Google has announced the rollout of its Analyse Competition feature to all English language accounts on AdWords.

Jason Shafton of the Inside AdWords team said the service is designed to help users of pay per click marketing make "more informed decisions" about the optimisation of their campaigns.

The Analyse Competition feature compares a brand's AdWords performance against that of its rivals in similar keyword categories.

It also compiles the Google search terms that triggered ads in each sub-category of an account, which Mr Shafton said can provide "inspiration" for new keywords or modifying existing terms.

"We hope to bring even more features to Analyse Competition in the future," he added.

In related news, Google recently announced that it will launch an updated AdWords Keyword Tool that combines the best features of its old application and a search-based wizard from September 1st.

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