AUS Education & Training Universities - PPC Market Share Analysis November 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.

Universities – AUS

Google AI Overview visibility for Education & Training Universities 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 24.5008453739
75.4991546261
24%

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 2%
Seasonal 0%
Local 1%
Problem Solving 7%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
open.edu.au 7.29
torrens.edu.au 6.53
swinburneonline.edu.au 5.58
latrobe.edu.au 3.43
unsw.edu.au 2.87
mq.edu.au 2.75
adelaideuni.edu.au 2.58
studyuts.online 2.54
une.edu.au 2.53
deakin.edu.au 2.52
others 61.38
  • open.edu.au - 7.29%
  • torrens.edu.au - 6.53%
  • swinburneonline.edu.au - 5.58%
  • latrobe.edu.au - 3.43%
  • unsw.edu.au - 2.87%
  • mq.edu.au - 2.75%
  • adelaideuni.edu.au - 2.58%
  • studyuts.online - 2.54%
  • une.edu.au - 2.53%
  • deakin.edu.au - 2.52%
  • others - 61.38%

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In the education sector’s PPC landscape, “others” dominate with 61.38% click share. Open.edu.au leads individual domains at 7.29%, followed by Torrens.edu.au at 6.53%, and Swinburneonline.edu.au at 5.58%.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date swinburneonline.edu.au open.edu.au torrens.edu.au online.scu.edu.au latrobe.edu.au studyonline.canberra.edu.au studyuts.online adelaideuni.edu.au mq.edu.au une.edu.au
2025/10/01 12.22% 6.21% 5.49% 2.79% 2.69% 5.16% 2.4% 3.45% 4.37% 1.22%
2025/10/02 12.46% 6.32% 4.98% 2.68% 2.76% 5% 2.42% 3.13% 2.25% 1.25%
2025/10/03 12.26% 6.78% 5.84% 2.41% 2.69% 4.9% 2.13% 2.96% 0.92% 1.66%
2025/10/04 10.58% 8.11% 5.72% 2.25% 2.89% 4.7% 2.15% 2.46% 3.79% 2.92%
2025/10/05 10.01% 7.84% 5.39% 2.06% 3.33% 4.72% 2.07% 3.34% 2.31% 4.05%
2025/10/06 11.24% 7.16% 5.01% 2.7% 2.79% 5.26% 1.99% 2.66% 1.65% 2.82%
2025/10/07 14.39% 6.55% 4.71% 2.95% 3.37% 5.89% 1.9% 2.49% 1.91% 2.78%
2025/10/08 14% 7.13% 4.75% 3.05% 3.05% 6.13% 2.22% 2.59% 2.3% 2.22%
2025/10/09 14.21% 6.93% 4.69% 3.2% 2.82% 6.08% 2.92% 2.02% 2.59% 1.95%
2025/10/10 13.53% 7.82% 5.09% 3.27% 2.78% 5.82% 2.33% 2.42% 1.45% 2.19%
2025/10/11 13.61% 8.63% 4.72% 3.05% 2.55% 5.11% 2.55% 2.51% 2.56% 2.91%
2025/10/12 13.15% 8.57% 5.25% 3.01% 3.29% 5.46% 2.3% 2.44% 2.33% 3.23%
2025/10/13 16.18% 6.48% 4.89% 3.48% 2.39% 6.49% 2.53% 2.59% 2.46% 2.09%
2025/10/14 18.05% 6.66% 4.59% 3.38% 2.53% 6.76% 2.45% 1.77% 1.93% 2.15%
2025/10/15 17.5% 7.27% 5.25% 3.41% 3.27% 7.04% 2.36% 2.1% 1.82% 2.18%
2025/10/16 15.56% 8.38% 5.09% 2.81% 3.33% 6.13% 2.21% 1.91% 2.54% 1.94%
2025/10/17 15.46% 9.29% 4.37% 2.95% 2.52% 5.51% 2.39% 2.1% 2.32% 2.51%
2025/10/18 15.35% 9.96% 3.97% 2.81% 2.48% 5.69% 2.34% 2.82% 2.13% 2.44%
2025/10/19 14.22% 9.84% 5.74% 2.7% 2.13% 5.5% 2.42% 2.46% 1.33% 2.99%
2025/10/20 15.8% 7.88% 5.37% 2.9% 2.05% 5.45% 2.44% 1.74% 2.06% 2.77%
2025/10/21 16.9% 7.53% 5.67% 2.75% 2.54% 5.84% 2.23% 1.95% 2.45% 2.89%
2025/10/22 16.4% 8.37% 5.36% 3.08% 3.35% 5.17% 2.17% 1.46% 2.45% 2.15%
2025/10/23 15.18% 8.98% 4.85% 2.73% 2.64% 5.6% 2.19% 1.29% 2.69% 1.55%
2025/10/24 14.8% 9.62% 5.86% 2.4% 2.81% 4.27% 1.98% 1.5% 1.79% 2.12%
2025/10/25 14.75% 11.32% 6.37% 2.33% 2.95% 3.82% 2.2% 1.76% 2.2% 2%
2025/10/26 15.28% 9.86% 5.76% 2.2% 2.62% 4.27% 2.11% 1.89% 2.05% 1.78%
2025/10/27 16.32% 9.28% 5.15% 2.45% 2.83% 3.95% 2.67% 1.66% 1.34% 1.38%
2025/10/28 16.23% 9.68% 4.84% 2.84% 2.52% 3.9% 2.44% 1.35% 2.29% 1.14%
2025/10/29 15.33% 8.95% 4.64% 3.26% 3% 3.61% 2.88% 1.38% 1.75% 1.17%
2025/10/30 15.78% 8.47% 5.13% 3.66% 3.34% 3.43% 2.62% 2.23% 1.41% 1.22%
2025/10/31 15.54% 8.82% 6.88% 3.74% 3.62% 3.51% 2.78% 1.84% 1.49% 1.25%
  • swinburneonline.edu.au
  • open.edu.au
  • torrens.edu.au
  • online.scu.edu.au
  • latrobe.edu.au
  • studyonline.canberra.edu.au
  • studyuts.online
  • adelaideuni.edu.au
  • mq.edu.au
  • une.edu.au

Copyright © Adthena. All rights reserved.

Swinburne Online led October with a peak at 18.05% on the 14th. Open.edu.au surged mid-month, reaching 11.32% on the 25th. Torrens.edu.au ended strong at 6.88% on the 31st.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/10/01 329
2025/10/02 335
2025/10/03 329
2025/10/04 335
2025/10/05 331
2025/10/06 341
2025/10/07 334
2025/10/08 337
2025/10/09 341
2025/10/10 334
2025/10/11 332
2025/10/12 328
2025/10/13 322
2025/10/14 335
2025/10/15 327
2025/10/16 317
2025/10/17 320
2025/10/18 324
2025/10/19 327
2025/10/20 327
2025/10/21 333
2025/10/22 341
2025/10/23 343
2025/10/24 348
2025/10/25 338
2025/10/26 342
2025/10/27 337
2025/10/28 345
2025/10/29 351
2025/10/30 354
2025/10/31 353

Copyright © Adthena. All rights reserved.

October began with 329 advertisers, fluctuating throughout the month. A notable rise occurred, peaking at 354 on October 30. The month concluded with 353 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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
unsw.edu.au 0.85%
torrens.edu.au 0.71%
cdu.edu.au 0.66%
studyuts.online 0.43%
uwa.edu.au 0.42%
mq.edu.au -0.43%
une.edu.au -0.57%
studyonline.canberra.edu.au -0.59%
adelaideuni.edu.au -0.62%
scu.edu.au -0.79%

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UNSW.edu.au leads with a 0.85% click share rise, while SCU.edu.au drops by 0.79%.

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.

Date swinburneonline.edu.au torrens.edu.au open.edu.au latrobe.edu.au deakin.edu.au studyuts.online adelaideuni.edu.au mq.edu.au unsw.edu.au une.edu.au
2025/10/01 7.17% 6.07% 6.63% 2.93% 1.37% 1.97% 3.99% 5.06% 4.48% 1.19%
2025/10/02 7.59% 5.41% 6.52% 2.88% 2.61% 2% 3.35% 2.49% 2.48% 1.3%
2025/10/03 7.52% 6.43% 6.87% 2.86% 2.28% 1.81% 3.15% 1.07% 2.38% 1.73%
2025/10/04 6.34% 6.31% 8.68% 3% 2.43% 1.93% 2.58% 3.99% 2.27% 3.38%
2025/10/05 5.58% 5.97% 7.83% 3.26% 2.31% 1.83% 3.36% 2.48% 2.36% 5.19%
2025/10/06 6.08% 5.58% 6.96% 2.86% 2.18% 1.78% 2.79% 1.86% 1.66% 2.97%
2025/10/07 7.87% 5.68% 6.09% 3.78% 2.45% 1.72% 2.9% 2.37% 2.18% 3.23%
2025/10/08 7.47% 5.88% 6.65% 3.37% 2.13% 2.11% 2.89% 2.95% 2.97% 2.46%
2025/10/09 7.54% 5.64% 6.17% 3.11% 2.5% 2.84% 2.32% 3.55% 1.97% 2.19%
2025/10/10 6.43% 6.14% 7.41% 3.06% 2.41% 2.16% 2.8% 1.7% 2.13% 2.4%
2025/10/11 6.13% 5.6% 7.79% 2.67% 2.64% 2.62% 3.14% 3.44% 2.37% 3.16%
2025/10/12 5.6% 6.36% 7.59% 3.8% 2.22% 2.34% 2.93% 3.19% 2.93% 3.73%
2025/10/13 7.18% 6.19% 5.08% 2.7% 2.43% 2.66% 3.12% 3.6% 1.79% 2.43%
2025/10/14 8.58% 5.83% 5.75% 2.9% 2.44% 2.71% 2.09% 2.82% 2.42% 2.48%
2025/10/15 8.41% 6.86% 6.13% 3.99% 2.49% 2.57% 2.49% 2.55% 1.94% 2.58%
2025/10/16 6.68% 6.53% 7.35% 4.15% 2.57% 2.18% 2.33% 3.8% 2.45% 2.18%
2025/10/17 6.41% 5.52% 8.29% 2.84% 2.62% 2.5% 2.5% 3.36% 2.91% 2.85%
2025/10/18 6.76% 5.2% 8.57% 2.91% 2.41% 2.41% 3.51% 3.12% 3.07% 2.67%
2025/10/19 5.92% 7.15% 8.7% 2.43% 2.83% 2.67% 2.92% 1.73% 2.17% 3.54%
2025/10/20 6.95% 6.87% 6.66% 2.39% 2.46% 2.54% 2% 2.92% 3.09% 3.17%
2025/10/21 7.79% 7.2% 6.01% 3.14% 2.21% 2.29% 2.37% 3.7% 3.15% 3.43%
2025/10/22 7.21% 6.92% 6.75% 4.13% 2.06% 2.36% 1.82% 3.55% 3.12% 2.35%
2025/10/23 6.82% 6.13% 7.74% 3.14% 2.02% 2.33% 1.51% 3.86% 4.57% 1.59%
2025/10/24 6.55% 7.4% 8.28% 3.24% 2.04% 2.1% 1.73% 2.5% 4.2% 2.19%
2025/10/25 7.2% 7.77% 9.72% 3.51% 2.53% 2.33% 2.1% 2.96% 3.94% 2.06%
2025/10/26 7.57% 6.68% 8.53% 3.01% 2.38% 2.26% 2.31% 2.89% 3.75% 1.75%
2025/10/27 7.81% 6.34% 7.78% 3.4% 2.47% 3.15% 2.1% 1.75% 3.73% 1.37%
2025/10/28 7.82% 5.88% 8.39% 2.96% 2.46% 2.54% 1.73% 3.26% 3.96% 1.12%
2025/10/29 7.4% 5.41% 7.71% 3.61% 2.69% 3.04% 1.75% 2.39% 3.37% 1.18%
2025/10/30 7.67% 6.1% 7.4% 3.98% 2.42% 2.48% 2.88% 1.88% 3.07% 1.24%
2025/10/31 8.18% 8.18% 7.82% 4.36% 2.61% 2.6% 2.43% 2.07% 1.79% 1.3%
  • swinburneonline.edu.au
  • torrens.edu.au
  • open.edu.au
  • latrobe.edu.au
  • deakin.edu.au
  • studyuts.online
  • adelaideuni.edu.au
  • mq.edu.au
  • unsw.edu.au
  • une.edu.au

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In October 2025, Swinburne Online’s impression share fluctuated, peaking at 8.58% mid-month. Torrens University saw a steady rise, ending at 8.18%. Open Universities Australia led with a high of 9.72% on October 25th.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Education & Training Universities - Last month
  1. 1
    Adelaide University https://www.adelaideuni.edu.au

    Australia's Newest University — Adelaide University is Committed to Providing Educational Opportunities for Students. Discover a...

  2. 2
    Charles Sturt University https://study.csu.edu.au › course › information

    Courses - Study — Charles Sturt Uni offers a range of study options across multiple campuses. Find out more. Match...

  3. 3
    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.

  4. 4
    La Trobe University - La Trobe University Melbourne https://www.latrobe.edu.au

    Choose Your Own Path By Applying To Study At La Trobe University. Book A 1:1 Consultation

  5. 5
    No ATAR Required And No Exams - Make Your Degree Work For You https://www.torrens.edu.au › business › marketing

    Choose Marketing And Immerse Yourself In A World Of Creativity, Strategy, And Innovation. Unlock...

Copyright © Adthena. All rights reserved.

Adelaide University highlights its commitment to educational opportunities, while Charles Sturt University emphasizes diverse study options. ISN Psychology promotes its 2026 intake, La Trobe University offers personalized consultations, and Torrens University focuses on creativity without exams.

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