A new ‘Analyze Competition’ feature is being rolled out on Adwords (currently only available to a small number of advertisers. It functions to compare your accounts performance compared to the average performance of other advertisers in the same category over the past two weeks.
Currently only available in the US, ACE (Adwords Campaign Experiments) will allow advertisers test optimisations to their campaigns before putting them live, e.g. changes to bids, placements, keywords, rather than the existing trial-and-error method. It will provide more general, long-term results, rather than be able to account for seasonal (e.g. back holiday weekend, world cup) adjustments.