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UK Education & Training Online Universities/E-Learning - PPC Market Share Analysis July 2026

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.

Online Universities/E-Learning – UK

Google AI Overview visibility for Education & Training Online Universities/E-Learning UK

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 36.7317309243
63.2682690757
36%

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 53
47
53%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 4%
Navigational 2%
Seasonal 0%
Local 0%
Problem Solving 13%

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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
Share of Clicks - Last month
Domain Share of clicks
open.ac.uk 24.36
quizlet.com 14.69
arden.ac.uk 9.95
udemy.com 9.23
readingeggs.co.uk 8.55
coursera.org 6.2
openstudycollege.com 2.31
alison.com 1.25
learndirect.com 1.18
skillshare.com 1.05
others 21.23
  • open.ac.uk - 24.36%
  • quizlet.com - 14.69%
  • arden.ac.uk - 9.95%
  • udemy.com - 9.23%
  • readingeggs.co.uk - 8.55%
  • coursera.org - 6.2%
  • openstudycollege.com - 2.31%
  • alison.com - 1.25%
  • learndirect.com - 1.18%
  • skillshare.com - 1.05%
  • others - 21.23%

Copyright © Adthena. All rights reserved.

In the education PPC landscape, open.ac.uk leads with 24.36% click share, followed by others at 21.23%. Quizlet.com captures 14.69%, while arden.ac.uk and udemy.com hold 9.95% and 9.23%, 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
Share of Spend - Last Month
Date coursera.org readingeggs.co.uk arden.ac.uk open.ac.uk learndirect.com openstudycollege.com icslearn.co.uk essex.ac.uk lse.ac.uk getsmarter.com
2026/07/01 7.3% 5.19% 17.01% 7% 1.91% 2.56% 8.79% 3.55% 1.57% 1.92%
2026/07/02 6.3% 3.48% 17.06% 5.99% 2.06% 2.43% 5.39% 4.2% 2.03% 2.7%
2026/07/03 7.23% 3.53% 12.15% 8.48% 2.54% 2.92% 3.91% 4.36% 1.72% 2.83%
2026/07/04 8.4% 3.81% 10.76% 8.39% 3.07% 3.23% 4.51% 4.05% 1.5% 3.26%
2026/07/05 8.18% 2.56% 12.63% 6.14% 2.83% 3.25% 4.01% 3.81% 1.8% 3.51%
2026/07/06 7.23% 1.46% 12.16% 6.62% 2.87% 3.09% 3.2% 4.28% 1.95% 2.98%
2026/07/07 3.77% 1.86% 12.63% 14.83% 3.76% 2.35% 2.85% 5.39% 2.62% 2.61%
2026/07/08 6.42% 2.78% 14.29% 13.14% 2.51% 2.63% 2.58% 4.98% 1.78% 2.07%
2026/07/09 6.35% 2.67% 13.65% 14.19% 2.46% 2.84% 2.82% 5.73% 1.47% 2.79%
2026/07/10 5.79% 3.05% 13.49% 14.37% 2.2% 2.29% 3.47% 5.08% 1.73% 2.76%
2026/07/11 7.89% 1.59% 14.65% 13.67% 1.7% 3.43% 3.54% 5.17% 2.51% 3.43%
2026/07/12 8.09% 2.65% 13.73% 13.14% 1.59% 3.37% 3.48% 4.57% 2.47% 2.94%
2026/07/13 6.47% 3.16% 13.68% 13.33% 2.12% 2.76% 3.28% 2.87% 2.44% 2.65%
2026/07/14 6.62% 2.29% 13.79% 14.61% 1.94% 2.51% 2.98% 2.98% 3.33% 2.83%
2026/07/15 6.48% 3.54% 12.44% 13.75% 1.63% 2.58% 2.62% 2.66% 3.04% 2.42%
2026/07/16 6.65% 4.36% 11.74% 8.88% 1.78% 3.18% 2.83% 2.44% 3.05% 2.93%
2026/07/17 7.46% 3.57% 15.97% 7.09% 2.27% 2.88% 2.77% 3.25% 2.23% 2.64%
2026/07/18 7.64% 3.38% 13.24% 11.63% 1.88% 2.8% 1.43% 4.08% 2.2% 2.7%
2026/07/19 1.34% 1.36% 28.19% 22.96% 1.21% 3.56% 1.06% 1.72% 1.66% 1.16%
2026/07/20 6.9% 3.21% 15.16% 5.65% 2.44% 2.66% 2.47% 1.81% 2.26% 3.26%
2026/07/21 6.57% 2.27% 13.68% 14.61% 1.93% 2.49% 2.96% 2.96% 3.42% 2.81%
2026/07/22 2.92% 1.9% 24.87% 23.66% 0.84% 3.78% 1.11% 1.29% 1.59% 1.2%
2026/07/23 3.28% 1.22% 26.41% 22.99% 0.62% 4.49% 0.93% 1.24% 2% 1.12%
2026/07/24 2.48% 0.69% 23.28% 26.25% 0.74% 4.99% 0.93% 1.46% 1.14% 1.49%
2026/07/25 2.66% 0.82% 26.09% 25.77% 0.83% 2.84% 0.95% 1.58% 2.47% 1.19%
2026/07/26 2.05% 1.15% 29.04% 24.04% 0.61% 4.17% 1.04% 1.05% 2.02% 1.05%
2026/07/27 2.09% 2.52% 21.48% 15.94% 1.05% 4.37% 1.38% 1.54% 2.39% 1.04%
2026/07/28 4.71% 2.05% 18.8% 14.6% 0.99% 5.9% 1.98% 1.62% 1.61% 1.48%
2026/07/29 10.08% 3.41% 7.75% 9.24% 2.23% 2.17% 2.85% 1.17% 0.69% 0.95%
2026/07/30 8.98% 5.07% 8.75% 9.54% 2.17% 2.1% 2.19% 1.4% 0.6% 0.8%
2026/07/31 12.79% 7.06% 7.01% 5% 4.52% 2.46% 2.34% 1.59% 0.67% 0.48%
  • coursera.org
  • readingeggs.co.uk
  • arden.ac.uk
  • open.ac.uk
  • learndirect.com
  • openstudycollege.com
  • icslearn.co.uk
  • essex.ac.uk
  • lse.ac.uk
  • getsmarter.com

Copyright © Adthena. All rights reserved.

In July 2026, Coursera’s PPC spend fluctuated, peaking at 12.79% on the 31st. Reading Eggs saw a steady rise, ending at 7.06%. Arden University dominated early, but dipped, closing at 7.01%. Open University surged mid-month, finishing at 5.0%.

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
Competitor Count - Last month
Date Competitor Count
2026/07/01 365
2026/07/02 383
2026/07/03 372
2026/07/04 382
2026/07/05 388
2026/07/06 391
2026/07/07 372
2026/07/08 381
2026/07/09 366
2026/07/10 376
2026/07/11 364
2026/07/12 370
2026/07/13 377
2026/07/14 383
2026/07/15 381
2026/07/16 385
2026/07/17 375
2026/07/18 372
2026/07/19 378
2026/07/20 372
2026/07/21 383
2026/07/22 407
2026/07/23 405
2026/07/24 397
2026/07/25 416
2026/07/26 422
2026/07/27 399
2026/07/28 410
2026/07/29 347
2026/07/30 343
2026/07/31 345

Copyright © Adthena. All rights reserved.

July began with 365 advertisers, fluctuating slightly until mid-month. A surge occurred from July 22, peaking at 422 on July 26. The month concluded with a decline to 345 advertisers.

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
Market Loss & Market Gains - Last month
Name Market Trend
open.ac.uk 14.06%
arden.ac.uk 7.63%
southwales.ac.uk 1.41%
napier.ac.uk 1.31%
qmul.ac.uk 1.12%
essex.ac.uk -0.61%
readingeggs.co.uk -2.5%
coursera.org -2.65%
udemy.com -5.01%
quizlet.com -14.01%

Copyright © Adthena. All rights reserved.

Open.ac.uk surged with a 14.06% click share increase, while quizlet.com plummeted by 14.01%. Arden.ac.uk also rose by 7.63%, contrasting udemy.com’s 5.01% 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 readingeggs.co.uk quizlet.com coursera.org udemy.com arden.ac.uk open.ac.uk openstudycollege.com napier.ac.uk southwales.ac.uk umassd.edu
2026/07/01 9.64% 5.13% 6.46% 6.21% 21.26% 6.51% 2.33% 0.07% 0% 0%
2026/07/02 7.22% 9.48% 4.94% 4.31% 21.69% 4.97% 2.14% 0.02% 0% 0.14%
2026/07/03 5.77% 18.95% 5.69% 5.94% 12.13% 6.29% 2.09% 0.07% 0.01% 0.21%
2026/07/04 6.42% 14.61% 6.65% 5.29% 12.26% 6.34% 3.13% 1.82% 0% 0.44%
2026/07/05 4.59% 14.26% 9.54% 5.85% 13.28% 4.39% 2.9% 0.08% 0.04% 0.1%
2026/07/06 3.02% 12.9% 5.99% 7.14% 14.3% 5.24% 2.38% 0.21% 0.03% 0.06%
2026/07/07 3.17% 10.16% 3.44% 5.66% 17.22% 15.69% 2.13% 0.95% 0.41% 0.56%
2026/07/08 3.72% 21.76% 4.45% 2.54% 16.6% 11.57% 1.87% 0.48% 0.25% 0.46%
2026/07/09 4.9% 4.65% 5.52% 4.65% 19.33% 14.95% 2.97% 0.42% 0.27% 0.73%
2026/07/10 4.65% 15.8% 4.46% 5.04% 17.32% 13% 2.05% 0.68% 0.39% 0.46%
2026/07/11 2.75% 5.53% 7.03% 5.34% 20% 13.73% 3.74% 0.97% 0.45% 0.59%
2026/07/12 4.41% 5.32% 6.99% 4.45% 17.85% 12.68% 3.69% 1.37% 0.46% 0.65%
2026/07/13 5.41% 8.57% 5.71% 4.44% 17.95% 13.68% 2.6% 1.07% 0.47% 0.63%
2026/07/14 4.08% 6.9% 5.4% 4.64% 18.41% 15% 2.41% 0.67% 0.34% 0.4%
2026/07/15 5.96% 4.43% 5.23% 4.1% 15.77% 14.76% 2.73% 0.8% 0.5% 0.34%
2026/07/16 8.04% 6.93% 5.77% 6.66% 13.96% 7.58% 3.88% 1.26% 0.24% 0.04%
2026/07/17 7.75% 0% 6.7% 8.21% 18.91% 6.16% 3.67% 0.18% 0.05% 0.07%
2026/07/18 7.72% 0% 8.4% 8.98% 14.74% 11.31% 2.91% 0.15% 0.03% 0.06%
2026/07/19 1.49% 0.74% 0.59% 0.65% 38.24% 13.12% 3.55% 4.58% 1.98% 5.23%
2026/07/20 5.86% 4.46% 6.58% 5.94% 20.79% 4.64% 2.8% 0.3% 0.04% 0.05%
2026/07/21 4.08% 6.9% 5.4% 4.64% 18.41% 15% 2.41% 0.67% 0.34% 0.4%
2026/07/22 2.02% 2.4% 1.69% 1.23% 34.03% 13.94% 4.69% 4.07% 4.52% 2.64%
2026/07/23 1.46% 1.55% 1.78% 1.41% 35.64% 13.29% 5.47% 3.73% 3.27% 2.57%
2026/07/24 0.74% 1.4% 1.36% 1.46% 32.55% 15.5% 6.47% 4.6% 4.04% 3.5%
2026/07/25 0.99% 1.41% 1.48% 1.32% 36.68% 15.56% 3.15% 4.7% 2.61% 3.55%
2026/07/26 1.3% 1.21% 1.05% 0.86% 40.16% 14.24% 5.15% 3.94% 2.69% 2.71%
2026/07/27 3.16% 0.14% 1.16% 1.22% 28.49% 9.59% 6.33% 5.43% 4.09% 2.51%
2026/07/28 2.8% 1.67% 2.58% 2.02% 24.93% 8.5% 8.16% 3.39% 6.13% 2.8%
2026/07/29 7.3% 11.59% 7.89% 6.92% 8.24% 6.84% 1.73% 0.02% 0.1% 0%
2026/07/30 8.61% 18.38% 6.29% 9.03% 10.43% 6.07% 1.8% 0.2% 0.12% 0%
2026/07/31 13.13% 12.5% 9.81% 9.28% 6.82% 2.7% 1.8% 0.06% 0.01% 0%
  • readingeggs.co.uk
  • quizlet.com
  • coursera.org
  • udemy.com
  • arden.ac.uk
  • open.ac.uk
  • openstudycollege.com
  • napier.ac.uk
  • southwales.ac.uk
  • umassd.edu

Copyright © Adthena. All rights reserved.

In July 2026, arden.ac.uk dominated with a peak impression share of 40.16% on the 26th. readingeggs.co.uk surged to 13.13% by month’s end, while quizlet.com and coursera.org fluctuated, ending at 12.5% and 9.81%, respectively.

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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Google Text Ad Copy Insights & Creative Trends for UK Education & Training Online Universities/E-Learning - Last month
  1. 1
    University Open Courses https://study.arden.ac.uk

    Study Open Courses Online — Accredited Qualifications, 24/7 Online Access To Study Materials, Student Support. Join Arden...

  2. 2
    The Open University Online Courses | Coursera https://www.coursera.org

    The Open University is the UK’s largest university and has pioneered distance learning for over 50 years, delivering award-winning research, teaching and high-quality, flexible learning solutions to global...

  3. 3
    Courses Now Open in Scotland - ENU Clearing 2026 Now Open https://www.napier.ac.uk

    Clearing is now open! Join us at Edinburgh Napier University and start this September. Unlock your future and join us at Edinburgh Napier University through Clearing in 2026.

  4. 4
    The Open University® https://www.open.ac.uk › open › university

    Online Learning Courses — Whatever You Want To Achieve, Make It Happen Today With The Open University. Your Dream Career Starts Here. Open Up Your Future With An OU Qualification. Enquire Now. Distance Learning.

  5. 5
    Udemy - Courses On Demand | Learn On Any Device https://www.udemy.com

    Join millions of learners from around the world already learning on Udemy. Shop thousands of high-quality on-demand online courses.

Copyright © Adthena. All rights reserved.

In the competitive landscape of online education, Arden University, Coursera, Edinburgh Napier University, The Open University, and Udemy shine with compelling PPC ads. Themes of flexibility, accessibility, and future-focused learning dominate, enticing learners with promises of accredited qualifications, global reach, and career advancement.

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