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US Software & Technology Cybersecurity - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 US Software & Technology Cybersecurity 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
norton.com	20.68
simplisafe.com	10.44
mcafee.com	9.66
nordvpn.com	7.55
cybernews.com	2.41
bitdefender.com	1.96
expressvpn.com	1.93
amazon.com	1.6
totalav.com	1.51
forbes.com	1.41
others	40.85

In the competitive landscape of Google PPC, Norton leads with a 20.68% click share, followed by SimpliSafe at 10.44%. McAfee and NordVPN trail closely, while ‘others’ dominate with 40.85%.

Market Exposure

Share of Spend for the top 10 US Software & Technology Cybersecurity 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	norton.com	mcafee.com	simplisafe.com	nordvpn.com	cybernews.com	forbes.com	csuglobal.edu	vpnpro.com	devry.edu	expressvpn.com
2025/01/01	13.33%	8.19%	3.56%	4.36%	4.3%	2.19%	1.52%	2.3%	2.14%	2.65%
2025/01/02	17.03%	6.24%	3.31%	5.28%	4.53%	2.41%	1.19%	2.75%	1.7%	3.26%
2025/01/03	15.32%	6.39%	3.25%	4.75%	3.78%	2.28%	1.43%	2.13%	1.82%	2.97%
2025/01/04	16.06%	6.39%	3.8%	4.23%	4.43%	2.29%	1.71%	2.87%	1.53%	3.08%
2025/01/05	16.42%	6.77%	3.73%	4.69%	4.31%	2.53%	2.02%	2.33%	1.79%	2.65%
2025/01/06	15.9%	7.25%	3.44%	4.48%	4.39%	2.24%	1.57%	2.37%	1.56%	2.47%
2025/01/07	14.53%	6.7%	3.14%	5.49%	4.72%	2.46%	1.55%	3.1%	1.67%	3.16%
2025/01/08	14.2%	7.14%	3.03%	4.73%	4.31%	2.35%	2.05%	2.37%	1.81%	2.84%
2025/01/09	17.4%	7.81%	3.44%	4.39%	3.78%	1.67%	1.63%	1.87%	1.8%	2.53%
2025/01/10	14.16%	6.4%	3.33%	4.6%	3.64%	2.13%	1.98%	1.9%	2.23%	2.49%
2025/01/11	14.54%	7.14%	3.28%	4.34%	3.59%	2.22%	1.94%	2.33%	2.2%	2.67%
2025/01/12	18.53%	6.68%	3.37%	4.31%	4.19%	2.26%	1.94%	2.09%	1.72%	2.59%
2025/01/13	18.97%	6.91%	3.15%	4.73%	3.63%	2.35%	1.08%	1.86%	1.9%	2.97%
2025/01/14	19.24%	5.97%	3.15%	3.77%	2.51%	2.07%	1.34%	1.38%	2.18%	2.18%
2025/01/15	13.68%	7.11%	3.04%	4.67%	4.24%	2.33%	2.06%	2.35%	1.81%	2.82%
2025/01/16	16.79%	7.72%	3.46%	4.36%	3.74%	1.65%	1.64%	1.85%	1.81%	2.52%
2025/01/21	15.16%	6.77%	3%	4.06%	3.88%	2.6%	2.39%	1.99%	2.23%	1.21%
2025/01/22	15.37%	6.77%	2.89%	3.81%	3.91%	2.46%	2.23%	1.86%	2.43%	1.02%
2025/01/23	17.81%	7.45%	2.75%	3.47%	3.35%	2.65%	1.98%	1.56%	1.76%	0.94%
2025/01/24	13.84%	7.21%	2.71%	3.5%	3.45%	2.65%	1.83%	1.66%	2.2%	1.05%
2025/01/25	16.41%	7.47%	2.35%	3.09%	3.65%	2.74%	1.99%	1.85%	2.13%	1.04%
2025/01/26	21.21%	8.11%	3.42%	3.78%	3.14%	2.63%	1.42%	1.5%	1.24%	0.91%
2025/01/27	17.67%	5.79%	2.67%	3.83%	3.03%	2.32%	1.8%	1.47%	1.96%	1.35%
2025/01/28	20.65%	5.38%	2.92%	3.59%	3.17%	2.44%	1.94%	1.46%	2.13%	0.43%
2025/01/29	19.83%	5.91%	2.91%	3.25%	3.07%	2.42%	1.98%	1.43%	2.1%	0.1%
2025/01/30	18.38%	6.42%	3.13%	3.47%	3.33%	2.52%	2.42%	1.36%	2.2%	0.1%
2025/01/31	18.86%	7.16%	4.32%	4.23%	3.49%	2.18%	1.57%	1.3%	1.2%	0.1%

Norton.com led January with fluctuating spend, peaking at 21.21% on the 26th. McAfee.com maintained a steady presence, while SimpliSafe.com and NordVPN.com showed minor variations. ExpressVPN.com saw a significant decline, ending at 0.1%.

Market Exposure

Competitor Count for US Software & Technology Cybersecurity

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	2207
2025/01/02	2102
2025/01/03	2225
2025/01/04	2119
2025/01/05	2105
2025/01/06	2280
2025/01/07	2191
2025/01/08	2363
2025/01/09	2284
2025/01/10	2416
2025/01/11	2333
2025/01/12	2375
2025/01/13	2407
2025/01/14	2487
2025/01/15	2363
2025/01/16	2284
2025/01/21	2492
2025/01/22	2516
2025/01/23	2565
2025/01/24	2496
2025/01/25	2494
2025/01/26	2444
2025/01/27	2523
2025/01/28	2527
2025/01/29	2570
2025/01/30	2685
2025/01/31	2618

January saw a dynamic shift in distinct advertisers, starting at 2,207 and peaking at 2,685. The month concluded with a robust 2,618, indicating a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US Software & Technology Cybersecurity

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
norton.com	2.27%
paloaltonetworks.com	0.56%
totalav.com	0.29%
forbes.com	0.26%
walmart.com	0.2%
eufy.com	-0.41%
simplisafe.com	-0.6%
okta.com	-0.6%
expressvpn.com	-1.24%
nordvpn.com	-1.45%

Norton.com surged with a 2.27% click share increase, while NordVPN.com dropped by 1.45%. PaloAltoNetworks.com gained 0.56%, contrasting ExpressVPN.com’s 1.24% decline.

Campaign Efficiency

US Software & Technology Cybersecurity 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	norton.com	mcafee.com	nordvpn.com	simplisafe.com	cybernews.com	amazon.com	forbes.com	bitdefender.com	vpnpro.com	expressvpn.com
2025/01/01	10.96%	5.28%	4.59%	3.96%	5.21%	2.48%	2.56%	1.18%	2.55%	2.68%
2025/01/02	12.97%	4.27%	5.28%	3.68%	5.39%	2.06%	2.6%	1.12%	2.94%	3.28%
2025/01/03	11.78%	4.72%	5.11%	4.02%	4.72%	1.79%	2.59%	1.39%	2.55%	3.15%
2025/01/04	11.53%	4.89%	4.71%	4.56%	5.19%	1.81%	2.6%	1.29%	3.29%	3.09%
2025/01/05	12.24%	5.13%	5.05%	4.24%	5.22%	1.85%	2.89%	1.48%	2.51%	2.86%
2025/01/06	11.32%	5.21%	4.59%	4.03%	5.41%	1.69%	2.62%	1.37%	2.71%	2.72%
2025/01/07	11.55%	4.83%	5.55%	3.44%	5.18%	1.96%	2.79%	1.22%	3.28%	3.28%
2025/01/08	11.1%	5%	4.8%	3.59%	5.03%	1.96%	2.56%	1.17%	2.68%	2.95%
2025/01/09	13.46%	5.63%	4.81%	3.87%	4.6%	1.36%	1.91%	1.94%	2.19%	2.6%
2025/01/10	11.92%	4.4%	4.92%	3.9%	4.33%	1.46%	2.38%	1.25%	2.16%	2.47%
2025/01/11	11.44%	4.87%	4.38%	3.38%	4.14%	3.55%	2.42%	1.78%	2.55%	2.69%
2025/01/12	12.56%	4.57%	4.61%	3.86%	5.07%	1.5%	2.69%	1.91%	2.41%	2.71%
2025/01/13	13.46%	4.79%	4.86%	3.56%	4.31%	1.87%	2.45%	1.56%	2.14%	3.2%
2025/01/14	14.14%	4.36%	4.27%	4.19%	3.14%	2.47%	2.27%	1.64%	1.57%	2.41%
2025/01/15	10.73%	4.99%	4.73%	3.65%	5.01%	2%	2.56%	1.15%	2.69%	2.97%
2025/01/16	13.06%	5.51%	4.83%	3.95%	4.6%	1.37%	1.91%	1.91%	2.19%	2.6%
2025/01/21	12.15%	5.05%	4.48%	3.55%	4.68%	0.95%	3.13%	1.22%	2.2%	1.27%
2025/01/22	11.84%	5.07%	4.11%	3.56%	4.89%	0.85%	3.03%	1.27%	2.15%	1.18%
2025/01/23	13.13%	5.97%	3.7%	3.42%	4.27%	1.26%	3.15%	1.28%	1.79%	0.98%
2025/01/24	11.06%	5.36%	3.71%	3.19%	4.27%	1.31%	3.25%	1.47%	1.78%	1.24%
2025/01/25	12.53%	5.73%	3.44%	2.7%	4.4%	1.47%	3.19%	1.31%	2.08%	1.2%
2025/01/26	15.31%	6.14%	4.09%	3.68%	3.67%	2.1%	2.85%	2.11%	1.59%	1.02%
2025/01/27	13.23%	4.13%	3.99%	3.1%	3.42%	2.82%	2.46%	1.58%	1.53%	1.31%
2025/01/28	14.92%	4.17%	3.68%	3.79%	3.82%	3.02%	2.7%	1.67%	1.67%	0.53%
2025/01/29	14.78%	4.42%	3.55%	3.79%	3.82%	2.26%	2.75%	1.9%	1.65%	0.18%
2025/01/30	13.98%	4.55%	3.66%	3.66%	3.93%	2.12%	2.83%	1.62%	1.46%	0.17%
2025/01/31	14.26%	4.9%	4.76%	4.55%	4.11%	2.7%	2.55%	2.23%	1.36%	0.16%

Norton led January with fluctuating impressions, peaking mid-month. McAfee and NordVPN showed steady growth, while SimpliSafe and Cybernews experienced declines. Amazon and Forbes had mixed trends, finishing strong.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Software & Technology Cybersecurity

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data

1
Online Cybersecurity Programs - Apply By Feb 27 For Free https://ready.online.champlain.edu › cybersecurity › programs
Champlain College Online Offers 100% Online Degrees & Certs That Are Flexible & Affordable
2
8 Best Password Managers https://us.cybernews.com › best › passwordmanager
Recommended (January 2025) We've tested the most popular tools to give you top password managers of 2025. Use a password manager to create and store passwords. Access your passwords anywhere.
3
The Best VPNs of 2025 https://www.forbes.com
Recommended (January 2025) Get Paid VPN From Forbes™ Most Trusted VPN Services. Super-Fast Connections At Best Offers
4
Nord VPN® Official Website https://www.nordvpn.com › nordvpn › best_deal
The world's leading VPN — NordVPN: reliable VPN for every device. Enjoy enhanced online security and privacy. Secure up to...
5
4-Week Classes - Earn a Cyber Security Degree https://info.nu.edu
Study Online or On-Site. Nonprofit University, Students Come First. Learn More or Call Now

In the competitive landscape of Google PPC, Champlain College and NU.edu stand out with their flexible, affordable cybersecurity programs. Cybernews and Forbes captivate with top-rated password managers and VPNs, emphasizing security and convenience. NordVPN highlights its global reliability, ensuring privacy across devices.

Frequently Asked Questions

Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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