 2.06% 1.95% 4.7% 2.4% 1.35% 0%
2025/05/09 31.04% 9.66% 6.45% 4.74% 3.63% 1.95% 6.05% 3.24% 1.27% 0%
2025/05/10 32.97% 8.02% 8.71% 6.32% 2.84% 1.48% 5.11% 2.87% 1.35% 0%
2025/05/11 30.48% 10.16% 7.65% 6.7% 2.77% 1.11% 6.41% 3.66% 2.77% 0%
2025/05/12 31.22% 9.8% 6.9% 6.5% 2.77% 1.62% 6.17% 1.66% 1.97% 0%
2025/05/13 31.85% 8.95% 7.42% 6.03% 3.24% 2.19% 4.95% 2.18% 2.57% 0%
2025/05/14 33.5% 8.82% 5.57% 6.58% 3.41% 0.64% 5.91% 2.56% 1.4% 0%
2025/05/15 29.84% 9.12% 6.53% 6.04% 3.74% 1.62% 5.6% 2.31% 3.64% 0%
2025/05/16 31.51% 9.57% 7.1% 5.72% 4.45% 1.32% 6.34% 2.26% 2.78% 0%
2025/05/17 30.08% 8.52% 6.87% 6.4% 5.33% 2.21% 6.06% 2.35% 2.05% 0%
2025/05/18 23.56% 5.15% 4.17% 4.32% 3.64% 1.94% 4.79% 3.29% 0.9% 25.44%
2025/05/19 31.6% 8.57% 6.86% 5.54% 4.82% 1.66% 7.26% 2.77% 1.9% 0%
2025/05/20 23.79% 5.43% 4.86% 3.09% 3.29% 1.91% 5.25% 2.23% 0.55% 27.59%
2025/05/21 33.45% 5.76% 5.93% 4.35% 3.45% 2.15% 8.64% 2.96% 3.39% 0%
2025/05/22 31.71% 5.56% 5.72% 5.19% 4.38% 1.39% 7.7% 2.27% 3.27% 0%
2025/05/23 33.35% 9.68% 5.95% 4.92% 3.33% 1.32% 6.87% 2.51% 1.46% 0%
2025/05/24 33.11% 7.8% 5.04% 5.06% 4.51% 2.33% 7.62% 2.46% 1.96% 0%
2025/05/25 32.58% 7.55% 5.22% 4.04% 3.15% 2.11% 5.98% 3.18% 2.58% 0%
2025/05/26 34.71% 7.97% 5.72% 3.86% 5.11% 2.33% 6.52% 3.83% 1.45% 0%
2025/05/27 33.28% 6.64% 6.53% 4.82% 4.71% 1.7% 6.32% 2.97% 0.74% 0%
2025/05/28 31.6% 7.01% 6.9% 3.79% 5.13% 1.69% 5.78% 3.07% 3.04% 0%
2025/05/29 34.2% 6.41% 5.74% 4.25% 4.46% 1.16% 8.6% 2.73% 2.26% 0%
2025/05/30 35.34% 7.36% 8.02% 3.71% 5.7% 3.41% 4.34% 2.9% 3.92% 0%
2025/05/31 34.11% 8.16% 6.6% 5.67% 4.69% 3.11% 2.82% 2.61% 0.75% 0%

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Preply.com dominated May 2025, peaking at 35.34% on the 30th. Wordnik.com surged on the 6th with 32.06%. Superprof.com.au fluctuated, ending at 8.16%. Babbel.com saw a high of 8.71% on the 10th. Open.edu.au peaked at 6.7% on the 11th. Jumpspeak.com rose to 5.7% on the 30th. Lingopie.com ended strong at 3.41% on the 30th. Lingoda.com peaked at 8.64% on the 21st. Theteflacademy.com remained steady, closing at 2.61%. Clueylearning.com.au fluctuated, ending at 0.75%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Education & Training Language Learning

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
    Learn Spanish Online from Native-Level Teachers | Lingoda https://www.lingoda.com

    Learn languages effectively with our online language courses. Our 1500+ teachers will get you familiar with cultural differences and different accents.

  2. 2
    Chinese for Beginners at Curtin University https://www.open.edu.au

    Chinese for Beginners online course with Curtin University, through Open Universities Australia. Study a language online.

  3. 3
    Private Spanish Classes https://www.preply.com › spanish › class

    1-on-1 Lessons from $5 / Hour — The Faster Way to Fluency. Fast Track Your Spanish Learning with 5-Star Expert Tutors!

  4. 4
    TESOL Certification Online https://www.tesolau.com

    Online Certification by TESOL — New Updated TESOL Certification Courses — Full Trainer Support & Career Advice — Call Us! Teach...

  5. 5
    Graduate Certificate in TESOL | Register Online Today https://www.westernsydney.edu.au

    Opportunities Don't Wait. Apply Now To Study Postgraduate Courses Mid-Year At Western.

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Lingoda captivates with native-level Spanish courses, emphasizing cultural nuances. Open Universities Australia partners with Curtin University for beginner Chinese courses. Preply offers affordable, personalized Spanish lessons. TESOLAU and Western Sydney University focus on TESOL certifications, highlighting career advancement and immediate opportunities.

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