AUS 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 AUS Universities category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Education & Training Universities AUS

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

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AIO Frequency

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

Frequency	Percentage
Frequency	23.0269744992
	76.9730255008

23%

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	43
	57

43%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	13%
Transactional	0%
Navigational	3%
Seasonal	0%
Local	1%
Problem Solving	6%

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

Share of Clicks - Last month
Domain	Share of clicks
mq.edu.au	7.16
unsw.edu.au	5.29
latrobe.edu.au	4.92
open.edu.au	4.91
newcastle.edu.au	4.71
scu.edu.au	4.61
swinburneonline.edu.au	4.52
torrens.edu.au	4.16
adelaideuni.edu.au	3.47
sydney.edu.au	2.99
others	53.26

mq.edu.au - 7.16%
unsw.edu.au - 5.29%
latrobe.edu.au - 4.92%
open.edu.au - 4.91%
newcastle.edu.au - 4.71%
scu.edu.au - 4.61%
swinburneonline.edu.au - 4.52%
torrens.edu.au - 4.16%
adelaideuni.edu.au - 3.47%
sydney.edu.au - 2.99%
others - 53.26%

In the education sector’s PPC landscape, ‘others’ dominate with 53.26% click share, while mq.edu.au leads individual domains at 7.16%.

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

Share of Spend - Last Month
Date	swinburneonline.edu.au	torrens.edu.au	acap.edu.au	latrobe.edu.au	aib.edu.au	open.edu.au	unsw.edu.au	studyuts.online	adelaideuni.edu.au	deakin.edu.au
2025/12/01	7.24%	3.75%	4.01%	2.79%	2.5%	4.23%	2.62%	3.3%	2.01%	2.12%
2025/12/02	6.91%	3.77%	3.88%	3.65%	3.08%	4.03%	2.5%	3.52%	2.93%	1.89%
2025/12/03	6.34%	3.64%	3.34%	3.34%	2.39%	4.64%	2.42%	4.02%	3.22%	1.86%
2025/12/04	7.36%	3.71%	3.6%	3.09%	2.48%	4.69%	2.29%	3.83%	1.48%	1.92%
2025/12/05	6.84%	3.67%	3.67%	2.98%	2.92%	4.53%	1.84%	4.12%	3.11%	2.34%
2025/12/06	6.33%	3.82%	3.77%	2.86%	3.39%	5%	2.02%	3.27%	2.8%	2.82%
2025/12/07	6.21%	3.09%	3.8%	2.45%	2.5%	5.66%	2.03%	3.64%	2.9%	2.51%
2025/12/08	6.86%	3.2%	3.78%	3.28%	2.4%	4.16%	2.34%	3.92%	2.87%	2.37%
2025/12/09	7.68%	3.81%	4.08%	2.8%	2.76%	5.07%	2.55%	3.93%	3.28%	2.42%
2025/12/10	6.94%	4.13%	3.97%	2.67%	3.27%	5.42%	2.13%	4.27%	3.49%	2.68%
2025/12/11	6.4%	3.98%	3.85%	3.04%	3.3%	5.1%	1.97%	4.3%	2.77%	2.61%
2025/12/12	6.02%	3.91%	3.95%	3%	3.3%	6.26%	2.05%	4.05%	3.26%	3.06%
2025/12/13	5.73%	3.64%	3.43%	3.4%	2.88%	6.9%	3.07%	3.75%	2.83%	2.68%
2025/12/14	5.56%	3.85%	3.42%	3.01%	3.15%	6.51%	2.11%	4.66%	4.6%	2.4%
2025/12/15	6.05%	3.2%	3.86%	2.79%	3.41%	5.72%	2.46%	3.9%	2.25%	3.1%
2025/12/16	6.31%	3.34%	3.81%	2.72%	3.18%	5.13%	2.43%	4.66%	2.45%	3.94%
2025/12/17	6.95%	3.49%	4.46%	3.21%	3.6%	6%	2.33%	4.13%	1.99%	4.51%
2025/12/18	7.82%	5.22%	5.28%	4.37%	2.74%	6.44%	1.96%	4.35%	2.08%	5.12%
2025/12/19	8.12%	5.48%	5.69%	4.03%	2.91%	6.28%	2.61%	3.79%	2.54%	5.37%
2025/12/20	8.33%	5.36%	5.65%	3.91%	3.29%	7.38%	3.03%	3.33%	3.49%	4.62%
2025/12/21	8.05%	5.09%	4.97%	3.84%	3.07%	7.43%	3.31%	3.42%	3.27%	5.27%
2025/12/22	6.9%	5.51%	5.77%	3.8%	2.4%	6.64%	3.26%	2.34%	2.33%	5.59%
2025/12/23	7.7%	6.07%	6.66%	4.83%	3.03%	7.61%	3.16%	0.61%	3.53%	5.29%
2025/12/24	7.81%	6.76%	6.18%	3.67%	3.84%	8.88%	2.91%	0.48%	4.01%	2.46%
2025/12/25	7.43%	6.36%	5.92%	4.23%	3.57%	9.47%	2.65%	0.32%	4.59%	2.04%
2025/12/26	6.51%	7.05%	6.32%	3.56%	4.07%	8.2%	3.96%	0.25%	4.65%	2.73%
2025/12/27	6.94%	6.72%	5.43%	4.03%	4.01%	8.02%	3.59%	0.13%	4.25%	1.79%
2025/12/28	6.68%	7.31%	6.14%	4.1%	3.99%	3.22%	3.89%	0.09%	4.66%	1.37%
2025/12/29	7.58%	6.24%	6.72%	4.37%	3.25%	3.56%	3.65%	0.05%	3.26%	1.86%
2025/12/30	8.37%	7.51%	6.91%	4.02%	2.83%	3.65%	3.7%	0%	3.15%	1.57%
2025/12/31	7.44%	6.59%	5.86%	3.66%	3.03%	2.98%	2.41%	2.28%	1.63%	0.72%

swinburneonline.edu.au
torrens.edu.au
acap.edu.au
latrobe.edu.au
aib.edu.au
open.edu.au
unsw.edu.au
studyuts.online
adelaideuni.edu.au
deakin.edu.au

In December 2025, Swinburne Online’s PPC spend share fluctuated, peaking at 8.37% on the 30th. Torrens University saw a steady rise, ending at 7.51%. Open Universities Australia experienced a dramatic surge, reaching 9.47% on the 25th.

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

Competitor Count - Last month
Date	Competitor Count
2025/12/01	336
2025/12/02	332
2025/12/03	336
2025/12/04	341
2025/12/05	337
2025/12/06	331
2025/12/07	336
2025/12/08	337
2025/12/09	334
2025/12/10	329
2025/12/11	330
2025/12/12	325
2025/12/13	339
2025/12/14	311
2025/12/15	351
2025/12/16	334
2025/12/17	339
2025/12/18	342
2025/12/19	353
2025/12/20	343
2025/12/21	341
2025/12/22	352
2025/12/23	351
2025/12/24	343
2025/12/25	349
2025/12/26	354
2025/12/27	347
2025/12/28	350
2025/12/29	355
2025/12/30	350
2025/12/31	354

December saw a dynamic shift in distinct advertisers, starting at 336 and peaking at 355. The month concluded with a robust presence of 354 advertisers, indicating a strong finish.

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

Market Loss & Market Gains - Last month
Name	Market Trend
torrens.edu.au	1.05%
mq.edu.au	0.74%
uq.edu.au	0.72%
unsw.edu.au	0.66%
une.edu.au	0.54%
online.jcu.edu.au	-0.57%
studyonline.ecu.edu.au	-0.67%
studyonline.canberra.edu.au	-0.97%
studyuts.online	-1.03%
usc.edu.au	-1.4%

Torrens University surged with a 1.05% click share increase, while USC faced a 1.4% decline. Other universities experienced smaller shifts, both positive and negative.

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	swinburneonline.edu.au	torrens.edu.au	mq.edu.au	open.edu.au	latrobe.edu.au	unsw.edu.au	scu.edu.au	acap.edu.au	adelaideuni.edu.au	deakin.edu.au
2025/12/01	7.12%	3.8%	4.5%	5.2%	3.77%	3.79%	3.06%	2.36%	2.97%	2.74%
2025/12/02	7.35%	3.79%	1.85%	5.89%	4.54%	4.02%	2.04%	2.8%	3.15%	2.36%
2025/12/03	6.34%	3.31%	6.04%	6.11%	4.26%	3.54%	1.94%	2.14%	3.48%	2.38%
2025/12/04	7.68%	3.69%	3.22%	6.51%	3.66%	3.31%	2.46%	2.29%	2.01%	2.59%
2025/12/05	7.88%	3.59%	3.25%	6.87%	3.5%	2.48%	2.58%	2.38%	3.66%	2.86%
2025/12/06	7.01%	3.76%	2.61%	7.07%	3.2%	3.14%	2.37%	2.16%	3.26%	3.96%
2025/12/07	7%	3.06%	4.48%	7.74%	2.42%	3.33%	2.18%	2.14%	3.17%	3.4%
2025/12/08	7.9%	3.2%	3.47%	5.67%	3.89%	3.61%	2.57%	1.98%	3.27%	3.46%
2025/12/09	8.54%	3.95%	1.9%	6.87%	3.24%	3.96%	2.91%	2.15%	3.66%	3.04%
2025/12/10	7.86%	4.23%	1.66%	8.59%	3.08%	3.04%	2.73%	2.43%	3.7%	3.68%
2025/12/11	6.3%	3.77%	4.86%	7.45%	3.18%	2.81%	2.19%	2.18%	3.06%	4.13%
2025/12/12	5.98%	3.89%	3.13%	9.58%	3.45%	2.86%	2.37%	2.01%	3.61%	4.34%
2025/12/13	6%	3.67%	3.86%	10.14%	3.55%	4.39%	2.55%	1.94%	3.15%	3.36%
2025/12/14	5.71%	4.09%	3.8%	9.43%	3.32%	3.13%	2.03%	1.78%	5.18%	3.01%
2025/12/15	6.35%	3.27%	3.79%	9.17%	3.17%	3.62%	2.85%	2.1%	2.44%	3.94%
2025/12/16	6.67%	3.07%	4.23%	7.37%	3%	3.61%	2.32%	2.03%	2.55%	5.19%
2025/12/17	7.18%	3.09%	4.58%	8.88%	3.29%	3.15%	1.9%	2.26%	2.09%	5.53%
2025/12/18	7.63%	4.76%	2.23%	8.87%	5.04%	2.76%	2.03%	2.62%	2.21%	5.96%
2025/12/19	8.21%	4.75%	5.11%	7.93%	3.96%	3.6%	2.24%	2.93%	2.7%	5.89%
2025/12/20	8.76%	5%	2.05%	9.55%	3.9%	3.84%	2.54%	2.83%	3.13%	5.09%
2025/12/21	8.49%	4.59%	1.95%	10.19%	3.48%	4.9%	2.24%	2.15%	3.25%	5.64%
2025/12/22	6.74%	4.87%	4.83%	8.33%	3.26%	4.37%	2.51%	2.78%	2.31%	5.73%
2025/12/23	6.51%	5.39%	3.6%	10.25%	4.33%	4.44%	2.32%	3.71%	3.41%	5.37%
2025/12/24	7.37%	5.85%	5.43%	11.78%	3.06%	3.64%	2.02%	3.07%	3.58%	2.7%
2025/12/25	6.87%	5.46%	4.6%	13.17%	3.89%	3.41%	2.29%	2.79%	4.06%	2.08%
2025/12/26	5.98%	6.5%	4.42%	11.16%	3.07%	4.95%	2.45%	2.83%	4.01%	2.88%
2025/12/27	6.58%	6.41%	4.83%	10.7%	3.62%	4.52%	2.32%	2.42%	3.97%	1.95%
2025/12/28	6.28%	7.26%	5.08%	3.58%	3.82%	5.32%	2.84%	2.97%	4.55%	1.72%
2025/12/29	6.86%	5.55%	5.05%	4.18%	3.99%	4.83%	3.01%	3.17%	3.08%	2%
2025/12/30	7.2%	6.66%	5.85%	4.52%	3.46%	4.88%	2.77%	3.43%	3.29%	1.55%
2025/12/31	7.59%	6.76%	5.02%	4%	3.93%	3.2%	2.96%	2.91%	2.36%	0.73%

swinburneonline.edu.au
torrens.edu.au
mq.edu.au
open.edu.au
latrobe.edu.au
unsw.edu.au
scu.edu.au
acap.edu.au
adelaideuni.edu.au
deakin.edu.au

In December 2025, Open.edu.au led with a peak impression share of 13.17% on the 25th, while Deakin.edu.au ended the month with a low of 0.73% on the 31st.

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.

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Google Text Ad Copy Insights & Creative Trends for AUS Education & Training Universities - Last month

1
Adelaide University - Economics, Finance & Trade https://www.adelaideuni.edu.au
Fit study around your life with Adelaide University's 100% online suite of programs. Enjoy flexibility with Adelaide University's 100% online study mode. Enquiry today.
2
ISN Psychology 2026 Intake - Hons, MPP, Master and DPsych https://www.isn.edu.au
ISN Psychology 2026 applications open. Apply Now. Honours, Clinical, Professional and Sport Psychology Degree options.
3
La Trobe University https://www.latrobe.edu.au
Study At La Trobe University — 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 And Valuable Experience'.
4
The University of Newcastle, Australia https://www.newcastle.edu.au
The University of Newcastle, Australia is a world-class university with a strong focus on student experience, excellence in teaching, and research.
5
The University of Sydney https://www.sydney.edu.au
Study in Sydney — Join students from around the world studying at Sydney’s top university. Experience life in Sydney. One of the world’s most liveable cities.

In the competitive landscape of university PPC ads, Adelaide University stands out with its flexible, 100% online programs. ISN Psychology highlights diverse degree options for 2026. La Trobe University emphasizes personalized study paths and memorable experiences. Newcastle University focuses on student experience and research excellence, while the University of Sydney promotes its vibrant, global student life.

Frequently Asked Questions

Why is the AUS Education & Training Universities December 2025 Report useful and how should I use it?

Why is the AUS Education & Training Universities December 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

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How to use the AUS Education & Training Universities December 2025 Report
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How often is the data updated?

Data within the AUS Education & Training Universities December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Education & Training Universities December 2025 Report?

The AUS Education & Training Universities December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Education & Training Universities December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Education & Training Universities December 2025 Report for?

The AUS Education & Training Universities December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AUS Education & Training Universities - PPC Market Share Analysis December 2025