AUS Education & Training Online Universities/E-Learning - PPC Market Share Analysis November 2025

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

Online Universities/E-Learning – AUS

Google AI Overview visibility for Education & Training Online Universities/E-Learning AUS

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 17.388404776
82.611595224
17%

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 57
43
56%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 19%
Transactional 7%
Navigational 2%
Seasonal 0%
Local 0%
Problem Solving 11%

Copyright © Adthena. All rights reserved.

Market Exposure

Share of Clicks for top 10 AUS Education & Training Online Universities/E-Learning 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
readingeggs.com.au 21.21
open.edu.au 12.68
teacherspayteachers.com 9.45
udemy.com 5.92
coursera.org 4.1
mathletics.com 3
swinburneonline.edu.au 2.19
tafecourses.com.au 2.08
aib.edu.au 1.98
torrens.edu.au 1.95
others 35.44
  • readingeggs.com.au - 21.21%
  • open.edu.au - 12.68%
  • teacherspayteachers.com - 9.45%
  • udemy.com - 5.92%
  • coursera.org - 4.1%
  • mathletics.com - 3%
  • swinburneonline.edu.au - 2.19%
  • tafecourses.com.au - 2.08%
  • aib.edu.au - 1.98%
  • torrens.edu.au - 1.95%
  • others - 35.44%

Copyright © Adthena. All rights reserved.

In the education sector’s PPC landscape, ‘others’ dominate with 35.44% click share, followed by Reading Eggs at 21.21%, and Open.edu.au at 12.68%.

Market Exposure

Share of Spend for the top 10 AUS Education & Training Online Universities/E-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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date open.edu.au torrens.edu.au swinburneonline.edu.au aib.edu.au online.mbs.edu readingeggs.com.au online.scu.edu.au aipc.net.au studyonline.ecu.edu.au studyuts.online
2025/11/01 10.51% 7.69% 6.3% 7.16% 4.72% 1.5% 3.2% 3.23% 2.73% 2.96%
2025/11/02 11.12% 6.64% 6.59% 5.93% 3.39% 2.48% 2.2% 3.18% 3.12% 2.07%
2025/11/03 10.16% 4.69% 6.39% 5.6% 4.39% 2.2% 2.7% 2.93% 2.99% 3.4%
2025/11/04 9.43% 4.55% 6.04% 6.9% 7.28% 2.34% 3.13% 2.49% 2.78% 2.71%
2025/11/05 9.32% 3.96% 5.63% 8.02% 6.41% 3.49% 4.11% 2.09% 2.44% 3.14%
2025/11/06 8.92% 4.13% 5.22% 8.89% 9.7% 1.18% 4.82% 2.37% 2.15% 3.51%
2025/11/07 10.38% 5.28% 5.69% 9.02% 5.88% 1.14% 4.9% 2.77% 2.51% 2.82%
2025/11/08 11.69% 6.48% 5.55% 7.58% 4.9% 1.62% 3.67% 3.17% 2.32% 2.51%
2025/11/09 13.1% 5.82% 4.86% 6.3% 5.06% 2.35% 3.25% 2.9% 3.34% 3.03%
2025/11/10 11.77% 5.69% 5.53% 6.3% 3.72% 4.2% 2.44% 2.91% 3.01% 1.7%
2025/11/11 11.29% 4.95% 6.48% 7.13% 3.8% 1.55% 3.42% 2.78% 2.57% 3.31%
2025/11/12 12.49% 5.57% 7% 5.64% 2.56% 1.75% 2.78% 2.82% 2.69% 2.9%
2025/11/13 10.5% 5.46% 6.35% 8.22% 4.83% 2.66% 3.08% 2.55% 2.36% 2.55%
2025/11/14 9.54% 4.95% 5.26% 8.42% 6.06% 2.38% 4.6% 2.23% 2.35% 3.89%
2025/11/15 10.13% 3.48% 5.28% 7.44% 5.78% 2.95% 4.63% 2.75% 2.18% 2.6%
2025/11/16 10.51% 5.3% 5.58% 7.2% 3.73% 2.39% 3.3% 2.77% 2.21% 2.72%
2025/11/17 9.79% 4.37% 5.89% 6.03% 3.38% 1.87% 2.82% 3.01% 2.83% 2.89%
2025/11/18 11.31% 4.4% 5.95% 7.64% 5.74% 2.58% 4.22% 2.78% 2.81% 3.54%
2025/11/19 12.43% 4.54% 6.69% 7.48% 4.68% 1.31% 3.13% 2.56% 3% 3.07%
2025/11/20 10.06% 5.2% 5.25% 8.5% 6.36% 2.09% 2.5% 2.42% 2.65% 3.93%
2025/11/21 10.88% 5.68% 4.88% 8.77% 6.43% 1.93% 3.3% 2.67% 2.81% 3.62%
2025/11/22 12.89% 5.96% 5.72% 6.31% 4.49% 3.02% 2.56% 1.9% 2.51% 3.45%
2025/11/23 12.74% 5.85% 5.07% 6.33% 3.57% 2.16% 3.09% 2.7% 3.47% 3.22%
2025/11/24 11.81% 4.2% 5.58% 5.87% 5.83% 2.55% 3.69% 2.82% 2.92% 2.18%
2025/11/25 12% 4.46% 5.75% 6.32% 5.95% 1.08% 3.88% 2.82% 3.47% 3.8%
2025/11/26 10.24% 4.61% 5.29% 5.84% 3.92% 3.44% 3.51% 2.5% 3.52% 1.69%
2025/11/27 9.98% 5.39% 5.93% 4.78% 3.32% 2.87% 2.4% 2.77% 3.59% 2.47%
2025/11/28 9.86% 5.23% 5.81% 5.11% 4.5% 1.89% 2.79% 2.69% 3.54% 2.32%
2025/11/29 9.87% 4.99% 5.37% 8.4% 5.6% 1.9% 3.42% 2.87% 3.18% 2.33%
2025/11/30 11.35% 6.31% 5.72% 5.22% 4.43% 3.7% 3.23% 2.8% 2.67% 1.93%
  • open.edu.au
  • torrens.edu.au
  • swinburneonline.edu.au
  • aib.edu.au
  • online.mbs.edu
  • readingeggs.com.au
  • online.scu.edu.au
  • aipc.net.au
  • studyonline.ecu.edu.au
  • studyuts.online

Copyright © Adthena. All rights reserved.

Open.edu.au led November with fluctuating spend, peaking mid-month. Torrens.edu.au saw a steady decline, while Swinburneonline.edu.au maintained stability. Aib.edu.au and online.mbs.edu experienced notable volatility. The month concluded with open.edu.au dominating.

Market Exposure

Competitor Count for AUS Education & Training Online Universities/E-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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 406
2025/11/02 407
2025/11/03 417
2025/11/04 415
2025/11/05 408
2025/11/06 413
2025/11/07 426
2025/11/08 425
2025/11/09 427
2025/11/10 430
2025/11/11 427
2025/11/12 414
2025/11/13 426
2025/11/14 420
2025/11/15 424
2025/11/16 412
2025/11/17 416
2025/11/18 413
2025/11/19 406
2025/11/20 401
2025/11/21 399
2025/11/22 388
2025/11/23 395
2025/11/24 402
2025/11/25 395
2025/11/26 394
2025/11/27 389
2025/11/28 400
2025/11/29 397
2025/11/30 404

Copyright © Adthena. All rights reserved.

November began with 406 advertisers, peaking at 430 mid-month. A decline followed, ending at 404.

Campaign Efficiency

Market Loss & Market Gains for AUS Education & Training Online Universities/E-Learning

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
open.edu.au 1.95%
brilliant.org 0.75%
udemy.com 0.63%
matrix.edu.au 0.36%
swinburneopen.edu.au 0.3%
training.com.au -0.33%
coursera.org -0.35%
mathsonline.com.au -0.5%
readingeggs.com.au -0.75%
teacherspayteachers.com -0.75%

Copyright © Adthena. All rights reserved.

Open.edu.au surged with a 1.95 increase, while readingeggs.com.au and teacherspayteachers.com both dropped by 0.75.

Campaign Efficiency

AUS Education & Training Online Universities/E-Learning Share of Impressions

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

Date readingeggs.com.au brilliant.org open.edu.au udemy.com torrens.edu.au mathletics.com swinburneonline.edu.au aib.edu.au tafecourses.com.au teacherspayteachers.com
2025/11/01 8.62% 1.94% 7.36% 2.54% 5.79% 3.72% 4.64% 3.9% 3.03% 2.9%
2025/11/02 12.26% 0.05% 8.48% 3.23% 5.63% 0% 5.18% 3.45% 2.82% 3.71%
2025/11/03 9.9% 1.12% 7.82% 1.91% 3.57% 2.15% 4.81% 3.66% 3.43% 2.87%
2025/11/04 11.33% 2.82% 6.66% 2.28% 3.29% 1.84% 4.45% 3.4% 2.86% 3.29%
2025/11/05 13.97% 3.72% 6.83% 1.49% 2.89% 0.92% 4.01% 4.28% 3.19% 3.05%
2025/11/06 8.4% 1.09% 7.67% 2.55% 3.8% 2.09% 4.37% 5.34% 3.08% 0%
2025/11/07 6.73% 4.38% 8.32% 3.2% 4.22% 3.25% 4.07% 5.03% 3.58% 0%
2025/11/08 10.07% 0.07% 8.54% 2.84% 5.02% 3.26% 4.15% 4.03% 3.56% 3.4%
2025/11/09 10.57% 2.39% 9.88% 2.74% 5.12% 1.15% 3.59% 3.66% 2.97% 3.31%
2025/11/10 14.75% 5.06% 7.45% 3.21% 3.64% 5% 3.6% 3.39% 2.94% 3.13%
2025/11/11 10.21% 2.44% 8.51% 2.51% 4.03% 2.39% 5.17% 4.04% 3.6% 3.16%
2025/11/12 10.92% 1.19% 9.31% 1.7% 4.78% 2.24% 5.4% 2.94% 3.16% 3.62%
2025/11/13 12.47% 3.77% 7.44% 2.6% 3.95% 7.38% 4% 4.09% 2.59% 2.47%
2025/11/14 11.84% 4.09% 7.45% 2.56% 3.9% 4.07% 3.55% 4.54% 2.81% 3.16%
2025/11/15 11.24% 6.75% 7.05% 2.68% 2.58% 1.95% 3.28% 4.62% 2.81% 2.57%
2025/11/16 9.37% 6.73% 7.04% 2.46% 3.5% 7.63% 3.27% 3.46% 2.65% 2.13%
2025/11/17 10.37% 3.19% 7.14% 2.05% 3.28% 4.22% 3.59% 3.39% 2.68% 2.81%
2025/11/18 9.86% 1.28% 9.16% 0.94% 3.57% 3.71% 4.37% 4.7% 3.16% 3.84%
2025/11/19 7.48% 4.41% 8.84% 3.38% 3.46% 5.49% 4.24% 3.88% 2.98% 2.69%
2025/11/20 9.96% 2.52% 7.81% 3.09% 4.03% 3.73% 3.66% 4.73% 3.11% 0%
2025/11/21 12.16% 4% 8.5% 3.45% 4.71% 1.35% 3.42% 4.61% 3.09% 0%
2025/11/22 13.11% 3.82% 9.06% 3.08% 4.91% 1.28% 3.23% 4.13% 2.49% 3.08%
2025/11/23 8.95% 4.84% 9.26% 3.17% 4.77% 3.62% 3.17% 3.69% 2.7% 2.42%
2025/11/24 12.59% 4.59% 8.99% 2.55% 3.43% 3.44% 3.51% 3.52% 2.18% 3.56%
2025/11/25 6.24% 4.99% 9.07% 3.74% 3.81% 3.74% 4.21% 3.41% 2.83% 2.78%
2025/11/26 12.22% 5.84% 7.33% 3.82% 3.22% 5.83% 3.13% 2.94% 3.09% 2.08%
2025/11/27 12.85% 4.49% 7.7% 4.95% 3.95% 1.51% 4.05% 2.55% 3.35% 3.31%
2025/11/28 9.87% 5.65% 7.24% 4.07% 3.68% 2.83% 3.55% 2.65% 3.16% 2.51%
2025/11/29 10.93% 3% 7.78% 3.74% 4.33% 0.03% 3.36% 5.44% 2.71% 2.96%
2025/11/30 14.14% 9.03% 7.32% 4.19% 4.1% 4.02% 3.53% 2.65% 2.29% 1.57%
  • readingeggs.com.au
  • brilliant.org
  • open.edu.au
  • udemy.com
  • torrens.edu.au
  • mathletics.com
  • swinburneonline.edu.au
  • aib.edu.au
  • tafecourses.com.au
  • teacherspayteachers.com

Copyright © Adthena. All rights reserved.

In November 2025, readingeggs.com.au led with fluctuating impressions, peaking at 14.75% on the 10th. Brilliant.org saw a significant rise, ending at 9.03%. Open.edu.au maintained steady performance, while udemy.com and torrens.edu.au showed moderate growth. Mathletics.com had sporadic spikes, and swinburneonline.edu.au remained consistent. Aib.edu.au and tafecourses.com.au experienced minor fluctuations, with teacherspayteachers.com showing a decline towards month-end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Education & Training Online Universities/E-Learning

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 AUS Education & Training Online Universities/E-Learning - Last month
  1. 1
    Math for All Levels [Free] https://www.brilliant.org › math › try-for-free

    Practice All Levels of Math — Interactive Lessons Crafted by Award-winning Teachers and Professionals. Learn For Free.

  2. 2
    Melbourne Business School MBA - Flexible & 100% Online https://online.mbs.edu › business_admin › master

    Taught By The Experts Behind Australia’s No.1 Master of Business Administration (MBA).*

  3. 3
    Open Universities Australia https://www.open.edu.au › study › online

    Study Anytime, Anywhere — Explore 1000s of online courses from leading AU unis, and find the best fit for your goals. With over...

  4. 4
    ABC Reading Eggs https://www.readingeggs.com.au

    Reading Program for Ages 2–13 — Detailed progress reports let you track your child's growth. Lessons are easy to follow and match your...

  5. 5
    Udemy - Courses On Demand | Best-Selling Online Courses https://www.udemy.com

    Try Personal Plan free for 7 days and access thousands of courses to level up your skills. Find the right instructor for you. Choose from many topics...

Copyright © Adthena. All rights reserved.

In the competitive landscape of online education, Brilliant.org captivates with free, interactive math lessons, while Melbourne Business School offers a flexible, expert-led MBA. Open Universities Australia provides diverse course options, Reading Eggs supports young learners, and Udemy delivers on-demand skill enhancement.

Frequently Asked Questions

Customer Success Stories

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports