Compare Your Ad Impression Share in Google AdWords
The Keyword Planner tool within Google AdWords is being upgraded to add benchmark data, providing advertisers a way to compare their performance, specifically their search term coverage, to that of their competitors.
Google will be rolling out the feature in the coming weeks. Advertisers will be able to review their campaigns' relative ad impression share compared to the top five market leaders (based on a specific keyword and against various keyword categories). The feature should enable advertisers to prioritize where keyword expansions could be most impactful and even identify missed opportunities as well.
Keep in mind that while the Keyword Planner tool is certainly useful, success within AdWords (as in any performance-based advertising solution) is based on a variety of factors including bid, budgets, experience and customer behavior.