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AUS Software & Technology Cybersecurity - PPC Market Share Analysis March 2025

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

Market Exposure

Share of Clicks for top 10 AUS 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
eufy.com 11.71
nordvpn.com 7.94
arlo.com 7.14
expressvpn.com 7.12
amazon.com.au 6.29
norton.com 5.9
swann.com 5.22
lastpass.com 4.41
mcafee.com 4.31
1password.com 2.87
others 37.09

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In the PPC landscape, eufy.com leads with 11.71% click share, while ‘others’ collectively hold 37.09%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS 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 nordvpn.com expressvpn.com cybernews.com norton.com mcafee.com vpn-mentors.com vpnpro.com bitdefender.com totalav.com arlo.com
2025/03/01 12.26% 10.71% 7.83% 5.71% 5.97% 2.33% 2.4% 2.68% 2.19% 1.75%
2025/03/02 13.4% 9.75% 8.1% 5.11% 6.3% 1.41% 3.53% 3.71% 2.1% 1.69%
2025/03/03 10.28% 8.25% 6.16% 6% 6.16% 1.98% 3.29% 3.1% 2.19% 1.47%
2025/03/04 9.64% 9.04% 5.65% 6.15% 5.72% 1.93% 3.39% 4.57% 1.99% 2.77%
2025/03/05 10.61% 7.92% 6.42% 6.43% 5.61% 2.19% 4.25% 3.84% 1.84% 2.71%
2025/03/06 11.63% 10.65% 7.21% 5.3% 5.4% 2.73% 4.26% 3.59% 1.75% 1.51%
2025/03/07 10.31% 11.31% 7.23% 6.29% 4.48% 2.61% 3.41% 2.63% 1.37% 1.63%
2025/03/08 4.04% 4.58% 3.46% 7.95% 6.96% 2.18% 1.15% 3.01% 2.13% 2.47%
2025/03/09 4.72% 4.54% 3.48% 8.23% 6.77% 1.65% 1.08% 4.35% 2.08% 2.69%
2025/03/10 11.37% 8.54% 7.71% 6.28% 5.22% 1.99% 3.32% 2.87% 1.7% 2.1%
2025/03/11 9.29% 11% 7.73% 5.58% 5.39% 2.82% 4.98% 2.76% 1.69% 1.9%
2025/03/12 9.13% 7.41% 5.8% 6.75% 6.47% 2.83% 3.75% 3.25% 2.3% 2.54%
2025/03/13 9.62% 9.21% 6.22% 5.58% 5.55% 2.52% 3.63% 2.97% 1.81% 1.64%
2025/03/14 8.97% 10.47% 8.29% 7.85% 6.3% 3.06% 3.32% 2.97% 1.83% 0.03%
2025/03/15 5.64% 7.99% 5.64% 8.5% 7.49% 4.3% 0.84% 4.51% 2.57% 0.03%
2025/03/16 4.57% 6.82% 4.98% 8.95% 8.54% 3.8% 1.58% 4.56% 2.23% 0.03%
2025/03/17 8.9% 9.69% 7.32% 5.69% 6.11% 2.15% 3.15% 2.97% 1.71% 1.32%
2025/03/18 11.59% 10.79% 5.84% 6.06% 5.15% 1.85% 4.39% 2.26% 1.77% 1.82%
2025/03/19 8.47% 10.78% 6.77% 6.91% 5.14% 1.75% 3.37% 2.75% 1.54% 2.25%
2025/03/20 11.78% 10.92% 6.65% 6.3% 6.6% 1.26% 2.63% 2.64% 1.84% 2.17%
2025/03/21 10.25% 10.31% 6.81% 6.34% 6.75% 1.71% 6.36% 3.56% 1.83% 1.08%
2025/03/22 10.67% 9.23% 7.37% 6.08% 6.29% 3.87% 3.35% 2.98% 1.19% 1.95%
2025/03/23 10.7% 10.42% 8.92% 5.44% 5.62% 3.45% 4.33% 3.12% 1.78% 1.95%
2025/03/24 9.95% 8.49% 7.09% 5.99% 5.19% 2.2% 3.22% 3.81% 1.99% 2.4%
2025/03/25 9.52% 10.47% 5.14% 6.34% 6.11% 1.26% 3.64% 2.69% 1.81% 2.28%
2025/03/26 6.86% 7.55% 6.79% 6.25% 5.51% 1.71% 3.71% 3.14% 1.66% 2.41%
2025/03/27 10.26% 9.94% 8.55% 5.38% 4.98% 1.27% 5.59% 2.63% 1.54% 2.12%
2025/03/28 7.67% 11.68% 9.02% 6.9% 6.44% 3.48% 3.99% 2.46% 1.18% 1.4%
2025/03/29 11.62% 12.02% 6.63% 5.58% 4.85% 3.96% 2.26% 2.74% 0.96% 0.03%
2025/03/30 10.54% 9.64% 8.56% 6.62% 5.85% 3.17% 4.94% 3.01% 0.97% 0.03%
2025/03/31 11.03% 8.65% 6.4% 6.24% 5.45% 3.83% 3.29% 3.2% 1.17% 0.77%

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NordVPN’s spend share fluctuated, peaking at 13.4% on March 2nd, then dipped to 4.04% by March 8th. ExpressVPN saw a high of 12.02% on March 29th. Cybernews and Norton had moderate fluctuations, while McAfee remained steady. VPN-Mentors and VPNPro showed minor variations. Bitdefender and TotalAV had consistent low shares. Arlo’s share was minimal, ending at 0.77%.

Market Exposure

Competitor Count for AUS 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
2025/03/01 431
2025/03/02 419
2025/03/03 429
2025/03/04 426
2025/03/05 422
2025/03/06 409
2025/03/07 419
2025/03/08 431
2025/03/09 429
2025/03/10 426
2025/03/11 418
2025/03/12 415
2025/03/13 409
2025/03/14 397
2025/03/15 384
2025/03/16 382
2025/03/17 393
2025/03/18 375
2025/03/19 370
2025/03/20 361
2025/03/21 367
2025/03/22 374
2025/03/23 370
2025/03/24 380
2025/03/25 378
2025/03/26 378
2025/03/27 368
2025/03/28 366
2025/03/29 370
2025/03/30 360
2025/03/31 359

Copyright © Adthena. All rights reserved.

March began with 431 advertisers, fluctuating throughout the month, and concluded with a decrease to 359.

Campaign Efficiency

Market Loss & Market Gains for AUS 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
eufy.com 2.14%
amazon.com.au 1.78%
ring.com 1.13%
binglee.com.au 0.82%
expressvpn.com 0.67%
cloudflare.com -0.42%
lastpass.com -0.64%
surfshark.com -0.84%
nordvpn.com -1.44%
swann.com -2.14%

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Swann.com saw a significant drop of 2.14% in click share, while eufy.com experienced a notable rise of 2.14%. Amazon.com.au gained 1.78%, and ring.com increased by 1.13%. ExpressVPN.com improved by 0.67%, whereas nordvpn.com, surfshark.com, lastpass.com, and cloudflare.com faced declines.

Campaign Efficiency

AUS 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 amazon.com.au eufy.com nordvpn.com devicedeal.com.au expressvpn.com cybernews.com norton.com mcafee.com arlo.com swann.com
2025/03/01 5.76% 2.5% 5.89% 0% 6.34% 5.58% 4.12% 4.35% 5.74% 4.05%
2025/03/02 8.52% 3.01% 6.89% 4.36% 5.86% 5.03% 3.27% 3.86% 5.89% 5.67%
2025/03/03 5.6% 2.04% 5.81% 2.69% 4.92% 4.49% 4.01% 3.65% 4.98% 3.31%
2025/03/04 9.12% 1.3% 4.82% 1.89% 4.85% 3.28% 3.59% 3.75% 7.63% 4.67%
2025/03/05 6.27% 2.14% 4.85% 2.92% 4.21% 4.22% 3.85% 3.65% 8.26% 2.68%
2025/03/06 1.94% 3.39% 6.6% 1.1% 6.57% 4.21% 3.54% 3.76% 4.94% 2.39%
2025/03/07 5.07% 5.16% 5.55% 2.22% 6.47% 4.5% 4.11% 3.17% 4.49% 2.38%
2025/03/08 6.43% 5.35% 2.68% 0.04% 3.07% 2.09% 4.56% 3.65% 6.73% 4.96%
2025/03/09 5.29% 5.42% 2.77% 4.22% 2.55% 1.86% 4.37% 3.72% 6.72% 6.98%
2025/03/10 6.56% 6.67% 5.69% 3.72% 4.39% 4.48% 3.77% 3.52% 5.02% 2.08%
2025/03/11 12.05% 5.1% 4.5% 3.49% 5.59% 4.07% 3.39% 3.2% 4.98% 3.73%
2025/03/12 11.07% 6.47% 4.32% 4.87% 3.75% 3.07% 3.87% 3.45% 6.57% 4.23%
2025/03/13 13.35% 6.52% 4.99% 3.37% 5.08% 3.8% 2.99% 2.81% 4.27% 3.42%
2025/03/14 10.14% 9.83% 4.6% 3.39% 5.73% 5.15% 4.88% 4.15% 0.1% 3.13%
2025/03/15 8.92% 9.43% 3.98% 0.08% 5.63% 4.04% 5.14% 4.51% 0.1% 3.28%
2025/03/16 9.88% 3.8% 3.18% 4.77% 4.58% 3.06% 5.35% 5.14% 0.1% 4.2%
2025/03/17 18.21% 3.84% 4.28% 3.75% 4.74% 3.75% 3.09% 3.55% 3.68% 2.78%
2025/03/18 17.42% 6.68% 4.96% 4.39% 5.65% 3.15% 3.27% 3.15% 4.9% 1.85%
2025/03/19 17.46% 7.92% 3.53% 3.58% 5.21% 3.29% 3.57% 2.74% 5.56% 1.72%
2025/03/20 14.64% 6.71% 4.13% 3.92% 4.89% 3.35% 3.31% 3.36% 5.65% 2.14%
2025/03/21 13.99% 2.42% 4.51% 3.76% 5.79% 3.71% 3.94% 3.87% 3.36% 2.46%
2025/03/22 16.54% 2.91% 4.86% 0.33% 5.39% 3.93% 3.37% 3.72% 5.28% 3.9%
2025/03/23 11.05% 2.4% 6.08% 4% 6.16% 5.31% 3.46% 3.83% 4.89% 1.82%
2025/03/24 9.49% 3.93% 3.98% 2.41% 4.32% 3.59% 3.31% 3.26% 6.36% 2.24%
2025/03/25 12.53% 5.48% 4.18% 2.21% 5.1% 3% 3.56% 3.29% 7.22% 3%
2025/03/26 7.18% 12.27% 2.9% 2.82% 4.21% 3.67% 3.55% 3.28% 6.55% 1.78%
2025/03/27 7.85% 7.57% 4.84% 2.69% 5.51% 4.79% 3.29% 2.89% 6.77% 2.42%
2025/03/28 9.84% 9.18% 3.68% 2.83% 6.51% 5.11% 3.98% 4.02% 4.21% 2.08%
2025/03/29 11.86% 7.24% 6.34% 0.45% 7.39% 4.18% 3.34% 3.28% 0.12% 2.24%
2025/03/30 11.61% 7.67% 6.4% 5.3% 6.05% 5.16% 3.95% 3.89% 0.1% 2.35%
2025/03/31 11.08% 9.29% 6.36% 5.36% 4.86% 3.74% 3.56% 3.17% 2.11% 1.81%

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March saw Amazon.com.au’s impression share peak mid-month, reaching 18.21% on the 17th. Eufy.com experienced a significant rise on the 26th, hitting 12.27%. By month’s end, Amazon.com.au led, while Eufy.com and NordVPN.com showed notable fluctuations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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.

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  1. 1
    Top 10 Best VPNs in Australia - Recommended (March 2025) https://au.cybernews.com › best-vpn › australia

    Enjoy Stable & Safe Connections Anywhere! Prices Start at just $5.09 per Month! Your...

  2. 2
    ExpressVPN™ Australia's #1 VPN - Get the World's Leading VPN https://www.expressvpn.com

    See Why ExpressVPN Is the World's Top-Rated VPN. Try ExpressVPN Risk-Free. 24/7 Support. ExpressVPN: Your Data Is Your Business.

  3. 3
    Try NordVPN Risk-Free Today - Get a VPN & Threat Protection https://www.nordvpn.com

    Over 6000 VPN Servers Worldwide. Unlimited Speed & Bandwidth. Secure 10 Devices at Once

  4. 4
    Norton™ 360 - Official Site https://www.norton.com

    Get the Protection You Need — Norton™ 360 Helps Keep You Protected. Get Protection From Malware & Ransomware Attacks. Get Powerful Protection for Your Devices & Personal Information with Norton...

  5. 5
    Manage Passwords From Anywhere - Secure Password... https://www.zoho.com › online › passwordmanager

    Manage passwords securely online. Tighten password, docs security with access audit & MFA

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In the competitive world of VPN and cybersecurity, top advertisers like Cybernews, ExpressVPN, and NordVPN emphasize security and accessibility. Cybernews highlights affordability, while ExpressVPN and NordVPN focus on global reach and risk-free trials. Norton and Zoho stress comprehensive protection and password management, respectively, showcasing diverse approaches to digital security.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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.