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AUS Education & Training Universities - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Universities 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 Universities 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
latrobe.edu.au 7.43
open.edu.au 6.75
mq.edu.au 5.62
unsw.edu.au 4.56
rmit.edu.au 3.9
unisa.edu.au 3.8
uq.edu.au 3.52
torrens.edu.au 3.34
scu.edu.au 3.29
monash.edu 3.2
others 54.59

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In the education sector’s PPC landscape, ‘others’ dominate with 54.59% click share, while La Trobe leads individual domains at 7.43%.

Market Exposure

Share of Spend for the top 10 AUS 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. 

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Share of Spend - Last Month
Date swinburneonline.edu.au torrens.edu.au monash.edu open.edu.au westernsydney.edu.au studyonline.canberra.edu.au studyuts.online online.mbs.edu uq.edu.au aib.edu.au
2025/05/01 4.25% 3.25% 4.74% 5.18% 2.84% 3.41% 2.9% 4.65% 3.29% 4.25%
2025/05/02 3.89% 3.41% 4.7% 4.91% 3.85% 4% 3.07% 3.07% 4.13% 2.49%
2025/05/03 5.09% 4.05% 5.5% 4.33% 3.31% 3.98% 2.9% 2.91% 3.32% 2.44%
2025/05/04 4.19% 2.96% 4.82% 4.29% 3.62% 4.45% 2.9% 3.18% 2.48% 3.04%
2025/05/05 4.56% 2.78% 5.07% 3.88% 3.06% 3.8% 2.41% 3.6% 3.97% 2.82%
2025/05/06 5.92% 3.28% 4% 4.26% 3.88% 4.19% 3.02% 3.31% 3.06% 2.69%
2025/05/07 6.34% 2.79% 3.91% 4.99% 2.74% 4.24% 3.59% 4.09% 2.71% 3.2%
2025/05/08 5.79% 3.36% 5.46% 5.85% 2.52% 4.27% 2.95% 3.07% 2.89% 3.52%
2025/05/09 4.74% 3.13% 5.85% 6.16% 2.04% 4.25% 3.09% 3.73% 2.53% 3.2%
2025/05/10 4.27% 3.51% 5.74% 6.28% 2.44% 4.02% 3.18% 2.39% 3.46% 2.24%
2025/05/11 4.87% 3.26% 5.48% 6.03% 2.21% 4.09% 3.08% 3.21% 3.38% 2.3%
2025/05/12 5.59% 2.65% 6.2% 6.12% 3.33% 4.08% 3.14% 3.89% 3.18% 2.68%
2025/05/13 5.39% 3.22% 5.24% 6.57% 2.07% 4.56% 2.32% 3.32% 3.12% 2.59%
2025/05/14 4.88% 2.9% 5.33% 6.54% 2.98% 3.79% 3.23% 3.59% 3.65% 3.61%
2025/05/15 5.26% 3.28% 4.52% 4.44% 2.72% 4.41% 2.56% 3.25% 3.49% 3.16%
2025/05/16 4.59% 3.86% 5.56% 4.85% 2.61% 4.01% 2.94% 3.42% 3.52% 3.18%
2025/05/17 4.44% 3.49% 5.52% 5.54% 1.98% 3.97% 3.83% 2.81% 2.55% 2.42%
2025/05/18 4.37% 4.25% 4.8% 5.22% 2.28% 4.63% 2.83% 3.28% 2.55% 2.96%
2025/05/19 4.56% 3.24% 5.01% 4.88% 2.44% 3.77% 3.28% 3.35% 3.82% 2.45%
2025/05/20 5.56% 4% 6.43% 4.81% 3.25% 3.98% 3.15% 2.42% 2.84% 2.58%
2025/05/21 4.02% 3.72% 4.68% 5.4% 2.89% 4.34% 2.7% 3.26% 3.21% 2.66%
2025/05/22 4.77% 3.11% 4.16% 5.11% 2.79% 4.13% 2.64% 3.29% 3.48% 2.34%
2025/05/23 4.48% 3.94% 3.91% 5.16% 2.01% 4.39% 3.6% 2.63% 2.18% 2.36%
2025/05/24 5.09% 6.57% 3.38% 6.14% 2.41% 4.38% 3.43% 2.56% 3.24% 2.04%
2025/05/25 4.44% 5.46% 3.42% 5.82% 3.16% 4.37% 3.43% 2.66% 3.02% 2.52%
2025/05/26 3.55% 4.12% 2.67% 4.67% 3.98% 4.04% 3.09% 2.48% 4.68% 2.87%
2025/05/27 5.28% 4.45% 3.38% 5.27% 3.15% 4.44% 2.84% 3.32% 3.28% 2.36%
2025/05/28 4.7% 4.34% 2.95% 5.21% 4.22% 4.35% 4.3% 3.31% 3.03% 2.31%
2025/05/29 4.57% 5.01% 4.15% 4.89% 5.28% 3.67% 3.32% 3.48% 2.9% 1.8%
2025/05/30 4.85% 4.63% 5.52% 4.7% 3.79% 3.79% 4.1% 3.58% 2.58% 2.23%
2025/05/31 6.03% 5.91% 5.48% 5.42% 4.01% 3.86% 3.57% 2.86% 2.36% 1.52%

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In May 2025, Swinburne Online’s PPC spend fluctuated, peaking at 6.34 on May 7. Torrens University saw a significant rise, reaching 6.57 on May 24. Monash University experienced a dip mid-month but ended strong. Open University maintained a steady increase, peaking at 6.57 on May 13. Western Sydney University had a gradual rise, finishing at 4.01. Study Online Canberra showed consistent performance, while Study UTS Online had a late surge. Online MBS and UQ had varied trends, with AIB declining towards month-end.

Market Exposure

Competitor Count for AUS 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. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 344
2025/05/02 337
2025/05/03 337
2025/05/04 350
2025/05/05 347
2025/05/06 347
2025/05/07 357
2025/05/08 369
2025/05/09 370
2025/05/10 367
2025/05/11 366
2025/05/12 369
2025/05/13 355
2025/05/14 362
2025/05/15 373
2025/05/16 364
2025/05/17 358
2025/05/18 356
2025/05/19 364
2025/05/20 361
2025/05/21 367
2025/05/22 371
2025/05/23 361
2025/05/24 349
2025/05/25 352
2025/05/26 355
2025/05/27 346
2025/05/28 355
2025/05/29 350
2025/05/30 344
2025/05/31 346

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In May 2025, distinct advertisers fluctuated, peaking at 373 on May 15. The month concluded with 346 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS 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.

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Market Loss & Market Gains - Last month
Name Market Trend
latrobe.edu.au 1.21%
scu.edu.au 1.04%
curtin.edu.au 0.85%
torrens.edu.au 0.81%
mq.edu.au 0.75%
swinburneonline.edu.au -0.47%
monash.edu -0.49%
uq.edu.au -0.54%
open.edu.au -0.63%
rmit.edu.au -1.14%

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La Trobe University surged with a 1.21% click share increase, while RMIT University faced a 1.14% decline.

Campaign Efficiency

AUS 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.

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Date open.edu.au swinburneonline.edu.au torrens.edu.au monash.edu griffith.edu.au studyonline.canberra.edu.au westernsydney.edu.au latrobe.edu.au une.edu.au uq.edu.au
2025/05/01 5.35% 4.33% 3.04% 3.73% 2.41% 2.99% 2.95% 2.78% 3.85% 2.66%
2025/05/02 5.41% 4.37% 3.01% 4% 3.06% 3.91% 4.05% 3.93% 3.78% 3.5%
2025/05/03 5.66% 5.23% 3.72% 5.02% 3.56% 3.39% 2.93% 3.05% 2.97% 3.19%
2025/05/04 5.67% 4.45% 2.9% 4.39% 2.52% 3.88% 3.49% 1.92% 4.9% 2.44%
2025/05/05 5.62% 4.98% 2.72% 4.11% 3% 3.25% 3.18% 2.46% 3.3% 3.92%
2025/05/06 6.06% 6.93% 3.22% 3.53% 2.42% 4.18% 3.82% 2.82% 2.9% 2.73%
2025/05/07 6.53% 7.31% 2.85% 3.76% 3.6% 4.15% 3.27% 1.66% 3.29% 2.86%
2025/05/08 7.95% 6.37% 3.6% 5.08% 3.06% 4.01% 2.78% 3.25% 3.08% 2.85%
2025/05/09 8.2% 5.32% 3.14% 5.02% 3.52% 4.15% 2.41% 2.83% 2.64% 2.4%
2025/05/10 8.53% 5% 3.35% 5.09% 3.01% 3.34% 2.44% 2.9% 3.13% 3.39%
2025/05/11 8.1% 5.57% 3.06% 4.7% 2.29% 3.63% 2.36% 2.79% 3.17% 2.92%
2025/05/12 8.21% 6.34% 2.58% 5.45% 3.54% 3.46% 2.7% 3.21% 3.22% 3.14%
2025/05/13 8.82% 5.73% 3.28% 4.44% 3.92% 4.16% 2.02% 3.17% 2.41% 2.89%
2025/05/14 8.96% 5.83% 2.85% 4.54% 2.71% 3.42% 3.14% 3.13% 2.41% 3.19%
2025/05/15 5.97% 6.69% 3.36% 3.79% 2.82% 4.15% 2.77% 2.85% 2.94% 2.9%
2025/05/16 6.41% 5.51% 3.93% 4.72% 2.64% 3.92% 2.65% 3.32% 3.34% 3.04%
2025/05/17 7.01% 4.95% 3.15% 4.68% 2.78% 3.04% 1.82% 3.38% 3.25% 2.55%
2025/05/18 7.02% 5.35% 3.75% 4.14% 2.82% 4.2% 1.85% 2.59% 3.31% 2.26%
2025/05/19 6.72% 5.17% 3.18% 4.14% 2.71% 3.58% 2.26% 2.5% 2.57% 3.79%
2025/05/20 6.28% 6.14% 3.86% 5.83% 2.99% 3.72% 2.82% 2.83% 2.76% 2.4%
2025/05/21 7.56% 4.43% 4.06% 3.77% 2.66% 3.98% 2.75% 3.48% 2.98% 2.87%
2025/05/22 6.71% 5.23% 2.95% 3.85% 2.83% 3.97% 2.69% 4.08% 2.88% 3.5%
2025/05/23 6.58% 4.79% 3.92% 3.63% 2.44% 3.94% 2.01% 3.89% 2.88% 2.11%
2025/05/24 7.66% 5.55% 6.26% 2.8% 3.14% 3.74% 2.17% 3.18% 3.69% 2.84%
2025/05/25 8.15% 4.37% 5.29% 2.86% 3.29% 3.93% 2.89% 2.94% 3.46% 2.39%
2025/05/26 6.2% 3.79% 4.3% 2.16% 2.9% 3.8% 3.28% 3.27% 2.36% 4.06%
2025/05/27 6.8% 5.63% 4.45% 3.07% 2.63% 4.31% 3.05% 3.42% 2.97% 2.67%
2025/05/28 6.82% 5.04% 4.38% 2.54% 2.86% 4.01% 3.2% 3.33% 2.81% 2.4%
2025/05/29 6.34% 4.96% 4.89% 3.88% 2.49% 3.52% 4.07% 3.95% 2.81% 2.25%
2025/05/30 5.99% 5.28% 4.31% 4.6% 3.08% 3.3% 3.45% 3.3% 2.77% 2.66%
2025/05/31 6.68% 6.5% 6.12% 4.6% 3.53% 3.49% 3.35% 3.19% 3.05% 2.05%

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Open.edu.au’s impression share surged from 5.35% to 6.68% in May, peaking mid-month. Swinburneonline.edu.au fluctuated, ending at 6.50%. Torrens.edu.au rose to 6.12%, while monash.edu saw a decline, closing at 4.60%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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.

See more data
  1. 1
    ISN Psych 2025 Mid Year Intake | Hons, MPP, Master and DPsych https://www.isn.edu.au

    ISN Psychology 2025 mid-year applications open. Apply Now. Honours, Clinical, Professional and Sport Psychology Degree options.

  2. 2
    La Trobe University https://www.latrobe.edu.au

    La Trobe University Melbourne — Choose Your Own Path By Applying To Study At La Trobe University. Book A 1:1 Consultation. Students Say 'Studying At La Trobe Has Been A Memorable...

  3. 3
    Melbourne Business School MBA https://online.mbs.edu › business_admin › master

    100% Online Melbourne MBA — Taught By The Experts Behind Australia’s No.1 Master of Business Administration (MBA).*

  4. 4
    RMIT University Australia https://www.rmit.edu.au

    RMIT University — Future proof your career at a university that takes you beyond the classroom. Discover how RMIT will...

  5. 5
    UNSW Sydney https://www.unsw.edu.au

    University Of New South Wales — Prepare For Your Future. Study A Masters Degree At UNSW. Enquire Or Apply Online Today. Study at...

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In the competitive landscape of education, ISN Psychology stands out with its 2025 mid-year intake, offering diverse psychology degrees. La Trobe University emphasizes personalized paths and memorable experiences. Melbourne Business School highlights its top-ranked online MBA. RMIT University focuses on career readiness, while UNSW Sydney promotes future preparation through master’s programs.

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