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UK Education & Training Online Universities/E-Learning - PPC Market Share Analysis June 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 15.77
coursera.org 14.6
open.ac.uk 13.03
readingeggs.co.uk 8.14
arden.ac.uk 4.74
learndirect.com 3.34
openstudycollege.com 2.67
superprof.co.uk 2.65
skillshare.com 2.15
icslearn.co.uk 1.97
others 30.94

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In the education sector’s PPC landscape, Udemy leads with 15.77% click share, closely followed by Coursera at 14.6%. Open University captures 13.03%, while ‘others’ collectively hold a significant 30.94%.

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 coursera.org arden.ac.uk open.ac.uk icslearn.co.uk openstudycollege.com learndirect.com udemy.com theknowledgeacademy.com e-careers.com coursesonline.co.uk
2025/06/01 10.16% 7.01% 13.47% 4.97% 3.53% 3.13% 5.61% 2.01% 1.94% 1.35%
2025/06/02 9.3% 8.23% 10.51% 5.61% 3.15% 4.08% 3.56% 3.03% 2.34% 1.14%
2025/06/03 12.54% 8.35% 8.45% 4.57% 3.21% 3.21% 5.8% 3.34% 2.34% 1.32%
2025/06/04 10.03% 9.22% 5.71% 6.32% 3.57% 3.49% 5.15% 2.31% 2.48% 1.54%
2025/06/05 8.66% 6.46% 13.24% 5.58% 3.59% 3.79% 4.3% 2.09% 2.92% 1.48%
2025/06/06 8.45% 7.85% 6.91% 8.33% 3.24% 4.78% 3.24% 2.5% 2.65% 1.38%
2025/06/07 9.09% 7.95% 8.7% 6.95% 4.54% 1.97% 4.26% 1.19% 2.71% 1.78%
2025/06/08 7.7% 11.11% 9.62% 6.17% 5.21% 2.43% 3.68% 1.67% 2.84% 1.37%
2025/06/09 9.82% 10.16% 6.98% 4.88% 3.79% 3.44% 3.83% 2.75% 2.79% 1.47%
2025/06/10 8.73% 9.26% 9.03% 4.41% 4.08% 3.74% 3.58% 2.44% 1.97% 1.76%
2025/06/11 6.88% 8.91% 11.11% 7.04% 3.61% 3.26% 2.69% 1.9% 2.55% 1.82%
2025/06/12 8.4% 11.27% 9.4% 6.06% 3.74% 3.98% 3.72% 2.2% 2.01% 1.71%
2025/06/13 9.1% 12.33% 9.14% 5.74% 4.05% 3.37% 3.67% 2.5% 2.27% 1.44%
2025/06/14 9.11% 9.91% 6.89% 6.27% 4.38% 2% 3.59% 1.93% 2.32% 2.26%
2025/06/15 9.64% 9.45% 9.81% 6.43% 4.38% 2.64% 4.28% 1.06% 2.39% 2.02%
2025/06/16 9.71% 6.03% 11.76% 6.52% 3.83% 3.51% 3.88% 2.7% 3.17% 1.84%
2025/06/17 9.66% 7.25% 12.52% 6.65% 3.53% 4.75% 2.69% 1.72% 3.36% 1.71%
2025/06/18 9.47% 8.53% 9.48% 4.93% 3.66% 5.19% 3.66% 1.79% 2.73% 1.51%
2025/06/19 10.06% 11.04% 9.85% 3.98% 3.76% 4.29% 4.08% 2.84% 1.91% 1.24%
2025/06/20 10.19% 10.15% 9.31% 3.87% 4.03% 4.07% 4.96% 2.13% 2.07% 1.42%
2025/06/21 11.87% 6.93% 7.25% 4.36% 4.5% 2.59% 6.05% 1.04% 2.39% 2.24%
2025/06/22 12.75% 10.48% 5.35% 4.65% 4.65% 2.1% 5.62% 1.56% 1.86% 1.6%
2025/06/23 11.68% 11.29% 6.25% 4.54% 5.06% 2.96% 3.01% 2.31% 2.57% 1.3%
2025/06/24 10.24% 11.49% 8.27% 5.48% 3.83% 3.44% 4.1% 2.53% 2.21% 1.41%
2025/06/25 10.23% 7.8% 13.25% 4.12% 5.63% 4.12% 3.76% 2.07% 2.09% 1.04%
2025/06/26 10.21% 8.02% 10.7% 4.31% 4.2% 3.58% 3.89% 2.65% 2.2% 1.15%
2025/06/27 10.39% 8.28% 10.25% 4.52% 4.09% 4.59% 3.41% 2.29% 2.32% 1.55%
2025/06/28 12.77% 9.5% 7.15% 4.31% 3.62% 2.39% 3.1% 2.39% 1.99% 1.68%
2025/06/29 11.98% 8.63% 7.39% 3% 4.52% 2.67% 4.95% 1.78% 1.79% 1.61%
2025/06/30 11.88% 8.4% 6.68% 5.39% 4.62% 4.05% 3.89% 2.72% 1.97% 1.35%

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Coursera.org led June with fluctuating spend, peaking at 12.77%. Arden.ac.uk saw a mid-month dip, recovering to 11.49%. Open.ac.uk’s early lead waned, ending at 6.68%. ICSLearn.co.uk’s spend decreased, closing at 5.39%.

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
2025/06/01 361
2025/06/02 374
2025/06/03 365
2025/06/04 378
2025/06/05 400
2025/06/06 415
2025/06/07 410
2025/06/08 399
2025/06/09 387
2025/06/10 408
2025/06/11 412
2025/06/12 406
2025/06/13 411
2025/06/14 399
2025/06/15 401
2025/06/16 405
2025/06/17 399
2025/06/18 397
2025/06/19 393
2025/06/20 391
2025/06/21 388
2025/06/22 388
2025/06/23 385
2025/06/24 398
2025/06/25 395
2025/06/26 389
2025/06/27 398
2025/06/28 394
2025/06/29 384
2025/06/30 399

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In June 2025, distinct advertisers on Google SERP began at 361, peaked at 415, and settled at 399, showing dynamic fluctuations throughout the month.

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
readingeggs.co.uk 1.39%
coursera.org 1.2%
skillsoft.com 0.46%
learndirect.com 0.39%
linkedin.com 0.39%
elearningatwork.co.uk -0.25%
arden.ac.uk -0.46%
icslearn.co.uk -0.53%
skillshare.com -0.57%
open.ac.uk -3.28%

Copyright © Adthena. All rights reserved.

Readingeggs.co.uk and Coursera.org surged in click share, while Open.ac.uk faced the steepest decline.

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 coursera.org arden.ac.uk udemy.com openstudycollege.com open.ac.uk readingeggs.co.uk learndirect.com coursesonline.co.uk icslearn.co.uk alison.com
2025/06/01 8.65% 10.36% 9.14% 3.07% 10.65% 2.45% 2.7% 2.09% 2.34% 1.3%
2025/06/02 8.5% 12.49% 6.06% 2.19% 8.83% 4.38% 3.39% 1.71% 2.07% 1.12%
2025/06/03 11.29% 12.18% 9.47% 3.42% 6.62% 3.31% 2.4% 1.97% 1.87% 1.61%
2025/06/04 9.44% 12.63% 8.68% 3.12% 4.74% 2.42% 3.02% 2.28% 2.48% 2.65%
2025/06/05 8.38% 9.9% 7.58% 3.59% 10.35% 2.06% 3.78% 2.25% 2.21% 2.01%
2025/06/06 8.51% 11.84% 5.93% 2.8% 6.11% 1.85% 4.14% 2.24% 3.47% 1.84%
2025/06/07 8.78% 11.15% 6.99% 4.51% 7.03% 2.89% 1.52% 2.71% 2.74% 1.79%
2025/06/08 7% 16.77% 6.13% 5.15% 9.23% 4.16% 1.81% 1.9% 2.14% 1.88%
2025/06/09 8.86% 15.08% 6.24% 4.27% 6.41% 3.07% 3.05% 2.05% 1.88% 1.79%
2025/06/10 8.08% 12.98% 5.73% 4.73% 7.02% 1.73% 3.48% 2.6% 1.8% 1.94%
2025/06/11 6.56% 12.74% 4.57% 2.69% 12.51% 1.86% 2.56% 2.85% 2.87% 2.01%
2025/06/12 7.31% 16.03% 5.86% 3.7% 9.43% 3.03% 2.97% 2.42% 2.31% 2.05%
2025/06/13 8.14% 17.98% 5.9% 2.77% 9.85% 1.63% 2.99% 2.04% 2.4% 2.42%
2025/06/14 8.21% 14.38% 5.93% 2.88% 5.54% 2.9% 1.57% 3.48% 2.32% 2.04%
2025/06/15 8.65% 12.8% 6.61% 4.25% 7.94% 4.57% 2.15% 2.97% 2.4% 2.09%
2025/06/16 9% 8.29% 6.76% 4.25% 9.44% 1.8% 3.23% 2.98% 2.52% 1.96%
2025/06/17 9.59% 10.84% 4.83% 3.1% 10.1% 1.72% 3.77% 2.84% 2.75% 1.68%
2025/06/18 9.14% 12.01% 5.96% 3.47% 7.1% 2.23% 4.18% 2.15% 1.91% 1.47%
2025/06/19 8.69% 16.2% 6.6% 2.78% 7.61% 3.24% 4.17% 1.79% 1.83% 1.18%
2025/06/20 8.62% 14.08% 8.02% 4.2% 6.83% 1.93% 3.36% 2.01% 1.68% 1.27%
2025/06/21 9.79% 8.18% 9.38% 4.08% 4.98% 3.52% 2.04% 3.31% 1.81% 2.11%
2025/06/22 9.85% 13.51% 8.05% 4.61% 3.98% 4.31% 1.54% 2.15% 2.01% 1.9%
2025/06/23 10.55% 14.68% 4.36% 6.76% 4.73% 1.9% 2.45% 2% 1.81% 1.55%
2025/06/24 8.87% 14.88% 6.92% 3.34% 6.86% 2% 2.92% 2.18% 2.16% 1.54%
2025/06/25 9.26% 10.25% 6.1% 6.76% 9.79% 2.4% 3.49% 1.64% 1.73% 1.59%
2025/06/26 9.53% 10.53% 6.34% 4.53% 8.64% 4.4% 3.44% 1.9% 1.98% 1.82%
2025/06/27 9.45% 10.71% 5.43% 3.54% 8.18% 3.86% 3.75% 2.37% 1.76% 1.29%
2025/06/28 11.23% 12.3% 4.62% 3.16% 5.76% 3.14% 2.38% 2.58% 1.59% 1.64%
2025/06/29 10.45% 10.07% 7.79% 4.04% 5.61% 3.75% 2.46% 2.45% 1.09% 1.72%
2025/06/30 10.55% 10.12% 6.42% 5.74% 5.03% 4.14% 3.29% 2.12% 2.03% 1.56%

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In June 2025, Coursera’s impression share fluctuated, peaking at 11.29% on June 3rd. Arden University saw a significant rise, reaching 17.98% on June 13th. Udemy’s share varied, with a notable dip mid-month. Open University experienced a peak on June 11th at 12.51%. Overall, the month ended with Coursera and Arden leading the impression share.

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

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

  2. 2
    10,000+ Online Courses | Start Gaining New Skills 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
    FutureLearn Unlimited Courses https://www.futurelearn.com

    Learn Anytime From Anywhere — Join Unlimited Today And Start Exploring 1400+ Online Courses From Top Universities. Discover...

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

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

  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, FutureLearn, The Open University, and Udemy captivate audiences with themes of flexibility, accessibility, and career advancement. Their messaging emphasizes recognized qualifications, unlimited course access, and personalized learning experiences, appealing to diverse learners worldwide.

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