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UK Education & Training Universities - PPC Market Share Analysis February 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 5.3
arden.ac.uk 5.07
lse.ac.uk 4.93
apple.com 4.76
msccruises.co.uk 4.33
jdsports.co.uk 4.25
city.ac.uk 2.48
lsbu.ac.uk 1.73
northampton.ac.uk 1.68
wearehomesforstudents.com 1.62
others 63.85

Copyright © Adthena. All rights reserved.

In the education sector’s PPC landscape, “others” dominate with 63.85% click share, overshadowing top contenders like open.ac.uk at 5.3% and arden.ac.uk at 5.07%.

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 law.ac.uk libf.ac.uk msccruises.co.uk lse.ac.uk getsmarter.com city.ac.uk cam.ac.uk northampton.ac.uk
2025/01/01 6.88% 6.44% 0.52% 0.85% 2.06% 9.41% 2.96% 4.32% 2.28% 1.56%
2025/01/02 7.55% 6.27% 0.72% 0.74% 2.53% 15.09% 5.28% 2.48% 2.03% 0.63%
2025/01/03 8.74% 7.17% 3.4% 1.17% 2.88% 1.55% 3.36% 3.35% 2.66% 1.46%
2025/01/04 5.29% 7.02% 0.62% 0.83% 1.98% 13.86% 2.47% 2.84% 2.16% 5.05%
2025/01/05 5.26% 4.03% 4.35% 0.87% 1.29% 12.14% 1.62% 3.91% 1.45% 3.75%
2025/01/06 6.6% 4.66% 0.44% 1.38% 2.77% 11.71% 3.84% 2.72% 1.97% 1.26%
2025/01/07 5.91% 6.84% 1.3% 1.37% 2.61% 6.75% 2.07% 3.06% 2.54% 5.9%
2025/01/08 5.12% 6.15% 1.65% 1.22% 2.87% 8.2% 0.12% 3.33% 1.85% 2.53%
2025/01/09 8.04% 4.28% 1.94% 2.22% 2.18% 10.29% 1.89% 1.49% 2.03% 1.22%
2025/01/10 5.7% 4.53% 1.19% 1.55% 2.31% 4.8% 2.3% 1.56% 2.32% 1.15%
2025/01/11 3.24% 5.72% 0.95% 1.27% 2.73% 5.52% 0.19% 2.23% 1.91% 1.73%
2025/01/12 2.62% 4.51% 0.65% 1.52% 2.85% 15.09% 0.73% 2.14% 1.18% 2.56%
2025/01/13 4.66% 5.74% 1.27% 1.8% 2.47% 9.54% 2.98% 2.42% 1.77% 2.06%
2025/01/14 5.19% 5.28% 0.88% 1.87% 1.81% 5.32% 1.2% 6.35% 0.93% 1.5%
2025/01/15 3.48% 7.37% 0.83% 1.5% 1.93% 3.47% 1.12% 2.61% 0.93% 7.41%
2025/01/16 8.16% 4.36% 1.86% 2.25% 2.24% 8.85% 1.58% 1.66% 2.07% 1.24%
2025/01/21 3.74% 7.72% 3.24% 2.72% 2.54% 1.42% 1.19% 1.75% 1.36% 1.37%
2025/01/22 3.99% 6.92% 2.38% 2.57% 2.68% 4.65% 2.05% 1.51% 1.64% 0.49%
2025/01/23 3.41% 7.45% 3.72% 3.1% 3.72% 1.78% 1.61% 2.03% 1.81% 1.09%
2025/01/24 3.15% 7.24% 2.02% 2.73% 3.33% 5.14% 0.29% 5.38% 1.44% 0%
2025/01/25 9.36% 6.1% 4.81% 3.42% 1.88% 1.57% 0.59% 0.6% 1.97% 0%
2025/01/26 7.06% 5.23% 2.79% 2.18% 2.81% 0.99% 1.13% 4.3% 0.88% 0.02%
2025/01/27 7.42% 3.38% 3.17% 2.65% 2.68% 0.62% 0.09% 4.82% 1.95% 0.06%
2025/01/28 6.88% 5.58% 4.27% 2.14% 4.79% 1.76% 0.63% 1.2% 0.05% 0%
2025/01/29 6.98% 7.12% 3.52% 2.93% 2.22% 1.54% 0.47% 0.74% 0.05% 0%
2025/01/30 8.83% 8.66% 3.71% 2.76% 2.87% 1.01% 1.1% 0.61% 0.01% 0%
2025/01/31 13.35% 8.62% 4.98% 2.65% 2.55% 0.95% 0.95% 0.36% 0.13% 0%

Copyright © Adthena. All rights reserved.

In January 2025, open.ac.uk’s PPC spend fluctuated, peaking at 13.35% on the 31st. Meanwhile, arden.ac.uk maintained a steady presence, ending at 8.62%. law.ac.uk and libf.ac.uk showed modest growth, while lse.ac.uk’s spend dropped significantly. The month concluded with open.ac.uk leading the spend share.

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
2025/01/01 395
2025/01/02 370
2025/01/03 385
2025/01/04 389
2025/01/05 408
2025/01/06 388
2025/01/07 393
2025/01/08 373
2025/01/09 377
2025/01/10 376
2025/01/11 398
2025/01/12 384
2025/01/13 383
2025/01/14 413
2025/01/15 391
2025/01/16 377
2025/01/21 360
2025/01/22 354
2025/01/23 315
2025/01/24 309
2025/01/25 359
2025/01/26 347
2025/01/27 369
2025/01/28 346
2025/01/29 380
2025/01/30 381
2025/01/31 372

Copyright © Adthena. All rights reserved.

January began with 395 advertisers, fluctuating throughout the month. Mid-month peaked at 413, but a decline followed, ending at 372.

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
apple.com 4.29%
footlocker.co.uk 1.78%
jdsports.co.uk 1.29%
open.ac.uk 1.22%
msccruises.co.uk 1.1%
city.ac.uk -0.9%
beds.ac.uk -0.98%
mdx.ac.uk -1.57%
northampton.ac.uk -2.54%
lse.ac.uk -5.75%

Copyright © Adthena. All rights reserved.

LSE.ac.uk saw a significant drop of 5.75% in click share, while Apple.com gained 4.29%. Other universities like Northampton and Middlesex also experienced declines.

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 open.ac.uk arden.ac.uk law.ac.uk libf.ac.uk jdsports.co.uk essex.ac.uk lse.ac.uk city.ac.uk lsbu.ac.uk northampton.ac.uk
2025/01/01 4.95% 5.61% 0.27% 0.61% 15.66% 2.8% 1.83% 3.87% 0.37% 1.43%
2025/01/02 6.76% 7.76% 4.86% 0.63% 0% 4.36% 3.77% 2.26% 1.04% 0.89%
2025/01/03 9.26% 7.39% 3.84% 1.05% 0% 4.07% 1.3% 2.65% 0.92% 2.06%
2025/01/04 4.4% 8.44% 0.53% 0.63% 5.55% 6.75% 3.05% 2.54% 0.55% 5.76%
2025/01/05 4.66% 4.24% 6.92% 0.75% 7.44% 2.4% 2.8% 3.71% 0.2% 4.68%
2025/01/06 5.42% 4.58% 0.29% 1.08% 4.56% 0.13% 3.43% 1.98% 0.31% 1.33%
2025/01/07 5.66% 7.88% 1.12% 1.18% 0% 0.27% 2.44% 2.37% 1.81% 7.45%
2025/01/08 4.33% 6.96% 1.45% 0.99% 0% 0.51% 2.65% 2.37% 0.83% 3.41%
2025/01/09 7.5% 5.07% 1.9% 2.08% 0% 0.21% 3.15% 1.49% 4.78% 1.68%
2025/01/10 4.98% 4.86% 0.92% 1.2% 0% 0.32% 1.58% 1.23% 0.08% 1.21%
2025/01/11 3.04% 6.08% 0.41% 1.08% 0% 0.39% 2.14% 1.88% 6.82% 1.85%
2025/01/12 2.79% 5.25% 0.53% 1.48% 0% 0.17% 3.64% 2.28% 7.84% 3.28%
2025/01/13 4.46% 6.45% 1.37% 1.67% 0% 0.27% 2.39% 2.18% 0.23% 2.46%
2025/01/14 4.17% 6.42% 0.75% 1.5% 0% 2.86% 1.92% 6.52% 2.51% 1.56%
2025/01/15 3.71% 10.41% 0.82% 1.54% 0% 0.38% 1.39% 2.4% 0.35% 9.05%
2025/01/16 7.65% 5.24% 1.86% 2.14% 0% 0.21% 2.88% 1.53% 4.16% 1.73%
2025/01/21 3.3% 7.32% 2.77% 2.06% 4.93% 0.28% 1.02% 1.26% 1.85% 1.45%
2025/01/22 3.25% 6.93% 2.52% 2.04% 0% 3.61% 1.6% 1.15% 11.01% 0.36%
2025/01/23 2.92% 8.17% 3.62% 2.66% 0% 0.54% 1.52% 1.64% 11.27% 1.07%
2025/01/24 2.91% 8.24% 1.59% 2.22% 0% 0.73% 1.45% 5.97% 1.77% 0%
2025/01/25 8.16% 6.28% 4.64% 3.03% 0% 0.53% 1.41% 0.53% 2.15% 0%
2025/01/26 5.26% 5.46% 2.31% 1.86% 4.77% 0.48% 0.94% 4.68% 1.1% 0.03%
2025/01/27 5.39% 3.22% 2.29% 1.93% 6.3% 4.49% 0.45% 4.77% 4.46% 0.06%
2025/01/28 5.73% 5.56% 4.23% 1.81% 0% 0.82% 1.42% 1.27% 0.71% 0%
2025/01/29 6.03% 7.31% 3.18% 2.33% 6.26% 0.91% 1.31% 0.74% 1.18% 0%
2025/01/30 8.08% 9.29% 4.05% 2.49% 0% 1.34% 0.93% 0.36% 0.02% 0%
2025/01/31 10.7% 9.53% 5.18% 2.34% 1.86% 1.27% 0.82% 0.28% 0.02% 0%

Copyright © Adthena. All rights reserved.

In January 2025, open.ac.uk saw fluctuating ad impressions, peaking at 10.7% on the 31st. arden.ac.uk maintained a steady presence, ending at 9.53%. law.ac.uk and libf.ac.uk showed modest gains, while jdsports.co.uk’s share varied. essex.ac.uk and lse.ac.uk had low visibility, with city.ac.uk and northampton.ac.uk experiencing declines. lsbu.ac.uk spiked mid-month but finished low.

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
    Apple - Education Savings https://www.apple.com › uk

    Save on a new Mac or iPad with Apple education savings. Shop now. Available to current and newly accepted higher education students, teachers and staff. Services: Specialist help, Free delivery and pickup, Direct from Apple.

  2. 2
    MBA - University of Cambridge https://jbs.cam.ac.uk › cambridge_mba › brochure

    Transform Your Career — We're looking for students with at least two years’ work experience when you start the MBA. A...

  3. 3
    UCAS Deadline Approaching https://discover.cardiff.ac.uk

    Apply By 29 Jan 2025 — Want To Make A Difference? Together, We Can. Learn More About Cardiff University. Join A Team...

  4. 4
    London School of Economics https://www.getsmarter.com

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

  5. 5
    LSBU Your London Campus https://www.lsbu.ac.uk

    LSBU: The Making of You — Find degrees built around your future, designed in collaboration with industry at LSBU.

Copyright © Adthena. All rights reserved.

In the competitive landscape of education-focused PPC ads, Apple stands out with its “Education Savings” campaign, targeting students and educators with enticing offers on Macs and iPads. Meanwhile, Cambridge University appeals to career-driven individuals with its MBA program, emphasizing transformation and experience. Cardiff University creates urgency with its UCAS deadline, encouraging prospective students to act swiftly. The London School of Economics, through GetSmarter, highlights personalized online learning, while LSBU focuses on future-oriented degrees designed with industry collaboration. Each ad uniquely addresses the aspirations and needs of its audience.

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