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UK Education & Training Online Universities/E-Learning - PPC Market Share Analysis March 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Online Universities/E-Learning 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 Online Universities/E-Learning 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
coursera.org 14.24
open.ac.uk 13.93
udemy.com 13.03
learndirect.com 5.68
icslearn.co.uk 3.53
openstudycollege.com 3.44
arden.ac.uk 2.6
skillshare.com 2.42
theaimgroup.co.uk 2.09
codecademy.com 1.83
others 37.21

Copyright © Adthena. All rights reserved.

Coursera.org leads with 14.24% click share, closely followed by open.ac.uk at 13.93%. Udemy.com holds 13.03%, while others collectively capture 37.21%.

Market Exposure

Share of Spend for the top 10 UK Education & Training Online Universities/E-Learning 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 icslearn.co.uk coursera.org open.ac.uk openstudycollege.com learndirect.com arden.ac.uk udemy.com e-careers.com lse.ac.uk theaimgroup.co.uk
2025/03/01 11.19% 2.34% 5.86% 6.44% 4.65% 7.56% 3.26% 3% 3.48% 0.7%
2025/03/02 11.11% 4.71% 4.57% 8.01% 3.47% 6.88% 4.23% 4.09% 2.83% 1.09%
2025/03/03 12.63% 2.95% 8.28% 4.64% 4.85% 5.68% 2.31% 3.96% 2.47% 0.75%
2025/03/04 9.99% 8.98% 11.12% 3.52% 3.58% 6.41% 1.81% 2.72% 2.4% 1.45%
2025/03/05 11.04% 7.74% 8.79% 3.44% 5.41% 7.99% 2.37% 3.76% 2.19% 1.81%
2025/03/06 9.99% 7.17% 8.7% 3.29% 5.24% 8.1% 1.48% 2.2% 2.06% 1.8%
2025/03/07 12.16% 7.93% 7.91% 3.3% 5.14% 4.07% 1.6% 1.81% 2.21% 1.84%
2025/03/08 10.19% 9.95% 11.39% 4.13% 5.11% 5.5% 1.9% 1.67% 1.67% 1.85%
2025/03/09 8.59% 8.34% 11.38% 3.62% 3.67% 6.7% 3.04% 3.22% 2.08% 1.04%
2025/03/10 9.21% 8.55% 15.22% 4.63% 4.79% 5.49% 1.65% 1.88% 2.6% 1.61%
2025/03/11 9.12% 8.18% 16.99% 3.24% 4.53% 4.35% 2.27% 2.07% 2.29% 1.54%
2025/03/12 8.77% 9.52% 10.83% 3.71% 4.31% 4.28% 1.72% 1.63% 2.54% 1.7%
2025/03/13 9.11% 8.44% 15.12% 3.51% 3.85% 3.71% 1.97% 2.55% 2.78% 2.08%
2025/03/14 6.87% 8.78% 20.75% 3.78% 3.53% 4.31% 2.03% 1.61% 2.2% 2.23%
2025/03/15 8.01% 10.08% 12.81% 7.02% 3.11% 7.17% 1.97% 2.21% 2.14% 1.88%
2025/03/16 9.78% 10.34% 8.46% 7.03% 3.46% 4.81% 3.09% 2.76% 2.82% 1.43%
2025/03/17 11.98% 8.81% 14.66% 5.44% 2.32% 3.51% 2.02% 2.15% 2.22% 1.58%
2025/03/18 10.7% 10.65% 13.87% 4.7% 4.15% 3.13% 2.14% 2.71% 2.12% 2.06%
2025/03/19 12.58% 8.14% 5.03% 5.55% 5.09% 5.24% 1.99% 2.64% 2.72% 2.14%
2025/03/20 10.51% 11.83% 5% 5.36% 5.35% 3.09% 2.05% 2.26% 2.51% 2.51%
2025/03/21 9.63% 8.52% 15.48% 4% 4.85% 3.49% 2.67% 2.61% 2.89% 2.5%
2025/03/22 13.39% 8.32% 9.9% 5.86% 3.35% 4.85% 1.93% 2.22% 2.71% 2.76%
2025/03/23 10.77% 10.16% 13.43% 5.48% 2.46% 3.57% 2.04% 2.15% 2.29% 2.15%
2025/03/24 11.05% 9.81% 12.99% 5.07% 3.18% 2.57% 2.23% 3.17% 3.04% 2.82%
2025/03/25 8.4% 10.75% 10.08% 4.18% 4.65% 2.96% 1.98% 2.3% 2.87% 2.9%
2025/03/26 9.84% 8.9% 17.59% 4.18% 4.57% 2.78% 1.83% 1.84% 3.29% 0.81%
2025/03/27 14.14% 7.81% 11.04% 4.72% 5.54% 3.09% 1.71% 2.31% 2.73% 2.29%
2025/03/28 11% 7.54% 11.41% 5.32% 5.24% 2.36% 2.3% 1.86% 2.44% 3.02%
2025/03/29 12.64% 7.36% 10.54% 6.09% 4.12% 2.54% 2.26% 1.59% 2.74% 2.94%
2025/03/30 10.87% 10.63% 12.83% 4.66% 4.12% 3.3% 2.78% 3.01% 2.4% 2.13%
2025/03/31 11.87% 10.26% 9.78% 5.87% 5.35% 3.36% 2.84% 2.5% 2.36% 2.18%

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In March 2025, ICS Learn led with fluctuating spend, peaking at 14.14%. Open.ac.uk surged mid-month, reaching 20.75%. Coursera and Open Study College showed steady growth, while Udemy and E-Careers maintained lower shares. The month concluded with diverse spend patterns.

Market Exposure

Competitor Count for UK Education & Training Online Universities/E-Learning

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
2025/03/01 447
2025/03/02 452
2025/03/03 480
2025/03/04 474
2025/03/05 502
2025/03/06 489
2025/03/07 502
2025/03/08 460
2025/03/09 460
2025/03/10 472
2025/03/11 474
2025/03/12 475
2025/03/13 459
2025/03/14 469
2025/03/15 441
2025/03/16 432
2025/03/17 432
2025/03/18 459
2025/03/19 447
2025/03/20 421
2025/03/21 429
2025/03/22 445
2025/03/23 432
2025/03/24 448
2025/03/25 441
2025/03/26 435
2025/03/27 439
2025/03/28 431
2025/03/29 427
2025/03/30 421
2025/03/31 419

Copyright © Adthena. All rights reserved.

March began with 447 advertisers, peaking at 502 by the 5th. A decline followed, ending the month at 419.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Online Universities/E-Learning

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
udemy.com 1.92%
coursera.org 1.02%
theaimgroup.co.uk 0.7%
openstudycollege.com 0.58%
coursesonline.co.uk 0.48%
lsec.ac.uk -0.32%
myfreecourse.co.uk -0.36%
audible.co.uk -0.94%
arden.ac.uk -1.24%
open.ac.uk -2.77%

Copyright © Adthena. All rights reserved.

Udemy.com and Coursera.org saw significant click share growth, with increases of 1.92 and 1.02, respectively. Conversely, open.ac.uk experienced the largest decline, dropping by 2.77.

Campaign Efficiency

UK Education & Training Online Universities/E-Learning 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 coursera.org open.ac.uk openstudycollege.com udemy.com learndirect.com theaimgroup.co.uk icslearn.co.uk arden.ac.uk coursesonline.co.uk audible.co.uk
2025/03/01 2.2% 5.47% 8.63% 5.12% 4% 1.37% 3.85% 12.03% 1.27% 0.04%
2025/03/02 4.05% 4.17% 9.85% 6.59% 2.76% 2.15% 3.96% 9.97% 0.59% 0.07%
2025/03/03 2.57% 6.4% 5.25% 4.78% 4.63% 1.39% 4.65% 7.36% 0.9% 0.04%
2025/03/04 7.16% 7.85% 3.43% 3.29% 3.05% 2.73% 3.4% 7.3% 1.08% 2.98%
2025/03/05 6.75% 7.01% 3.44% 4.45% 4.83% 3.47% 4.26% 9.52% 1.12% 1.34%
2025/03/06 6.37% 6.3% 3.99% 3.13% 3.8% 3.28% 3.74% 9.29% 1.83% 2.09%
2025/03/07 6.85% 6.55% 3.49% 3.24% 4.03% 3.55% 4.04% 3.91% 1.82% 2.22%
2025/03/08 8.65% 9.21% 4.47% 3.3% 4.31% 3.8% 3.74% 7% 0.63% 1.64%
2025/03/09 6.64% 8.39% 3.51% 6.12% 3.34% 2.14% 3.09% 8.71% 1.46% 1.21%
2025/03/10 7.13% 10.84% 4.42% 3.88% 4.14% 3.28% 3.33% 5.92% 1.5% 1.68%
2025/03/11 6.54% 10.43% 3.73% 5.24% 4.18% 3.12% 3.13% 4.54% 1.48% 5.41%
2025/03/12 7.29% 7.73% 3.31% 3.78% 3.87% 3.16% 3% 5% 1.89% 5.11%
2025/03/13 6.25% 9.67% 3.32% 4.22% 3.66% 3.94% 3.31% 3.81% 3.36% 4.04%
2025/03/14 6.92% 11.44% 3.76% 4.08% 2.95% 3.89% 2.3% 5.49% 2.84% 2.4%
2025/03/15 7.29% 8.6% 9.43% 3.95% 2.67% 3.18% 2.51% 8.86% 1.82% 4.82%
2025/03/16 7.38% 6.34% 9.18% 7.06% 3.03% 2.84% 3.42% 6.11% 1.24% 4.52%
2025/03/17 6.93% 9.52% 8.45% 4.65% 2.17% 3.14% 4.36% 3.62% 2.41% 1.55%
2025/03/18 9.03% 9.38% 6.45% 5.07% 3.48% 4.03% 3.83% 3.34% 2.01% 0.99%
2025/03/19 6.19% 4.69% 6.96% 3.64% 4.33% 4.2% 4.48% 5.58% 3.23% 1.75%
2025/03/20 8.41% 4.35% 6.87% 4.41% 5.3% 4.6% 3.71% 2.64% 3.44% 1.76%
2025/03/21 6.68% 8.97% 5% 6.08% 4.85% 4.82% 3.52% 4.22% 2.68% 0.76%
2025/03/22 6.2% 8.05% 6.69% 4.25% 2.61% 4.98% 4.75% 5.54% 3.28% 0.3%
2025/03/23 8.33% 9.38% 6.67% 4.51% 3.03% 4.14% 3.64% 4.73% 3.06% 0.53%
2025/03/24 9.09% 8.9% 6.22% 5.77% 2.55% 5.81% 3.83% 3.3% 2.26% 0.49%
2025/03/25 8.16% 7.86% 4.26% 4.16% 3.93% 5.21% 2.61% 3.15% 2.94% 0.79%
2025/03/26 6.94% 11.22% 4.99% 4.35% 4.01% 1.66% 3.88% 4.04% 3.39% 1.62%
2025/03/27 7.1% 9.03% 5.77% 3.53% 4.53% 4.72% 5.1% 4.85% 2.05% 2.04%
2025/03/28 5.84% 9.12% 5.03% 4.52% 4.37% 5.5% 3.8% 2.51% 1.94% 1.63%
2025/03/29 6.46% 8.49% 6.64% 4.52% 3.28% 5.31% 4.53% 3.35% 2.51% 0.39%
2025/03/30 9.59% 8.58% 5.45% 6.6% 3.51% 4.15% 4.16% 4.53% 1.67% 0.57%
2025/03/31 8.29% 8.15% 6.98% 6.27% 5.21% 4.19% 3.81% 3.72% 1.68% 0.86%

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Coursera’s impression share fluctuated, peaking at 9.59% on March 30. Open.ac.uk led mid-month, reaching 11.44% on March 14. Openstudycollege.com saw highs early and mid-month. Udemy’s share was steady, while learndirect.com peaked on March 31. The month ended with diverse performances across domains.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Online Universities/E-Learning

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
    Learndirect™ https://www.learndirect.com

    Online Training Courses — Learndirect, Inspiring People To Realise Their Potential Through Online Courses. Offering a selection of professional development courses and qualifications. Talk To Us On Live Chat.

  2. 2
    The Open University® https://www.open.ac.uk

    Open Up Your Future — Study Flexibly Around Your Life & Get All The Expert Tutor Support To Open Up Your Future. Step...

  3. 3
    Open College Courses https://www.openstudycollege.com

    No Timetable, No Commute — Fully accredited online courses designed to be studied from the comfort of home. Join thousands...

  4. 4
    Free Courses Online - Hundreds Of Free Courses https://www.reed.co.uk › freecourses

    Taking a course doesn't have to be costly, progress your career now with free courses. Join over 1...

  5. 5
    Udemy - Courses On Demand | Best-Selling Online Courses https://www.udemy.com › online-courses › learn-now

    Find the right instructor for you. Choose from many topics, skill levels, and languages. Shop thousands of high-quality on-demand online courses.

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In the competitive landscape of online education, top advertisers like Learndirect, The Open University, and Udemy captivate audiences with themes of flexibility, affordability, and accessibility. Their messaging emphasizes personal growth, expert support, and diverse course offerings, appealing to learners seeking convenience and career advancement.

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