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AUS Software & Technology Cybersecurity - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 AUS Software & Technology Cybersecurity 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
nordvpn.com 12.27
eufy.com 7.59
norton.com 7.27
expressvpn.com 7.22
swann.com 6.49
lastpass.com 5.65
mcafee.com 5.36
bitdefender.com 5.18
1password.com 4.15
surfshark.com 3.89
others 34.93

Copyright © Adthena. All rights reserved.

NordVPN leads with 12.27% click share, while ‘others’ dominate at 34.93%. Eufy and Norton follow closely, highlighting a competitive landscape.

Market Exposure

Share of Spend for the top 10 AUS Software & Technology Cybersecurity 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 nordvpn.com norton.com expressvpn.com mcafee.com bitdefender.com cybernews.com vpnpro.com huntress.com totalav.com surfshark.com
2025/05/01 13.19% 7.86% 6.7% 9.09% 7.49% 5% 4.27% 1.52% 3.05% 4.43%
2025/05/02 12.53% 6.68% 7.2% 8.69% 7.04% 6.12% 5.47% 1.14% 2.64% 3.84%
2025/05/03 9.83% 8.26% 10.79% 10.09% 6.44% 6.1% 4.29% 1.28% 3.19% 1.96%
2025/05/04 13.01% 8.43% 10.47% 9.81% 7.19% 4.23% 2.99% 1.85% 2.93% 0.79%
2025/05/05 10.17% 6.93% 8.6% 9.29% 5.74% 6.76% 4.99% 2.02% 2.81% 1.76%
2025/05/06 12.33% 7.63% 9.53% 8.32% 6.47% 5.31% 4.92% 1.79% 2.78% 2.54%
2025/05/07 12.56% 7.56% 9.16% 8.81% 6.1% 6.37% 4.02% 1.65% 3.02% 0.67%
2025/05/08 13.19% 8% 6.23% 8.39% 5.98% 4.48% 3.54% 2.1% 2.82% 1.52%
2025/05/09 14.82% 8.37% 6.81% 8.84% 6.97% 4.11% 2.85% 2.02% 2.23% 1.61%
2025/05/10 10.05% 7.5% 8.68% 9.7% 6.59% 6.19% 4.03% 2.18% 2.52% 1.76%
2025/05/11 12.31% 7.2% 7.2% 10.13% 5.81% 5.05% 3.54% 1.81% 2.44% 2.89%
2025/05/12 13.34% 8.61% 10.02% 9.53% 5.58% 6.37% 2.75% 1.95% 2.74% 1.55%
2025/05/13 10.29% 10.8% 7.23% 10.91% 6.69% 4.1% 3.34% 2.09% 2.62% 0.65%
2025/05/14 11.09% 8.5% 8.74% 8.94% 6.17% 6.11% 5.33% 1.62% 2.44% 1.45%
2025/05/15 18.32% 8.7% 7.76% 8.01% 4.98% 5.01% 3.65% 1.84% 1.92% 1.62%
2025/05/16 11.96% 8.23% 7.1% 9.17% 5.9% 6.02% 4.73% 2.07% 2.52% 3.63%
2025/05/17 12.25% 8.33% 10.07% 8.73% 5.52% 5.9% 6.44% 2.45% 2.61% 1.41%
2025/05/18 11.68% 8.5% 8.59% 8.31% 4.08% 6.05% 4.99% 2.46% 2.06% 1.58%
2025/05/19 8.43% 8.96% 4.62% 11.37% 6.87% 3.36% 2.03% 2.68% 2.77% 0.6%
2025/05/20 9.64% 10.11% 5.08% 10.84% 6.82% 3.56% 2.92% 2.56% 2.89% 0.84%
2025/05/21 7.64% 8.69% 6.2% 11.07% 7.89% 3.29% 2.31% 2.58% 2.84% 0.86%
2025/05/22 10.69% 8.85% 11.25% 8.04% 5.59% 5.98% 5% 2.26% 2.06% 1.43%
2025/05/23 15.58% 10.09% 8.9% 7.47% 5.16% 5.53% 3.84% 2.73% 1.91% 2.16%
2025/05/24 11.39% 9.71% 7.63% 6.07% 5.41% 8.12% 3.66% 2.48% 2.26% 2.39%
2025/05/25 12.81% 9.42% 8.97% 7.86% 5.11% 6.58% 5.26% 2.36% 2.27% 2.88%
2025/05/26 12.9% 9.28% 8.59% 8.01% 5.88% 6.37% 5.82% 2.3% 2.43% 1.83%
2025/05/27 13.15% 8.32% 9.29% 7.75% 5.43% 6.51% 5.89% 2.51% 2.47% 1.42%
2025/05/28 11.91% 9.59% 9.59% 7.79% 4.58% 7.38% 5.08% 2.23% 1.65% 2.62%
2025/05/29 13.93% 8.97% 9.62% 6.59% 4.33% 7.13% 4.93% 2.97% 2.08% 0.92%
2025/05/30 12.14% 10.05% 9.23% 8.01% 6.09% 6.37% 3.97% 2.64% 2.4% 0.73%
2025/05/31 14.14% 10.3% 8.5% 6.32% 5.89% 5.79% 4.52% 3.3% 1.91% 1.74%

Copyright © Adthena. All rights reserved.

In May 2025, NordVPN led with fluctuating spend, peaking at 18.32% on the 15th. Norton and ExpressVPN followed, showing steady trends. McAfee and Bitdefender maintained moderate shares. Cybernews and VPNpro had varied performances, while Huntress and TotalAV showed gradual increases. Surfshark had the lowest, with minor spikes.

Market Exposure

Competitor Count for AUS Software & Technology Cybersecurity

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
2025/05/01 300
2025/05/02 308
2025/05/03 320
2025/05/04 319
2025/05/05 335
2025/05/06 325
2025/05/07 328
2025/05/08 326
2025/05/09 332
2025/05/10 338
2025/05/11 333
2025/05/12 334
2025/05/13 323
2025/05/14 333
2025/05/15 345
2025/05/16 332
2025/05/17 343
2025/05/18 342
2025/05/19 345
2025/05/20 343
2025/05/21 340
2025/05/22 342
2025/05/23 334
2025/05/24 332
2025/05/25 327
2025/05/26 326
2025/05/27 337
2025/05/28 331
2025/05/29 333
2025/05/30 340
2025/05/31 331

Copyright © Adthena. All rights reserved.

Advertisers surged from 300 to 345 by mid-May, then fluctuated, ending at 331. A dynamic month with peaks and troughs.

Campaign Efficiency

Market Loss & Market Gains for AUS Software & Technology Cybersecurity

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
norton.com 1.29%
swann.com 1.08%
expressvpn.com 0.74%
nordvpn.com 0.4%
kaspersky.com.au 0.26%
bitdefender.com -0.22%
1password.com -0.31%
amazon.com.au -0.6%
lastpass.com -1.37%
eufy.com -2.27%

Copyright © Adthena. All rights reserved.

Swann.com and Norton.com surged in click share, while Eufy.com and Lastpass.com faced declines. ExpressVPN and NordVPN saw moderate gains.

Campaign Efficiency

AUS Software & Technology Cybersecurity 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 nordvpn.com norton.com amazon.com.au expressvpn.com bitdefender.com eufy.com cybernews.com mcafee.com vpnpro.com swann.com
2025/05/01 7.98% 5.76% 5.27% 5.03% 5.89% 3.2% 4.23% 5.95% 3.11% 4.39%
2025/05/02 8.35% 4.27% 4.77% 5.22% 5.07% 5.07% 4.63% 5.82% 3.83% 4.71%
2025/05/03 6.1% 5.34% 8.76% 5.81% 5.1% 5.99% 4.23% 5.96% 2.75% 2.73%
2025/05/04 7.95% 5.49% 3.69% 6.38% 6.13% 6.82% 3.12% 5.99% 2.24% 3.46%
2025/05/05 5.84% 4.18% 6.48% 4.76% 4.59% 3.74% 4.5% 5.28% 3.12% 6.63%
2025/05/06 6.54% 4.71% 9.47% 5.49% 5.03% 4.29% 3.45% 4.7% 2.9% 5.28%
2025/05/07 7.22% 4.95% 6.94% 5.22% 5.1% 7.37% 4.3% 5.13% 2.29% 4.58%
2025/05/08 7.45% 5.99% 9.01% 3.69% 4.78% 3.67% 3% 4.55% 2.39% 4.49%
2025/05/09 8.09% 5.96% 9.28% 4.06% 5.29% 4.63% 2.95% 4.86% 2.01% 5.55%
2025/05/10 6.32% 5.89% 7.3% 5.22% 5.07% 3.46% 4.51% 5.34% 3.01% 4.56%
2025/05/11 7.06% 5.88% 11.69% 4.36% 4.35% 4.8% 3.38% 5.4% 2.36% 3.28%
2025/05/12 7.29% 6.44% 10.22% 5.31% 4.59% 3.81% 4.32% 5.63% 1.83% 6.29%
2025/05/13 6.33% 8.44% 4.25% 4.47% 5% 7.48% 2.96% 5.96% 2.08% 3.19%
2025/05/14 7.36% 6.76% 5.48% 4.57% 4.94% 5.59% 3.85% 5.73% 3.14% 5.52%
2025/05/15 10% 7.76% 4.06% 4.73% 4.87% 6.22% 3.51% 5.02% 2.6% 5.58%
2025/05/16 7.59% 6.36% 6.26% 4.53% 4.64% 5.63% 4.3% 4.9% 3.18% 2.89%
2025/05/17 8.13% 7.04% 5.24% 6.07% 4.99% 4.14% 4.08% 5.68% 4.2% 4.24%
2025/05/18 7.55% 6.95% 5.51% 5.28% 3.11% 3.64% 4.32% 5.03% 3.68% 5.79%
2025/05/19 6.26% 6.74% 7.97% 3.8% 5.19% 2.76% 2.12% 6.68% 1.24% 7.19%
2025/05/20 6.5% 7.25% 6.79% 3.81% 4.93% 3.94% 2.09% 5.49% 1.5% 9%
2025/05/21 5.16% 5.83% 4.03% 4.66% 5.67% 3.69% 2.04% 5.35% 1.34% 12.6%
2025/05/22 7.35% 7.13% 4.89% 6.82% 5.03% 2.75% 4.67% 4.65% 3.56% 4.31%
2025/05/23 9.72% 8.45% 7.02% 5.81% 4.07% 3.61% 4.23% 4.67% 2.59% 2.54%
2025/05/24 7.09% 7.9% 3% 4.81% 4.37% 4.58% 5.77% 4.15% 2.54% 5.13%
2025/05/25 8.31% 8.35% 2.52% 5.54% 4.24% 3.55% 4.57% 5.07% 3.86% 5.21%
2025/05/26 8.27% 8.36% 7.42% 5.2% 4.96% 2.7% 4.64% 4.6% 4.15% 4.23%
2025/05/27 7.92% 6.97% 8.47% 5.76% 4.64% 3.5% 4.58% 4.99% 3.73% 4.05%
2025/05/28 7.63% 8.67% 6.44% 5.78% 3.8% 5.08% 5.34% 4.63% 3.56% 2.29%
2025/05/29 8.6% 8.25% 6.31% 5.88% 3.48% 4.24% 5.24% 3.52% 3.49% 2.53%
2025/05/30 7.27% 7.82% 6.14% 5.23% 4.65% 3.97% 4.57% 4.5% 2.54% 4.08%
2025/05/31 9.15% 8.66% 6.3% 5.64% 4.85% 4.42% 4.24% 3.89% 3.23% 1.88%

Copyright © Adthena. All rights reserved.

In May 2025, NordVPN’s impression share fluctuated, peaking at 10.00% on the 15th. Norton saw a steady rise, ending at 8.66%. Amazon.com.au had a volatile month, with a high of 11.69% on the 11th. ExpressVPN maintained stability, while Bitdefender experienced a decline. Eufy and Cybernews showed varied trends, with Cybernews peaking at 5.77% on the 24th. McAfee’s share decreased, and VPNPro had a modest rise. Swann’s share spiked mid-month, reaching 12.60% on the 21st, but ended at 1.88%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Software & Technology Cybersecurity

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
    Top 8 Free VPNs in Australia - Recommended (May 2025) https://au.cybernews.com

    Keep your data safe with a leading VPN service, trusted by users in May 2025. Explore the...

  2. 2
    Start Your Risk Free Trial Now - Join & Get 4 Extra Months Free https://www.expressvpn.com

    ExpressVPN- The world's leading VPN service. Subscribe Today & protect your privacy online. Our...

  3. 3
    Free VPN? Don’t Risk It - Try Now NordVPN Risk-Free https://www.nordvpn.com

    Try NordVPN Risk-Free. If You’re Not 100% Satisfied, Take Our 30-Day Money-Back-Guarantee

  4. 4
    Norton™ 360 - Official Site https://www.norton.com

    Get the Protection You Need — Norton™ 360 Helps Keep You Protected. Get Protection From Malware & Ransomware Attacks.

  5. 5
    7 Best VPNs in Australia - Updated on May 2025 https://top.vpnpro.com › vpn

    Protect your online privacy with the best-rated VPN. Secure, private, and highly reviewed.

Copyright © Adthena. All rights reserved.

In the competitive world of VPN services, advertisers like Cybernews, ExpressVPN, NordVPN, Norton, and VPNpro are leading the charge. Their ads emphasize security, privacy, and risk-free trials, with enticing offers like extra months free and money-back guarantees, capturing the audience’s trust and interest.

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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.

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