US 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 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
academy.com	16.54
phoenix.edu	4.91
wgu.edu	4.28
asu.edu	3.59
snhu.edu	3.49
capella.edu	2.63
collegeboard.org	2.48
chamberlain.edu	2.04
gcu.edu	1.81
waldenu.edu	1.57
others	56.66

In the education sector’s PPC landscape, ‘academy.com’ leads with 16.54% click share, while ‘others’ dominate at 56.66%, highlighting diverse competition.

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	wgu.edu	asu.edu	phoenix.edu	capella.edu	snhu.edu	waldenu.edu	chamberlain.edu	devry.edu	gcu.edu	nu.edu
2025/01/01	5.82%	1.87%	6.43%	4.16%	3.46%	3.37%	2.43%	1.69%	2.8%	1.74%
2025/01/02	5.01%	2.64%	5.98%	4.19%	4.18%	2.78%	2.62%	1.46%	3.19%	1.76%
2025/01/03	4.64%	2.94%	7.02%	4.32%	4.14%	2.53%	2.11%	1.64%	3.63%	1.56%
2025/01/04	4.7%	2.65%	6.67%	4.3%	4.92%	2.01%	2.16%	1.49%	3.82%	1.63%
2025/01/05	5.21%	2.69%	6.49%	3.77%	5.12%	1.56%	2.14%	1.81%	3.23%	1.54%
2025/01/06	4.92%	3.51%	5.86%	3.82%	4.87%	1.61%	2.18%	1.59%	3%	1.72%
2025/01/07	3.93%	4.35%	7.21%	4.15%	5.21%	1.26%	2.53%	2.39%	3.13%	1.91%
2025/01/08	4.65%	4.45%	6.43%	4.1%	4.82%	2.25%	2.52%	1.93%	2.83%	1.77%
2025/01/09	4.84%	4.67%	6.84%	3.62%	4.91%	3.56%	2.41%	1.86%	2.21%	1.88%
2025/01/10	5.25%	5.34%	6.12%	3.41%	5.24%	2.37%	2.69%	2.03%	2.06%	1.59%
2025/01/11	5.69%	4.81%	5.49%	3.54%	5.26%	2.32%	2.52%	2.01%	2.02%	1.49%
2025/01/12	6.32%	5.02%	5.56%	3.53%	5.09%	2.08%	2.33%	1.71%	1.73%	1.65%
2025/01/13	5.14%	5.67%	7.09%	4.31%	4.57%	2.64%	2.32%	2.46%	1.72%	1.41%
2025/01/14	4.73%	5.82%	5.93%	4.36%	4.56%	3.04%	3.01%	2.57%	1.95%	1.54%
2025/01/15	4.54%	4.35%	6.24%	4.01%	4.75%	2.2%	2.48%	1.89%	2.74%	1.73%
2025/01/16	4.73%	4.55%	6.66%	3.54%	4.82%	3.48%	2.37%	1.82%	2.13%	1.83%
2025/01/21	4.53%	5.11%	6.3%	4.58%	5.3%	1.8%	2.36%	2.11%	1.82%	2%
2025/01/22	4.38%	4.99%	6.22%	4.8%	5.66%	2.37%	2.2%	2.24%	1.78%	1.52%
2025/01/23	4.25%	5.06%	4.42%	3.69%	5.04%	1.66%	2.37%	1.9%	2.04%	1.19%
2025/01/24	4.66%	4.8%	4.73%	4.17%	3.95%	1.03%	2.36%	2.09%	2.51%	1.69%
2025/01/25	6.15%	3.93%	4.97%	3.66%	4.17%	1.57%	2.22%	1.85%	2.58%	1.69%
2025/01/26	6.79%	3.46%	4.5%	4.08%	3.71%	1.24%	2.51%	1.73%	2.44%	1.6%
2025/01/27	5.58%	4.35%	5.01%	3.6%	3.35%	1.89%	2.49%	2.12%	2.05%	1.67%
2025/01/28	5.07%	4.64%	5.16%	3.83%	3.09%	2.5%	2.49%	2.21%	1.88%	1.49%
2025/01/29	4.91%	4.99%	4.63%	4.57%	2.77%	1.43%	2.12%	2.26%	1.93%	1.32%
2025/01/30	5.03%	4.89%	4.74%	3.95%	3.2%	1.63%	2.43%	2.54%	1.83%	1.37%
2025/01/31	6.11%	6.1%	5.44%	5.18%	3.03%	2.95%	2.88%	1.97%	1.59%	1.53%

In January 2025, Phoenix.edu led with a strong start, peaking early. Wgu.edu showed fluctuations but ended with a rise. Asu.edu and Snhu.edu maintained steady growth, while Waldenu.edu and Nu.edu experienced declines. The month concluded with Phoenix.edu maintaining dominance.

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
2025/01/01	1573
2025/01/02	1540
2025/01/03	1639
2025/01/04	1581
2025/01/05	1560
2025/01/06	1634
2025/01/07	1502
2025/01/08	1646
2025/01/09	1609
2025/01/10	1627
2025/01/11	1693
2025/01/12	1692
2025/01/13	1583
2025/01/14	1728
2025/01/15	1646
2025/01/16	1609
2025/01/21	1775
2025/01/22	1791
2025/01/23	1719
2025/01/24	1715
2025/01/25	1732
2025/01/26	1602
2025/01/27	1666
2025/01/28	1666
2025/01/29	1734
2025/01/30	1874
2025/01/31	1827

January saw a dynamic shift in distinct advertisers, starting at 1,573 and peaking at 1,874. The month concluded with a strong presence of 1,827 advertisers.

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
wgu.edu	0.82%
nyu.edu	0.39%
capella.edu	0.36%
strayer.edu	0.33%
devry.edu	0.29%
herzing.edu	-0.22%
snhu.edu	-0.42%
collegeboard.org	-0.43%
phoenix.edu	-0.58%
academy.com	-4.26%

Wgu.edu surged with a 0.82% click share increase, while academy.com plummeted by 4.26%.

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	wgu.edu	phoenix.edu	asu.edu	capella.edu	snhu.edu	waldenu.edu	devry.edu	chamberlain.edu	csuglobal.edu	gcu.edu
2025/01/01	5.3%	6.24%	1.6%	3.22%	3.26%	3.04%	1.9%	1.81%	2.19%	2.56%
2025/01/02	4.58%	5.73%	2.17%	3.17%	3.77%	2.5%	1.51%	1.89%	1.97%	2.72%
2025/01/03	4.3%	6.88%	2.51%	3.31%	4.02%	2.26%	1.74%	1.66%	1.4%	3.24%
2025/01/04	4.53%	6.26%	2.21%	3.3%	4.55%	1.79%	1.42%	1.6%	1.58%	3.58%
2025/01/05	4.89%	6.25%	2.25%	2.91%	4.87%	1.41%	2%	1.63%	2.28%	2.84%
2025/01/06	4.42%	5.6%	2.91%	3%	4.55%	1.48%	1.64%	1.74%	2.32%	2.68%
2025/01/07	3.87%	7.27%	3.61%	3.12%	4.89%	1.14%	2.54%	1.87%	2.47%	2.84%
2025/01/08	4.54%	6.07%	3.67%	3.14%	4.21%	2.21%	1.99%	2.08%	2.23%	2.56%
2025/01/09	4.6%	6.59%	3.84%	2.65%	4.41%	3.39%	2.08%	1.95%	2%	1.99%
2025/01/10	4.93%	5.95%	4.5%	2.58%	5%	2.13%	2.21%	2.09%	1.59%	1.84%
2025/01/11	5.36%	5.13%	3.85%	2.65%	4.81%	2.11%	2.15%	1.98%	1.72%	1.81%
2025/01/12	5.95%	5.34%	4.09%	2.65%	4.89%	1.76%	2.05%	1.79%	1.94%	1.52%
2025/01/13	4.77%	7.08%	4.53%	3.43%	4.38%	2.46%	2.59%	1.86%	2.07%	1.77%
2025/01/14	4.53%	5.87%	4.81%	3.36%	4.23%	2.97%	2.85%	2.34%	1.82%	1.88%
2025/01/15	4.55%	6.04%	3.65%	3.14%	4.21%	2.2%	2%	2.09%	2.2%	2.52%
2025/01/16	4.61%	6.56%	3.82%	2.65%	4.42%	3.38%	2.09%	1.96%	1.95%	1.95%
2025/01/21	4.49%	6.2%	4.14%	3.55%	4.84%	1.92%	2.2%	1.98%	1.7%	1.74%
2025/01/22	4.39%	6.16%	4.11%	3.74%	5.19%	2.4%	2.63%	1.92%	1.74%	1.7%
2025/01/23	4.25%	4.49%	4.17%	2.93%	4.9%	1.78%	2.37%	2.01%	1.9%	2.02%
2025/01/24	4.5%	4.64%	3.93%	3.36%	3.48%	1.15%	2.5%	2%	1.89%	2.29%
2025/01/25	5.71%	4.86%	3.26%	2.81%	3.88%	1.56%	2.18%	1.89%	1.66%	2.42%
2025/01/26	6.56%	4.38%	2.9%	3.15%	3.55%	1.34%	2.03%	2.13%	2.46%	2.39%
2025/01/27	5.13%	4.89%	3.59%	2.73%	3.18%	1.93%	2.47%	2.05%	1.76%	2.04%
2025/01/28	4.87%	5.19%	3.93%	3.03%	3.07%	2.59%	2.64%	2.11%	1.77%	1.74%
2025/01/29	4.98%	4.65%	4.25%	3.68%	2.91%	1.45%	2.61%	1.85%	1.91%	1.81%
2025/01/30	4.68%	4.67%	3.91%	2.94%	3.06%	1.64%	2.86%	1.91%	2.16%	1.64%
2025/01/31	5.55%	5.33%	4.94%	4.1%	2.92%	2.73%	2.42%	2.3%	1.87%	1.44%

In January 2025, Phoenix.edu led with a strong start, peaking mid-month. Wgu.edu showed fluctuations, ending with a rise. Asu.edu and Capella.edu had steady growth, while Snhu.edu declined. Waldenu.edu and Devry.edu remained stable. Chamberlain.edu and Csuglobal.edu saw minor changes, and Gcu.edu ended with a dip.

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
Academy Sports + Outdoors® https://www.academy.com
Quality Sporting Goods — Academy Sports + Outdoors® Makes It Easier for Everyone to Enjoy More Sports and Outdoors. Shop Academy Sports + Outdoors® for Sporting Goods...
2
DeVry University - Classes Start Every 8 Weeks https://www.devry.edu
Prepare For Your Future With A Degree From DeVry University. Apply Online Today.
3
NYU's Online Counseling Master | Become a Counselor. No GRE Req https://info.counseling.steinhardt.nyu.edu › online_masters › mental_health
Earn your MA in Mental Health Counseling with NYU Steinhardt's Online Master's Degree. Earn a Mental...
4
No Prerequisite Coursework - Become a Registered Nurse (RN) https://info.rasmussen.edu › nursing › adn
Complete in as Few as 18 Months. Online, On-campus Labs & Clinical Experience. Learn More!
5
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!

In the competitive landscape of online education, top-performing PPC ads reveal a tapestry of themes and unique selling propositions. Arizona State University emphasizes career advancement with its online psychology master’s program. CSU Global and SNHU highlight flexibility and career-focused learning, while NYU SPS and UAGC entice with no application fees. University of Phoenix and CTU offer tailored online degrees, balancing life and education. Rasmussen and Strayer focus on practical, accelerated paths to careers, showcasing the diverse strategies universities employ to attract students.

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US Education & Training Universities - PPC Market Share Analysis February 2025

Share of Clicks for top 10 US Education & Training Universities brands

Share of Spend for the top 10 US Education & Training Universities brands

Competitor Count for US Education & Training Universities

Market Loss & Market Gains for US Education & Training Universities

US Education & Training Universities Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Education & Training Universities

Frequently Asked Questions

Customer Success Stories

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

the7stars Case Study: Achieving Google Ads PPC Campaign Optimization​ with Adthena

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

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the7stars Case Study: Achieving Google Ads PPC Campaign Optimization with Adthena