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UK Education & Training Online Universities/E-Learning - PPC Market Share Analysis April 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
coursera.org 18.69
udemy.com 17.16
open.ac.uk 10.42
learndirect.com 4.86
readingeggs.com 4.04
skillshare.com 3.73
superprof.co.uk 3.55
codecademy.com 2.65
openstudycollege.com 2.59
futurelearn.com 2.5
others 29.81

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In the education sector’s PPC landscape, Coursera leads with 18.69% click share, closely followed by Udemy at 17.16%. Open.ac.uk captures 10.42%, while ‘others’ dominate with 29.81%.

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 icslearn.co.uk learndirect.com openstudycollege.com udemy.com theknowledgeacademy.com lse.ac.uk arden.ac.uk e-careers.com
2025/04/01 19.35% 8.93% 5.35% 5.61% 6.45% 3.24% 2.04% 1.49% 2.9% 1.55%
2025/04/02 7.34% 13.24% 4.39% 5.07% 3.67% 6.68% 3.61% 1.73% 3.13% 1.32%
2025/04/03 6.96% 10.8% 5.91% 4.27% 2.9% 6.84% 2.62% 1.91% 3.52% 1.11%
2025/04/04 18.99% 10.32% 5.99% 4.57% 4.34% 4.4% 2.3% 1.62% 1.43% 2.07%
2025/04/05 11.21% 13.51% 6.58% 4.27% 5.13% 4.34% 0.92% 1.91% 1.97% 1.37%
2025/04/06 7.55% 13.56% 10.67% 3.47% 5.62% 2.98% 0.69% 1.49% 0.75% 1.01%
2025/04/07 17.08% 10.48% 7.71% 4.37% 6.03% 4.46% 2.52% 1.48% 0.78% 1.35%
2025/04/08 10.76% 9.21% 9.32% 5.79% 4.94% 2.52% 2.38% 1.73% 2.34% 2.11%
2025/04/09 13.8% 11.51% 4.86% 5.34% 3.15% 5% 3.17% 2.18% 1.59% 1.56%
2025/04/10 6.31% 9% 9.88% 4.78% 4.85% 3.84% 3.4% 1.97% 1.01% 2.1%
2025/04/11 5.69% 11.23% 7.49% 5.01% 4.69% 5.44% 3.5% 2.14% 0.88% 1%
2025/04/12 16% 9.61% 6.79% 4.37% 5.98% 3.84% 2.1% 2.07% 1.3% 1.95%
2025/04/13 10.89% 10.21% 7.56% 4.71% 6.4% 4.84% 0.71% 1.67% 3.27% 2.6%
2025/04/14 7.14% 8.32% 9.99% 5.66% 5.08% 4.29% 2.55% 1.72% 3.5% 2.22%
2025/04/15 7.72% 11.79% 7.94% 5.07% 4.19% 4.17% 2.89% 1.81% 3.58% 1.89%
2025/04/16 13.07% 12.41% 5.87% 4.58% 5.05% 3.23% 3.25% 1.94% 2.07% 1.54%
2025/04/17 12.1% 9.06% 8.59% 5.09% 4.15% 3.12% 0.94% 2.49% 2.7% 2.26%
2025/04/18 5.43% 11.57% 8.23% 3.96% 3.89% 3.64% 0.2% 2.87% 1.08% 2.22%
2025/04/19 12.82% 9.54% 11.99% 4.68% 5.11% 2.51% 0.11% 1.83% 2.29% 2.54%
2025/04/20 13.07% 9.97% 7.62% 3.34% 5.78% 4.71% 0.14% 1.77% 3.52% 1.86%
2025/04/21 11.73% 10.31% 7.12% 3.55% 5.46% 4.12% 0.11% 1.5% 5.03% 3.26%
2025/04/22 10.76% 10.84% 10.06% 4.72% 5.16% 3.94% 0.78% 2.28% 1.05% 1.99%
2025/04/23 4.67% 11.99% 10.41% 4.5% 4.89% 5.03% 1.17% 2.77% 4.75% 2.21%
2025/04/24 10.22% 9.37% 11% 4.09% 3.79% 4.65% 2.42% 2.37% 1.27% 2.32%
2025/04/25 7.29% 13.62% 4.7% 5.07% 3.93% 3.34% 3.01% 2.17% 2.31% 1.97%
2025/04/26 8.49% 10.09% 9.96% 3.37% 4.95% 2.75% 2.56% 2.42% 3.14% 2.76%
2025/04/27 0.41% 9.3% 10.77% 4% 6.72% 3.48% 2.83% 3.04% 3.96% 2.75%
2025/04/28 7.46% 10.1% 8.65% 4.73% 4.05% 4.05% 2.46% 2.7% 4.36% 3.37%
2025/04/29 20.22% 9.13% 7.41% 4.05% 3.99% 3.59% 1.58% 2.27% 4.17% 1.89%
2025/04/30 15.93% 9.61% 8.16% 6.34% 4.06% 3.86% 2.66% 2.48% 2.26% 2.21%

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April’s PPC landscape saw open.ac.uk leading with fluctuating spend, peaking at 20.22% on April 29. Coursera.org maintained steady mid-range values, while icslearn.co.uk and learndirect.com showed moderate consistency. Openstudycollege.com and udemy.com had lower, stable trends. Theknowledgeacademy.com and lse.ac.uk displayed minimal variations. Arden.ac.uk and e-careers.com ended with modest increases.

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
2025/04/01 341
2025/04/02 340
2025/04/03 349
2025/04/04 362
2025/04/05 344
2025/04/06 369
2025/04/07 344
2025/04/08 367
2025/04/09 347
2025/04/10 369
2025/04/11 355
2025/04/12 317
2025/04/13 331
2025/04/14 326
2025/04/15 333
2025/04/16 334
2025/04/17 362
2025/04/18 321
2025/04/19 331
2025/04/20 330
2025/04/21 334
2025/04/22 356
2025/04/23 360
2025/04/24 362
2025/04/25 354
2025/04/26 353
2025/04/27 344
2025/04/28 358
2025/04/29 357
2025/04/30 342

Copyright © Adthena. All rights reserved.

April saw fluctuating advertiser numbers, peaking at 369 on April 6 and 10. The month concluded with 342 advertisers, reflecting a dynamic landscape.

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
icslearn.co.uk 0.81%
arden.ac.uk 0.78%
learndirect.com 0.6%
superprof.co.uk 0.38%
futurelearn.com 0.36%
theaimgroup.co.uk -0.44%
readingeggs.com -0.73%
open.ac.uk -0.73%
datacamp.com -0.93%
udemy.com -1.61%

Copyright © Adthena. All rights reserved.

ICS Learn saw the highest click share increase at 0.81, while Udemy experienced the largest decline at -1.61.

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 udemy.com coursera.org learndirect.com openstudycollege.com arden.ac.uk icslearn.co.uk readingeggs.com superprof.co.uk theaimgroup.co.uk
2025/04/01 12.92% 6.36% 8.18% 4.16% 9.44% 4.33% 1.73% 5.76% 1.66% 3.32%
2025/04/02 5.7% 13.63% 13.21% 3.74% 3.76% 4.13% 1.16% 3.31% 1.48% 2.84%
2025/04/03 5.24% 13.51% 8.91% 3.58% 2.69% 4.65% 1.82% 2.3% 1.7% 3.13%
2025/04/04 12.33% 11% 8.84% 3.95% 5.25% 1.55% 1.91% 3.9% 1.44% 3.22%
2025/04/05 7.72% 8.8% 12.43% 3.07% 6.8% 2.82% 2.16% 4.02% 1.23% 3.6%
2025/04/06 5.75% 6.04% 11.8% 2.97% 5.34% 0.87% 3.2% 5.59% 1.38% 3.69%
2025/04/07 11.65% 10.04% 9.88% 3.66% 6.14% 0.76% 2.79% 4.94% 1.48% 4.18%
2025/04/08 8.28% 5.36% 9.11% 4.23% 5.48% 3.22% 3.11% 2.83% 1.52% 3.14%
2025/04/09 9.4% 11.83% 10.01% 4.04% 3.44% 2.48% 1.77% 6.3% 1.74% 3.13%
2025/04/10 6.04% 8.01% 8.13% 3.77% 4.89% 1.28% 2.88% 5.11% 1.29% 3.87%
2025/04/11 4.67% 11.61% 9.25% 3.98% 4.46% 0.89% 2.4% 4.43% 2.09% 3.42%
2025/04/12 10.3% 8.27% 9.06% 3.37% 7.11% 1.29% 2.56% 2.36% 1.59% 2.13%
2025/04/13 7.14% 10.19% 9.65% 3.37% 7.71% 4.01% 2.29% 7.29% 1.48% 1.49%
2025/04/14 5.82% 8.77% 7.54% 4.22% 6.51% 5.2% 3.15% 5.73% 1.48% 1.38%
2025/04/15 6.92% 8.71% 11.08% 4.05% 4.52% 4.92% 2.7% 3.95% 1.74% 2.49%
2025/04/16 9.44% 7.22% 10.89% 3.78% 5.89% 2.29% 2.18% 7.56% 1.8% 1.92%
2025/04/17 9.25% 6.72% 8.45% 3.9% 4.07% 4.38% 3.03% 1.35% 1.09% 2.29%
2025/04/18 5.32% 7.27% 10.38% 3.6% 3.85% 0.9% 2.71% 1.89% 2.28% 2.25%
2025/04/19 9.81% 5.82% 8.84% 4.19% 5.42% 2.94% 4.69% 5.38% 1.76% 1.85%
2025/04/20 7.91% 8.68% 7.57% 2.98% 6.35% 4.54% 2.54% 8.11% 1.63% 2.31%
2025/04/21 7.83% 8.92% 8.45% 2.72% 7.73% 8.54% 2.28% 3.03% 1.59% 0.55%
2025/04/22 8.52% 7.69% 10.15% 4.15% 6.34% 1.35% 3.69% 2.21% 2.08% 3%
2025/04/23 4.1% 9.53% 10% 3.86% 5.56% 7.73% 3.61% 3.8% 1.78% 1.33%
2025/04/24 7.86% 10.22% 8.46% 3.96% 4.6% 1.16% 4.21% 2.56% 1.81% 1.85%
2025/04/25 5.98% 7.13% 11.12% 4.67% 3.25% 3.68% 1.95% 3.56% 1.58% 2.52%
2025/04/26 6.72% 6.47% 8.59% 2.99% 5.72% 6.25% 3.97% 3.26% 1.54% 1.55%
2025/04/27 0.27% 7.85% 7.31% 3.05% 8.75% 6.1% 3.78% 5.46% 1.42% 1.61%
2025/04/28 5.35% 8.61% 8.11% 3.34% 4.78% 7.64% 2.81% 5.64% 1.56% 1.25%
2025/04/29 12.96% 8.22% 8.21% 3.51% 5.29% 5.98% 2.67% 3.47% 1.5% 2.1%
2025/04/30 11.64% 9.62% 8.62% 5.97% 4.64% 2.92% 2.84% 2.37% 1.92% 1.76%

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April’s PPC landscape saw open.ac.uk’s impression share fluctuate, peaking at 12.96% on the 29th. Udemy and Coursera maintained steady shares, while learndirect.com and openstudycollege.com experienced modest gains. The month concluded with open.ac.uk leading.

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.

See more data
  1. 1
    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...

  2. 2
    Learndirect™ https://www.learndirect.com

    Online Training Courses — Learndirect, Inspiring People To Realise Their Potential Through Online Courses. Offering a selection of professional development courses and qualifications. Talk To Us On Live Chat.

  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 Courses https://www.openstudycollege.com

    No Timetable, No Commute — Fully accredited online courses designed to be studied from the comfort of home. Join thousands...

  5. 5
    Udemy - Courses On Demand | Best-Selling Online Courses https://www.udemy.com › online-courses › learn-now

    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, Coursera, Learndirect, The Open University, Open Study College, and Udemy shine with unique propositions. Coursera offers unlimited access to over 10,000 programs, while Learndirect inspires potential through professional development. The Open University emphasizes flexible study, Open Study College highlights home comfort, and Udemy provides diverse, on-demand courses.

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