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UK Education & Training Universities - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Universities 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 Universities 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 9.54
arden.ac.uk 9.41
uea.ac.uk 4.88
law.ac.uk 4.63
lse.ac.uk 4.08
ucl.ac.uk 3.5
gre.ac.uk 2.58
ntu.ac.uk 2.5
insead.edu 2.37
kcl.ac.uk 2.25
others 54.26

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In the education sector’s PPC landscape, ‘others’ dominate with 54.26% click share. ‘Open.ac.uk’ and ‘Arden.ac.uk’ follow, capturing 9.54% and 9.41% respectively.

Market Exposure

Share of Spend for the top 10 UK Education & Training Universities 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 arden.ac.uk ucl.ac.uk law.ac.uk kcl.ac.uk aston.ac.uk getsmarter.com imperial.ac.uk gre.ac.uk lse.ac.uk
2025/05/01 16.52% 9.47% 0.27% 8.84% 2.02% 4.65% 6.67% 0.61% 3.29% 0.9%
2025/05/02 13.84% 8.08% 1.85% 4.04% 0.94% 1.3% 0.17% 2.08% 7.84% 0.58%
2025/05/03 11.24% 7.33% 0.17% 6.18% 1.66% 2.47% 5.72% 3.11% 3.99% 0.87%
2025/05/04 18.16% 6.18% 0.24% 5.48% 0.43% 0.98% 1.62% 2.46% 3.62% 0.9%
2025/05/05 19.23% 6.96% 0.13% 6.47% 2.05% 2.29% 2.8% 1.22% 4.14% 0.52%
2025/05/06 15.27% 5.11% 9.35% 4.28% 2.04% 2.6% 1.3% 0.83% 3.63% 0.65%
2025/05/07 12.08% 8.02% 0.71% 4.91% 2.6% 1.61% 2.09% 0.57% 6.99% 0.44%
2025/05/08 14.22% 8.01% 0.72% 5.39% 3.06% 1.74% 0.08% 1.26% 5.21% 0.52%
2025/05/09 11.33% 9.55% 0.35% 8.08% 1.88% 2.3% 3.27% 3.21% 4.66% 0.51%
2025/05/10 8.94% 7.8% 0.38% 7.45% 2.05% 2.61% 2.44% 1.93% 5.46% 0.47%
2025/05/11 10.07% 6.12% 0.13% 5.81% 2.21% 0.94% 1.81% 1.72% 3.77% 6.29%
2025/05/12 7.51% 8.84% 0.24% 6% 3.62% 1.13% 4.49% 2.72% 4.98% 7.06%
2025/05/13 11.13% 9.11% 0.6% 5.56% 2.57% 2.26% 0.12% 0.9% 5.58% 0.62%
2025/05/14 10.25% 14.38% 0.36% 5.75% 3.29% 1.95% 0.22% 1.08% 5.8% 0.42%
2025/05/15 6.79% 11.8% 0.42% 9.28% 3.61% 2.4% 1.22% 2.49% 4.54% 0.42%
2025/05/16 5.17% 10.41% 10.66% 5.4% 3.47% 2.51% 2.5% 2.28% 2.95% 0.31%
2025/05/17 4.33% 10.82% 0.09% 5.5% 1.61% 3.25% 2.18% 3.51% 1.77% 0.5%
2025/05/18 5.28% 9.49% 0.39% 4.51% 2.06% 1.62% 4.21% 3.09% 2.37% 8.4%
2025/05/19 5.21% 9.29% 0.06% 5.26% 3.12% 1.63% 3.73% 2.37% 2.04% 21.18%
2025/05/20 8.4% 12.98% 0.06% 5.64% 2.71% 3.07% 2.77% 1.62% 2.3% 0.44%
2025/05/21 9.69% 14.07% 0.18% 6.38% 3.21% 1.97% 0.41% 2.49% 1.48% 0.17%
2025/05/22 6.12% 15.65% 0.1% 5.87% 1.93% 3.05% 3.28% 12.08% 1.28% 0.31%
2025/05/23 7.81% 12.65% 0.26% 5.53% 1.54% 4.89% 2.93% 1.03% 0.92% 0.58%
2025/05/24 7.1% 7.5% 9.8% 5.11% 1.95% 1.61% 3.71% 2.67% 0.83% 13.58%
2025/05/25 7.61% 6.93% 0.29% 3.12% 3.13% 0.62% 5.05% 2.52% 0.53% 27.27%
2025/05/26 10.7% 7.93% 0.25% 3.54% 4.17% 1.84% 4.35% 3.19% 0.97% 6.76%
2025/05/27 9.43% 12.26% 0.11% 3.89% 3.07% 2.79% 4.76% 1.69% 1.29% 0.41%
2025/05/28 9.65% 9.81% 11.14% 4.74% 4.4% 1.28% 2.65% 2.86% 1.38% 0.05%
2025/05/29 9.39% 11.19% 11.56% 5.8% 2.16% 1.37% 2.62% 0.47% 0.68% 0.22%
2025/05/30 13% 11.53% 0.31% 6.77% 3.72% 1.77% 6.69% 2.66% 1.12% 0.07%
2025/05/31 10.67% 9.92% 9.88% 6.92% 3.46% 2.79% 2.46% 1.42% 0.95% 0.23%

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In May 2025, Open University led with fluctuating spend, peaking early and stabilizing mid-month. Arden University saw a mid-month surge, while UCL had sporadic spikes. The University of Law maintained steady growth, and King’s College London showed consistent low spend. Aston University and GetSmarter had varied trends, with Imperial College and Greenwich University showing modest activity. LSE had notable peaks, especially late in the month.

Market Exposure

Competitor Count for UK Education & Training Universities

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
2025/05/01 137
2025/05/02 140
2025/05/03 141
2025/05/04 137
2025/05/05 161
2025/05/06 154
2025/05/07 175
2025/05/08 176
2025/05/09 174
2025/05/10 164
2025/05/11 158
2025/05/12 155
2025/05/13 172
2025/05/14 164
2025/05/15 177
2025/05/16 167
2025/05/17 158
2025/05/18 161
2025/05/19 160
2025/05/20 169
2025/05/21 161
2025/05/22 155
2025/05/23 152
2025/05/24 150
2025/05/25 152
2025/05/26 156
2025/05/27 157
2025/05/28 152
2025/05/29 154
2025/05/30 140
2025/05/31 161

Copyright © Adthena. All rights reserved.

In May 2025, distinct advertisers on Google SERP began at 137, peaked at 177 mid-month, and concluded at 161.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Universities

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
lse.ac.uk 5.64%
uea.ac.uk 3.83%
ucl.ac.uk 2.89%
arden.ac.uk 1.23%
getsmarter.com 0.87%
mdx.ac.uk -1.38%
london.ac.uk -1.4%
ntu.ac.uk -1.8%
open.ac.uk -2.58%
gre.ac.uk -2.75%

Copyright © Adthena. All rights reserved.

LSE.ac.uk surged with a 5.64% click share increase, while gre.ac.uk faced a 2.75% decline. UEA.ac.uk and UCL.ac.uk also saw positive growth.

Campaign Efficiency

UK Education & Training Universities 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 arden.ac.uk open.ac.uk law.ac.uk getsmarter.com betterhelp.com aston.ac.uk kcl.ac.uk hull.ac.uk imperial.ac.uk gre.ac.uk
2025/05/01 10.73% 11.88% 8.28% 10.85% 0% 3.98% 1.69% 1.81% 0.57% 2.94%
2025/05/02 9.97% 12.24% 3.46% 0.11% 0% 1.37% 0.77% 0.95% 1.77% 7.25%
2025/05/03 8.14% 8.83% 6.16% 9.77% 0.64% 2.91% 1.22% 0.27% 2.65% 3.41%
2025/05/04 7.34% 14.11% 5.46% 2.8% 2.23% 1.03% 0.55% 0.75% 2.24% 3.51%
2025/05/05 9.46% 15.12% 6.83% 4.92% 3.98% 2.6% 1.38% 0.48% 1.07% 3.7%
2025/05/06 7.1% 13.16% 5.09% 2.4% 0% 3.11% 1.73% 1.09% 0.74% 3.46%
2025/05/07 10.28% 10.29% 4.1% 3.58% 0.31% 1.95% 1.9% 2.19% 0.51% 4.89%
2025/05/08 10.49% 12.93% 5.06% 0.06% 0.4% 1.94% 2.62% 1.57% 1.31% 4.04%
2025/05/09 11.77% 9.5% 7.78% 5.39% 0.47% 2.42% 1.3% 2.85% 2.3% 3.21%
2025/05/10 10.89% 7.81% 6.86% 4.25% 0.18% 3.05% 1.59% 2.77% 1.26% 3.99%
2025/05/11 8.1% 9.09% 5.52% 3.18% 1.55% 0.93% 1.86% 3.67% 1.19% 2.71%
2025/05/12 13.03% 6.43% 5.57% 7.72% 0.72% 1.25% 2.67% 1.46% 1.85% 3.89%
2025/05/13 11.77% 9.65% 5.85% 0.1% 0.65% 3.15% 2.4% 1.62% 0.76% 4.89%
2025/05/14 16.62% 9.47% 5.41% 0.2% 0.71% 2.16% 2.65% 2.05% 0.89% 5%
2025/05/15 15.94% 5.86% 7.81% 2.15% 0.54% 2.89% 4.27% 1.95% 2.24% 3.52%
2025/05/16 14.29% 4.97% 5.32% 4.71% 0.59% 2.92% 2.93% 1.34% 2.18% 2.42%
2025/05/17 13.08% 3.79% 4.76% 11.74% 2.41% 3.33% 1.2% 1.3% 2.33% 1.37%
2025/05/18 13.45% 4% 4.39% 7.3% 0.82% 2.08% 1.39% 1.57% 2.66% 1.9%
2025/05/19 14.43% 4.79% 5.56% 7.35% 0.47% 2.16% 2.84% 0.17% 2.5% 1.95%
2025/05/20 17.18% 6.73% 6.2% 4.27% 2.34% 3.62% 2.6% 2.21% 1.39% 1.72%
2025/05/21 18.66% 8.41% 5.85% 0.28% 0.77% 2.13% 3.12% 3.05% 2% 1.33%
2025/05/22 16.92% 4.81% 4.7% 4.36% 2.15% 2.78% 1.25% 0.75% 12.86% 0.96%
2025/05/23 15.57% 5.3% 4.81% 4.71% 6.02% 5.15% 1% 2.36% 0.81% 0.7%
2025/05/24 9.8% 7.23% 4.38% 4.29% 3.68% 1.6% 2.81% 2.29% 2.36% 0.7%
2025/05/25 11.88% 8.53% 3.44% 7.79% 0.44% 0.78% 3.43% 3.54% 2.16% 0.56%
2025/05/26 10.24% 9.7% 2.8% 7.6% 0.77% 1.76% 5.54% 0.33% 2.23% 0.81%
2025/05/27 15.67% 9.11% 3.26% 7.36% 4.42% 2.93% 2.42% 3.06% 1.23% 1.09%
2025/05/28 13.57% 10.68% 4.52% 4.55% 2.39% 1.53% 3.35% 2.62% 2.46% 1.33%
2025/05/29 15.14% 9.05% 4.8% 4.67% 2.65% 1.45% 2.42% 2.47% 0.38% 0.47%
2025/05/30 12.19% 10.65% 6.35% 4.48% 7.42% 1.51% 4.12% 3.05% 1.71% 0.67%
2025/05/31 12.89% 10.35% 6.05% 4.27% 3.77% 3.07% 2.78% 1.9% 1.16% 0.81%

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Arden.ac.uk’s impression share surged mid-May, peaking at 18.66% on the 21st. Open.ac.uk saw a decline, while law.ac.uk remained steady. Getsmarter.com fluctuated, ending at 4.27%. May concluded with diverse trends across domains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Universities

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
    Find a Specialised Therapist https://www.betterhelp.com

    Betterhelp Online Therapy — About 95% Of Customers Can Find A Therapist Within 48 Hours. 100% Online And Easy Sign-Up. No Referrals, No Waiting Rooms. Start Your Healing...

  2. 2
    London School of Economics https://www.getsmarter.com

    LSE Courses — Enjoy a Personalized Online Learning Experience Created to Support You at Every Step. Validate...

  3. 3
    Imperial College London MBA - Imperial College London https://ib-programmes.imperial.ac.uk › mba

    Our MBA programmes reflect Imperial's position as a world-leading university. Learn more. Transform your career with an Imperial MBA. Discover which MBA format is right for you.

  4. 4
    Apply Now | LSE - Department of Management | How to Apply https://www.lse.ac.uk

    Develop the critical and analytical skills needed for a successful career in management. Explore the challenges facing managers and organisations operating in a global context.

  5. 5
    Queen Mary Masters | Apply Now - Postgraduate Study At QMUL https://www.qmul.ac.uk

    Study At Queen Mary–Ranked 9th In The UK For Finance (Shanghai Global Ranking 2024). Build Expertise In Finance, Focusing On Asset Pricing, Portfolio Construction, & More.

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In the competitive landscape of online education, top-performing ads reveal a tapestry of unique propositions. BetterHelp emphasizes swift access to therapists, promising 95% find one within 48 hours. GetSmarter and LSE highlight personalized learning, while Imperial College London and Queen Mary focus on career transformation and specialized expertise, respectively.

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Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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