Google has announced the launch of a new feature for its AdWords service design to help brands measure their ad campaigns against other firms.

Emily Williams wrote on the pay per click marketing service’s official blog that the Analyse competition application scrutinises account activity over the previous two weeks and breaks it down based on the products and services being advertised.

The different categories are based on actual search terms entered on and are matched up to a brand’s keywords, landing pages and ad text.

Analyse competition generates a bar graph that shows a company’s individual performance compared to the average for other advertisers in the same grouping.

Ms Williams said users can then click the Explore ideas button to see customised suggestions for keywords, budgets and bids that could boost their campaigns.

In other news, AdWords has launched the Conversion Champion Challenge, which is asking brands to share their most innovative techniques for boosting online sales.

The winner will receive a trip to Google’s California headquarters, plus one-on-one advice on improving their website’s usability from the company’s Conversion Team.

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