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UK Education & Training Online Universities/E-Learning - PPC Market Share Analysis February 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
udemy.com 10.23
amazon.co.uk 9.9
coursera.org 5.71
open.ac.uk 5.3
icslearn.co.uk 4.93
learndirect.com 3.73
arden.ac.uk 3.07
openstudycollege.com 2.69
reed.co.uk 2.15
skillshare.com 2.06
others 50.23

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In the education sector’s PPC landscape, ‘others’ dominate with 50.23% click share, while Udemy leads individual advertisers at 10.23%.

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 icslearn.co.uk amazon.co.uk arden.ac.uk coursera.org learndirect.com lse.ac.uk e-careers.com openstudycollege.com open.ac.uk avadolearning.com
2025/02/01 8.28% 2.5% 4.44% 5.24% 1.85% 2.02% 4.39% 3.96% 5.49% 4.23%
2025/02/02 12.94% 1.79% 3.75% 3.25% 1.68% 1.42% 4.53% 3.93% 5.81% 4.25%
2025/02/03 13.15% 1.51% 3.5% 4.51% 4.1% 1.89% 3.76% 3.16% 5.5% 2.64%
2025/02/04 9.58% 4.86% 4.15% 4.09% 3.8% 2.18% 3.03% 3.28% 4.52% 2.9%
2025/02/05 8.49% 5.61% 3.85% 3.41% 3.41% 1.73% 3.16% 2.95% 3.45% 2.49%
2025/02/06 7.32% 6.55% 4.04% 3.66% 2.79% 2.01% 3.97% 3.05% 2.71% 2.33%
2025/02/07 8.39% 6.51% 4.48% 3.61% 2.32% 2.32% 3.35% 2.69% 5.72% 2.13%
2025/02/08 9.39% 1.76% 6.25% 4.1% 2.29% 2.7% 3.92% 3.38% 5.47% 1.9%
2025/02/09 8.36% 2.14% 6.41% 5.06% 2.23% 2.22% 3.46% 4.86% 7.03% 1.7%
2025/02/10 8.45% 2.06% 4.03% 5.54% 3.96% 2.26% 4.28% 3.02% 3.8% 2.66%
2025/02/11 9.89% 0.82% 3.82% 3.13% 3.32% 2.57% 5.2% 2.5% 6.13% 3.16%
2025/02/12 8.04% 2.75% 4.63% 2.89% 4.67% 3.08% 4.41% 2.61% 3.75% 1.8%
2025/02/13 6.57% 4.92% 4.36% 4.25% 5.49% 2.68% 3.07% 2.43% 3.09% 2.14%
2025/02/14 10.8% 4.5% 3.23% 2.96% 4.09% 3.04% 4.16% 2.05% 2.38% 3.23%
2025/02/15 10.68% 4.68% 4.1% 4.1% 3.16% 2.23% 3.56% 2.79% 4.59% 2.62%
2025/02/16 11.23% 3.46% 5.32% 2.65% 2.59% 2.34% 4.71% 3.61% 4.73% 2.97%
2025/02/17 9.6% 4.42% 5.05% 2.99% 4.49% 2.01% 3.01% 2% 2.03% 2.09%
2025/02/18 8.22% 4.44% 5.62% 4.53% 4.62% 3.36% 3.06% 1.8% 1.88% 1.98%
2025/02/19 8.19% 4.79% 7.25% 3.19% 4.6% 2.51% 3.29% 3.09% 2.02% 1.9%
2025/02/20 9% 4.21% 4.42% 2.72% 5.41% 2.96% 3.9% 2.81% 1.71% 2.73%
2025/02/21 10.72% 4.96% 4.31% 2.99% 4.21% 2.99% 3.43% 3.05% 1.39% 1.55%
2025/02/22 15.39% 3.61% 4.69% 3.17% 3.61% 2.69% 3.71% 3.92% 2.47% 2.1%
2025/02/23 14.09% 3.41% 5.78% 3.18% 3.03% 2.45% 4.11% 3.65% 1.66% 2%
2025/02/24 15.53% 4.05% 4.24% 2.69% 2.45% 2.88% 3.57% 2.97% 2.45% 2.49%
2025/02/25 15.57% 4.21% 4.42% 3.21% 5% 2.87% 3.14% 3.11% 2.59% 1.68%
2025/02/26 13.41% 4.42% 5.66% 3.92% 4.44% 2.62% 2.82% 3.25% 2.06% 2.17%
2025/02/27 11.37% 5.08% 5.27% 4.69% 3.52% 2.91% 2.79% 2.56% 4.28% 2.01%
2025/02/28 12.25% 6.72% 5.2% 4.31% 3.71% 3.27% 3.01% 2.92% 2.61% 2.19%

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In February 2025, ICS Learn’s PPC spend share fluctuated, peaking at 15.57% on the 25th. Amazon’s share rose steadily, ending at 6.72%. Arden University saw a consistent increase, finishing at 5.20%. Coursera’s share varied, closing at 4.31%. Overall, ICS Learn led the month.

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
2025/02/01 803
2025/02/02 804
2025/02/03 821
2025/02/04 849
2025/02/05 798
2025/02/06 831
2025/02/07 763
2025/02/08 726
2025/02/09 676
2025/02/10 676
2025/02/11 758
2025/02/12 713
2025/02/13 710
2025/02/14 742
2025/02/15 656
2025/02/16 681
2025/02/17 695
2025/02/18 704
2025/02/19 706
2025/02/20 730
2025/02/21 683
2025/02/22 687
2025/02/23 658
2025/02/24 660
2025/02/25 676
2025/02/26 700
2025/02/27 647
2025/02/28 637

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In February 2025, distinct advertisers fluctuated, peaking at 849 on February 4th, then gradually declined, ending at 637.

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 2.39%
amazon.co.uk 2.23%
readingeggs.co.uk 1.48%
skillshare.com 0.74%
learndirect.com 0.61%
audible.co.uk -0.45%
freecoursesinengland.co.uk -0.52%
itcareerswitch.co.uk -0.67%
open.ac.uk -2.14%
coursera.org -3.53%

Copyright © Adthena. All rights reserved.

Udemy.com and Amazon.co.uk surged in click share, gaining 2.39% and 2.23% respectively. Meanwhile, Coursera.org and Open.ac.uk experienced declines, dropping by 3.53% and 2.14%.

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 amazon.co.uk arden.ac.uk icslearn.co.uk udemy.com audible.co.uk coursera.org openstudycollege.com learndirect.com open.ac.uk e-careers.com
2025/02/01 5.39% 5.52% 3.71% 2.36% 2.43% 4.37% 4.37% 1.2% 5.25% 2.38%
2025/02/02 3.9% 4.84% 5.76% 2.35% 2.82% 2.82% 4.58% 1.13% 5.63% 2.67%
2025/02/03 3.63% 4.57% 5.98% 2.92% 1.42% 3.92% 4.35% 2.3% 6.12% 2.22%
2025/02/04 10.12% 4.58% 4.17% 1.55% 2.93% 3.08% 3.03% 2.01% 3.91% 1.5%
2025/02/05 11.31% 3.77% 3.32% 0.96% 4.51% 2.38% 2.78% 1.91% 2.72% 1.54%
2025/02/06 12.45% 4.09% 3.32% 1.62% 3.05% 2.68% 2.64% 1.42% 2.76% 1.97%
2025/02/07 12.6% 4.55% 3.4% 2.29% 4.67% 2.57% 2.11% 1.47% 4.68% 1.68%
2025/02/08 4.21% 8% 4.49% 3.41% 1.74% 3.35% 3.37% 1.78% 5.21% 2.27%
2025/02/09 4.8% 8.39% 4.12% 4.76% 1.34% 4.04% 4.9% 1.62% 6.63% 1.89%
2025/02/10 5.8% 4.82% 4.24% 3.7% 1.34% 4.58% 3.02% 2.98% 4.18% 2.28%
2025/02/11 2.63% 4.07% 4.76% 2.49% 0.43% 3.06% 2.63% 2.51% 6.12% 2.92%
2025/02/12 6.29% 4.5% 3.34% 3.05% 0.72% 2.35% 2.6% 3.18% 3.73% 2.18%
2025/02/13 10.56% 4.47% 2.89% 3.37% 2% 3.1% 1.99% 3.5% 2.72% 1.49%
2025/02/14 10.37% 3.13% 4.26% 2.32% 2.23% 2.53% 1.9% 2.49% 2.45% 2.29%
2025/02/15 11.56% 3.83% 4.23% 4.14% 2.92% 3.23% 3.68% 2.04% 4.13% 1.96%
2025/02/16 9.01% 5.57% 4.66% 2.48% 2.34% 2.33% 4.22% 1.72% 4.9% 2.68%
2025/02/17 10.29% 5.42% 4.09% 4.3% 2.08% 2.65% 1.89% 3.17% 2.25% 1.59%
2025/02/18 10.19% 6.35% 3.66% 2.63% 0.76% 3.57% 1.78% 3% 1.65% 1.64%
2025/02/19 10.34% 7.62% 3.81% 3.25% 0.99% 2.58% 2.96% 2.93% 1.72% 1.56%
2025/02/20 9.49% 5.15% 4.08% 2.59% 1.19% 2.94% 2.97% 3.27% 1.58% 2.23%
2025/02/21 10.2% 4.76% 4.33% 2.2% 2.59% 2.57% 3.29% 2.71% 1.35% 1.91%
2025/02/22 10.43% 6.15% 6.52% 2.82% 1.64% 2.66% 4.41% 2.35% 2.18% 2.27%
2025/02/23 8.78% 7.33% 5.73% 3.44% 2.26% 2.92% 4.17% 2.27% 1.47% 2.25%
2025/02/24 10.76% 5.4% 5.98% 5.2% 0.64% 2.63% 3.76% 1.52% 2.27% 2.07%
2025/02/25 10.49% 5.02% 5.58% 3.08% 2.57% 2.9% 3.27% 3.24% 2.45% 1.82%
2025/02/26 10.97% 6.28% 4.06% 3.18% 2% 3% 3.33% 2.31% 1.68% 1.38%
2025/02/27 11.59% 5.66% 3.68% 3.58% 2.64% 3.68% 2.21% 2.31% 3.58% 1.35%
2025/02/28 13.95% 5.46% 3.82% 3.5% 3.28% 3.07% 2.94% 2.31% 2.17% 1.52%

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Amazon.co.uk’s impression share surged from 5.39% to 13.95% by February’s end. Arden.ac.uk fluctuated, peaking at 8.39%. ICSLearn.co.uk and Udemy.com showed moderate gains, while Audible.co.uk and Coursera.org remained steady. Open.ac.uk and E-Careers.com saw minor variations.

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
    Online University Courses https://study.arden.ac.uk

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

  2. 2
    Coursera - Professional Certificates https://www.coursera.org

    Apply your new skills to real-world projects using the latest industry tools & techniques. Get...

  3. 3
    Coding Traineeship - Guaranteed Job After Training https://www.itcareerswitch.co.uk

    Start Your New Career Today With A Guaranteed Job After Training Or Your Course Fees Back. Train For...

  4. 4
    Free Courses Online - Hundreds Of Free Courses https://www.reed.co.uk › freecourses

    Taking a course doesn't have to be costly, progress your career now with free courses.

  5. 5
    Udemy - Courses On Demand | Learn From Anywhere 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, Arden University emphasizes flexibility with recognized qualifications. Coursera highlights practical skills with industry tools. IT Career Switch promises job security post-training. Reed offers career advancement through free courses, while Udemy provides diverse, on-demand learning options.

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