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US 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 US Universities 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 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
phoenix.edu 8.73
wgu.edu 7.89
asu.edu 7.12
snhu.edu 5.64
capella.edu 3.41
gcu.edu 3.32
collegeboard.org 2.61
chamberlain.edu 2.47
csuglobal.edu 2.13
devry.edu 1.73
others 54.95

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In the education sector’s PPC landscape, ‘others’ dominate with 54.95% click share. Phoenix.edu leads individual domains at 8.73%, followed by wgu.edu at 7.89% and asu.edu at 7.12%.

Market Exposure

Share of Spend for the top 10 US 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 phoenix.edu asu.edu snhu.edu wgu.edu capella.edu gcu.edu liberty.edu chamberlain.edu nyu.edu devry.edu
2025/05/01 10.11% 7.16% 4.37% 3.4% 5.44% 4.3% 3.13% 1.93% 1.84% 1.94%
2025/05/02 9.44% 7.9% 4.82% 4.33% 4.22% 4.03% 2.72% 2.22% 1.74% 1.88%
2025/05/03 9.11% 7.02% 4.6% 5.32% 3.84% 3.4% 3.52% 2.27% 1.93% 2.07%
2025/05/04 9.74% 6.75% 4.85% 4.93% 3.49% 3.77% 2.53% 2.46% 1.46% 1.71%
2025/05/05 9.37% 8.87% 4.71% 3.58% 3.69% 4.43% 2.66% 2.48% 1.39% 1.58%
2025/05/06 8.16% 8.97% 4.66% 3.23% 4.31% 4.24% 2.53% 3.49% 1.38% 1.81%
2025/05/07 7.57% 9.38% 4.74% 2.78% 5.02% 4.22% 2.23% 2.38% 1.89% 2.08%
2025/05/08 6.44% 9.15% 5.12% 2.91% 4.04% 3.91% 2.34% 1.92% 1.88% 1.91%
2025/05/09 6.85% 9.92% 5.07% 3.79% 4.57% 3.25% 2.14% 2.49% 1.66% 1.9%
2025/05/10 7.16% 9.52% 5.2% 3.98% 4.17% 2.99% 2.36% 2.16% 1.79% 1.67%
2025/05/11 4.86% 9.02% 5.44% 4.01% 3.09% 3.48% 2.55% 2.06% 2.03% 1.87%
2025/05/12 7.54% 9.56% 5.1% 4.13% 3.31% 3.62% 1.67% 2.48% 1.92% 1.66%
2025/05/13 7.67% 9.09% 4.85% 3.15% 4.13% 3.67% 1.9% 2.74% 1.41% 1.82%
2025/05/14 8.01% 7.22% 5.37% 3.31% 5% 3.26% 1.65% 2.09% 1.59% 1.92%
2025/05/15 7.29% 7.15% 5.56% 3.49% 4.46% 3.54% 1.83% 2.72% 1.56% 1.27%
2025/05/16 7.29% 5.89% 4.69% 4.09% 3.91% 3.94% 2.19% 2.01% 1.44% 1.55%
2025/05/17 7.11% 6.22% 5.82% 4.83% 3.62% 3.25% 2.6% 1.93% 1.83% 1.86%
2025/05/18 6.9% 5.98% 5.26% 5.13% 3.34% 3.11% 2.6% 1.88% 1.93% 1.66%
2025/05/19 8.88% 7.45% 4.67% 3.52% 2.93% 3.8% 2.23% 2.95% 1.53% 1.63%
2025/05/20 8.69% 7.35% 4.99% 3.23% 3.81% 3.56% 1.99% 3.08% 1.78% 1.73%
2025/05/21 9.39% 6.53% 5.16% 3.03% 4.61% 3.69% 1.83% 2.92% 1.9% 1.57%
2025/05/22 8.27% 7.58% 5.84% 3.63% 4.85% 2.79% 1.91% 3.09% 1.48% 1.45%
2025/05/23 6.5% 7.83% 4.7% 3.93% 4.55% 3.2% 2.96% 3.19% 1.38% 1.58%
2025/05/24 8.46% 6.51% 5.39% 4.29% 4.76% 2.21% 3.27% 3.01% 1.48% 1.37%
2025/05/25 7.15% 5.9% 5.67% 4.85% 4.02% 2.29% 3.49% 3.06% 1.63% 1.38%
2025/05/26 7.55% 7.07% 4.3% 4.26% 3.02% 2.61% 2.21% 3.53% 1.55% 1.1%
2025/05/27 8.41% 6.83% 4.86% 2.63% 3.33% 2.82% 2.16% 3.94% 1.94% 1.57%
2025/05/28 7.7% 7.16% 4.96% 3.55% 4.39% 3.15% 2.49% 3.59% 1.5% 1.49%
2025/05/29 8.37% 7.82% 5.39% 2.36% 4.9% 3.19% 2.81% 3.35% 1.66% 1.46%
2025/05/30 8.41% 7.29% 4.65% 3.08% 4.83% 3.23% 3.46% 3.07% 1.4% 1.46%
2025/05/31 8.13% 6.56% 4.92% 4.44% 3.83% 3.61% 3.48% 2.7% 1.57% 1.33%

Copyright © Adthena. All rights reserved.

In May 2025, phoenix.edu’s PPC spend share fluctuated, starting at 10.11% and ending at 8.13%. ASU.edu saw a peak mid-month, while snhu.edu maintained steady growth. Wgu.edu and capella.edu experienced varied trends, with liberty.edu showing a late surge. Chamberlain.edu and nyu.edu had minor fluctuations, and devry.edu ended with a slight decline.

Market Exposure

Competitor Count for US 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 1129
2025/05/02 1139
2025/05/03 1138
2025/05/04 1098
2025/05/05 1113
2025/05/06 1122
2025/05/07 1180
2025/05/08 1158
2025/05/09 1148
2025/05/10 1115
2025/05/11 1150
2025/05/12 1127
2025/05/13 1139
2025/05/14 1165
2025/05/15 1168
2025/05/16 1135
2025/05/17 1149
2025/05/18 1161
2025/05/19 1173
2025/05/20 1157
2025/05/21 1116
2025/05/22 1127
2025/05/23 1103
2025/05/24 1110
2025/05/25 1107
2025/05/26 1094
2025/05/27 1118
2025/05/28 1136
2025/05/29 1100
2025/05/30 1101
2025/05/31 1079

Copyright © Adthena. All rights reserved.

In May 2025, distinct advertisers fluctuated, peaking at 1,180 on May 7. The month concluded with a decline to 1,079.

Campaign Efficiency

Market Loss & Market Gains for US 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
collegeboard.org 1.77%
umgc.edu 0.84%
chamberlain.edu 0.55%
uagc.edu 0.5%
phoenix.edu 0.37%
concorde.edu -0.26%
post.edu -0.29%
south.edu -0.3%
gcu.edu -0.61%
asu.edu -0.66%

Copyright © Adthena. All rights reserved.

In the past month, collegeboard.org surged with a 1.77 increase in click share, while umgc.edu rose by 0.84. Conversely, asu.edu experienced a decline of 0.66.

Campaign Efficiency

US 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 phoenix.edu asu.edu wgu.edu snhu.edu liberty.edu gcu.edu capella.edu csuglobal.edu chamberlain.edu devry.edu
2025/05/01 9.75% 5.97% 4.42% 3.98% 3.17% 4.71% 4.18% 2.39% 1.44% 2.14%
2025/05/02 8.22% 6.64% 5% 4.73% 2.89% 4.11% 3.23% 2.96% 1.68% 2.18%
2025/05/03 8.23% 5.74% 5.72% 4.39% 3.38% 3.38% 2.98% 3% 1.75% 2.16%
2025/05/04 8.46% 5.69% 5.58% 4.57% 2.42% 3.81% 2.81% 3.1% 1.83% 1.91%
2025/05/05 7.92% 7.12% 4.36% 4.5% 2.57% 4.16% 3.02% 2.74% 1.91% 1.87%
2025/05/06 7.41% 7.61% 3.88% 4.42% 2.64% 4.26% 3.49% 2.59% 2.79% 2.11%
2025/05/07 6.83% 7.95% 3.23% 4.68% 2.18% 3.96% 3.98% 2.35% 1.89% 2.52%
2025/05/08 5.72% 7.49% 3.55% 4.82% 2.32% 3.91% 3.08% 3.31% 1.48% 2.28%
2025/05/09 5.8% 8.44% 4.28% 4.91% 2.11% 3.33% 3.64% 3.04% 1.9% 2.35%
2025/05/10 5.95% 7.99% 4.55% 5.07% 2.22% 3.05% 3.32% 3.37% 1.72% 1.95%
2025/05/11 4.29% 7.57% 4.68% 5.32% 2.43% 3.62% 2.48% 2.93% 1.61% 2.09%
2025/05/12 6.35% 8.1% 4.82% 5.03% 1.73% 3.38% 2.43% 3.31% 1.95% 2.12%
2025/05/13 7.23% 7.45% 3.93% 4.53% 1.88% 3.54% 3.21% 3.43% 2.13% 2.16%
2025/05/14 7.4% 5.73% 4.08% 5.27% 1.65% 3.16% 3.84% 3.22% 1.54% 2.23%
2025/05/15 6.7% 5.82% 4.14% 5.23% 1.89% 3.32% 3.53% 3.01% 2.11% 1.5%
2025/05/16 6.39% 4.8% 4.76% 4.55% 2.27% 3.65% 2.91% 3.69% 1.47% 1.97%
2025/05/17 6.2% 5.17% 5.35% 5.6% 2.61% 3.3% 2.94% 2.66% 1.39% 2.26%
2025/05/18 5.89% 4.86% 5.86% 5.14% 2.55% 3% 2.81% 2.85% 1.44% 1.99%
2025/05/19 7.76% 5.8% 3.88% 4.46% 2.26% 3.48% 2.29% 3.9% 2.26% 1.98%
2025/05/20 7.66% 5.98% 3.95% 4.98% 2.12% 3.47% 3.07% 3.21% 2.43% 2.22%
2025/05/21 8.4% 5.46% 3.93% 4.95% 1.86% 3.68% 3.74% 4.03% 2.28% 1.97%
2025/05/22 6.88% 6.11% 4.59% 5.77% 1.8% 2.69% 3.89% 3.23% 2.39% 1.71%
2025/05/23 5.68% 6.39% 4.65% 4.55% 2.93% 3.09% 3.61% 3.35% 2.51% 2.05%
2025/05/24 7.32% 5.13% 4.84% 4.98% 3.27% 2.11% 3.81% 3.61% 2.35% 1.52%
2025/05/25 6% 4.73% 5.54% 5.45% 3.63% 2.05% 3.66% 3.44% 2.31% 1.73%
2025/05/26 6.26% 5.64% 5.17% 4.16% 2.42% 2.46% 2.43% 4.32% 2.57% 1.25%
2025/05/27 7.35% 5.69% 3.22% 4.6% 2.17% 2.65% 2.47% 3.26% 3.06% 2.02%
2025/05/28 6.38% 6.15% 4.39% 4.82% 2.53% 2.89% 3.34% 2.49% 2.92% 1.84%
2025/05/29 7.28% 6.43% 3.4% 5.49% 2.78% 2.88% 4.08% 2.15% 2.98% 1.72%
2025/05/30 6.66% 6.03% 3.76% 4.95% 3.56% 2.98% 4.27% 1.5% 2.46% 1.81%
2025/05/31 6.69% 5.39% 5.15% 5.08% 3.76% 3.3% 3.19% 2.18% 2.1% 1.63%

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In May 2025, phoenix.edu’s impression share started at 9.75% and ended at 6.69%, showing a decline. Meanwhile, asu.edu fluctuated, peaking at 8.44% and closing at 5.39%. Wgu.edu saw a rise from 4.42% to 5.15%. Snhu.edu maintained stability, ending at 5.08%. Liberty.edu increased from 3.17% to 3.76%. Gcu.edu’s share decreased, finishing at 3.3%. Capella.edu experienced ups and downs, closing at 3.19%. Csuglobal.edu’s share dropped from 2.39% to 2.18%. Chamberlain.edu rose slightly, ending at 2.1%. Devry.edu’s share decreased, finishing at 1.63%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
    BetterHelp Online Therapy https://www.betterhelp.com

    No Waiting Rooms or Driving — Personalized Therapy for a Happier You. Our Quiz Helps Match You to the Right Therapist.

  2. 2
    Chamberlain Online BSN Program - No Prerequisites Required https://www.chamberlain.edu

    Over $10 Million in Scholarships and Grants Awarded in 2024 for Pre-Licensure Programs.

  3. 3
    University of Phoenix https://www.phoenix.edu › online › university

    Online College — University of Phoenix Offers Online Degrees & Courses Aligned To 300+ Occupations. Explore Tuition-Saving Opportunities At Our Accredited Online College!

  4. 4
    SNHU® - 8 Week Classes - Online Community College https://degrees.snhu.edu › online › college

    Affordable & Career Focused Online Degrees. Transfer Up to 90 Credits. Apply Online Today!

  5. 5
    Western Governors University | WGU.edu https://www.wgu.edu

    Over 60 accredited bachelor's and master's degrees in business, nursing, teaching, and IT. Competency-based education lets you graduate faster while paying less. Learn more!

Copyright © Adthena. All rights reserved.

In the competitive landscape of online education and services, BetterHelp stands out with its promise of personalized therapy without the hassle of waiting rooms. Chamberlain University entices with substantial scholarships, while the University of Phoenix highlights its alignment with over 300 occupations. SNHU offers flexibility with credit transfers, and WGU promotes accelerated, cost-effective learning.

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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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