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US Education & Training Ed Tech - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Ed Tech category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Education & Training Ed Tech 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
ixl.com 46.8
mathway.com 39.22
schoolofrock.com 0.87
lego.com 0.63
quizlet.com 0.49
stmath.com 0.43
coursera.org 0.41
grow.google 0.39
yourselfirst.com 0.36
vibe.us 0.32
others 10.08

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In the education sector’s PPC landscape, ixl.com leads with 46.8% click share, followed by mathway.com at 39.22%. ‘Others’ collectively hold 10.08%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Education & Training Ed Tech 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 ixl.com absorblms.com phoenix.edu coursera.org devry.edu wgu.edu workramp.com learnworlds.com cornerstoneondemand.com 360learning.com
2025/04/01 6.31% 4.32% 2.01% 3.12% 2.86% 2.56% 3.08% 1.55% 3.87% 2.22%
2025/04/02 4.33% 3.23% 1.98% 3.01% 2.55% 1.95% 1.04% 4.59% 3.17% 0.84%
2025/04/03 4.89% 5.51% 1.69% 2.45% 3.17% 2.93% 2.91% 1.55% 7.94% 0.78%
2025/04/04 5.2% 4.82% 1.7% 2.51% 4.45% 2.95% 2.42% 0.1% 6.31% 0.42%
2025/04/05 4.66% 6.62% 2.05% 2.86% 3.26% 3.29% 0.1% 2.71% 0.18% 5.05%
2025/04/06 4.64% 3.75% 1.54% 3.45% 3.16% 3.63% 3.97% 2.62% 0.03% 3.82%
2025/04/07 6.32% 3.43% 1.62% 2.84% 3.03% 2.73% 3.8% 3.04% 8.21% 2.23%
2025/04/08 3.52% 5.99% 2.06% 2.59% 3.45% 1.65% 3.06% 2.51% 3.32% 0.65%
2025/04/09 4.88% 4.78% 2.22% 2.96% 2.73% 1.99% 3.03% 2.68% 4.17% 2.5%
2025/04/10 5.97% 4.61% 1.76% 2.44% 3.88% 2.79% 2.58% 1.18% 3.22% 2.68%
2025/04/11 5.32% 6.57% 2.11% 2.71% 3.39% 1.95% 4.28% 0.02% 5.05% 1.28%
2025/04/12 4.38% 5.54% 1.78% 2.94% 2.99% 2.54% 0.24% 3.17% 0.09% 4.21%
2025/04/13 6.56% 4.94% 1.74% 2.82% 3.99% 3.24% 7.72% 1.71% 0.02% 3.06%
2025/04/14 3.66% 6.17% 1.95% 2.62% 3.26% 2.28% 2.45% 0.15% 4.46% 3.56%
2025/04/15 5.67% 5.96% 2.3% 3% 3.89% 2.06% 2.43% 1.85% 5.48% 5.11%
2025/04/16 5.12% 6.62% 3.12% 2.93% 3.63% 1.25% 3.76% 2.67% 0.77% 3.23%
2025/04/17 7.97% 3.38% 1.84% 2.43% 2.77% 0.52% 0.74% 1.68% 4.6% 1.31%
2025/04/18 4.58% 5.58% 3.89% 2.06% 2.46% 1.67% 5.54% 4.59% 3.84% 1.22%
2025/04/19 4.2% 6.52% 3.52% 1.86% 3.22% 2.37% 0.28% 4.76% 0.01% 4.82%
2025/04/20 5.18% 5.5% 3.66% 2.07% 2.66% 2.42% 0.86% 5.02% 0.01% 4.12%
2025/04/21 4.45% 5.91% 3.3% 2.11% 3.19% 2.82% 3.93% 2.77% 3.34% 4.48%
2025/04/22 3.42% 7.24% 2.42% 1.93% 3.21% 2% 6.23% 7.83% 1.83% 1.92%
2025/04/23 4.47% 4.34% 2.07% 2.18% 3.49% 2.25% 2.11% 4.94% 1.18% 5.7%
2025/04/24 5.12% 7.12% 2.71% 2.55% 3.31% 3.47% 3.54% 2.29% 1.67% 2.78%
2025/04/25 4.98% 6.44% 3.31% 2.76% 2.86% 2.49% 0.97% 2.43% 1.88% 2.88%
2025/04/26 5.85% 5.37% 3.02% 2.4% 3.67% 2.57% 0.08% 3.57% 0.03% 5.02%
2025/04/27 5.99% 3.41% 1.36% 2.48% 5.06% 1.95% 2.86% 3.54% 0.01% 4.18%
2025/04/28 6.79% 5.72% 3.65% 2.78% 3.18% 2.06% 3.55% 2.16% 0.74% 2.7%
2025/04/29 6.62% 6.91% 4.54% 3% 3.98% 3.04% 1.9% 1.19% 0.66% 3.03%
2025/04/30 12.43% 5.29% 4.23% 3.09% 2.94% 2.47% 2.08% 1.46% 0.96% 0.63%

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April saw dynamic shifts in PPC spend share. IXL.com surged, peaking at 12.43% on April 30. Absorblms.com maintained steady growth, while Phoenix.edu and Coursera.org showed moderate fluctuations. Workramp.com and Learnworlds.com experienced volatility, with notable spikes mid-month. Cornerstoneondemand.com and 360learning.com had erratic patterns, ending with low shares.

Market Exposure

Competitor Count for US Education & Training Ed Tech

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
2025/04/01 520
2025/04/02 507
2025/04/03 483
2025/04/04 520
2025/04/05 494
2025/04/06 509
2025/04/07 476
2025/04/08 493
2025/04/09 476
2025/04/10 493
2025/04/11 478
2025/04/12 468
2025/04/13 480
2025/04/14 481
2025/04/15 471
2025/04/16 471
2025/04/17 464
2025/04/18 543
2025/04/19 544
2025/04/20 487
2025/04/21 524
2025/04/22 527
2025/04/23 503
2025/04/24 502
2025/04/25 487
2025/04/26 476
2025/04/27 470
2025/04/28 492
2025/04/29 472
2025/04/30 461

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April saw fluctuating advertiser numbers, peaking at 544 on April 19. The month concluded with a decline, ending at 461.

Campaign Efficiency

Market Loss & Market Gains for US Education & Training Ed Tech

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
ixl.com 6.46%
schoolofrock.com 0.8%
talentlms.com 0.19%
stmath.com 0.19%
smarttech.com 0.17%
brainmanager.io -0.18%
lego.com -0.2%
nyblackboard.com -0.2%
procaresoftware.com -0.3%
mathway.com -6.95%

Copyright © Adthena. All rights reserved.

IXL.com surged with a 6.46% click share increase, while Mathway.com plummeted by 6.95%. Schoolofrock.com gained 0.8%, contrasting with Procaresoftware.com’s 0.3% decline.

Campaign Efficiency

US Education & Training Ed Tech 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 ixl.com mathway.com absorblms.com vibe.us phoenix.edu forbes.com devry.edu wgu.edu learnworlds.com stmath.com
2025/04/01 28.95% 24.46% 1.48% 1.7% 0.69% 0.68% 1.08% 1.15% 0.55% 2.16%
2025/04/02 17.9% 25.75% 0.89% 1.45% 0.49% 0.6% 0.82% 0.77% 1.53% 0.31%
2025/04/03 19.35% 33.46% 1.57% 1.31% 0.46% 0.57% 1.21% 1.15% 0.54% 0.71%
2025/04/04 25.28% 21.46% 1.68% 1.13% 0.86% 0.86% 1.84% 1.45% 0.02% 1.92%
2025/04/05 26.05% 15.38% 2.54% 1.99% 0.8% 1.01% 1.35% 1.65% 1.19% 2.27%
2025/04/06 20.32% 28.16% 1.22% 1.32% 0.53% 0.74% 1.15% 1.5% 0.94% 2.14%
2025/04/07 28.54% 28.2% 1% 1.29% 0.64% 0.85% 1.17% 1.42% 1.09% 0.01%
2025/04/08 20.29% 25.12% 2.32% 1.51% 0.82% 1.27% 1.48% 0.86% 1.13% 1.36%
2025/04/09 23.58% 27.5% 1.25% 1.39% 0.77% 0.58% 1.03% 0.93% 1.01% 0.61%
2025/04/10 26.41% 27.4% 1.4% 1.62% 0.57% 0.84% 1.35% 1.23% 0.44% 0.52%
2025/04/11 26.73% 15.37% 2.27% 2.36% 0.83% 0.95% 1.47% 1.02% 0.01% 1.44%
2025/04/12 21.04% 18.61% 1.68% 1.62% 0.63% 0.87% 1.04% 1.05% 1.13% 1.25%
2025/04/13 31.35% 13.56% 1.58% 1.61% 0.62% 0.89% 1.46% 1.36% 0.59% 5.03%
2025/04/14 19.66% 24.03% 2.25% 2% 0.82% 1.11% 1.44% 1.09% 0.05% 0%
2025/04/15 26.84% 25.56% 1.71% 1.88% 0.89% 1.27% 1.46% 0.72% 0.58% 0.58%
2025/04/16 23.09% 26.77% 2.12% 1.53% 1.22% 0.98% 1.41% 0.37% 1.01% 0.05%
2025/04/17 35.95% 15.38% 0.9% 1.32% 0.65% 0.43% 0.8% 0.2% 0.57% 3.95%
2025/04/18 23.06% 23.87% 2.21% 1.12% 1.81% 0.92% 0.98% 0.7% 1.86% 1.07%
2025/04/19 20.68% 14.07% 2.45% 1.32% 1.62% 1.2% 1.25% 0.96% 1.89% 1.75%
2025/04/20 23.57% 12.26% 1.98% 1.53% 1.63% 1.24% 1.05% 0.96% 1.98% 8.58%
2025/04/21 22.65% 27.55% 2.03% 0.95% 1.29% 1.36% 1.37% 1.2% 1.05% 3.52%
2025/04/22 21.05% 15.14% 3.25% 1.14% 1.26% 1.63% 1.63% 1.02% 4.07% 0.75%
2025/04/23 24.39% 12.6% 1.54% 0.99% 0.84% 0.84% 1.63% 1.12% 2.13% 2.12%
2025/04/24 26.96% 21.46% 2.43% 1.38% 1.07% 1.23% 1.28% 1.59% 0.74% 1.6%
2025/04/25 22.8% 23.22% 2.03% 1.38% 1.46% 0.97% 1.15% 0.98% 0.92% 2.48%
2025/04/26 24.05% 22.39% 1.51% 1.02% 1.14% 1.14% 1.48% 0.95% 1.36% 1.41%
2025/04/27 22.72% 18.94% 0.88% 0.58% 0.49% 0.88% 1.74% 0.83% 1.19% 2.01%
2025/04/28 27.59% 27.88% 1.57% 1.36% 1.3% 0.98% 1.22% 0.72% 0.79% 0%
2025/04/29 28.26% 22.21% 2.13% 0.89% 1.48% 1.04% 1.5% 1.18% 0.45% 0.53%
2025/04/30 46.38% 13.2% 1.2% 1.02% 1.01% 0.81% 0.72% 0.69% 0.36% 0.04%

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IXL.com dominated April, peaking at 46.38% on the 30th. Mathway.com fluctuated, ending at 13.2%. AbsorbLMS.com and Vibe.us maintained low shares. Phoenix.edu and Forbes.com showed minor variations. DeVry.edu and WGU.edu had steady trends. LearnWorlds.com and STMath.com experienced sporadic spikes.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Education & Training Ed Tech

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
    The Leading LMS Software https://www.absorblms.com

    The Highest Rated Online LMS — Whether You're Training Employees & Partners Or Selling Content, We Power Your Success.

  2. 2
    Coding Temple https://www.codingtemple.com

    Pay $0 Until You're Hired — Learn how to code at one of the top-ranked coding bootcamps in the country. Apply Today!

  3. 3
    6-Week MIT Online Short Course https://mit-online.getsmarter.com › generative-ai › short-course

    MIT's AI for Business Course — Learn How Generative AI Tools Like ChatGPT Can Enhance Your Business. Register Online Now.

  4. 4
    IXL Official Site | Interactive Online Learning https://www.ixl.com

    Unlimited practice problems with meaningful, up-to-date tracking on your child's progress. Learn thousands of K-12 topics online. Get detailed feedback and guidance. Win fun...

  5. 5
    MIT Professional Education - Generative AI 8-Week Course https://online.professionalprogramsmit.com › generative › ai

    Leverage generative AI to enhance creativity and boost productivity in your organization.

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In the competitive landscape of Google PPC, top-performing ads reveal compelling narratives. Absorb LMS positions itself as the go-to for online training success, while Coding Temple entices with a no-cost-until-hired promise. MIT’s courses, both 6-week and 8-week, focus on generative AI’s transformative potential. IXL captivates with interactive learning and progress tracking for K-12 students.

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