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UK Education & Training Online Universities/E-Learning - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 UK Education & Training Online Universities/E-Learning 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
open.ac.uk 16.54
coursera.org 16
udemy.com 14.33
readingeggs.co.uk 3.81
learndirect.com 3.48
arden.ac.uk 3.22
openstudycollege.com 3
superprof.co.uk 2.66
skillshare.com 2.63
icslearn.co.uk 2.48
others 31.85

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In the education sector’s PPC landscape, ‘others’ dominate with 31.85% click share. ‘Open.ac.uk’ and ‘coursera.org’ follow closely, capturing 16.54% and 16.00% respectively.

Market Exposure

Share of Spend for the top 10 UK 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. 

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Share of Spend - Last Month
Date open.ac.uk coursera.org arden.ac.uk icslearn.co.uk openstudycollege.com udemy.com e-careers.com learndirect.com getsmarter.com theknowledgeacademy.com
2025/05/01 19.04% 8.85% 6.3% 7.1% 4.62% 3.08% 2.22% 5.36% 0.95% 2.27%
2025/05/02 18.74% 8.38% 2.39% 7.03% 5.39% 2.18% 3.43% 5.37% 0.87% 2.62%
2025/05/03 11.45% 11.11% 3.07% 8.18% 7.2% 3.31% 3.44% 3.52% 1.54% 0.16%
2025/05/04 11.92% 10.53% 5.82% 8.24% 6.65% 2.35% 3.1% 2.73% 1.33% 0.15%
2025/05/05 7.2% 10.51% 4.69% 8.13% 6.22% 2.03% 4.44% 5.61% 1.26% 0.14%
2025/05/06 12.84% 11.27% 4.77% 8.04% 3.81% 2.77% 2.49% 3.5% 1.18% 2.24%
2025/05/07 12.46% 10.47% 2.8% 7.48% 4.87% 1.85% 3.3% 4.3% 0.82% 2.6%
2025/05/08 9.96% 10.47% 2.84% 8.18% 3.85% 2.33% 2.99% 4.73% 1.05% 3%
2025/05/09 13.83% 9.06% 5.95% 6.82% 4.6% 2.29% 2.11% 4.58% 0.89% 3.25%
2025/05/10 12.27% 7.69% 4.91% 10.06% 5.48% 2.49% 1.83% 3.04% 1.43% 2.34%
2025/05/11 11.13% 9.51% 4.92% 8.87% 5.7% 3.68% 2.99% 2.28% 1.08% 2.37%
2025/05/12 17.83% 7.77% 6.56% 7.03% 4.27% 2.92% 2.73% 4.15% 0.87% 2.86%
2025/05/13 13.72% 8.51% 6.72% 7.94% 3.45% 2.41% 2.65% 4.06% 0.88% 2.4%
2025/05/14 13.61% 8.12% 5.97% 7.56% 4.59% 2.89% 3.19% 3.8% 0.74% 2.54%
2025/05/15 9.97% 7.95% 6.3% 7.67% 2.78% 1.35% 3.94% 3.16% 2.55% 2.21%
2025/05/16 9.12% 6.38% 5.91% 9.15% 4.09% 2.13% 5.44% 4.22% 2.23% 2.6%
2025/05/17 15.13% 8.75% 5.15% 7.39% 3.52% 2.49% 3.92% 1.98% 2.57% 2.25%
2025/05/18 11.74% 8.16% 4.14% 7.47% 5.04% 2.29% 3.23% 2.63% 2.9% 1.95%
2025/05/19 15.01% 7.71% 6.16% 7.49% 3.87% 2.95% 4.02% 3.4% 2.75% 2.8%
2025/05/20 7.3% 9.26% 5.57% 8.56% 3.18% 3.12% 3.34% 4.49% 1.93% 2.91%
2025/05/21 10.26% 8.47% 4.99% 8.17% 2.71% 4.06% 4.15% 4.53% 2.56% 2.52%
2025/05/22 7.76% 11.39% 5.75% 7.62% 3.41% 4.28% 3.64% 4.27% 1.78% 3.5%
2025/05/23 10.09% 9.44% 4.49% 8.85% 3.81% 3.25% 3.7% 4.79% 2.17% 3.1%
2025/05/24 10.23% 8.85% 4.76% 8.3% 4.53% 3.59% 4.62% 1.42% 2.95% 1.97%
2025/05/25 16.07% 10.82% 2.75% 7.27% 3.39% 3.16% 3.87% 2.16% 2.51% 2.42%
2025/05/26 11.21% 10.28% 4.37% 8.14% 4.31% 3.45% 4.55% 4.28% 1.92% 0.16%
2025/05/27 4.36% 11.71% 6.04% 9.12% 3.06% 3.14% 3.66% 4.55% 1.7% 3.49%
2025/05/28 12.45% 10.4% 6.67% 6.2% 3.52% 3.62% 3.22% 3.62% 2.14% 2.57%
2025/05/29 11.39% 10.39% 9.2% 6.16% 3.41% 3.03% 2.91% 5.98% 2.5% 2.48%
2025/05/30 15.33% 9.84% 11.5% 6.15% 2.95% 3.33% 2.84% 3.17% 1.47% 2.68%
2025/05/31 17.02% 9.44% 7.56% 6.54% 3.54% 3.04% 2.62% 2.54% 2.25% 1.91%

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In May 2025, Open University’s PPC spend share fluctuated, peaking at 19.04% and ending at 17.02%. Coursera maintained a steady presence, while Arden University saw a late surge. ICS Learn and Open Study College showed consistent mid-range activity. Udemy and e-Careers had modest shares, with Learndirect and GetSmarter trailing. The Knowledge Academy had minimal impact.

Market Exposure

Competitor Count for UK 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. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 341
2025/05/02 346
2025/05/03 349
2025/05/04 336
2025/05/05 349
2025/05/06 342
2025/05/07 389
2025/05/08 378
2025/05/09 372
2025/05/10 375
2025/05/11 387
2025/05/12 366
2025/05/13 394
2025/05/14 391
2025/05/15 400
2025/05/16 383
2025/05/17 368
2025/05/18 363
2025/05/19 359
2025/05/20 361
2025/05/21 340
2025/05/22 329
2025/05/23 337
2025/05/24 336
2025/05/25 325
2025/05/26 340
2025/05/27 323
2025/05/28 326
2025/05/29 319
2025/05/30 314
2025/05/31 375

Copyright © Adthena. All rights reserved.

May began with 341 advertisers, peaking at 400 mid-month. A decline followed, ending with 375.

Campaign Efficiency

Market Loss & Market Gains for UK 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.

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Market Loss & Market Gains - Last month
Name Market Trend
udemy.com 5.6%
coursera.org 2.08%
freecoursesinengland.co.uk 1.12%
readingeggs.co.uk 0.61%
domestika.org 0.38%
openstudycollege.com -0.62%
masterclass.com -1.04%
newskillsacademy.co.uk -1.36%
open.ac.uk -1.5%
readingeggs.com -3.03%

Copyright © Adthena. All rights reserved.

Udemy.com surged with a 5.60% click share increase, while readingeggs.com faced a 3.03% decline. Coursera.org rose by 2.08%, contrasting open.ac.uk’s 1.50% drop.

Campaign Efficiency

UK 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.

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Date open.ac.uk arden.ac.uk coursera.org udemy.com icslearn.co.uk openstudycollege.com coursesonline.co.uk learndirect.com e-careers.com readingeggs.com
2025/05/01 11.73% 8.59% 7.48% 6.42% 2.39% 6.19% 1.04% 4.37% 0.94% 4.98%
2025/05/02 13.09% 3.98% 7.99% 5.28% 2.71% 8.03% 0.95% 4.28% 1.26% 5.07%
2025/05/03 8.13% 4.74% 9.06% 7.23% 3.21% 8.74% 1.26% 2.56% 1.49% 4.07%
2025/05/04 7.92% 8.61% 8.98% 5.23% 3.36% 8.42% 1.46% 2.06% 1.33% 3.87%
2025/05/05 5.95% 7.12% 10.84% 4.59% 2.96% 8.48% 1.31% 4.23% 1.85% 3.07%
2025/05/06 8.74% 6.42% 9.97% 5.33% 2.57% 4.82% 2.62% 2.98% 1.01% 4.18%
2025/05/07 9.58% 4.16% 9.72% 3.1% 2.7% 5.15% 2.53% 3.46% 1.53% 3.08%
2025/05/08 8.03% 3.97% 9.58% 4.94% 3.08% 3.47% 1.6% 3.74% 1.38% 3.65%
2025/05/09 10.13% 8.7% 7.6% 4.74% 2.49% 4.63% 2.33% 3.49% 0.94% 3.27%
2025/05/10 9.94% 8.05% 7.06% 5.33% 4.1% 6.07% 1.72% 2.17% 0.99% 2.38%
2025/05/11 8.14% 7.53% 7.68% 7.77% 3.13% 6.18% 1.84% 1.69% 1.33% 3.81%
2025/05/12 12.75% 9% 6.86% 6.31% 2.64% 4.47% 1.67% 3.29% 1.25% 3.35%
2025/05/13 10.93% 9.47% 8.36% 4.82% 3.01% 3.26% 2.76% 3.42% 1.23% 3.04%
2025/05/14 10.9% 8.93% 7.97% 6.33% 2.81% 5.06% 2.51% 3.12% 1.46% 1.79%
2025/05/15 8.16% 9.7% 7.82% 2.42% 2.88% 2.64% 2.24% 2.68% 1.79% 2.4%
2025/05/16 7.23% 9.17% 6.15% 5.35% 3.18% 4.94% 2.2% 3.26% 2.48% 2.34%
2025/05/17 9.77% 7.45% 8.56% 5.66% 2.43% 4.64% 1.96% 1.35% 1.59% 2.38%
2025/05/18 8.45% 6.94% 7.44% 5.37% 2.69% 5.77% 2.58% 1.64% 1.51% 3.29%
2025/05/19 11.15% 10.34% 7.31% 7.66% 2.5% 4.78% 2.14% 2.93% 1.83% 0.67%
2025/05/20 5.89% 8.77% 8.86% 7.67% 3.05% 3.35% 2.32% 3.23% 1.47% 0%
2025/05/21 7.92% 6.91% 8.09% 9.95% 2.79% 2.36% 2.23% 3.51% 1.75% 0%
2025/05/22 5.98% 8.31% 10.44% 10.42% 2.58% 4.31% 2.67% 3.6% 1.51% 0%
2025/05/23 7.82% 6.53% 9.11% 7.96% 3.07% 3.64% 2.13% 4.04% 1.66% 0%
2025/05/24 7.44% 6.46% 8.68% 8.45% 3.36% 4.94% 1.87% 1.18% 2.17% 0%
2025/05/25 12.06% 4.02% 10.2% 7.9% 2.79% 3.23% 1.52% 1.92% 1.86% 0%
2025/05/26 9.89% 5.91% 9.84% 8.4% 3.3% 3.61% 1.34% 3.18% 2.14% 0%
2025/05/27 3.57% 9.27% 11.04% 7.63% 3.47% 2.67% 1.59% 4.09% 1.53% 0%
2025/05/28 9.58% 10.18% 9.41% 8.22% 2.07% 3.92% 1.55% 3.02% 1.43% 0%
2025/05/29 8.38% 13.27% 9.88% 6.47% 2.15% 3.78% 1.66% 4.26% 1.15% 0%
2025/05/30 9.94% 15.57% 8.74% 7.34% 2.23% 3.24% 1.51% 2.29% 1.03% 0%
2025/05/31 11.77% 10.94% 8.92% 7.08% 2.97% 2.89% 2.6% 2.08% 1.13% 0%

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In May 2025, Open.ac.uk’s impression share fluctuated, peaking at 13.09% and ending at 11.77%. Arden.ac.uk saw a late surge, closing at 10.94%. Coursera.org maintained stability, finishing at 8.92%. Udemy.com experienced moderate growth, ending at 7.08%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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.

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  1. 1
    University Open Courses https://study.arden.ac.uk

    Study Your Degree Online — Gain A Recognised Qualification Through Online Learning Without Putting Your Life On Hold. Join...

  2. 2
    Coursera Plus | Upskill with Coursera Plus | Start 7-day Free Trial https://www.coursera.org

    Get unlimited access to over 10,000 learning programs from top universities and companies. Earn multiple certificates, expand your career...

  3. 3
    The Open University® https://www.open.ac.uk › open › university

    Open Up Your Future — Study Flexibly Around Your Life & Get All The Expert Tutor Support To Open Up Your Future. Step...

  4. 4
    Open College Online Courses https://www.openstudycollege.com

    Choose From Over 700 Courses — Fully accredited online courses designed to be studied from the comfort of home. Join thousands...

  5. 5
    Udemy - Courses On Demand | Udemy® Official Site https://www.udemy.com

    Find the right instructor for you. Choose from many topics, skill levels, and languages. Shop thousands of high-quality on-demand online courses.

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In the competitive landscape of online education, top advertisers like Arden University, Coursera, The Open University, Open Study College, and Udemy captivate audiences with flexible learning, vast course selections, and career-enhancing opportunities. Their compelling messaging emphasizes convenience, accessibility, and personal growth.

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